Design of the sustainable tourism project “Adrenaline 120°” for the Las Terrazas Complex, Cuba

Abstract

The Las Terrazas Tourist Complex, located in the municipality of Candelaria, Cuba, has a high ecological and cultural value for tourism development. However, recent studies reveal limitations in visitor satisfaction and the scarce diversity of tourism products, which justified the formulation of an innovative proposal aligned with the trends of adventure tourism and sustainability. Therefore, the general objective was proposed: to design the sustainable tourism project "Adrenaline 120°" for the Las Terrazas Complex. A mixed approach methodology was adopted, developed in three phases. In the first phase, a structured survey was applied using Google Forms to identify the potential demand, whose data were processed with Microsoft Excel and SPSS software. In addition, Cronbach's Alpha coefficient was calculated to validate the reliability of the instrument. This was complemented with techniques such as focus groups and brainstorming, together with theoretical methods such as historical-logical and analytical-synthetic. In the second phase, tools such as the CANVAS model, literature review and field work were used for the technical design of the project, and the third phase was devoted to the feasibility of the proposal. The results made it possible to identify two demand segments interested in adventure activities, define market opportunities, structure the product's operational areas, and propose a hybrid Brick and Click Mortar business model. The study demonstrated the project's high potential to boost the local economy, improve the visitor experience, and contribute to environmental conservation.