A Strategic Differentiation Proposal for a Cruise Tourism Offer, Built on the Cultural Identity of the Host Community of Puerto Progreso, Yucatan

Abstract

The purpose of this paper is to present a strategic approach which builds on the cultural identity of Puerto Progreso, Yucatan, in order to increase the destination competitiveness and differentness, increase the market share of the Caribbean cruise tourism, and increase the local profit. An applied research was carried out using a qualitative approach, first to determine the competitiveness state of Puerto Progreso and to define which cultural elements of its local culture could be leveraged, second, to propose a differentiation strategy that could increase the destination competitiveness. It was concluded that the cultural identity of a host community is an essential element of an effective strategy to differentiate the destination while integrating the local community in the attention of the cruise tourism. The proposed strategy could be replicated by following certain guidelines.