Abstract
Statement of Problem:
Background on Puerta al Mundo Maya
Counterpart International has teamed with other NGOs to manage community development plans for eco-tourism in what is being called the Puerta al Mundo Maya (PaMM) area 1 1/2 hours north of Coban, Altaverapaz, Guatemala. En route to or from Flores/Tikal, PaMM currently offers the following nature and ecotourism experiences managed by the local communities in the area: Cancuen Archaeological Project, Candelaria Caves National Park, B 'omb'il Pek Caves, Lagoon of Sepalau and the proposed Jaguar Sanctuary. By visiting PaMM sites, tourists directly help build and develop the community and provide an alternative source of income (instead of slash-and-burn agriculture) for locals. PaMM needed to understand its target market to improve their tourist offering as well as formulate an effective and cost-conscious marketing plan to attract that target tourist. This project satisfies that research necessity and delivers valuable information about the potential target market (current perceptions of PaMM, PaMM tourist profile and their
preferred tourist destination characteristics, and provides a strategic marketing plan (including PaMM's competitive advantage, target audiences and messaging, awareness campaigns, a communication plan, analysis of strengths, weaknesses, opportunities and threats and infrastructure improvement suggestions) for PaMM.
Sources of Data
Market research for PaMM was conducted through both primary and secondary research methods. Primary research, in the form of focus groups, surveys and personal interviews, was conducted on-site in both English and Spanish in various locations in Guatemala including Rio Dulce, Flores-Tikal, Coban, Guatemala City, Antigua, Lake Atitlan and other tourist locations. Secondary research was collected from studies and research conducted by international and local government agencies, non-profit organizations and other business entities.
Conclusions Reached:
Marketing Research Summary
Ecotourism worldwide is a booming industry. Guatemala is currently not considered an "ecotourism" destination with the prominence of other countries around the world. Yet with its unique ecosystems and diverse nature offerings, Guatemala has potential to deliver an outstanding ecotourism experience. In the initial stages of development, PaMM's target customer is the backpacker/independent tourist visiting Guatemala looking for nature/ecotourism or adventure experiences. Market analysis found that tourists in Guatemala base their tourist itinerary decisions on the attributes of low costs, cultural and nature interaction, emotion or thrill of seeing something different and visiting off-the-beaten track sites. Surveys conducted around Guatemala indicated an extreme lack of awareness of the
PaMM area and its tourist sites. Suggested marketing strategy includes focusing on relationships with tourist guide books and fostering positive word-of-mouth publicity. Messaging should position PaMM as a unique nature/ecotourism adventure tourist experience for new, alternative "loop " Guatemalan travel plans and for day trips in Altaverapaz-tourist experiences that directly help build the local economy. The "nature sites" and "ease of transportation" attributes are some of the most important messages that will resonate with the target audience. This is directly in line with PaMM's competitive edge in offering unique nature/ecotourism adventures on the "new" route to or from Flores/Tikal. It should be noted that research found that sub-standard tourist infrastructure could be a hindrance if it causes negative word-of-mouth or negative reviews in tour guide books.