Analisis de las posibles estrategias de mercadeo para hacer competitivo el Centro de Convenciones de Puerto Rico (Spanish text).

摘要

The main objective of this dissertation was to analyze the marketing strategies for the Puerto Rico Convention Center as a competitive tool for the tourism of the country. This study investigates the impact of the Convention Center for both the tourism sector and for the economy of the island. This study also explores the role of the government toward this sector, how the marketing strategies contribute to the competitiveness of the destination, the marketing strategies most used in the segment, and the perceptions of the meeting planners of Puerto Rico as a convention destination.; This investigation consisted of three main studies: the case study, the content analysis, and the importance-performance analysis. In the case study, the marketing plans for the Puerto Rico Convention Center and for the Hawaii Convention Center were described, and a comparative analysis between these plans was made. In the content analysis, the perceptions and opinions of people related to the tourism industry about the strengths and weaknesses of this segment were studied. In the importance-performance analysis, important attributes in the selection of convention destinations were studied. In addition, a mathematical equation was used to measure the competitiveness of both destinations. (Abstract shortened by UMI.)