Bibliographic citations
Cumpa, M., Vega, O., Rivero, N., Carreras, A. (2016). Plan de estratégico de marketing turístico de festividades religiosas en el Perú [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/7594
Cumpa, M., Vega, O., Rivero, N., Carreras, A. Plan de estratégico de marketing turístico de festividades religiosas en el Perú []. PE: Pontificia Universidad Católica del Perú; 2016. http://hdl.handle.net/20.500.12404/7594
@mastersthesis{sunedu/2655924,
title = "Plan de estratégico de marketing turístico de festividades religiosas en el Perú",
author = "Carreras Caprile, Alberto",
publisher = "Pontificia Universidad Católica del Perú",
year = "2016"
}
There is an increasing growth of the demand for new touristic spaces in Peru. We have identified a new segment that seeks for destinations other than the traditional ones, and to live new experiences. We propose a different way of cultural tourism based on the celebration of traditional religious celebrations. The strategy plan designed to be implemented by PromPeru aims to promote the tourism of celebrations considered national heritage. The analysis identified four key celebrations: Easter “Omate” in Moquegua, Easter in Huancavelica, Easter in Moche (La Libertad) and “Virgen del Carmen de Paucartambo” in Cuzco. The target population is the group that already demands this kind of trips. In conclusion, the strategy to be used is market penetration. The objective is to increase the number of visitors to each of the identified celebrations. The expected increase is between 10% and 15%, i.e. from 30’000 to 33’750. We also expect an increase in the expenses each tourist makes, from S/ 491 to S/ 553. This is a gross income increase for the 4 celebrations of 26%. We also expect the creation of 1,000 jobs in the communities that organize the celebrations. In order to achieve these objectives, it is required an initial investment of S/ 2’470,000. The investment has to be driven from the government by establishing benefits for the investors, such as taxes for works
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