Investigación de Mercado de Aves para Guatemala

8/6/2019 Investigación de Mercado de Aves para Guatemala

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• Febrero 2006

Febrero 2006

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Como parte de la Consultoría para el Diagnóstico Nacional de

Sitios para la Observación de Aves, se realizó una InvestigaciónCualitativo del Mercado de Observadores de Aves, a través deTour Operadores y Periodistas Especializados para determinar

criterios en la elección de un país, de un sitio y otros aspectosadicionales, que enriquecen la selección de áreas geográficas ysitios para el desarrollo del producto.

El resultado de la consulta cualitativa se presenta mediantegráficas a color que representan la opinión de un grupohomogéneo de personas entrevistadas: operadores de

aviturismo y periodistas especializados en aves.

INTRODUCCIINTRODUCCIÓÓNN



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OBJETIVO DE ESTA INVESTIGACIOBJETIVO DE ESTA INVESTIGACIÓÓN DE MERCADON DE MERCADOConocer la opinión de especialistas en relación a:

Principal competencia de Guatemala, para observación de aves,a nivel de América.

Criterios para elegir un país para observación de aves

Características que debe tener un guía de turismo especializado en aves

Atractivos que complementan el viaje de un observador de aves

Mejores estrategias de promoción y mercadeo para ese segmentode mercado.

Factores a privilegiar en el desarrollo del país para el aviturismo

Aspectos a mejorar en Guatemala para el aviturismo



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La metodología utilizada fue la entrevista escrita, a través de un cuestionario estructuradorevisado y aprobado por la Terna de la Mesa de Aviturismo_, enviado por mediolectrónico a personas calificadas, de acuerdo a la base de datos de dicha Mesa.

El Estudio se realizó del 18 de enero al 28 de febrero de 2006 para lo cual se abrió enmail la cuenta birdwatchingresearch , lugar en que se recibió la información y dondeuedan archivadas las respuestas.

La muestra fue de 60: tour operadores y periodistas, a los cuales se envió el cuestionario.e obtuvo respuesta de 16 de ellos (26.6%): 9 tour operadores, 5 periodistas y 2

respuestas negativas.

pesar de tratarse de una muestra pequeña, las respuestas evidencian la homogeneidadel grupo. Otro elemento que le añade valor a las respuestas es el hecho de que entre losntrevistados hay personas cuya opinión es muy preciada en el medio Observador deves: Jason Berry, ex operador de turismo de aves y conferencista del Encuentro

(Conservation International), Bill Thompson III (Editor de Birdwatcher´s Digest) , Bethlark (de Bird Times Journalist), Wings (Tour operadora con 34 años de antigüedad)

METODOLOGMETODOLOGÍÍAA



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La Investigación de Mercado de BIRDWATCHERS se centróen DOS grupos importantes para el tema

Grupo Uno: Operadores de Turismo Especializado enAves, de Estados Unidos y Reino Unido.

Grupo Dos: Periodistas de Medios Escritos importantesen el Aviturismo, y fotógrafos

GRUPO OBJETIVOGRUPO OBJETIVO



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TOUR OPERADORESTOUR OPERADORES



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WINGS Will Russell [email protected]

BIRDFINDERS Stephen Vaughan Ashby [email protected]

FIELD GUIDES Peggy Watson Alvaro Jaramillo [email protected]

SIEMER & HAND TRAVEL Mae Cheung [email protected]

EAGLE EYE Cam [email protected]

VENTURE BIRDING AND

NATURE TOURS Simón Thompson [email protected]

NATURE TREK Andy Tucker [email protected]

CONSERVATIONINTERNATIONAL Jason Berry, Ex Tour Operator [email protected]

mailto:[email protected]












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Bill Thompson III BIRD WATCHER´S [email protected]

Beth Clark BIRDTIMES [email protected]

Howard Youth BIRD WATCHER´S DIGEST lll

[email protected]

David Koeppel Photography and [email protected]

Don DesJardin Photography and [email protected]







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From your experience in bird watchingtourism which country around the world youconsider to be the best suited for bird

watching?

A nivel internacional se menciona Costa Rica, pero no se nombra a México o Belice.

Kenia

España



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From your experience in bird watchingtourism which country from North to SouthAmerica you consider to be the best suited for

bird watching?

Si Costa Rica es nuestra mayor competencia, debemos pensar en ofrecer un producto diferente, queCosta Rica no tenga.



