Competencias de gestores comerciales turísticos para la diferenciación de destinos: un modelo de gestión para contextos de restricciones estructurales

Authors

Rubert Delgado Gamboa
Dainaze Esther Calvente Suárez
Graciela María Castellanos Pallerols
Rosario León Robaina

Abstract

Introduction: Differentiating tourism destinations poses a strategic challenge in an increasingly competitive global market. Possessing natural attributes no longer guarantees commercial success. Tourism commercial managers require specific competencies to convert resources and attractions into market value. The objective of this research was to design a management model for tourism destination differentiation based on the competencies of tourism commercial managers. Materials and methods: The study was conducted at the Cayo Largo del Sur destination in Cuba between 2023 and 2025. Theoretical methods—such as the historical-logical, analysis-synthesis, and systemic-structural-functional approaches—were employed. Empirical techniques were also applied, including structured and unstructured interviews, questionnaires, group dynamics, and statistical processing using SPSS v.25.0, Eviews v.3.0, and VOSviewer. Results: Nine critical deficiencies in the destination's commercial process were identified. An integrative definition of competitiveness was developed. A systemic model comprising three stages and eleven steps was designed, and methodological instruments were created for its implementation. Discussion: The competencies of tourism commercial managers act as a catalyst for differentiation, enabling the transformation of attributes and resources into market value. Conclusions: Systemic management of these competencies can enhance destination competitiveness within contexts of structural constraints.

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