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Hotel Todo Incluido: Ayllu Urubamba

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  • معلومة اضافية
    • Contributors:
      Caro Vela, Laura Sara
    • بيانات النشر:
      Universidad de Lima
      PE
    • الموضوع:
      2023
    • Collection:
      Repositorio Institucional de la Universidad de Lima
    • نبذة مختصرة :
      After the Covid-19 pandemic, the tourism sector in Peru was very seriously affected (Ministry of Foreign Trade and Tourism, 2020). This led many hotels to close their doors indefinitely without knowing what would come in the future. When tourism was reactivated, at the end of the pandemic, new and innovative tourism proposals emerged that break the mold and challenge tourists to delve into a different type of tourism. During the resolution of the case, we seek to find strategies that appeal to this type of tourist to take advantage of the opportunities that the current tourism market has to offer. After an analysis of the competitive environment, the main target audience was defined as people between 25 and 40 years old from Metropolitan Lima who seek to travel within the country looking for a different type of tourism who are in a socioeconomic level A or A+. Based on these, the brand strategy was carried out in line with their interests and tastes. Thus, with the support of primary sources and analysis of secondary sources, it was possible to put together a 360° launch strategy and proposal that puts the Ayllu Urubamba Hotel in the public eye. This strategy presented the brandbook, and base concept for the brand, a complete brief of the launch event, a strategy with a focus on PR and digital strategy and, finally, a broken down budget. ; Luego de la pandemia de la Covid-19 el sector turismo en el Perú se vió afectado de manera muy grave (Ministerio de Comercio Exterior y Turismo, 2020). Esto llevó a que muchos hoteles cerraran sus puertas de manera indefinida sin saber lo que vendría en un futuro. Al reactivarse el turismo, al final de la pandemia, salieron nuevas e innovadoras propuestas de turismo que rompen esquemas y retan al turista a adentrarse en un tipo de turismo diferente. Durante la resolución del caso, se busca encontrar estrategias que llamen a este tipo de turista a aprovechar las oportunidades que el mercado actual de turismo tiene para ofrecer. Luego de un análisis del entorno competitivo, se ...
    • File Description:
      application/pdf
    • Relation:
      https://hdl.handle.net/20.500.12724/19711
    • الدخول الالكتروني :
      https://hdl.handle.net/20.500.12724/19711
    • Rights:
      info:eu-repo/semantics/openAccess
    • الرقم المعرف:
      edsbas.C071586F