The Evolving Service Qulture of Cuban Tourism: A Case Study

Henthorne, Tony L. and George, Babu P. and Williams, Alvin J. (2009): The Evolving Service Qulture of Cuban Tourism: A Case Study. Published in: TOURISMOS: An International Multidisciplinary Journal of Tourism , Vol. 5, No. 2 (20 October 2010): pp. 129-143.

Abstract

The case examines the impressive growth of tourism in Cuba. It analyzes tourism development in a society striving to navigate its way economically amid numerous social and political challenges. The Cuban experiment with tourism is a short-term mega success. However, it is highly uncertain whether long-term sustainability can be maintained without the appropriate managerial changes at all levels. This paper highlights challenges in the tourism employment sector – training, supervisory issues, and performance evaluation, within a centrally-controlled bureaucratic system. Of specific interest is the disconnection between the natural hospitability of the Cuban people and low levels of tourist satisfaction stemming from a lack of professional hospitality. The paper concludes by focusing on the high relevance of the Cuban cultural identity as a key motivator undergirding the demand for tourism. However, with the rapid growth of tourism, strains are occurring in the cultural realm, thus requiring immediate policy intervention for sustained positive results.

• Item Type: MPRA Paper
• Language: English
• Keywords: Tourism in Cuba, tourist satisfaction
• Subjects: O - Economic Development, Innovation, Technological Change, and Growth > O1 - Economic Development; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration; L - Industrial Organization > L8 - Industry Studies: Services > L83 - Sports ; Gambling ; Restaurants ; Recreation ; Tourism

References

Bonache, J. & Cervino, J. (2005). Hotel management in Cuba and the transfer of best practices. International Journal of Contemporary Hospitality Management, Vol. 17, No.6, pp.455-468.

Clive, J. (2006). Cuba after Castro: What does it mean for Barbados? Http://barbadosfreepress.wordpress.com/2006/04/19. Accessed the 3 rd of June 2008.

Cuban Portal of Tourism. (2007). www.cubatravel.cu. Accessed the 21 st of September 2007.

Encyclopedia Britannica World Atlas. Http://www.britannica.com/eb/atlas) – Map of Cuba.

Greenberg, P. (2007). Preparing for a Cuban vacation after Castro. Http://www.msnbc.msn.com/id/19034753/print/1/displaymode/1098. Accessed the 1 st of June 2008.

Henthorne, T. & Miller, M. (2003). Cuban tourism in the Caribbean context: A regional impact assessment. Journal of Travel Research, Vol. 42, No.1, pp.84-93.

Martín de Holán, P. & Phillips, N. (1997). Sun, sand, and hard currency: Tourism in Cuba. Annals of Tourism Research, Vol. 24, No.4, pp.777-795.

Miller, M. & Henthorne, T.L. (1997). Investment in the New Cuban Tourism Industry: A Guide to Entrepreneurial Opportunities. Westport, CT: Quorum.

Padilla, A. & McElroy, J.L. (2007). Cuba and Caribbean tourism after Castro. Annals of Tourism Research, Vol. 34, No.3, pp.649-672.

Pax Christi Cuba Report-Tourism. (2000). The European Union and Cuba: Solidarity or Complicity? Http://www.passievoorvrede.nl. Accessed the 21 st of September 2007.

Rundle, M.L.B. (2001). Tourism, social change, and jineterismo in Cuba. In S. Courtman (Eds.) The Society for Caribbean Studies Annual Conference Papers, Vol. 2, pp.1-12.

Simon, F. (1995). Tourism development in transitional economies: The Cuba case. Columbia Journal of World Business, Vol. 30, No.1, pp.26-39.

Strizzi, N. & Meis, S. (2001). Challenges facing tourism markets in Latin America and the Caribbean region in the new millennium. Journal of Travel Research, Vol. 40, pp.183-192.

Wood, P. & Jayewardene, C. (2003). Cuba: Hero of the Caribbean? A profile of its tourism education strategy. International Journal of Contemporary Hospitality Management, Vol. 15, No.3, pp.151-155.

WTO. (2007). Another record year for world tourism. UN WTO World Tourism Barometer, Vol. 5, No.1, pp.1-3.

WTTC. (2007). Cuba travel and tourism: Navigating the path ahead. The 2007 Travel & Tourism Economic Research, pp.10-20.