FAM TRIPS IN TOURIST DESTINATIONS AND THEIR IMPORTANCE AS A COMPONENT OF THE MARKETING PUBLIC RELATIONS ACTIVITIES. The Cuban Case

Abstract

Promotional - fam trips play an important role as key components of the Marketing Public Relations carried out in tourist contexts. This paper examines some dimensions of this important tactical communication, highlighting trips to familiarize journalists with tourist products; in parallel, considerations on the state of the Cuban case are made. With regards to those, certain elements are valued which have characterized this type of tours carried out by the Ministry of Tourism from 2006 to 2010. The study (of mixed nature, transectional and empirical-descriptive) concludes identifying ten issues to consider by the design, implementation and evaluation of fam trips in tourism scenarios agencies and organizations. The techniques used include literature and document review and semi standardized interview to managers and officers of the tourism system in Cuba.