Bachelor Degree in Tourism and Hospitality Management

YEAR 2019-2020

BACHELOR DEGREE IN TOURISM AND HOSPITALITY MANAGEMENT

Subject Degree thesis

Lecturer Màrian Buil Fabregá

Title of assignment Business plan – Alwa Eco Hotel

Student name Michelle Silva

Maria Jordana

Student e-mail [email protected]

Abstract

The tourism sector has become a very important worldwide industry because it generates many job positions, impact on the economy as well as creating benefits for growth and increase of demands. It is a destination that advances towards the future without losing its essence, its history, traditions and customs. Until recently only a few knew this destination. Nowadays, Bolivia is one of the emerging destinations in Latin America. According to the Ministry of Cultures, in 2017 the World Travel Awards awarded Bolivia as the "Best Cultural Destination in South America" and in 2018, as "Best Green Destination in South America".

In fact, the city where our business will be, La Paz was awarded as the best emerging tourist destination in 2019 by World Travel Awards. In addition to being nominated for four more categories: "Best Destination City of South America 2019", "Best Destination Cultural City of South America 2019", "Best Leading Destination in Events and Festivals of South America 2019", "Best Romantic Destination of South America 2019. Luckily the country is not threatened by massive tourism even though there are many people interested on going and discovering new places, cultures, gastronomy, among others.

Regarding the current situation in Bolivia and according to statistics, 56% of entrepreneurs in Bolivia correspond to an age range between 18 to 33 years, that is, the youngest are committed to innovation and creativity that require technical advice when starting a business that has a social and environmental impact. According to the country's most renowned economist Luis Arce Catacora, what Bolivia needs to recover from the current political situation and the covid 19 is "boost to micro and small businesses, boost to the activity of internal tourism activity in coordination with the municipalities and governorates, plus community tourism, ecological tourism, implementation of a productive community social economic model and support for entrepreneurs to create quality jobs with a positive impact on Bolivian society and the environment”.

Considering the recommendations of the economist. Our purpose is the creation of an Eco hotel applying sustainable practices in relation to its construction, work with the local community, preservation of the environment and culture, creation of jobs, training for our workers (empowering people) and helping promote community tourism by making national tourists come to visit our accommodation and destination.

Key words

Ecological and Sustainable Accommodations, Corporate Social Responsibility, Work with the Local Community, Empower the local community, Responsible Social Tourism, Adventure Tourism, Bolivia development, hotel business plan, Sustainability in Hospitality Industry, Sustainable development goals of the Agenda 2030, SDGs.

Acknowledgements

First, we would like to show our gratitude to our Degree Thesis supervisor, Marian Buil Fabregà; for encouraging us and believing in the business plan idea since the beginning. Her support and guidance together with the new knowledge we have acquired and the steps to follow when creating a business plan; have been very useful. Aside to that, the motivation, the resources and feedback provided has been very helpful as well.

Then, we would also like to put into words the appreciation and thankfulness to the teachers from HTSI we have had throughout the four years. Their lessons and new knowledges for us to learn and understand have been very enriching. Thanks to the new topics learned, experiences on different aspects and the great focus on the hospitality industry; there has been a personal growth. Also, the experiences acquired on professional development.

Aside to that, a very special gratitude to all our friends, colleagues, that have contributed on helping with the results obtained from surveys and interviews which are a significant tool for the research and understanding of preferences, needs, from people when travelling.

Thank you!

Authors,

Michelle Silva and Maria Jordana.

Table of contents

Abstract ...... 2 Key words ...... 3 Acknowledgements...... 4 1. Executive Summary ...... 11 2. Business Description...... 12 2.0. Literature review ...... 12

2.1. Business model concept ...... 17

2.2. Mission and objectives ...... 20

2.3. The entrepreneurial team ...... 20

3. Analysis of the Business Environment ...... 22 3.1. The market ...... 22

3.1.1. Market characteristics and major trends ...... 22 3.1.2. Purposes & Expectations of visitors ...... 24 3.1.3. Size and expected growth ...... 25 3.1.4. Segments ...... 32 3.2. Competitive environment and sector ...... 37

3.2.1. Competition ...... 37 3.2.2 Threat of new entrants ...... 41 4. Marketing Plan ...... 42 4.1. Target segments and key success factors per segment: Quantitative analysis ...... 42

4.1.1 Quantitative analysis ...... 43 4.1.2 Qualitative analysis ...... 43 4.1.3 Customer empathy map ...... 44 4.2. Positioning strategy ...... 45

4.2.1 Current positioning ...... 45 4.2.2 Desired positioning ...... 45 4.2.3 Peste Analysis ...... 47 4.3. Marketing mix ...... 52

4.3.1. Product ...... 53

4.3.2. Product/service strategy ...... 54 4.3.3. Pricing strategy ...... 62 4.3.4. Channel strategy ...... 64 4.3.5. Communication strategy ...... 66 4.4. Forecasting and sales outlook...... 67

5. Operations Plan ...... 73 5.1. Process identification and map ...... 73

5.1.1 Process of the guest operations before, during and after the stay ...... 74 5.2. Location, physical infrastructure and layout ...... 76

