Challenges For Tourism: A Changing Paradigm

Abstract

The present environment is characterized for the uncertainty and crisis, and the existence of threats and dangers in the society and in the tourist sector for the survival of companies in the market. In addition, apart from changes in the economic situation, changes in demand occur in terms of new wants and needs, obliging suppliers to adapt to them in order to survive in times of a highly competitive environment and a difficult economic situation, when the key is not just attracting visitors, but also satisfying them in order to gain their loyalty. So the real threat is the lack of response to changing situations. The Spanish tourist sector is pressured by various threats such as the need to improve the competitiveness of destinations and products, make the industry more professional, encourage new forms of marketing and promotion, or change the sales model. Therefore, businesses must adapt to these changes and respond to them, strengthen the confidence of customers, who seek to obtain the optimum value for money. The objective of this paper is to evaluate the tourism activity in the town of Cuenca in the period 2005 to 2009, focusing the analysis on how supply changed to adapt to the requirements of demand. The aim being to evaluate their and correct errors, and design the actions of the future. That is to say, create an appropriate market strategy to promote the tourism product and ensure the idea of a consolidated tourist destination.