Diagnosis of the Cubatravel tourism portal situation for the promotion of the destination Cuba.

Abstract

The Ministry of Tourism of Cuba (MINTUR) has a tourism portal, Cubatravel, for the promotional communication of the destination Cuba, which requires an improvement process since it does not meet many of its users' expectations regarding the quality of information and promotional efficiency. This research is intended to diagnose the current situation of the Cubatravel tourism portal, which contributes to the detection of the factors that are affecting the dissatisfaction of users in as for its functionality for the promotion of the territory. The diagnosis is divided into two phases, the determination of the correspondence of the portal with the best practices in web design of Caribbean tourist destinations and the evaluation of its web quality related to the promotion. The methods of this study include the CODETUR project analysis methodology, as well as web analysis tools such as Woorank, Gt Metrix, Alexa, Nibbler, Site worth Traffic, Cynthia Says and Alexa Rank Checker Sinium. Among the main results, the portal requires positioning keywords that correspond to the official names of the different tourist destinations, reducing their loading speed and page size, as well as improving their interaction with users to achieve their confidence.