Analyzing the opportunity that both markets represent, a segmentation by benefits was made according to the shopping tourism modality in Havana, since it would be the most innovative proposal, in which three clusters were identified in each one:

• Russian market: Cluster 1 (149 cases: Men shopping); Cluster 2 (132 cases: Repeat vacationers); Cluster 3 (91 cases: Fashionable girls).

• Chinese market: Cluster 1 (100 cases: New discoverers of the Caribbean); Cluster 2 (120 cases: Fashionable women); Cluster 3 (118 cases: Friends of Cuba).

The most attractive segment in general, in the Russian market is Cluster 1, which is made up of mostly men between 40 and 60 years of age and with a medium-high and high purchasing power. They visit Havana for the second time, organized their trip through travel agencies and stay in hotels mainly. They usually travel with friends and as a couple and among the main activities they do during their trips are shopping, sightseeing, visiting museums and strolling. When they go shopping, they usually buy alcoholic beverages, souvenirs and handicrafts. In terms of benefits sought, they attach greater importance to the right value for money when shopping, as well as to the existence of a large number of attractions and a variety of activities to do in the destination, and to a lesser extent to the existence of discount policies and the development of the fashion and technology industry. They place value on exclusivity and staff attention in shopping malls.

As for the Chinese market, the most attractive cluster is number 3: "Friends of Cuba". These tourists attach greater importance to the mastery of their language, the presence of cultural, historical and heritage attractions in the destination and the personalized attention in the establishments. On average, they value the right quality-price ratio, the variety of brands and products and the presence of luxury brands. They are less interested in technological development and the development of the fashion industry. 

The profile of the segment is mainly composed of men between 45 and over 60 years old, with a high and medium-high purchasing power mainly, and a medium-high and higher education level. They have visited the destination 1 or 2 times and organize their trip through travel agencies. 

They stay mainly in hotels and to a lesser extent in guesthouses. The vast majority travel as a couple and as a family and engage in activities such as visits to historical and cultural sites, guided excursions and shopping. They have made purchases in the destination mainly in hotels and craft fairs and when they make purchases they prefer to buy souvenirs, alcoholic beverages, cigars, handicrafts and clothing. 

For the study of the destination's offer in terms of shopping tourism, a benchmarking tool was used to identify the destination's main resources and attractions, as well as its opportunities and challenges for their introduction. 

Characterization of Havana's commercial panorama.

• Creation of a chain of stores, Caracol S.A., in charge of the commercialization of merchandise mainly for tourism. 

• Presence of genuine products of high commercial value such as tobacco, rum, coffee, guayabera, handicrafts, plastic arts and antiques. 

• Opening of the self-employed sector and the development of commercial spaces of high tourist value, such as the so-called fairs (Almacenes de San José, Artesanos de Obispo, among others). 

• Development of events that promote and/or sell Cuban products such as the International Crafts Fair (FIART), the Habano Festival and the Havana Fashion Week. 

• Creation of the Casa del Habano brand for the commercialization of this significant product. 

• The creation of international brand stores in the destination's main hotels (Comodoro, Gran Manzana, Sevilla). 

• The development of new textile design brands of great acceptance, such as Clandestina and Puntozero. 

The destinations selected for benchmarking were the cities of Sao Paulo, Santiago de Chile, Panama City, Buenos Aires and Mexico City.

Benchmarking indicators 

Seventeen indicators were identified and grouped into four general categories: commercial sector, affordability, convenience, and infrastructure and leisure. 

In the case of Havana, the main strengths are in the categories of convenience and infrastructure and leisure, which group together indicators such as safety, attractions and restaurants, among others. However, there are significant gaps in the commercial sector and affordability categories. 

Projection of strategic lines for the introduction of the modality. 

• Opportunities

• Products that motivate travel

• Commercial spaces for the development of shopping tourism.

• New markets and demand segments.

• Increased interest in visiting the destination from the Russian, Chinese and Asian and Middle Eastern markets.

• Exclusivity within its commercial, cultural and leisure offer.

Challenges

• Develop the productive and commercial sector, state and private.

• Revitalize the competitiveness and image of the retail trade.

• Strategic projection in terms of economic and financial management.

• To develop marketing - mix of the commerce in function of the shopping tourism modality.

Taking into account the above, the following strategic lines are proposed:

• Design of shopping tourism products, in accordance with the demands and characteristics of the demand segments, and which combine the state and non-state commercial sectors, and which highlight authentically Cuban productions. 

• Creation of tourist packages that combine several cities in the country, thus extending the stay of tourists and expanding the impact of the modality to different regions.

• Commercialization of the shopping tourism product in outbound destinations. 

• Development of strategic alliances to revitalize the destination's productive and commercial sector. 

• Encouraging the use of ICTs in the retail trade.

• Creation of shopping experiences.

Proposal of shopping tourism products

• Excursion: "Havana on wheels. Shopping Tour". 

• Excursion: "Remember Havana. Shopping Tour". 

The excursions propose shopping tours through Old Havana and Playa, municipalities of the capital, to pair rum and cigars, and acquire native products linking elements of Cuba's history and culture. They are the perfect and harmonious way to integrate the locality and the tourist activity as a way to encourage the development of the same and in turn diversify the offer in an original way, respecting and promoting the originality of the destination.

Both tours propose visits to sites of historical and cultural interest such as the Havana Club Rum Museum, the Craftsmanship Palace, the Clandestine Store, the Habana 1791 Perfume Store, the Partagás Tobacco Factory-Museum, the "Alas de Mariposa" Community Project, the Kcho Estudio Romerillo Art Gallery, and the "Fusterlandia" Community Project.

It is concluded that there is a close relationship between demand, supply and tourism modalities. In particular, that the coherence between supply and demand conditions the introduction of modalities; and that for the introduction of the shopping tourism modality in the Havana destination, there are great challenges, however, there are opportunities that must be taken advantage of through new products.

Author: Danay Milagros Bulnes Mann

Faculty of Tourism of the University of Havana