Recomendaciones generales para el sello S de sustentabilidad turística desde la perspectiva de tour operadores registrados en el Servicio Nacional de Turismo
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Fecha
2021
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Profesor/a Guía
Facultad/escuela
Idioma
es
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Universidad Andrés Bello
Nombre de Curso
Licencia CC
Licencia CC
Resumen
La presente investigación analiza el Sello S de sustentabilidad turística que
otorga el Servicio Nacional de Turismo en Chile desde la perspectiva de 12 tour
operadores que cuentan con el Sello vigente. Esta certificación de sustentabilidad se
entrega con el fin de premiar los esfuerzos de prestadores de servicios turísticos
(establecimientos de alojamiento turístico, operadores turísticos y agencias de viaje)
que se encuentran comprometidos con la sustentabilidad. El objetivo principal de esta
investigación es proponer recomendaciones generales para el Sello S de
sustentabilidad turística desde la perspectiva de tour operadores registrados en el
Servicio Nacional de Turismo con el Sello vigente. La ausencia de información acerca
del cumplimiento de expectativas, nivel de satisfacción, percepción y motivos de
implementación del Sello por parte de tour operadores despierta el interés de la
academia.
Para alcanzar los objetivos planteados se emplearon dos instrumentos
(encuestas). La primera dirigida a tour operadores que responde a los dos primeros
objetivos específicos planteados y el segundo, se aplicó a los actores más relevantes
identificados entorno al Sello de sustentabilidad turística. Los resultados obtenidos
evidencian la ausencia de planes de monitoreo y seguimiento post obtención del Sello
S que entreguen información acerca de la eficiencia y eficacia de la implementación del
Sello. Tour operadores dan cuenta del elevado costo de implementación del Sello S,
los cuales son extremadamente altos versus los beneficios percibidos. Las
motivaciones de implementación en su mayoría se centran en mejorar la reputación de
la empresa y el posicionamiento de esta en el mercado, mejorar las posibilidades de
concretar negocios con grandes operadores nacionales e internacionales, mejorar la
imagen estimulando a clientes a fidelizarse con la empresa y atraer nuevos clientes y
mejorar la sustentabilidad turística. Se percibe cierta incongruencia con las
motivaciones de implementación del Sello y la esencia de una certificación de
sustentabilidad que lo que busca es fomentar una contribución directa a la
conservación y bienestar social e involucrar a los distintos actores que forman parte de
la cadena turística. Todas las empresas coinciden en la necesidad de ampliar la oferta
turística sustentable y fomentar el Sello S dentro del rubro con el objetivo de darle
mayor alcance dentro de la cadena de valor de turismo.
The present investigation addresses touristic sustainability in Chile and the S seal given by the Tourism national service from the perspective of 12 companies with S seal uptodate. This certification is given with the objective of rewarding the efforts of all those companies compromised with sustainability. The main objective of this investigation is to propose general recommendations for the S seal to tourist sustainability from the perspective of tour operators registered at the National Tourism service. The absence of information about the expectations compliance , satisfaction level, perception and S seal implementation by the tour operators awakens the academy's attention. To achieve the objectives that have been set, two instruments have been designed, one aimed at tour operators and the other one aimed to the most relevant actors identified around sustainability certifications en Chile. The results obtained clearly show the evidence of absence of monitoring plans and follow up plans after the S seal has been obtained, in addition to the lack of studies that demonstrate the real effectiveness and efficiency of the real implementation of this certification. On the other hand, it is agreed that the costs of implementing the S seal is extremely high versus the perceived benefits. The implementation motives are mostly focused on improving the company's reputation and global positioning on the market, to improve the possibilities of new business with bigger tour operators nationally and internationally, improving image by stimulating customers to become loyal with the company and attract new customers, and improving tourism sustainability. A certain inconsistency is perceived with the motivations for implementing the S seal and the essence of a sustainability certification. Likewise the need to expand the sustainable tourist offer and to promote the S seal within the sector in order to give it greater reach within the value chain.
The present investigation addresses touristic sustainability in Chile and the S seal given by the Tourism national service from the perspective of 12 companies with S seal uptodate. This certification is given with the objective of rewarding the efforts of all those companies compromised with sustainability. The main objective of this investigation is to propose general recommendations for the S seal to tourist sustainability from the perspective of tour operators registered at the National Tourism service. The absence of information about the expectations compliance , satisfaction level, perception and S seal implementation by the tour operators awakens the academy's attention. To achieve the objectives that have been set, two instruments have been designed, one aimed at tour operators and the other one aimed to the most relevant actors identified around sustainability certifications en Chile. The results obtained clearly show the evidence of absence of monitoring plans and follow up plans after the S seal has been obtained, in addition to the lack of studies that demonstrate the real effectiveness and efficiency of the real implementation of this certification. On the other hand, it is agreed that the costs of implementing the S seal is extremely high versus the perceived benefits. The implementation motives are mostly focused on improving the company's reputation and global positioning on the market, to improve the possibilities of new business with bigger tour operators nationally and internationally, improving image by stimulating customers to become loyal with the company and attract new customers, and improving tourism sustainability. A certain inconsistency is perceived with the motivations for implementing the S seal and the essence of a sustainability certification. Likewise the need to expand the sustainable tourist offer and to promote the S seal within the sector in order to give it greater reach within the value chain.
Notas
Memoria (Administrador en Ecoturismo)
Palabras clave
Sustentabilidad, Turismo, Certificación, Operadores Turísticos