5.2.1 Tree house sketch ...... 78 5.2.2 Cabins sketch ...... 79 5.3. Resources: machinery and facilities ...... 81

5.4. Stocks management and purchases ...... 85

5.5. Subcontracting ...... 87

5.6. Launching: provisional planning ...... 89

6. Organizational Plan and Human Resources ...... 89 6.1. Organizational structure ...... 89

6.2. Job descriptions ...... 90

6.3. Human Resource Policy: selection, management, compensation ...... 97

7. Financial Plan...... 100 7.1. Financial hypothesis / assumptions ...... 100

7.2. Project financing: needs and sources ...... 102

7.3. Financial statements forecast ...... 103

7.4. Feasibility analysis ...... 104

8. Legal Aspects ...... 106 8.1. Legal format and structure ...... 106

8.2. Intellectual and industrial property ...... 110

9. Critical Risks and Contingency Plans ...... 112 10. Conclusions/Closing statement ...... 117

10.1. Future long – term actions ...... 118

10.2. Limitations and barriers ...... 119

11. Bibliography ...... 120 12. Attachments ...... 135

Table of figures

Figure 1. Theorical framework for sustainability in hospitality industry ...... 13 Figure 2. Canvas Model ...... 17 Figure 3. Five forces analysis ...... 42 Figure 4. Positioning map of Alwa Eco Hotel ...... 46 Figure 5. Bolivia tourism statistics ...... 50 Figure 6. The 4Cs of marketing mix ...... 52 Figure 7. Process of the guest operations, before during and after the stay ...... 75 Figure 8. Organizational structure ...... 89 Figure 9. Business Charter for Sustainable Development by the International Chamber of Commerce ...... 170

Table of illustrations

Illustration 1. Characteristics of our buyer persona ...... 36 Illustration 2. Design of logo company ...... 53 Illustration 3. Proposals of logo company ...... 54 Illustration 4. Hotel digital marketing checklist ...... 66 Illustration 5. Operational process before the opening ...... 73 Illustration 6. Map of Bolivia location ...... 76 Illustration 7. Location of Coroico land 10 hectares ...... 76 Illustration 8. Alwa Eco Hotel layout map ...... 77 Illustration 9. Tree house design outside ...... 78 Illustration 10. Tree house interior layout ...... 79 Illustration 11. Interior and exterior cabin design ...... 80 Illustration 12. T-shirt design ...... 179 Illustration 13. Welcome card design ...... 179 Illustration 14. Business card design ...... 180 Illustration 15. Tree house & cabin interior ...... 181 Illustration 16. Cement path to access the rest of the facilities ...... 182 Illustration 17. Overall design of the accommodation ...... 183 Illustration 18. Relax area, bonfire zone and organic orchards ...... 185 Illustration 19. Swimming pool and meditation zone ...... 186 Illustration 20. Restaurant & Bar design ...... 188 Illustration 21. Vegan food workshop with local products ...... 190 Illustration 22. Adventure activities near to our accommodation in Coroico ...... 192

Table of tables

Table 1. Overnight stay of travelers in lodging establishments per year according to city and type of traveler. Bolivia year 2008-2018 (number of people) ...... 23 Table 2. Type of tourist accommodation in Bolivia, 2018 ...... 24 Table 3. Hotel offer in Bolivia according to hotel categories, 2008-2018 ...... 26 Table 4. Entry of travelers to accommodation establishments by year according to city and type of traveler in Bolivia, 2008-2018 ...... 26 Table 5.. Arrival of international visitors by air to Bolivia by airport and type of visitor, 2008- 2018 ...... 27 Table 6. Arrival of international visitors to Bolivia according to nationality, 2008-2018 ...... 28 Table 7. The ten nationalities that most visit Bolivia ...... 29 Table 8. Tourist expenditure of foreign visitors in Bolivia by country of residence, 2008-2018 . 30 Table 9. Six nationalities most tourist spending in Bolivia ...... 31 Table 10. Market Segment ...... 34 Table 11. Competitive environment ...... 40 Table 12. Customer empathy map ...... 44 Table 13. Economic transformation, economic indicators ...... 49 Table 14. Type of Alwa Eco Hotel accommodation ...... 55 Table 15. Comparison companies that offer tourist routes of honey, coca leaf, cocoa and coffee in Coroico ...... 59 Table 16. Final Invoice for Coffee Tour ...... 60 Table 17. The “Paya Experience Pack” Price ...... 62 Table 18. Rooms rate per night “Alwa Ecohotel” ...... 63 Table 19. Activity prices ...... 64 Table 20. Expected monthly occupancy and share of distribution channels...... 68 Table 21. Room Revenue for the first 3 years of Alwa Eco Hotel ...... 68 Table 22. Rooms & FB. Sales outlook for the first 3 years ...... 69 Table 23. 5-year forecast of total income from extra activities ...... 69 Table 24. Activities and workshops. Sales and revenue forecast year 1...... 70 Table 25. Activities and workshops. Sales and revenue forecast year 2...... 70 Table 26. Activities and workshops. Sales and revenue forecast year 3...... 70 Table 27. Adventure activities. Sales and revenue forecast year 1 ...... 71 Table 28. Adventure activities. Sales and revenue forecast year 2 ...... 71 Table 29. Adventure activities. Sales and revenue forecast year 3 ...... 72 Table 30. Cost eco amenities one room ...... 85 Table 31. Cost and stock eco amenities year 1...... 86 Table 32. Cost and stock eco amenities year 2...... 86 Table 33. Cost and stock eco amenities year 3...... 86 Table 34. Adventure activities commissions ...... 87 Table 35. Gantt Diagram provisional planning ...... 89 Table 36. Net Salary for the staff ...... 97 Table 37. Bonus for employees ...... 100

