The evolving service culture of Cuban tourism : a case studyPart of : Tourismos : an international multidiciplinary journal of tourism ; Vol.5, No.2, 2010, pages 129-143
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.
tourism in Cuba, tourist satisfaction
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