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Why?



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Please numberthe important criteria

for selecting abird watching

location?



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ImportantImportant criteriacriteria??

1. Security2. Abundance of species

3. . Endemic birds4. Interesting species

5. Easy accessBeth Clark

1. Abundance of species2. Security.

3. Complementary attractions4. Easy access .

5. Hotels fullfit expectationsVenture birding

1. interesting species

2. Security3. Endemic birds4. Rates of flights

5. Easy accessHoward Youth

1. Abundance of birds

2. Security3. Easy access4. Interesting species.5. Hotels fullfit expectationsBill Thomson III

1. Interesting species2. Endemic birds

3. Security.4. Abundance of species

5. Easy accessBirdfinders

1. Abundance of species

2. Security3. Endemic birds

4. Interesting species5. Bird researchMae Chueng

Abundance of speciesEndemic birdsInteresting species .

Easy accessWings, Will

Interesting speciesRates of flights

Low pricesGuides

Nature Trek

1. Security2. Abundance of species.

3. Endemic birds .4. Interesting species.

5. Proximity to your countr

Peggy Watson1. Security2. Abundance of species3. Endemic birds

4. Interesting species5. Low prices

Don DesJardin

1. Endemic birds2. Security

3. Interesting species4. Abundance of species

5. Easy access

Alvaro Jaramillo

1. Security2. Interesting species

3. Easy access.4. Hotels fullfit expectations

5. Abundance of speciesDavid Koeppel

1. Security

2. Endemic birds.3. Abundance of species.

4. Proximity to your countryJason Berry

1. Easy access2. Interesting species .

3. Abundance of species.4. Endemic birds .

5. Proximity to your countryEagle Eye



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SECURITY IN THE

COUNTRY Abundanceof birdspecies

Existence of attractive or

interesting

species Existence ofendemicbirds

Easy access

to places of bservation

Establecer una estrategia para cambiar la percepción de inseguridad de Guatemala.Basar el producto en abundancia, especies interesantes y endémicas que nos distingan de Costa Rica.Hacer énfasis en los sitios, sobre la importancia de la facilidad de acceso.



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To you professional criteria, what

characteristics should a countryhave in order to be considered an

ideal destination for bird watchers?



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Importante que el producto pueda hacer énfasis en aves que no se puedan ver en otras partesQue la experiencia del aviturista sea única



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Good bird and other wildlife/lots of birds/Abundance of bird speGood bird and other wildlife/lots of birds/Abundance of bird species/Birds/Interestingcies/Birds/Interestingbirds/Birds, lot of them/good birds/Large number of bird/High bibirds/Birds, lot of them/good birds/Large number of bird/High bird diversity, high birdrd diversity, high birdendemism/diversity of bird speciesendemism/diversity of bird species

Safety,healthySafety,healthy, politically stable country for foreign visitors, safe, politically stable country for foreign visitors, safeenvironment/ Safe, low crime rate/ Safe/Safe/Security/Safety/ saenvironment/ Safe, low crime rate/ Safe/Safe/Security/Safety/ safefe

for travelfor travel



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Infrastructure / good roads, established infrastructure of destiInfrastructure / good roads, established infrastructure of destinations/ Good infrastructure/Easy travel/Good roads or domesticnations/ Good infrastructure/Easy travel/Good roads or domesticflight network/Good infrastructure/Good infrastructure, easy traflight network/Good infrastructure/Good infrastructure, easy travel/ good facilities and infrastructurevel/ good facilities and infrastructure

Country has commitment to conservation/Large number of protectedCountry has commitment to conservation/Large number of protected areas/varietyareas/variety ofsitesofsites, destinations and habitats/Good, destinations and habitats/Goodhabitat and range of wellhabitat and range of well--managed national parks/Good habitat/Birding sites in pleasant armanaged national parks/Good habitat/Birding sites in pleasant areas away from development, sceniceas away from development, scenicareas/ wide selection of natural habitatsareas/ wide selection of natural habitats

ConfortableConfortable lodges inlodges in birdybirdy areas/ areas/ ecolodgesecolodges geared up for birders/adequate hotels/Good reasonable priced acgeared up for birders/adequate hotels/Good reasonable priced accommodationscommodations

that cater to birders/ Clean, affordable accommodationsthat cater to birders/ Clean, affordable accommodations



