DOMESTIC TOURISM: PROSPECTIVE PERCEPTION IN THE METROPOLITAN REGION OF MAULE REGION TOURISM ATTRACTIONS

Abstract

This paper is an exploratory research about the perception of Santiago´s residents over the tourism services supply from the Maule Region. After the review of literature, a two-stages exploratory research was applied. The first part was seven focus groups of Santiago´s residents split by social classes: upper, middle and working classes. The second part was 18 in-depth interviews to tour operators. Main results were externally validated with results from previous studies. Maule Region is rarely known by those interviewed. Tour operators stated the ineffectiveness of promotional campaigns organized by both central and local government and tourism businesses with regard to providing information about this market. Most tour operators were unaware of current supply of tourism offered from the Maule Region; yet those few who are already well informed stated that the level of service quality and of infrastructure is not suitable for their own customers. However, for these operators to promote Maule Region tourism, it is essential a substantial improvement in the service quality, infrastructure and information.