1.
Introduction
Panama is rich in natural and cultural
resources. In Central America there are numerous examples of countries
(and regions) rich in resources, but poor or very poor in products. [i] . Panama knows a great variety of flora
and fauna and culture. For example, the watershed of the Panama Canal is a
destination very attractive to tourists but still relatively unknown to
foreign tourists especially natural. There is little information on the
Internet area and tourist information. Many visitors prefer for that reason the
most common destinations such as “Bocas del Toro”, Boquete and Panama
City. Often unaware that there is much more to explore in the country.
Panama has the resources to create products and in
many communities there are also facilities such as restaurants, hotels and
tours. The restaurants offer local food which gives tourists the
opportunity to meet national and regional cuisine. The hostels are small
and often families offer one or more rooms for tourists, which allows you to
interact with people of the country. These facilities are developed on a
small scale and offer a basic service. In addition there are tours offered
by local people who know their community. The guides are sometimes trained
by national organizations and some speak a second language. For example,
in the watershed of the Panama Canal there are communities that already have a
service to offer, but the area is still unknown and poor promotion of the
region.
In addition, resources and facilities accessible to
the different communities are very important to ensure the success of the
destinations. Public transportation is convenient and fairly well
organized in Panama, although it is still difficult travel by bus to some
communities. In addition, many roads are in poor condition, which
contributes to delayed transfers. It also means that by the poor condition
of roads, tourists who want to reach by land to these areas require 4 × 4
vehicles. Another problem is the lack of signs especially on the inside.
Taking Canal Basin as an example, we can see that accessibility is relatively
good and the area accessible by public transport. It is close to the city
of Panama and takes little time to reach the area, but lack the arrival signs
to guide communities.
2. Summary of
the SWOT analysis.
Many communities received training from NGOs and
institutions and various state organizations are also interested in starting
new projects; but no more arrivals is difficult for participants to invest
in tourist facilities. In addition, there are problems with
municipalities, concludes the study by the Tourism Authority of Panama (ATP) in
thirteen districts. This study concludes that in general, municipalities
have little financial capacity to perform the local tourism
management; there is no defined policy on tourism; no municipality
promotes its own tourist markets offer even at national level.
Despite these restrictions, the situation is
favorable for rural communities to organize a tour operator and the Network of
Rural Tourism Community, as there is a steady growth in the supply of rural
communities urgently require a marketing system tailored to your niche and
specific characteristics of their services and products. In addition, the
Operator Receptive Tourism is one of the main instruments to categorize the
range of families and rural communities and promote a quality policy based on
the requirements of national and international markets.
SWOT analysis.
Strengths
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Opportunities
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Weaknesses
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Threats
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3. Main Market
In 2005 LatMark conducted research on the profile of tourists who
arrived in Panama, concluding that:
- The age groups are the most important group between 21-30 years,
31-40 years and represent one-third of the total.
- The traveler has a high occupancy rate. The largest group by
tourists was arriving at the Professional / Educator followed by
entrepreneur / Dealer / Manager. Tourists coming to Paso Canoas
Students were followed by Professional / Educator.
- Visitors who come to Panama usually have a high educational level,
registering seven out of ten visitors Tocumen have "college" and
about six out of ten for Paso Canoas. The difference may be because
more students come to Paso Canoas and still have not finished college.
- Recreation was the most mentioned reason by international visitors
traveling Tocumen much as for Paso Canoas. For tourists arriving for
the Tocumen airport, business was the second reason and visiting relatives
and friends a third reason. Paso Canoas pass by many tourists who
visit friends and family and come for business and shopping (66 percent
total).
- With respect to the source of information on visitors entering
Panama Tocumen it depends mostly by Internet (51%) and Paso Canoas visitor
information depends mostly family and friends (88%).
- The vast majority (65%) of tourists arriving in the airport of
Tocumen traveling alone and just under half (44%) of travelers traveling
by Paso Canoas also individually.
- The vast majority of visitors, both Tocumen (74%) as the Paso Canoas
(79%), staying less than seven days in Panama.
- 86% of visitors to Panama through Tocumen refer specifically to the
capital city as a site visit; followed by the Atlantic Coast -
including the Free Zone - (21%) and the Canal de Panama (13%). One in
two visitors Paso Canoas visit somewhere in the province of
Chiriqui. And almost half of the visitors through Paso Canoas
visiting Panama City.
- A large percentage of tourists Tocumen and Paso Canoas stay in
hotels (68% and 60%) but also stay with family and friends is fairly
regular for half the tourists for Paso Canoas and 40% of tourists Tocumen.
- Visitors by Tocumen participate in a series of activities which
include shopping (59%), Entertainment (54%), Beaches (24%) and ecotourism
(13%). The visitor Paso Canoas mainly is active in Amusements (49%)
followed by shopping (25%), beaches (21%) and ecotourism (15%).
- Seven out of ten visitors who came for the Tocumen airport
organized their trip without the help of travel agencies. For the
visitor of Paso Canoas, all visitors organized their trip on their own.
- High season in Panama starts in November and continues until the
end of March. There is also a short high season in July due mainly to
holiday in the United States and Europe. They are people of high
profession and education, has all his planned trip and a large percentage
comes from recreation. Less positive is the fact that the high season
(December 15 - March 31). Is relatively short and the survival of small
businesses is critical in the offseason.
4. Main
market segments.
- National market:
There is a group of domestic tourists interested in
your country. With the package for a weekend we want to attract this group.
This target group has a medium or high household income and has a highly
educated and want to know your country and like to do outdoor
activities. We also want to attract a group of tourists from universities
in Panama.
- International market.
A group of international travelers interested in
new alternatives to travel, such as rural tourism. A percentage of the
tourists are more aware of the effects of tourism on the environment and
culture. When they are traveling want to feel they are doing something
good for the local people and at the same time get to his country and tell
about their different experiences. They seek new experiences part by
prestige.
The target group has a high level of education and
profession and are interested in different cultures and heritage. They may
be of different nationalities as Americans or Europeans. This group does
not plan your entire trip in detail. They are organized independently
using the Internet. They are generally people aged between 21 and 40 and
traveling with someone else (like a friend or family) but most travel alone.
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