Guatemala as a Cultural Sustainable Destination

Presentation by:Dr. Rachel Dodds,Director, Sustaining Tourism

www.sustainabletourism.net

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What is a sustainable destination?

• A destination which:• Considers the impacts of climate change• Benefits local people• Is economically viable• Is socially conscious• Will sustain future generations

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So what does that mean?

• A successful sustainable tourism destination is a destination which promotes its diversity

and its authenticity

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“Authenticity refers to the truthfulness of origins, attributions, commitments, sincerity, devotion, and intentions.”

"La autenticidad se refiere a la veracidad de orígenes, de las atribuciones, de los compromisos, de la sinceridad, de la devoción, y de las intenciones".

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Success comes from Differentiation

New ZealandMire este video…

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Elements of Competitive Advantage

Unique featuresUnique features

Excellent serviceExcellent service

Low pricesLow prices

Rapid deliveryRapid delivery

High product qualityHigh product quality

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Don’t copy… be unique

Anywhere has beaches… and Guatemala’s are not as good as Kenya’s

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No Copie, sea extraordinario

Anywhere has museums… and Guatemala’s are not as good as England’s

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Don’t copy… be unique

Lots of places have ziplining… and Guatemala’s are not as famous as Costa Rica’s

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So what is unique about Guatemala?

Lets do an exercise…Permite hacer un ejercicio…

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SWOT Analysis

SWOT AnalysisSWOT Analysis

Identifying internal strengths (S)

and weaknesses (W)

and also examining

external opportunities (O)

and threats (T)

What are Guatemala’s strengths?¿Qué es las fuerzas de Guatemala?

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Guatemala is not just…

A fancy hotel or

A golf course

…anywhere can have theseIt is…

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ColorCultura

Personas

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Anywhere can have a golf course or a hotel…But not anywhere can be Guatemala!!!

Celebrate the differences and the authenticity

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