Ventajas competitivas desde la perspectiva de los Stakeholders. Caso Los cabos, México

Abstract

The aim of the research was to determine the competitive advantages from the perspective of the stakeholders in Los Cabos, México. Case study with a qualitative methodology with an exploratory and descriptive scope. Six stakeholders were interviewed, public, private, and social plus a virtual ethnography was carried out on Forty large tourism companies in Los Cabos. The Competitiveness factors of Los Cabos tourist destination are: 1. Geographical natural characteristics, 2. The composition of the tourism product, 3. Tourism promotion, 4. Public and private collaboration, 5. Tourism resilience and 6. Creation of share value. For their part, the actions carried out by large companies for the benefit of the resident community have the capacity to create share value, however, a measurement of the contribution in relation to cost – benefits are required. Los Cabos, México is a consolidated tourist destination in a mature phase with resiliency capacity, adaptation to disruptive changes in the environment and with an assertive tourist reactivation.