Table 38. Main hypothesis and assumptions ...... 101 Table 39. Initial Investment and finance ...... 102 Table 40. Loan payment ...... 102 Table 41. P&L ...... 103 Table 42. Balance Sheet ...... 104 Table 43. Net cash flow and accumulated over 5 years...... 104 Table 44. ROE (return on equity) ...... 105 Table 45. ROA (return on assets) ...... 105 Table 46. Characteristics of the LLC ...... 107 Table 47. Cost of verify denomination company ...... 107 Table 48. Example of how to describe the product/service when declaring ...... 108 Table 49. Price of inscription company ...... 108 Table 50. Critical Risks and Contingency plan ...... 113 Table 51. Total number of youth in Bolivia 2020...... 178 Table 52. Bolivian population, by age, 2012-2020...... 178 Table 53. Holiday Periods in Bolivia ...... 196 Table 54. Total Investment ...... 198

Appendixes

Appendix A: Ethics Form ...... 135 Appendix B: Information sheet and consent form for interviews ...... 138 Appendix C: Information sheet and consent form for questionnaires / surveys ...... 160

Annexes

Annex 1. Business Description ...... 170 Annex 2. Business Environment ...... 171 Annex 3. Financial Part ...... 173 Annex 4. Legal format and structure (Bolivian trade registration form) ...... 174 Annex 5. Scenario 2. Solar charger, hydro turbine and solar powered water heater...... 176 Annex 6. Statistics on the population in Bolivia by age of the year 2012-2020 (INE)...... 178 Annex 7. Branding. Designs with the brand's logo ...... 179 Annex 8. Product/service strategy. Inspiration on how we want our accommodation to be. . 181 Annex 9. Holiday and Observances in Bolivia 2020 ...... 196 Annex 10. Total Investment Calculation ...... 198 Annex 11. Complete assumptions & hypothesis, financial and P&L ...... 201

1. Executive Summary

The main objective of the business plan is to create sustainable cabins and treehouses in Los Yungas region, located in the department of the city of La Paz, Bolivia. Thus, is a region of Andean forest and mountain jungle. Our cabins and treehouses will be based on the experience of nature. So, sustainability and ecological values are two fundamental pillars for the operation of our accommodation.

On the one hand, we will build our lodgings in the middle of the mountain jungle without hardly affecting the surroundings. We will use materials from the area and techniques in a way that the environmental impact will be less, and so, our project will be adapted to the nature. On the other hand, electricity will be supplied locally from green hydroelectric power. We suggest to introduce new measures taking advantage of renewable energy as well as water reduction. That will be explained in detail in the value proposal section, in Canvas.

The accommodation and practices that will be carried out day by day will respect the environment and the local community. That is why we will collaborate with them consuming food from their orchards, buying their crafts for the decoration of the Eco Hotel, generating job positions, training and in the long term helping to promote tourist routes in the area. Through our product and activities, we want to awaken in our guests this awareness of sustainability and positive impact on the earth. The project focuses on attracting foreign and national tourists with a social and environmental conscience or wanting to learn about it.

In terms of main target, the focus is on young millennials, groups of friends and couples of medium-high purchasing power. Mostly young people around 20 to 35 years concerned about do another type of tourism make it more responsible with the environment and the destination community. It is also focused for those people willing to understand, know, and who want to discover new lifestyles, gastronomy, traditions, beliefs, customs. To understand that objective approach, a buyer persona has been created and will be developed in the following sections.

Additionally, the focus is also to those who want to make a change, generate a positive impact. The point is to spread awareness on how to apply good sustainable practices through adventure activities and workshop together with the community and visitors.

To summarize our strategy and competitive advantage, we consider it to be a great business opportunity in Bolivia because of the 45 hotels and hostels in Coroico, there is not one that applies sustainable practices following the recommendations of Sustainable development goals of the Agenda 2030 (SDGs).

2. Business Description

2.0. Literature review

Nowadays, what is important is the fact that sustainability; as main concept, is a relevant thing to consider regarding the hospitality industry. Also, according to that, the ecological factor as well as the local community, responsible and social tourism, environment, among others.

To understand best the idea here, six different main topics are meant to be explained and to be focus on. Thus, are; The ecological and sustainable accommodations, Corporate Social Responsibility, Work with the local community, Creating experience to visitors, Responsible Social Tourism and Adventure Tourism.

Centred on the Ecological and Sustainable housing; it is crucial to have in mind the reusement and reinvention of natural resources, permaculture and zero waste. Then, the creation of experience to visitors is crucial on the preferences, satisfaction and motivation tourists have towards that concept.

According to the Tourism Sustainability Group (2007) in the article Social Tourism and Its contribution to Sustainable Tourism; there are “three main areas aligned with sustainable development principles; economic prosperity, social equity and cohesion and environmental and cultural protection.” Thus, are also important to consider when referring to sustainable tourism as the “the focus on environmental issues, protection and amelioration of environmental impacts and consequences of climate change” as Bramwell and Lane (1993), Lu and Nepal (2009) state in their theory.

Then, sustainability is an important concept because it assures balance between resources from a specific area as well as with the host community. In the article “Experts views of sustainability and technology implementation”, researches see this topic mentioned before “in terms that

combine a conventional understanding of research with a concern for ethical relationships and the need to take action in the world”.

