Analysis of the Chilean tourism market - products and opportunities for the destination Pucón and the IXth region

Tesis (Bachelor) , 2005 , 136 Páginas , Calificación: 1,5

Turismo - Otros

On the economic front, tourism has the capacity to create jobs: jobs for the poor, jobs in the indigenous communities, unskilled as well as highly qualified jobs, jobs in seaside resorts as well as in remote rural areas and in ecotourism activities. Tourism is a much more diverse industry than many others and can build upon a wide resource base. Diversity increases the scope for wide participation. Furthermore, most export industries depend on financial, productive and human capital. Indeed, tourism depends on these but also on natural capital, such as wildlife, scenery and beaches, and culture, vital assets of many developing countries in Latin America and the Caribbean. For these reasons combined, tourism should be considered as one of the important economic development opportunities available to developing countries in the region.

The United Nations declared the year 2002 as INTERNATIONAL YEAR OF ECOTOURISM. The development of ecotourism often involves precious and fragile natural resources and must be done with great sensitivity. Natural habitats have been diminishing at alarming rates and equally alarming reports are regularly published on diminishing water resources, deforestation, increases in pollution, the destruction of corral reefs and many more.

This is why ecotourism should also be sensitive to local communities, their land rights, traditions, cultures and ways of life. Ecotourism in remote areas cannot be developed without the consent and active involvement of local peoples, who should become partners in the process.

For many countries like Chile, particularly in the developing world, tourism is one of the few meaningful sources of economic development and job creation. What would be the situation of countries like Cuba, Dominican Republic, Seychelles, Maldives, Vietnam and many others without tourism? Tourism can therefore play an important role in improving living standards and raising people above the poverty threshold.

The main components of this thesis are:
The tourism development situation in Chile under the consideration of the native population.
What are the strengths and weaknesses of the destination Pucón and the unique selling proposition?
Actual offers and analysis of an agency as economy example.
Visitor structure and satisfaction with the products.
New opportunities for the destination and the IXth region which are part of the sustainable tourism development – cultural and ecotourism.

Inhaltsverzeichnis (Table of Contents)

• 1 Introduction
• 1.1 Subject and Objective
• 1.2 Approach
• 2 Fundamentals
• 2.1 The Chilean Market
• 2.1.1 The Historical and Political Background
• 2.1.1.1 Geography
• 2.1.1.2 The XIII Region
• 2.1.1.3 Short Description
• 2.1.1.4 History
• 2.1.1.5 Population
• 2.1.1.6 The Mapuche
• 2.1.1.7 Demographic Profile
• 2.1.1.8 The Structure of the Economy
• 2.1.2 Tourism Development
• 2.1.2.1 General Overview
• 2.1.2.2 Tourist Arrivals
• 2.1.2.3 Visitor Structure
• 2.1.2.4 Tourism Supply
• 2.1.2.5 Tourism Demand
• 2.1.3 Alternative Tourism
• 2.2 Pucón as Destination
• 2.2.1 Overview
• 2.2.2 SWOT Analysis
• 2.2.2.1 Definition
• 2.2.2.2 SWOT Analysis of Pucón
• 2.2.3 USP - Unique Selling Proposition
• 3 Benchmarking and Market Analysis
• 3.1 Benchmarking
• 3.1.1 Definition
• 3.1.2 Types of Benchmarking
• 3.1.2.1 Internal Benchmarking
• 3.1.2.2 External Benchmarking
• 3.1.3 The Use of Benchmarking in this Essay
• 3.2 Tourism Agencies in Pucón
• 3.2.1 Main Agencies
• 3.2.2 Overview of the Tourism Agency Ronco Track
• 4 Data Interpretation
• 4.1 Data of the Tourism Agency Ronco Track
• 4.1.1 Supply
• 4.1.2 Demand
• 4.1.3 Cost Volume - Profit Analysis
• 4.1.3.1 Sales
• 4.1.3.2 Variable and Fixed Costs
• 4.1.3.3 Contribution Margin and Net Income
• 4.2 The Questionnaire
• 4.2.1 Target Definition
• 4.2.2 Kinds of the Surveys
• 4.2.3 Interview Rules
• 4.2.4 Structure of the Questionnaire
• 4.2.5 About the Analysis
• 4.3 Analysis of the Survey Results
• 4.3.1 Analysis of the Test Run
• 4.3.2 Problems and Difficulties during the Implementation
• 4.3.3 Single Question Frequencies
• 4.3.3.1 Customer Structure
• 4.3.3.2 Satisfaction with the Excursion
• 4.3.3.3 General Impression about the Agency
• 5 Opportunities for Pucón and the IXth Region
• 5.1 Eco and Cultural Tourism
• 5.1.2 The Growing Industry
• 5.1.2 Ecotourism
• 5.1.3 Cultural tourism
• 5.2 Different Aspects
• 5.2.1 Economic Point of View
• 5.2.2 Community's Welfare
• 5.2.3 Development from within
• 5.3 Strategies and Solutions
• 5.3.1 IT as Solution
• 5.3.2 The "true" Price
• 5.3.3 Providing Knowledge and Financial Resources
• 5.4 Problem and Risks

