The evolving service culture of Cuban tourism : a case study

Part of : Tourismos : an international multidiciplinary journal of tourism ; Vol.5, No.2, 2010, pages 129-143

Section Title:
Case studies
The case examines the impressive growth of tourism in Cuba. It analyzes tourismdevelopment in a society striving to navigate its way economically amid numeroussocial and political challenges. The Cuban experiment with tourism is a shorttermmega success. However, it is highly uncertain whether long-termsustainability can be maintained without the appropriate managerial changes atall levels. This paper highlights challenges in the tourism employment sector –training, supervisory issues, and performance evaluation, within a centrallycontrolledbureaucratic system. Of specific interest is the disconnection betweenthe natural hospitability of the Cuban people and low levels of tourist satisfactionstemming from a lack of professional hospitality. The paper concludes by focusingon the high relevance of the Cuban cultural identity as a key motivatorundergirding the demand for tourism. However, with the rapid growth of tourism,strains are occurring in the cultural realm, thus requiring immediate policyintervention for sustained positive results.
Subject (LC):
tourism in Cuba, tourist satisfaction
Περιέχει σχήματα και βιβλιογραφία