Citas bibligráficas
Chacón, C., Rivadeneira, J., Marocho, F., Alfageme, D., Budd, P. (2017). Plan estratégico de marketing para el turismo receptivo de naturaleza en la Región Cusco [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/7990
Chacón, C., Rivadeneira, J., Marocho, F., Alfageme, D., Budd, P. Plan estratégico de marketing para el turismo receptivo de naturaleza en la Región Cusco []. PE: Pontificia Universidad Católica del Perú; 2017. http://hdl.handle.net/20.500.12404/7990
@mastersthesis{sunedu/2659625,
title = "Plan estratégico de marketing para el turismo receptivo de naturaleza en la Región Cusco",
author = "Budd, Paul",
publisher = "Pontificia Universidad Católica del Perú",
year = "2017"
}
Cusco is currently considered as a monothematic destination because of Machu Picchu and, due to the worldwide recognition and publicity, Cusco is ranked as the main motive for visiting Peru, which generates the need to diversify the tourism offer. In comparison to similar countries (Argentina, Brazil and Colombia), there is an opportunity to elevate the average expenditure of visitors by increasing their stay in Cusco to six days. In consequence, this marketing plan has as a main goal to generate additional income in tourism by including natural destinations as a complement to the current tourism packages offer, thus attracting foreign tourists to stay longer in the region. After careful consideration, keeping in mind variables of accessibility and attractiveness, five nature itineraries have been carefully prepared and elected under the concept Natural Cusco (using the tagline “there is more energy waiting for you”), the value proposition is based on the attributes of mysticism, energy and wellbeing. This has been confirmed with market research in the target segments reaching an approval rate of 85% in concept, and 62% in elected itineraries. Considering that it is a new concept in the market and that it involves different target groups, it is important that the implementation of the marketing mix is done in phases and it is also critical to involve the surrounding communities so they can benefit from these touristic activities. Finally, at a financial level this project is viable by generating a NPV of US$ 313 millions, a IRR of 5,142% and a ROI of 42 for the 2017-2022 period, potentially benefiting over a hundred thousand people thanks to the creation of new jobs and generating constant income for social projects
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