Perspectives of Rural Community Tourism in Panama

By: Francisco Rivas - Esther Loverbosch.

apronad@gmail.com

https://www.facebook.com/apronadpanama/

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	Opportunities
There are tourist facilities in various communities. Great interest of communities in tourism development. Several communities received training in the area of ​​tourism. There are community projects implemented by different institutions and NGOs.	Rural Community Tourism is a new trend in the region. Tourism in Panama is still developing. Little competition of rural tourism nationwide. There are laws to protect the environment. Variety of cultures in Panama. Interest from state and national organizations.
Weaknesses	Threats
Rural Community Tourism is a new trend in the region. Tourism in Panama is still developing. Little competition of rural tourism nationwide. There are laws to protect the environment. Variety of cultures in Panama. Interest from state and national organizations.	Communities face increasing pressures on its natural, cultural and social heritage. Accessibility to several communities in the interior is difficult. Problems with the water supply. The relatively short tourist season.

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.