First Report

Faculty of Hospitality, Tourism and Gastronomy

Course: TOURISM MARKETING MANAGEMENT

First Report of the Final Project

Professor:Vizarreta Vilcarromero, Walter Manuel

Integrantes:

Díaz Moreno, Tatiana IsabelMoromisato Bardales, Angela Asami

Quiñones Gomez, MikeRimari Lau, Jeromy AldoValle Sotomayor, Diego

La Molina – 2014

2014-II

Bloque FC-PREING09A1N

I. Background

Lunahuana is located in a rural place outside of Lima City, considered one

of the best places to practice adventure tourism, as boating, mountain

biking, hiking, paragliding and climbing arena. Remarkable for its scenery,

pleasant climate; and dishes prepared with shrimp, which can be

accompanied by fine wines produced in the area.1

Figure 1. Lunahuana Geographic Map

1 Source: Plan Concertado de Turismo (2013)

Source and Elaboration: Lunahuana Travel Tour2

http://lunahuanatraveltour.com/resena.html

2 Source: Lunahuana Travel Tour

II. Business Definition (FALTA ARREGLAR!)

Group of

Costumers Idea Competitors

Differential

Advantage

Market: National

Sector:

Lima

Metropolitana:

- San Isidro

- Miraflores

- Santiago de

Surco

- La Victoria

- Chorrillos

“Tourism

Adventure”

Cieneguilla

Ica

Obrajillo

Qanta

A

development

offer in

rafting

III. External Analysis

III.1. PESTLE

a. Political Environment (FUENTES)

In this step we must focus since the national politics and the regional

politics.

As we know Peru is one of the countries in having the less political

risk in America, and it helps to investor to see Peru as a country to

make business, as a regional politics, it’s important to have good

communication with this area so they can help us to make easier the

management’s process. About the health and safety in Peru have to

investment more because is important that tourist feel quiet in all

places where they go.

Other aspect is party politics and potential elections because in Peru

have to envelopment more to social project, A State strengthened,

efficient and able to meet the demands of the population. Also give to

opportunities for reduce regional gaps and unequal access to

services. Being part of the growth, benefits, equally, without being

marginalized.

b. Ecological Environment (FUENTES)

It is important to note the steady increase in environmental awareness

and global trend and the concept of sustainability in the population for

the preservation of natural areas where economic activity takes place

as adventure tourism.

One of the consequences of globalization is that we are increasingly

aware of environmental degradation and, therefore, whenever new

laws and movements that seek to preserve and / or conserve natural

resources, promote new sources of energy and reduce the effects

arising of greenhouse gases.

Therefore, after the creation of the Ministry of Environment in 2008,

different policy instruments for environmental management of the

three levels of government, which should highlight the National

Environmental Policy and Regulation National Assessment System

approved Environmental Impact Assessment (SEIA) in 2009 and the

National Environmental Action Plan (PLANAA) Peru 2011-2021 in

2011.

c. Social Environment (FUENTES)

To consideration the travel destination, the socio-cultural factor of is

well performed by friendly local community. Also adventures activities

is the factor will be the principal reason for the tourist travel to

Lunahuana, also they kept their culture, nature and another attractive

for many years and they have influenced in the development of near

culture in the gastronomy. Also, it’s very important to be aware about

the security on the streets for the tourist also this aspect is important

because the community can work in a control and peaceful zone.

The problem for the community is that the state doesn’t have a

strategy planned for the attractive of the place, so this point is more

important for the peoples and the growth of Lunahuna.

d. Technological Environment

Peru is increasing its telecommunications capacity rapidly. All the

new generation of phones has internet, the popular smartphones

and Peru is reaching a great performance leading the

telecommunications to another level, now with the 4G that the two

biggest enterprises in communication are offering to the public is

running very good in seven districts of Lima and 50 beaches in the

south of the capital, and has 25 thousand users by now3, this is a

great opportunity that many tourist take advantage by using this

kind of phones are able to book trip or to know more of the

destination that they want to visit, to search in the maps how to

reach their destination only with a few steps in the phone.

Also the investment in this matter is big that Peru this year would

reach U.S. $ 4.570 billion, which would mean an increase of 8.1%

only in 2014.4 According to IPSOS data 50% of the population of

lima from 12 to 70 years have internet on their mobile and also

about 70% connect to internet 7 or more times per week5.