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Knowledgeable guides, Bilingual guides, tour leaders/expert EnglKnowledgeable guides, Bilingual guides, tour leaders/expert Englishish--speaking guides/local guides/ Competent guidesspeaking guides/local guides/ Competent guides

Good natural areas/ National parks or other venues to offer easyGood natural areas/ National parks or other venues to offer easy accessibility for bird watchers/Good accessible nature parks &accessibility for bird watchers/Good accessible nature parks &reservesreserves

Historic/archeological/cultural offerings/interesting culture/ AHistoric/archeological/cultural offerings/interesting culture/ Access to cultural areasccess to cultural areas



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Direct flights from several US cities/Reasonable airfares and goDirect flights from several US cities/Reasonable airfares and good in country transportationod in country transportation

GoodGood birdwatchingbirdwatching information (books, site description)/ information (books, site description)/ BirdingBirding spotsspots,, printedprinted materialsmaterials: Check: Check listlist,, mapsmaps ofof birdingbirding sitessites,,

contactscontacts listlist,, guideguide booksbooks,, excellentexcellent outreachoutreach,, communicationcommunication toto birdingbirding communitycommunity

Dependable transportation (van or mini bus) with drivers and/orDependable transportation (van or mini bus) with drivers and/or guidesguides



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What type of complementary tourist

attractions do bird watchers choosethe most?



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ComplementaryComplementaryattractionsattractions??

1. Nature2. Endemic species

3. General fauna4. Flora

5. Cultural activities

Beth Clark

1. Nature2. Flora.

3. Cultural activities4. Endemic species

5. Rural tourismVenture birding

1. Nature2. Endemic species

3. General fauna4. Flora

5. Indigenous people lifeHoward Youth

1. Endemic species2. Nature3. Flora

4. General fauna

5. HistoryBill Thomson III

1. Endemic species2.General fauna

3. Nature.4. History

Birdfinders

1. Endemic species

2. Nature3. General fauna4. Flora

5. ArcheologyMae Chueng

NatureFlora

Endemic speciesGeneral fauna

Wings, Will

1. Nature2. General fauna

3. Flora4. Rural tourism

5. Adventure

Nature Trek

1. Cultural activities2. General fauna

3. Flora.4. Nature

5. HistoryPeggy Watson1. Nature2. General fauna3. Endemic species

4. Archeology5. Flora

Don DesJardin

1. Endemic species2. General fauna

3. Nature4. Flora

5. BeachesAlvaro Jaramillo

1. Flora2. Endemic species

3. Nature4. General fauna

5. Cultural activitiesDavid Koeppel

1. Endemic species

Nature3. General fauna4. Flora

5. ArcheologyJason Berry

1. Endemic species2. General fauna

3. Nature4. Flora

5. ArcheologyEagle Eye



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El endemismo en la naturaleza es atractivo para los birdwatchers. Unicamente hasta la quinta opcióneligen algo distinto a Naturaleza, y es cultura: Historia, arqueología.



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What characteristics should have a

person to be an excellent tour guidefor Birdwatchers?



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Good with birds / Knowledge of ALL bird species in area / Good with birds / Knowledge of ALL bird species in area / KnowlegeableKnowlegeable / Expert birdsong / Expert birdsongidentification skills/ Knowledge of bird species in the area/ knidentification skills/ Knowledge of bird species in the area/ knowledge of the birds in the area/ owledge of the birds in the area/ Knowledge of birds, sight, ear and habitat / Excellent bird idenKnowledge of birds, sight, ear and habitat / Excellent bird identification skills/ Knowledgeable/ Goodtification skills/ Knowledgeable/ Goodknowledge of bird ID by sight and sound/ Showing people where biknowledge of bird ID by sight and sound/ Showing people where birds are, finding birds / rds are, finding birds /

Knowledge of avifauna /Familiarity with language, geography andKnowledge of avifauna /Familiarity with language, geography and culture / Knowledgeable,culture / Knowledgeable,prepared / Focused on having client see bird / prepared / Focused on having client see bird / HabilityHability to find birds for clients / Expert birdto find birds for clients / Expert bird

identification and site knowledgeidentification and site knowledge



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FriendlyFriendly, helpful / Good interpersonal skills/ , helpful / Good interpersonal skills/ PatientPatient / Personable and funny/ Good social skills/ / Personable and funny/ Good social skills/ People skills, sense of humor / Enjoy what he does/ Excellent pPeople skills, sense of humor / Enjoy what he does/ Excellent people skills / eople skills / PatientPatient / / PatientPatient,,FriendlyFriendly / Very people orientated, sense of humor and a / Very people orientated, sense of humor and a lot of patiencelot of patience / people skills, kind, / people skills, kind, friendlyfriendly,,can manage personalities / can manage personalities / PatientPatient with clientele,with clientele, personabilitypersonability, alertness / , alertness / PatientPatient