Regarding the ecological and sustainable accommodations “Shove and Warde (2002) and Mont (2004) say that; “Internal barriers preventing people from purchasing environmentally friendly products come from individuals’ lack of knowledge and ability to understand the consequences of their acts and habits”. It is important to consider that statement in order to begin with training in several companies to spread awareness and conscious people.

Following up, the sustainability in the hospitality industry is another important aspect that needs to be applied in the tourism industry to create commitment and good relationship between visitors and locals, for example. As Chen, Sloan and Legrand explain in their article, what should be studied is “A clear understanding of the issues surrounding climate change, global warming, air and water pollution, ozone depletion, deforestation, the loss of biodiversity and global poverty”. It is crucial for favorable implementation of sustainable business management strategies.

And so, a framework for sustainability is created as mentioned in the article “Sustainability in the Hospitality Industry, Principles of Sustainable Operations”:

Figure 1. Theorical framework for sustainability in hospitality industry

Source: Sustainability in the hospitality industry: Principles of sustainable operations

The framework has three important factors to be considered in terms of hospitality industry and may be important when applying practices on sustainability. That is why three dimensions are

meant to be explain and to keep in mind. The Environmental dimension refers to “organization’s impact on flora and fauna that make up the ecosystems in addition to the air we breathe, the water we drink and the land we enjoy.” Second, the Social Dimension deals with the influence and enterprise has on the community and “which is the positive contribution to the lives of local people”. Next, the Economic Dimension contributing on sustainable practices and providing profits that is described also as “Saving costs through installing energy and water efficient technologies, ensuring efficient and fair staff practices as well as helping with the development of local economy, generate employment opportunities”.

Moreover, Wilkinson and Pratiwi (1995) mention that “the distribution of economic benefits from ecotourism is just as important as the actual amount of benefits a community may receive”. This means, it is needed a shared economy or in other words, collaborative economy which focuses on providing new opportunities for citizens and innovative entrepreneurs. Hereby, the framework explained before and the importance of the different dimensions; in this case, the economic dimension.

Therefore, the relevance on ecology and sustainability to achieve the competitive advantage along with the sustainable hotel business practices explained in Eleana E.

Bader’s book “Sustainable Hotel Business Practices”. In addition to that, many benefits are cited so that these practices make great business distinctiveness and accomplish what is desired. Some examples that take part on the benefits are as specified in the article; “Cost saving through cost-reduction measures, Additional revenue through lower costs, Greater long-term financial stability, Greater attractiveness to lenders, Easier financing because of lower long-term risk, Long-term ability to stay in business and be profitable and Increased asset value because of long- term business capability.” Accordingly, it is said in the book that “Current indicators also suggest that consumer and regulatory demands are changing the business landscape for hoteliers, pushing them towards responsibility and implementation of sustainable business practices.”

Concerning Brown (2001), Omann and Spangenberg (2002) definition and interpretation on Corporate Social Responsibility (CSR); “It implies that corporations need to rethink the reason they exist in a way that lightens their impact on the local surroundings while operating in a progressively more global setting.” Beyond that, “social dimension of sustainability has often been neglected and most often businesses used to focus on implementing environmentally sustainable strategies”.

Components that impact on that, are several. There are a few exemplifications stated in the book [See Annex 1].

Pursuing that, in a study made by WTO (2008) it is explained that “environmental legislation is becoming more stringent and complex, with stricter emission and pollution controls than ever before.” Based on that, it is meant to show that the perspective of people towards environment have to change because the last behaviours have occurred in negative consequences. And, WTO (2008) also shows that “the tourism industry is one of the largest industries of the worlds, responsible for 10,3% of global GDP and 234 million jobs worldwide corresponding to 8,7% of total employment”.

In relation to social tourism as a way of interacting with host communities and at the same time both parties (visitors and residents) have benefits; there is a statement made in the article “Ecotourism and Empowerment of Local communities”. It is said that “Social empowerment is a result of ecotourism when profits from the tourism activity are used to fund social development projects, such as water supply systems or health clinics, in the local area”.

Related to the previous paragraph, Social Tourism is understood as an event that persuades people on participating in the local community of a specific destination so that the creation of a relationship. Furthermore, it has several benefits as ISTO (International Social Tourism Organisations) defines, which are as follows: “Social tourism promotes “economic growth”, It participates to the regional and local development and It is a partner in global development programs”.

Eventually, globalization plays an important role in relation to responsibility and interest. The reason is because to ensure the environmental protection it is required to think global and have action on local propositions. Relative to that the development phenomenon cannot be ignored and it has to be understood and to have an answer to evolving societal expectations of financial. As Mr. Chen, Sloan and Legrand explain in their book, article, there are “trends and forces that affect businesses and thus are the following: Globalization of markets, Globalization of supply chains and financial flows, Intensification of competition, Quantum leaps in technological

development, Advances in information technology, Demographic changes, Environmental challenges and Changing lifestyles and value systems”.

Later, Ecology is to be studied because it concerns a place, animals, plants, people, etc. Consequently, Reid and Miedzinski (2008) provide the following definition of ecological innovation that is “a previously non-existing and competitively evaluated product, process, system, service, or procedure, which can meet human’s demands and contribute quality of living for all people with the minimum consumption of the natural resources.”