3 Source: El Comercio Perú (2014) 4 Source: Diario Gestión (2014)5 IPSOS APOYO

e. Legal Environment (FUENTES)

Article 8º of the Regulations for Rafting state that any natural or

legal person must have a certificate of authorization from the

Regional Organism responsible for these activities6. The natural or

legal person must be registered in the RUC (Registro Único de

Contribuyentes)

Article 13º of the Regulations for Rafting state that the leader or

person in charge at the time of performing the activity must be

qualified personal. The basic navigators must be qualified to

navigate in rivers Class I to III, while the advanced navigators must

be qualified to navigate in rivers Class I to IV7

Article 22º of the Regulations for Rafting states that only the

Regional Organism responsible for these activities can establish

the sections of the river that are allowed to be performed rafting

upon.8

Disregarding the Regulations for Rafting or any other activity

related to Adventure tourism can and will be penalized by the

responsible authorities. The penalizations can go from: A written

admonition, to the annulment of authorization to perform these

activities9

Article 13º of the Regulations for travel agencies and tourism

states that all qualified personal must wear a uniform and be

properly identified by the respective badge or a similar feature that

states name and role.10

f. Economical Environment

6 Source: MINCETUR. Proyecto de reglamento del servicio de canotaje turístico7 Source: MINCETUR. Proyecto de reglamento del servicio de canotaje turístico8 Source: MINCETUR. Proyecto de reglamento del servicio de canotaje turístico9 Source: MINCETUR. Proyecto de reglamento del servicio de canotaje turístico10 Source: MINCETUR. Proyecto de reglamento de Agencias de viajes y turismo

Thinking about the domestic market, Fitch Ratings said that our

per capita income has increased in 14,7% in 201311, which means

that our economical sustainable is getting stable, affecting all

regions of Peru in a positive way, having the possibility to spend

more in entertainment.

The private investment in Peru is also considered as an important

economical effect in Lima’s employment because, although

statistics show a reduction rate in unemployment (6.1% in early

2013 to 5.6% in the third quarter of 2013), the moderation in

private investment started to have an effect on the dependent

employment, which is a more sustainable source income. On

August 2013, dependent employment fell 0.7%, compared to the

same period in above, while the independent increased in 7.6%12;

it’ll probably affect our target economically.

III.2. Opportunities and Threats

OPPORTUNITIES

People from Lima prefer short

trips in long holidays, been in

the first place of choice:

Lunahuaná.13

Lunahuaná belongs to “La Ruta

del Sol” managed by tour

operators.14

Lunahuaná is host of the

“Festival Internacional de

Deportes y Ecoaventura” by

ALDEA.15

THREATS

Informality in the tourism

activity

Increased flow in Cañete river

Risk of natural disasters in the

region

Existance of other locations

nationwide with a higher

tourism infrastructure

Few transport companies that

include Lunahuana as a

destination

11 Source: RPP Noticias (2014)12 Source: BBVA Research (2013)13 Source: Perú21 (2013)14 Source: Perú21 (2013)

Lunahuaná is positioned as a

“destiny of rafting” in Lima.

Lunahuaná has a sunny

weather during all the year,

staying between 16° to 26°.

IV. Internal Analysis

IV.1.Tourism Product

a. Tourist Attractions16

Lunahuana has become an excellent recreational alternative to visit any weekend.

Also is an ideal place for the tourist vacationer because they can do adventures

activities. In addition, Lunahuana offers gastronomy based in shrimps and grape

mash’s drinks’ cellars. About cultural attractives, Lunahuana has six main

archeological resources that we will mention in the following paragraph:

Adventure Activities: Rafting, trekking, camping, bike riding, horse riding,

climbing and rappelling, ATV’s tours.

Attractives:

o Incahuasi: Is the most important attractive of Lunahuana, Incahuasi is

conformed for 4 groups of edifications such as: the Palace of Inca, rooms of

storehouse, city convent and stronghold.

o Catapalla: Is the famous and beautiful hanging bridge, made with pieces of

wood joined together on the calm waters of the river, also is visited by many

tourists.

o Ruins of Canta Gallo: These archaeological ruins dating from pre-Inca

times, they are a kind of community which lies across the river.

15 Source: Conociendo Perú (2012)16 Mincetur:

http://www.mincetur.gob.pe/TURISMO/OTROS/inventario%20turistico/Ficha.asp?cod_Ficha=3835

http://www.blogspot.com.pe/turismo/lunahuana/atrac-turisticos.shtml

o Arm of square: In this place we can see the church and the Gates Colonial

decorating the square.

o Colonial church of Lunahuana: Inside, you can see paint, saints and sacred

protector Apostle Santiago. In the brick walls predominates.

o “El Mirador”: In this attractive the tourist can see a majestic panorama, the

natural wealth of the valley; enjoy a clean and fresh environment, from a

privileged height.

o The touristic viewpoint of the Arm of Square: This attractive serve to

supplement the church and plaza.

