León-Gambetta, Á., Tregear, L., Saavedra, C., Castro, T. (2017). Plan de marketing de turismo gastronómico en Lima para Chile y Ecuador [Tesis, Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/8279
León-Gambetta, Á., Tregear, L., Saavedra, C., Castro, T. Plan de marketing de turismo gastronómico en Lima para Chile y Ecuador [Tesis]. PE: Pontificia Universidad Católica del Perú; 2017. http://hdl.handle.net/20.500.12404/8279
title = "Plan de marketing de turismo gastronómico en Lima para Chile y Ecuador",
author = "Castro Rivera, Tatiana",
publisher = "Pontificia Universidad Católica del Perú",
year = "2017"
Tourism in Peru has grown significantly during the past years. This grown is reflected in the positive numbers predicted for tourism for next years. In that context, this project presents a Marketing Plan that will show the greatness of national Peruvian cuisine to tourists from Chile and Ecuador, when implemented by Peruvian State (PROMPERÚ). This plan would also help the country to achieve the goal set by the Minister of Tourism (Mincetur): to receive 5’000,000 tourists by 2021. Tourists from Chile and Ecuador represent 58.9 percent of tourism Peru received in the past years. This project will aim to potentiate them and, at the same time, attract new tourists. This marketing plan will contribute to maintain Peru on the first place as a culinary destiny, according to the World Travel Awards. Also, it will contribute to maintain Lima as the most visited city in Latin America. The communication strategy will seek to position Peru as a “National destiny with the most culinary variety in the world”. When Peruvian Government executes this plan, it will accomplish: (a) that gastronomy becomes the second motive for visiting Peru for tourists from Chile and Ecuador by 2021, according to the “Tourist Profile” developed by Mincetur; (b) to increase the percentage of tourists from Chile and Ecuador that come to Peru because of its gastronomy from 4 percent to 8 percent by 2021, according to the “Tourist Profile” developed by Mincetur; and (c) to certificate 300 Peruvian restaurants that meet high-quality standards by 2021. The proposal will focus on the standardization of restaurants and the sale of gastronomy tourism packages offered through PROMPERÚ web page, that tourists access to directly or through their travel agencies. These products will have promotion, channel, persons and process strategies, which will be described in the correspondent chapter. Execution of this plan will need an investment of US$ 1’71,484, for the first year, and an annual growth of 5 percent. This investment will be recovered with the taxes received from the sale of the packages. If the proposal is rentable (using VNA), when bringing value to the present, using 14 percent as a discount rate2. This result remains positive in a negative scenario, where the number of gastronomic tourists that come to Peru does not reach 8 percent, but only 7 percent.
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