Faculty of Hospitality, Tourism and Gastronomy

Course:
TOURISM MARKETING MANAGEMENT


First Report of the Final Project

Professor:
Vizarreta Vilcarromero, Walter Manuel

Integrantes:
Daz Moreno, Tatiana Isabel
Moromisato Bardales, Angela Asami
Quiones Gomez, Mike
Rimari Lau, Jeromy Aldo
Valle 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













Source and Elaboration: Lunahuana Travel Tour
2


http://lunahuanatraveltour.com/resena.html






1
Source: Plan Concertado de Turismo (2013)
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
3.1. 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, its important to have good
communication with this area so they can help us to make easier the
managements 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, its 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 doesnt 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 now
3
, 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 week
5
.

e. Legal Environment (FUENTES)
Article 8 of the Regulations for Rafting state that any natural or
legal person must have a certificate of authorization from the

3
Source: El Comercio Per (2014)
4
Source: Diario Gestin (2014)
5
IPSOS APOYO
Regional Organism responsible for these activities
6
. The natural or
legal person must be registered in the RUC (Registro nico de
Contribuyentes)
Article 13 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 IV
7

Article 22 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
activities
9

Article 13 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
Thinking about the domestic market, Fitch Ratings said that our
per capita income has increased in 14,7% in 2013
11
, which means
that our economical sustainable is getting stable, affecting all

6
Source: MINCETUR. Proyecto de reglamento del servicio de canotaje turstico
7
Source: MINCETUR. Proyecto de reglamento del servicio de canotaje turstico
8
Source: MINCETUR. Proyecto de reglamento del servicio de canotaje turstico
9
Source: MINCETUR. Proyecto de reglamento del servicio de canotaje turstico
10
Source: MINCETUR. Proyecto de reglamento de Agencias de viajes y turismo
11
Source: RPP Noticias (2014)
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 Limas 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
;
itll probably affect our target economically.

3.2. Opportunities and Threats
OPPORTUNITIES
People from Lima prefer short
trips in long holidays, been in
the first place of choice:
Lunahuan.
13

Lunahuan belongs to La Ruta
del Sol managed by tour
operators.
14

Lunahuan is host of the
Festival Internacional de
Deportes y Ecoaventura by
ALDEA.
15

Lunahuan is positioned as a
destiny of rafting in Lima.
THREATS
Informality in the tourism
activity
Increased flow in Caete 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


12
Source: BBVA Research (2013)
13
Source: Per21 (2013)
14
Source: Per21 (2013)
15
Source: Conociendo Per (2012)
Lunahuan has a sunny
weather during all the year,
staying between 16 to 26.


IV. Internal Analysis
4.1. Tourism Product
a. Tourist Attractions
16

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
mashs 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, ATVs 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.
o Arm of square: In this place we can see the church and the Gates Colonial
decorating the square.

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 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 Agencies
18

Canoe Tours
Inti Tours
Canotaje Sol Y Rio
Aventuras De Toms
Hemi River Expediciones
Lunahuana Adventure Tours
Lunahuana Tours

Food &Beverage
Lester Restaurant, Antojitos Restaurant, Cuatro esquinas I, II, III Restaurant,
Doa Sofia Restaurant, EL Buen Sabor Restaurant, EL Langlino

17
Source: Inventario Turstico de MINCETUR
18
Plan de Desarrollo Concertado de Lunahuana
Restaurant, El Porvenir Restaurant, El Pueblo Restaurant, Grau Restaurant,
Incaf Restaurant, La Entrada Restaurant, Melchorita Restaurant,
Rosita Restaurant, Sol & Rio Restaurant, Vista Alegre Restaurant.

Transport Service
19

Transport service ETTUSA (Route: Lima San Vicente Caete Imperial)
Transport service PERUBUS/ SOYUZ (Route: Lima San Vicente de
Caete)
International Express ORMEO (Route: Lima San Vicente de Caete)
Transport service FLORES (Route: Lima San Vicente de Caete)

Complementary Services
Hospital center Lunahuana Pacarn 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

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

Grau Lodging
El Gringo Lodging
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 Snchez

Mail: turismo@munilunahuan.gob.pe

Intervention of MTC in two PIPs:
-Name of the PIP in evaluation: improvement of the road
Caete-Lunahuana-dv. Yauyos-Ronchas-Chupaca-
Huancayo-dv. Pampas for levels of service.
-Name of PIP viable: Rehabilitation and improvement of
the road Caete 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 pea de la cruz of San juan, district
of Lunahuana Caete Lima.

ALDEA (Asociacin Latinoamericana de Deportes de
Aventura):
Organizers of the Ecoadventure Sports Festival for
almost 30 years in Caete River Lunahuana.

4.2. Strenghts and Weaknesses
Strengths
Lunahuan has one of the best
rivers in Peru to practice rafting.
Proximity of the city of Lima.
Lunahuan has a paved road
allowing an easy entry.
Lunahuan 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: Antioqua, Canta y Obrajillo, Chaclacayo y
Chosica, Cieneguilla, Lomas de Lcumo, Lurn, San Jernimo 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
2012
20
.
a) Antioqua
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, from
http://intranet.promperu.gob.pe/IMPP/2012/TurismoInterno/Demanda%20Actual/Perfil%20del%20Vacacio
nista%20Nacional%202012/Tips%20PVN%202012/PVN%202012%20Total%20y%20Ciudad%20de%20Reside
ncia/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 Lcumo
These hills are just 35 km from Lima, in the town of Quebrada Verde, in the lower
basin of the Lurn 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) Lurn
Greaves, shrimp and Paso horses, for example, are not the only attraction of Lurn;
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 Jernimo 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 ATVs
tours
Horse
riding
Bike
riding
Appropriate
Tourist
Estructure
N
Antioqua X X X X X X X X 8
Canta y
Obrajillo
X X X X X X X X 8

Chaclacayo
y Chosica

X
X X X X 4
Cieneguilla X X X X X X 6
Lomas de
Lcumo
X X X X 4
Lurn X X X X 4
San
Jernimo 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). Antioqua



Description:
This place is located 70km in the east of
Lima, around three hours from the Mayor
square of Lima Metropolitana.

Competent Attractions:
o Lurn 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