Infrastructure

Lunahuana has a complete infrastructure such a: water, drain, electricity and

signaling into and out of the place, also the access to the place is asphalted.17

Structure

Travel Agencies18

Canoe Tours

Inti Tours

Canotaje Sol Y Rio

Aventuras De Tomás

Hemi River Expediciones

Lunahuana Adventure Tours

Lunahuana Tours

Food &Beverage

Lester Restaurant, Antojitos Restaurant, Cuatro esquinas I, II, III Restaurant,

Doña Sofia Restaurant, EL Buen Sabor Restaurant, EL Langlino

17 Source: Inventario Turístico de MINCETUR18 Plan de Desarrollo Concertado de Lunahuana

Restaurant, El Porvenir Restaurant, El Pueblo Restaurant, Grau Restaurant,

Incafé Restaurant, La Entrada Restaurant, Melchorita Restaurant,

Rosita Restaurant, Sol & Rio Restaurant, Vista Alegre Restaurant.

Transport Service19

Transport service “ETTUSA” (Route: Lima – San Vicente Cañete – Imperial)

Transport service “PERUBUS/ SOYUZ” (Route: Lima – San Vicente de

Cañete)

International Express “ORMEÑO” (Route: Lima – San Vicente de Cañete)

Transport service “FLORES” (Route: Lima – San Vicente de Cañete)

Complementary Services

Hospital center Lunahuana – Pacarán – Zuniga which serves the all

community of the district. This center has specialized medical staff.

Banco de Credito Agent.

National Police.

Municipality of Lunahuana.

Lodging Service

Lunahuana Hostel

Los Andes Hostel

El Refugio Hostel

El Mirador de San Juan Hostel

Casuarinas Hostel

Candela Hostel

La Tia Blanca Lodging

Grau Lodging

El Gringo Lodging

19 http://lunahuanaweb.blogspot.com/2009/07/transporte-lunahuana.html

Recreational Service

Country club La Fogata

Country club Mi Rosedal

Country Club El Molle

Recreational center Villa Carmen

Superstructure

Municipality of Lunahuana:Into the municipality of Lunahuana focused to work in the

office of tourism: Luis Zapata Sánchez

Mail: [email protected]

Intervention of MTC in two PIPs:

-Name of the PIP in evaluation: improvement of the road

Cañete-Lunahuana-dv. Yauyos-Ronchas-Chupaca-

Huancayo-dv. Pampas for levels of service.

-Name of PIP viable: Rehabilitation and improvement of

the road Cañete – Lunahuana. Consideration viable el

25/03/2013.

Intervention del MINCETUR en un PIP:-Name of PIP viable: Construction of jetty and tourist gate of Paullo – Lunahuana.

Intervention of Municipality District of Nuevo Imperial in PIP:-Name of the PIP in evaluation: Recuperation of the archaeological site peña de la cruz of San juan, district of Lunahuana – Cañete – Lima.

ALDEA (Asociación Latinoamericana de Deportes de Aventura):Organizers of the “Ecoadventure Sports Festival” for almost 30 years in Cañete River – Lunahuana.

IV.2. Strenghts and Weaknesses

Strengths

Lunahuaná has one of the best

rivers in Peru to practice rafting.

Proximity of the city of Lima.

Lunahuaná has a paved road

allowing an easy entry.

Lunahuaná is open all the year.

Weaknesses

Lack of security barriers in the

road.

Lack of direct transportation from

Lima to Lunahuana.

Deficiencies in road signs.

Lack of complementary services.

Informality in the tourist activity.

Lack of vision from part of the

office of tourism.

Extended periods of low tourist

influx.

V. Competitive Analysis

Competitive Analysis

According to a publication of PROMPERU in 2012 “Rutas Cortas desde Lima” the

competitors for Lunahuana are: Antioquía, Canta y Obrajillo, Chaclacayo y

Chosica, Cieneguilla, Lomas de Lúcumo, Lurín, San Jerónimo de Surco y

Matucana, y, San Vicente de Azpitia. These destinations are the selected as the

main competitors to the Lima vacationer who traveling within their own department

(25%) of the total Lima vacationer according to the Perfil del Vacacionista Nacional

201220.

a) Antioquía

Antioquia is a place with streets, houses, doors and walls decorated with flowers,

angels and various animals express a particular beauty and lots of color. Antioquia

has a very rich and fertile valley, most people involved in the cultivation of apple

and quince which produce delicious jams, juices or vinegar, giving added value to

their crops. It is also a place where you can go hiking, bike riding, rafting, horse

riding and other outdoor activities.

b) Canta y Obrajillo

Singing is one of the most attractive destinations in the Lima highlands and

frequented by those seeking camping and outdoor recreation, enjoyment of days of

constant sunshine and warm weather, without having to travel for many hours. It is

also the destination of the camp in Lima par excellence, with the marvelous

Andean landscape that surrounds it, has significant natural and cultural resources.