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This Bachelor Thesis aims to analyze the Chilean tourism market, focusing on the destination Pucón and the IXth Region, with the objective of identifying products and opportunities for tourism development. This analysis includes an investigation of the historical, political, and economic background of the region, as well as an assessment of current tourism development strategies and opportunities.

• Historical and political context of Chile and the IXth Region
• Analysis of the Chilean tourism market and its development
• Tourism products and opportunities for the destination Pucón
• Potential of alternative tourism, particularly eco-tourism and cultural tourism
• Strategies and solutions for sustainable tourism development in Pucón and the IXth Region

Zusammenfassung der Kapitel (Chapter Summaries)

The thesis commences with an introduction outlining the subject and objective of the research. It then delves into the fundamentals of the Chilean tourism market, examining its historical and political context, including geographical features, history, population demographics, and the structure of the economy. This section also explores the current state of tourism development in Chile, analyzing tourist arrivals, visitor structure, tourism supply, and tourism demand. The work further examines the potential of alternative tourism options, particularly eco-tourism and cultural tourism, and discusses the challenges and opportunities associated with these sectors. The thesis then focuses on the destination of Pucón, providing an overview of the area and conducting a SWOT analysis to identify its strengths, weaknesses, opportunities, and threats. It also explores the concept of a unique selling proposition (USP) and its relevance to Pucón.

Moving on, the thesis explores benchmarking and market analysis, outlining the definition and types of benchmarking, and analyzing the application of benchmarking in the context of tourism agencies in Pucón. It then delves into data interpretation, examining the data collected from the tourism agency Ronco Track, including supply, demand, and a cost-volume-profit analysis. The thesis also includes a detailed discussion of the questionnaire used in the research, including target definition, survey methods, interview rules, and questionnaire structure. Finally, the thesis concludes with an analysis of the survey results, discussing the findings and identifying potential opportunities for Pucón and the IXth Region.

Schlüsselwörter (Keywords)

The main keywords and focus topics of this work include Chilean tourism market, destination Pucón, IXth Region, tourism development, eco-tourism, cultural tourism, SWOT analysis, benchmarking, tourism agencies, market analysis, data interpretation, questionnaire, survey results, opportunities, and strategies.

• Universidad: Stralsund University of Applied Sciences (University of Applied Sciences)
• Curso: Leisure and Tourism Management
• Calificación: 1,5
• Autor: Beate Pehlchen (Autor)
• Año de publicación: 2005
• Páginas: 136
• No. de catálogo: V41828
• ISBN (Ebook): 9783638400169
• ISBN (Libro): 9783638717113
• Idioma: Inglés
• Etiqueta: Analysis, Chilean, Pucón, IXth, Leisure, Tourism, Management