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Good teacher/ Enthusiasm / Good teacher/ Good communicator/ TeaGood teacher/ Enthusiasm / Good teacher/ Good communicator/ Teaching about birds,ching about birds,biology, conversation / Ability to involve other aspects of natubiology, conversation / Ability to involve other aspects of nature in the teaching /Ability tore in the teaching /Ability tocommunicate & instruct /energeticcommunicate & instruct /energetic





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Multilingual (at least English speaking),Multilingual (at least English speaking),

BiBi--lingual / lingual / Fluent in the language of the client / Fluent in the language of the client /

A basic knowledge of EnglishA basic knowledge of English



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Rounded in natural history / A basic knowledge of flora and fauRounded in natural history / A basic knowledge of flora and fauna / Ability tona / Ability to

involve other aspects of natureinvolve other aspects of nature



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Able to discuss other issues like politics, history, culture / AAble to discuss other issues like politics, history, culture / Ability to talk about otherbility to talk about othersubjects, not just birds/ Understand environmental problems of Gsubjects, not just birds/ Understand environmental problems of Guatemalauatemala



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Able to make hard decisions, operated under pressure, take careAble to make hard decisions, operated under pressure, take care of any problemsof any problemsthat arise / security consciousthat arise / security conscious



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Years of experience birding and leading birding tours / Expert bYears of experience birding and leading birding tours / Expert birderirder



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Knowledge of local culture / a basic knowledge of Mayan historyKnowledge of local culture / a basic knowledge of Mayan history would bewould be helfulhelful

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Well equipped (optics, field guides, food, water, emergency kitWell equipped (optics, field guides, food, water, emergency kit, etc), etc)

CASABAL



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WhichWhich characteristicscharacteristicsareare basicbasic in ain a lodgelodge forforbirdwatchersbirdwatchers??

CASABAL



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What percentaje of bird watchers do

you think travel on their own, withoutthe help of a tour operator?



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Which should be the best strategies

for promotion and marketing of birdwatching tours?

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BestBest strategiesstrategies forfor promotionpromotion andand marketing?marketing?

WebsiteBrochureCatalogs

Beth Clark

1. Refered clients

2. List of existingcontacts3. Website4. Brochure

5. Tourism fairs6. Catalogs

7. InformationalCDs

Venture birding

WebsiteRefered clientsBrochure

CatalogsHoward Youth

WebsiteRefered clientsAdvertising in

birding publicationsBill Thomson III

WebsiteTourism fairsBrochureWings, Will

Russell WebsiteList of existing

contactsRefered clients

Brochure

CatalogsMae Chueng

1. Website2. Tourism fairs

Peggy Watson

1. Website

2. List of existing contacts3. Tourism fairsRefered clients5. Brochure6. Catalogs7. Informational DVD

8. Advertising in birdingmagazines

Don DesJardin

Best:

WebsiteRefered clientsBrochureArticles in birdwatchingmagazines,Imageryand stories.Others not as usefulAlvaro Jaramillo

1. Website

2. List of existingcontacts3. Tourism fairs

4. Refered clients5. Brochure6. Catalogs

7. InformationalCDs

David Koeppel

1. Bird finding guide toGuatemala

2. A field guide to thebirds of Guatemala

List of existingcontacts-good

experiencedbirdwatching touroperators

Jason Berry

1. Website2. List of existing

contacts3. Refered clients

4. Brochure.

5. CatalogsEagle Eye

WebsiteTourism fairsRefered clientsBrochureBirdfinders

1. Website2. Bird fairs

Nature Trek

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M a

g az i n e s

A r t u cl e s

G u a t e

m a l a n f i e

l d g u

i d e s

I n f o r m

a t i o n a l

C D / D

V D ´ s

Website

Refered

clients

BrochuresCatalogs

Tourism

fairs

Existing

contacts

Advertising

BestBest strategiesstrategiesforfor promotionpromotionandand marketingmarketing

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In your professional opinion, whatneeds to be developed in Guatemal

for you to bring more birdwatchers.Please write them in order of

importance?