Experts tend to examine the previous concepts by saying that “Education may also help to overcome the lack of public understanding, awareness, and commitment that are the key barriers to implementing the results of research projects”.

Up to this point, the most relevant aspect to have a consideration in are the aspects influencing on environmental and social impacts. For example, the impacts that are being used on the sustainability on hotel industries. If the practices are well applied to the processes, then there will be great results and positive benefits. In the article “Sustainability in the global hotel industry - International Journal of Contemporary Hospitality Management” a few statements have been done. On the one hand, Pryce (2001) argued that “hotel industry could benefit from addressing their environmental and social impacts in a more systematic way and thus make the first steps toward corporate sustainability”. But, other authors would insist on “global hotel industry’s commitments to sustainability that have been developed within existing capitalist business models and are focused on continuing economic growth”.

To sum up, a clear result of sustainability and ecology concerns of people is the one from CNN where it is stated that “79% travellers consider the sustainability when choosing a transport.” This is according to the article “La Guía Definitiva del Turismo Sostenible”. Additionally, a measure is proposed for a more sustainable mobility that is; “Alternatives of sustainable transport, informing about the mobility responsible options from a place, Remove fossil combustibles as a source of energy”.

2.1. Business model concept

We will use the canvas model to design our business model, which will allow us to check all the key points of the business.

Figure 2. Canvas Model

Source: Own elaboration

In the first four modules (key partners, key activities, key resources, value propositions) they refer to the type of product / service we will offer. In our case, Alwa Eco Hotel will be an innovative type of accommodation that does not exist yet in Los Yungas area or in the country, which offers quality at an affordable price. An alternative accommodation that respects the environment, made of natural materials from the area, that applies solar energy, hydraulic energy and takes advantage of the rain water in its day to day. And most importantly, the joint work we will do with the local community. Besides creating job sources, contributing to the training of our workers, we will also be contributing to the country's economy since our company

will be national and will work with national companies. The cabins and treehouses will be the experience itself. Even so, we will also complement the experience with workshops and training on sustainability, tourist routes around the area guided by local people, yoga / meditation classes and adventure activities to do around the area.

The following three (customer relationship, channel, customer segments) help us define for which type of customer this type of initiative is focused. In our case, it is focused on young foreign tourists who visit the city. Without neglecting the young national tourists, according to the Instituto Nacional de Estadísticas Bolivia, national youth represent the 31% of the Bolivia population. (See Annex 6 for more detail). Alwa Eco Hotel is located 2 hours from the city of La Paz, so we are sure that it will become a destination for those who want to escape from the routine and want to know another way to do responsible tourism. In the future, the idea is also to talk to universities, students about to graduate with the aim that they come to spend their end of the year at our accommodation and incidentally create awareness about the environment through our training, workshops and activities. And the last two sections (costs, revenues) indicate how we will finance our business plan. So, our project will be financed through savings, a small bank loan and through crowdfunding.

On the other hand, our project considers the sustainable development goals of the 2030 agenda, which meets the following goals:

● Goal 2 (end hunger, increase food security and improved nutrition and promote sustainable agriculture) we join goal 2.3 which aims to double agricultural productivity and incomes of small-scale food producers, farmers relatives, indigenous peoples, etc. In our case, apart from having our own GMO-free food garden, we will also buy other foods from local farmers, thus supporting the designation of origin product and KM0.

● Goal 5 (gender equality) in our workforce, men and women will both work with the same salary and the same conditions.

● Goal 7 (affordable and non-polluting energy) since our business plan is to use renewable energy throughout the hotel through solar panels, use of rainwater and use of LED bulbs.

● Goal 8 (decent work and economic growth), our Eco hotel is a national company promoted by young entrepreneurs. The company will pay taxes in Bolivia and offer fair

and dignified jobs, considering the work and personal life of our workers and collaborators. Offering fair wages, permanent fixed contracts, promotion and sale of local products through our website and in a physical store.

● Goal 10 (Reducing inequalities) We will help community progress and reduce inequality by involving the local population and all its key actors. We will give communities the opportunity to prosper in their place of origin, since by using their products we will also be promoting and contributing to the local economy.

● Goal 11 (sustainable cities and communities) Our commitment is to protect the natural and cultural heritage of the area to guarantee a future in which to prosper. We will offer responsible and sustainable services aligned with the purpose of our company that applies good environmental practices and carry out adventure activities while respecting the environment.

● Goal 12 (guarantee sustainable consumption and production modalities), in this aspect as indicated in goal 12.b '' it is essential to develop and apply instruments to monitor the effects on sustainable development, in order to achieve sustainable tourism that creates jobs and promote culture and local products '' (SGDs, 2015). Our workers will be local / national people and through our activities, gastronomy, workshops we seek to promote “yungueña” culture and local products. Reduction of water consumption through limited use of water in room sinks. Use of natural products and responsible consumption such as room amenities. And application of objectives 12.3 reduction of food waste since we will use it as compost, 12.6 sustainable practices in companies and 12.8 achieve more sustainable tourism in the area.

● Goal 13 (action for climate) raise awareness and create awareness, transmission of values and direct measures applicable to visitors. Reduction of the carbon footprint using the cleanest energy possible and using renewable sources especially in the accommodation.

