La Ruta de la Seda y su desarrollo turístico internacional

This work analyzes the storied Silk Road and its recent transformation into an international cultural tourism proposition based on the deep tangible and intangible heritage roots that it has put down at many points along its route. The study focuses on the analysis of existing international programs and on the development of a coordinated proposal based on specific destinations on the road, and destination marketing supported by four elements: (i) identification of the offer and the tourist product; (ii) analysis of the portfolio of products; (iii) definition of the target markets and tourist segmentation; (iv) an analysis of the value propositions of the destination, the creation, communication and the delivery of the tourism proposals. From the analysis of these elements, a research agenda and practical applications for touristic development of the Silk Road are proposed.