PLANIFICACIÓN TURÍSTICA Y SOSTENIBLE. APLICACIÓN A UN DESTINO DE COSTA INTERIOR DE EXTREMADURA: EL EMBALSE DE LA SERENA

• Main Author: Lidia Andrades Caldito
• Format: Article
• Language: English
• Published: Facultad de Ciencias Sociales y Jurídicas, Universidad de Jaén 2008-06-01
• Series: Revista de Estudios Empresariales. Segunda Época
• Subjects: Aquatic tourism; Marketing Planning; Sustainability
• Online Access: http://revistaselectronicas.ujaen.es/index.php/REE/article/view/364/327
• ISSN: 0213-8964; 1988-9046

Nowadays, it can be said that La Serena dam is an emergent tourist destination. However, the high quality of its natural resources leads to the thought that an adequate touristic planning, oriented to put in value the available resources and to promote a sustainable development in the area, could consolidate the territory as an attractive leisure destination of interior coast. The aim of this paper is to show the touristic planning process for this emergent touristic destination. This planning was made pretending that the touristic growth will go together with socioeconomic progress for the territory. Because of this, it was required to estimate the touristic carrying capacity of the area at the same time that an inventory of all the available resources: natural, cultural, and touristic infrastructures, was made. Also, it was essential to evaluate the potential competitors of La Serena as an interior coast destination and to research about the real touristic demand in the studied area. All of these results were summarized in a DAFO analysis. Consequently, it was possible to decide which of the inventoried resources could be improved into touristic products. The key feature of this planning process was the successful definition of attractive touristic packages from the tourists' point of view.