● Goal 15 (life of terrestrial ecosystems) Transmission of values and direct measures applicable to our guests. In addition to helping reduce the carbon footprint using the cleanest energy possible. And support for the conservation of biodiversity and respect for ecosystems through awareness activities such as the waterfall route, the coffee route and hiking in natural areas.

2.2. Mission and objectives

Mission

Our mission is to offer a tourist experience that arouses ecological awareness through our cabins, tree houses and activities, based on a model of sustainable tourism. Respecting the local community and the environment.

Vision

We aspire to be an international reference that offers experiences that invite to take care of our planet and, at the same time, with your support, help local communities to have a fair source of income and preserve their natural and cultural wealth.

To achieve that, our objectives are as follows:

1. Create experiences through tourist routes collaborating with nearby communities. Thus, we will work together with them to promote long-term economic development of the area with the creation of employment and the generation of well-distributed benefits. Always respecting and preserving culture, customs and traditions.

2. Increase and be part of the client's awareness about ecological and sustainable practices through activities, workshops and tourist routes. To guarantee the conservation of the environment and the biological diversity of the area.

3. Reuse natural materials around us and work with national companies to build the cabins and tree house.

2.3. The entrepreneurial team

The entrepreneurial team consists of two students from the Ramon Llull University, faculty of Sant Ignasi, who are studying the last course of Tourism and Hotel Management in Barcelona, Spain.

Michelle Silva, 26 years old, born in La Paz - Bolivia. Maria Jordana, 22 years old, born in Barcelona-Spain. Who decided to undertake this project as they found a business opportunity

to focus on sustainable accommodation, working with communities and promoting Los Yungas as a destination in a responsible way.

Michelle Silva has 7 years of experience as a cook and waitress in renowned restaurants in Barcelona. She worked as a housekeeper, kitchen assistant, event waitress and breakfast waitress in different 4 and 5 star hotels in Barcelona. She was internship at Hilton Barcelona in the marketing and sales department. Also, she collaborated with Esade Sud in a social consulting project in the tourism sector, carrying out a marketing and communication plan for the ‘’Ruta del Barroco Andino’’. All the money obtained from the visits were directed to help local communities in the Quispicanchi region (Cusco). Before starting this business idea, in 2017 she was already traveling through Los Yungas visiting natural places in Bolivia to study the market and analyze the tourist needs.

She has studies in gastronomy, travel agencies and event management, online marketing and use of different Adobe programs for graphic design. The professional skills she has acquired during her work experience are: empathy, proactivity, organization to develop a project, leadership, teamwork and always improve the work she does.

She defines herself as a person motivated to continue learning through training in sustainability, online marketing and about Bolivian culture and customs. Lover and conscious about caring for the environment, biodiversity, gender equality and the fight for social justice. Her slogan is ‘’let’s build a better world together’’.

Maria Jordana has been working in different work environments in the field of tourism and customer service. She has experience in different departments of hotels in Europe. She has worked from Back Office, where he focuses on the relationship between employees and indirect customer service. As well as, she has experience in Front Office, especially in direct customer service where the relationship with the guest is important and essential.

The professional skills she has acquired during his work experience are: responsibility, perseverance and effort in what she does, teamwork, leadership, ability to solve problems and understanding of various points of view. Her personal skills are: high level speech in four language and knowledge about responsible tourism and adventure.

So, she defines herself as an ambitious person who transmits good energy in the work team and likes to achieve new challenges.

As stated earlier, both Michelle and Maria have different skills. Thus, will complement them and help them develop and carry out the business plan. The long-term objective is to have people who follow our same values to be part of this business idea.

3. Analysis of the Business Environment

3.1. The market

3.1.1. Market characteristics and major trends

The cabins and tree house accommodation will be located in “Los Yungas (Bolivia)”. This is an area where we find a business opportunity because there is no sustainable accommodation. According to INE (National Institute of Statistics of Bolivia), it is said that “Bolivia has 1,476 hotel establishments and 45 of them are hostels and hotels in Los Yungas”. We have found several data in accordance to that and this data has shown us the several hotel establishments in Yungas, La Paz, Bolivia; which have also helped us have a general idea about the market and the OCC rates. Apart from that, more information data has been found in regards of “Accommodation types and how many of them are there” in relation to what tourists tend to choose.

Regarding INE’s reference; “La Paz is the city where more foreign and domestic travelers arrive with a total of 533,916”. A total number of 324,649, are foreigners and 209,267 nationals; staying in La Paz. In this manner, the following data refers to the market characteristics in Bolivia:

● Hotel establishments in Bolivia: 1.476 hotels in total in Bolivia

● Rooms per hotel in Bolivia: 31.442

● Region of Los Yungas: 45 hotels and hostels

● Inhabitants in Bolivia: 11.216.000 inhabitants

● Total Travelers in La Paz: 533.916 travelers

● Total National Travellers: 943.615 travellers

● Total Foreign Travellers: 875.908 travellers

The data above is very important with the aim of analyse and identify an approximate number of either nationals and foreign tourists together with the inhabitants of the country and the region the accommodation will be allocated. So, that, we can count on this data that is crucial when studying the competition market, size and growth, among others; explained in the following sections.