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a.Infrastructureb.Availability of guides/leadersc.Print materials (field guide, checklists, maps)d.Word of mouth in the birding community

Bill Thompson III, Editor

WhatWhat needsneeds toto bebe developeddeveloped in Guatemalain Guatemala

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a. Good parks or other birding sites

b. Good infrastructure foraccommodation and travel among

sitesc. Safe travel

Cam, EAGLE EYE


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a. Awareness that Guatemala is now a safe place to birdwatch, or as safe as most other Central

American countries.

b. Better highway and secondary road direction signage in both Spanish and

English.

c. Birding lodges must learn to have bird feeding stations maintained year around that guests canview when relaxing or having meals. This is what attracts birdwatcher to places like Costa

Rica and Panama.

d. A core of trained and government approved bird guides for all regions of Guatemala.

e. More advertising both in print and media, including bird fairs.

Don DesJardin


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a. Well-appointed nature lodges.

b . Eng lish-speaking guides.

c . Well-groomed tra ils and user-friend ly boardwa lks.

d . Easy ac c ess for fra il and hand ic apped b irders.

e. Self-guided tours/ good signs, info boards, and p laques

f. Well-designa ted observa tion a reas.

David Koep pel


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a. Information on eco-properties and guides

b. Realistic pricing (when compared against Costa Rica, Ecuador etc

Andy Tucker, Nature Trek


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a. Improved Security

b. Very bilingual guidesc. Knowledgeable guides (Bird identification)d. Real protection of environment (reduce

deforestation)e. More local professional bird guide companiesf. Public Relations campaign in Birding magazinesg. Development of “birding trails” concept

Jason Barry


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• Secure safety

• Offer lodges in forested natural areas, several of them where a whole program could

be built up around them. Birdwatching in safe and wild areas, no need to use roads or be out and about. Like Chan Chich in Belize for example, that is a good model.

• Fund a birdfinding guide or internet site, so birders know what species can be found

where.

• Publicize the natural areas available in Guatemala in magazines and through tour companies.

• Helping US, Canadian and European tour companies bring birders to Guatemala

will eventually create a “buzz” which the rest of the birding and nature community

will follow.

Alvaro Jaramillo


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• Improve and advertise the country’s commitment toconservation; start working with ngo’s like

Conservation International, Birdlife International, etc toget the word out about special natural areas in yourcountry. Most birders contribute to these organizations

and see their material.

• Safety and Security issues

• Embrace and nurture aboriginal people’s and theirculture (encourage fair trade policies)

Peggy Watson


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a. Good lodges/hotels

b. Information on where to look for bird

c. Field Guide or bird‐finding book

d. Local guides

e. Local companies to work with

Simon Thompson, Venture Birding.


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COMENTARIOSCOMENTARIOSADICIONALESADICIONALES

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The country has some very special species. These need to be

exploited (azure-rumped tanager, horned guan, quetzal, scarletmacaw) to attract birdwatching groups. The local people,guides, and lodge personnel were excellent. Accommodations

and food were good. Guatemala has what it takes to be rankedas a “must see” birdwatching destination. It needs to be betterpromoted. For example many tour companies visit Tikal and theword Guatemala isn’t even mentioned in the description. Most

people think Tikal is in Belize as it is often connected to a Belizetour.

Beth Clark, Bird Times Journalist

COMENTARIOS ADICIONALESCOMENTARIOS ADICIONALES

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56• Febrero 2006

In the past: Security concerns after reading about crimes

committed against tourists. (Although I imagineGuatemala is much safer than these articles made itsound—I know European tourists feel the same way aboutthe United States when they read of a crime committedthere….)

Howard Youth, escritor para Bird Watcher´s Digest


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☺


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58• Febrero 2006

Educational visit would be the most important factor

Vaughan Ashby, BIRDFINDERS

WouldWould youyou likelike toto receivereceive moremoreinformationinformation aboutabout birdingbirding inin

Guatemala?Guatemala?

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59• Febrero 2006

CONSULTAS ó AMPLIACIONES:

Arq. Gladys Mendizábal

Ing. Jorge CastiglioneLic. Pablo Alarcón

Licda. Silvia Cotton

Br. Víctor Juárez

CASABAL

Teléfonos 5417-5982 / 5201-6171Fax 2479-6071/ 2443-3340

Documents

Investigación de Mercado de Aves para Guatemala