La segmentación por actividades como base para el desarrollo de productos turísticos more

The French market has declined in number of arrivals to Cuba and Havana, and this has been the subject of analysis of many scholars. The objective of this research was to identify the mix of activities carried out by the French in their long-distance travels, to determine those products that can be created on the destination and provide the basis for the development of the destination according to the needs of this market. In order to achieve this, we applied a principal component analysis (PCA) to the results of a survey made to operators of AFAT on the activities the French do in their long-distance travel, to identify and characterize segments. The results were compared with the potential of the destination and the most consumed products of the market in Havana. It was determined that the destination has resources that would enable it to form a more varied tourist products supply and more adjusted to the profiles of French tourists who travel long distance.