You also can do activities like trekking, rafting, climbing and rappelling.

c) Chaclacayo y Chosica

Family recreation tourism is the strong point of these places, separated by few

kilometers and located on the main road. The segment that goes to these areas

are families with young children, who enjoy recreation and fun and choose to meet

and travel together for a day or weekend picnics or camping breaks. You can do

20 Perfil del Vacacionista Nacional 2012 (2012) [Online]. Recovered on April 03th, 2014, fromhttp://intranet.promperu.gob.pe/IMPP/2012/TurismoInterno/Demanda%20Actual/Perfil%20del%20Vacacionista%20Nacional%202012/Tips%20PVN%202012/PVN%202012%20Total%20y%20Ciudad%20de%20Residencia/TipsPVN2012porCiudades.pdf

light hiking outdoor grill or cook a family Pachamanca taste good, rotisserie

chicken or grilled in a restaurant.

d) Cieneguilla

Cieneguilla is considered as a tourist and ecological district has a good hotel

infrastructure and a variety of country restaurants and camping areas where you

can eat delicious shrimps. Only 20 km separate it from the capital Lima and also

you can practice various adventure activities like trekking and bike riding.

e) Lomas de Lúcumo

These hills are just 35 km from Lima, in the town of Quebrada Verde, in the lower

basin of the Lurín River in Pachacamac. Like all other hills, blooming from July to

November, due to the formation of dense fog in the hills bordering the sea. You

can practice sports like trekking, climbing and rappelling. It is also one of the

closest ecological places to the capital where you can observe a varied flora, and

animals like vizcachas, hawks and turtupilines.

f) Lurín

Greaves, shrimp and Paso horses, for example, are not the only attraction of Lurín;

its importance lies in being one of the largest food pantries in the capital as well as

having hosted one of the oldest permanent settlements in the pre-Inca period.

Valley also has a variety of people, ecosystems and archaeological sites whose

communities are learning to see in tourism complement their traditional productive

activities to improve their quality of life. Money can also be outdoor activities like

hiking and ATVs tours.

g) San Jerónimo de Surco y Matucana

These places are a few kilometers away and the path is along the central highway

starting from Chosica. The main attractions of these areas are natural resources

such as cataract Antankallo, Huanano cascade, Palakala cascade and Andean

lakes, as Ark and the twin lakes. It can also be camping, trekking, rappelling and

bike riding. This area has a pretty good most of the year allowing the development

of a wide diversity climate.

h) San Vicente de Azpitia

San Vicente de Azpitia, better known as the "Balcony of Heaven" due to its

excellent location and unparalleled views offered by Mala River Valley. The good

seasoning of their dishes has made in recent years travelers turn their eyes to this

destination where country restaurants abound always welcome us warmly. Also

you can practice outdoor activities such as bike riding, trekking, ATVs tours, riding

excursions and rafting. It is an ideal place to spend a few days relaxing with family

or friends.

Priorization of competitors:

Gastronomy(shrimp)

Trekking Rafting Climbing and

Rappelling

Camping ATVstours

Horse riding

Bike riding

Appropriate Tourist

Estructure

N°

Antioquía X X X X X X X X 8

Canta y Obrajillo

X X X X X X X X 8

Chaclacayo y Chosica

XX X X X 4

Cieneguilla X X X X X X 6

Lomas de Lúcumo

X X X X 4

Lurín X X X X 4

San Jerónimo de

Surco y Matucana

X X X X X 5

San Vicente de Azpitia

X X X X X X X X 8

Analysis of main competitors:

i). Antioquía

Description:

This place is located 70km in the east of

Lima, around three hours from the Mayor

square of Lima Metropolitana.

Competent Attractions:

o Lurín river

o Country breaks

o Routes for trekking and bike riding

Positioning Concept:

Antioquia is positioned as a picturesque near place for do outdoor

activities.

Type of Tourism made:

Nature and adventure tourism.

ii) Canta and Obrajillo

Description

These places are located at kilometer 101.5 of the central road about

three hours from the main square of Lima Metropolitana.

Competent Attractions

o Chillon river

o Places for camping

o Waterfalls and cascades

Positioning Concept

Canta and Obrajillo are positioned as places for camping and for

outdoor activities that you can do there.

Type of Tourism made

Nature and adventure tourism.

iii) San Vicente de Azpitia

Description:

Competent Attractions

o Mala river

o Country breaks

o Routes for trekking, and ATVs

tours

Positioning Concept

San Vicente de Azpitia is positioned as place to go for eat typical food

like shrimps and for outdoor adventure activities.

Type of Tourism made

Nature and adventure tourism.

VI. SWOT Matriz