The data below is as said earlier, referring to pernoctation of travellers per year and the type of accommodations in the country and quantity; specifically, in the region of La Paz. In this way, the following tables have been found, created to gather all this data:

Table 1. Overnight stay of travelers in lodging establishments per year according to city and type of traveler. Bolivia year 2008-2018 (number of people)

Source: Instituto Nacional de Estadística de Bolivia (INE)

This table collects the total number of travellers pernoctations per year, nationals and outsiders, in total and in the region of La Paz that is useful for us because Yungas is close to La Paz and there is no data on Yungas.

Next, another table has been created from our own source thanks to the data found on the type of accommodations tourists, visitors choose when going to Bolivia. And, the focus is in 2018 why this year was when the last study had been realized.

The table below, consolidates data relative to total number of rooms gathered from different types, models of accommodation in Bolivia. The accommodations mentioned are hotels, aparthotels, hostels and local houses at the same time the category for either hotels and hostels. Thus, is relevant for the fact that even though there is a wide range of establishments types; the ones concerning the five stars’ category are quite a few and, aparthotels and local houses there

are only 24 and 45. That is why, the data is helpful for us when it comes to creating a new accommodation that may be a mix of those.

Table 2. Type of tourist accommodation in Bolivia, 2018

Source: Own elaboration

Then, when it comes to the market trends the centred is on two different aspects related to the visitors decision making for accommodations. Also, their preferences, on what they base their decisions for reservation, interests, etc. This means, the focus we have based on to know and understand better our market based for the cabins and treehouses model suggested.

3.1.2. Purposes & Expectations of visitors

For this reason, these trends occurring from visitors purposes and perceptions or expectations have been settled. But to explain this better, we have focused our trends on the research found from several websites of visitors, blogs and travel guides of Bolivia in general.

Regarding the website “World Nomads” several purposes and expectations of visitors have been mentioned and described. On the one hand, tourists go to Bolivia because they have curiosity on the rich culture, it has as well as the amazing landscapes presented. Then, there is a wide range of adventurous activities to do and, the different vibrant cities.

On the other hand, they have some expectations before going to the place such as finding responsible travel. Later, visitors expect to see the most attractive, stunning, gorgeous and unique places. Their expectations are also followed up by environmental challenges the place must be taken and the focus on ecology.

Concerning “Sumak - Travel” and “Sustainable Bolivia” website, blog, it is explained that there are as well other purposes and expectations tourists might have when going to Bolivia and what make them go there. The purposes on travelling to the country are such a few; community tourism and the interests on lifestyle together with the knowledge of local language and employment policies being carried on. There is too the purpose of understanding if they are more likely to follow up practices for socioeconomic benefits and, purpose of being somewhere that inspires silence and relaxation.

3.1.3. Size and expected growth

In this section, we will focus on finding current information and data from the following points:

 Hotel growth in Bolivia and in the city of La Paz

 Hotel statistics

 Visitor flow statistics

 Expenditure of foreign visitors in Bolivia

3.1.3.1 Hotel growth in Bolivia and in the city of La Paz

According to research on economic growth and the Bolivian hotel industry by Orlandini González Eliana, Paco Janco Pilar Leticia and Torricos Ponce Paola Fernanda (2019). They comment that ‘’ in Bolivia since 2009, greater importance has been given to planning tourist circuits and strategies to improve the promotion of the country's attractions worldwide and thus strengthen the hotel industry.’’

As well as the mayor of La Paz, reports that ‘’ in the last two years 147 new lodging centers, including hotels, registered their activities in six macro-districts. The number of tourists who visit the country exceeds one million a year and most of them pass through the city of La Paz. " (Página Siete Diario Nacional Independiente - October, 2019).

Next, and regarding the information from INE (National Institute of Statistics of Bolivia), we have considered adding the following type of information to analyze the current hotel market and its growth.

3.1.3.2 Hotel statistics

Until 2018 the hotel offer in Bolivia has 1.476 establishments, 31.442 rooms and 51.179 beds.

Table 3. Hotel offer in Bolivia according to hotel categories, 2008-2018

Source: Instituto Nacional de Estadística de Bolivia (INE)

Considering the entry of travelers to lodging establishments per year according to city and type of traveler. In 2018, a total of 2.160.077 travelers arrived in Bolivia, of which 1.552.513 were nationals and 607.564 were foreigners. As our hotel establishment is in the department of La Paz, the total number of travelers who came to the city was 548.781 people, of whom 293.324 were nationals and 255.457 were foreigners. It should be noted that La Paz is the most visited destination in all of Bolivia.

Table 4. Entry of travelers to accommodation establishments by year according to city and type of traveler in Bolivia, 2008-2018

Source: Instituto Nacional de Estadística de Bolivia (INE)

In 2018, the overnight stay of foreign travelers in La Paz was 324,649 people, of national tourists was 2019,267. Unlike the rest of the Bolivian departments, in this case La Paz obtained the highest overnight stay. Thus, according to “ INE (2018)”.

3.1.3.3 Visitor flow statistics

In 2018, the total number of visitors Bolivia received by air was 796.979 people. Of which 382.018 were nationals and 414.961 foreigners. 205.084 visitors arrived in the city of El Alto (La Paz), of whom 77.993 were nationals and 127.091 were foreigners.

