A PROPOSAL FOR USING BLUE OCEAN STRATEGY IN ECOTOURISM PRODUCT DEVELOPMENT: METHODOLOGY FOR USE IN THE CUBAN TOURISM INDUSTRY

Abstract

ABSTRACT Blue Ocean Strategy (BOS) is a theory that proposes a methodology for growth and expansion of products and services into new markets. It is also a method that can be used to expand existing markets by attracting new customers. The present paper discusses how this methodology could be utilized in developing an ecotourism product in Eastern Cuba. In 2009, the author was involved in a study of sustainable performance measures was done for the tourism industry in Cuba. The paper will expand upon this research by developing a methodology to look at how the theory of BOS can be used to develop a unique customer value proposition, new growth opportunities to expand and grow tourism options for the Viñales region in the province of Pinar del Rio in Western Cuba. The paper will address the need for changes, the challenges faced and the opportunity for growth in the Cuban tourism market using Blue Ocean Strategy as a catalyst to new market development. Keywords Blue Ocean Strategy, Strategy, Ecotourism, Cuba, Tourism