Table 5.. Arrival of international visitors by air to Bolivia by airport and type of visitor, 2008-2018

Source: Instituto Nacional de Estadística de Bolivia (INE)

The foreign visitors who came to Bolivia in 2018 were from Germany, Argentina, Australia, Austria, Belgium, Brazil, Canada, Chile, China, Colombia, South Korea, Costa Rica, Cuba, Denmark, Ecuador, El Salvador, Slovakia, Slovenia, Spain, United States, Finland, France, Greece, Guatemala, Honduras, Hungary, India, Ireland, Israel, Italy, Japan, Mexico, Nicaragua, Norway, New Zealand, the Netherlands, Panama, Paraguay, Peru, Poland, Portugal, United Kingdom, Czech Republic, Dominican Republic, Romania, Russia, South Africa, Sweden, Switzerland, Taiwan, Turkey, Uruguay, Venezuela and the rest of the countries that are not listed in the table.

Table 6. Arrival of international visitors to Bolivia according to nationality, 2008-2018

Source: Instituto Nacional de Estadística de Bolivia (INE)

Next, and based on the information above, we created a table with the 10 nationalities that most visit Bolivia. This will help us analyze our type of market.

Table 7. The ten nationalities that most visit Bolivia

Nº Nationality 2018 (nº of people)

1 Argentina 314.895

2 Perú 190.950

3 Brasil 88.509

4 Chile 79.485

5 United States 58.841

6 Spain 41.322

7 France 35.582

8 Colombia 34.356

9 Germany 31.658

10 Paraguay 21.906

Source: Own elaboration with INE statistics

3.1.3.4. Expenditure of foreign visitors in Bolivia

With data from the INE of 2018, the following table reflects the visitors who spend the most in Bolivia by country of residence. It is reflected in thousands of US dollars.

Table 8. Tourist expenditure of foreign visitors in Bolivia by country of residence, 2008-2018

Source: Instituto Nacional de Estadística de Bolivia (INE)

To summarize, we have created a table with the 6 nationalities that make the most tourist spending in Bolivia. The table is the following:

Table 9. Six nationalities most tourist spending in Bolivia

Nº Nationality 2018 (thousands of dollars)

1 Argentina 119.170 $

2 Spain 84.385 $

3 United 76.690 $ States

4 Brasil 70.718 $

5 Perú 70.183 $

6 Chile 56.321 $

Source: Own elaboration with INE statistics

To conclude and according to the data collected, we can see that the growth in the hotel industry in Bolivia increases more and more. Despite being a nuevo ’new’ ’destination in the eyes of many tourists and competing with neighboring countries and the number of tourists that Peru, Argentina, Chile and Brazil receive, among others. Bolivia is not far behind and it receives more and more travelers, the nationalities that most visit Bolivia are from Argentina, Peru, Brazil, Chile, USA, Spain, France, Colombia, Germany and Paraguay, in that order.

Also, commenting that reviewing the statistics, we see that there are many national tourists who travel to visit different destinations in Bolivia. This means that the Bolivian standard of living has improved and that he is therefore allowed to travel for leisure. That is why our accommodation

is mainly focused on foreign tourists and domestic tourists, as we can see that they have the need to visit different destinations.

About purchasing power, Argentina, Spain, the United States, Brazil, Peru and Chile are the countries that make the most tourist spending in Bolivia. So, they are profiles to consider for tourist accommodation.

3.1.4. Segments

In terms of expectations the visitors, tourists have been more related to the concern they have on environmental values. Not only that is what they expect but; friendly personality residents might have towards newcomers, the respect for host communities and the service personalized they would provide.

With respect to the segments in which we focus, a survey was conducted of 154 people to analyze the different types of people and the needs and interests they have towards our business idea. And for this reason, four different questions of the survey results have helped us analyze the several segment profiles. [See Survey results on Annex 2]. But for this section it has been only analyzed the “Demographic Data” that is related to Gender and Age as such as the preferences of the customers towards the accommodation proposed.

Despite the fact the main target we are putting the centre on are young people and group of friends; the survey results have been the followings:

Question 1) GENDER

Regarding the answers more women than men responded to this survey. A total of 64,5%. While men were 34,8% respondents.

Question 2) AGE

The respondents per age of the survey, most of them were people between 18 and 25 years old. Thus, were a percentage of 51% while 9,7 % were between 26 and 35, 16,1% between 46 and 55 and a 15,5% older than 56 years old.

Question 9) Our proposal is to carry on different workshops. Select which one would you choose:

a) Natural cosmetics workshop (shampoo, soaps, creams, water pump...)

b) Vegan and vegetarian recipes workshop

c) Create your own orchard

d) Yoga lessons (spiritual retirement)

e) Informative class “how to apply sustainability use on your daily journey”

Regarding this question where several workshops were proposed to the respondents, the results have showed that 54,5% were more concerned for the informative class on “how to apply sustainability use on daily journey”. Then, 37,8% answered they preferred doing “Yoga”, 31,4% were interested on creating “their own orchard”, 30,8% on vegan and vegetarian “cooking recipes” and 13,5%, 17,3% had interested on “Natural cosmetic workshops”.

But, to consider those results there were also two individuals that one was interested on all the workshops suggested and the other had no interested at all.

Question 11) We also provide several adventure activities. Select which one would you choose:

a) Zipline in the jungle

b) Rafting

c) Canyoning

d) Routes by bike

e) Waterfall route

f) Climbing

g) Trekking

h) Hiking

Results on this question showed several percentages which some of the results were closed to each other regarding the interest people had on the adventure activities provided. A 59,6% answered being interested on doing a “Waterfall route”, closed to that 58,3% had interested on doing “Hiking, 46,8% had interested on doing “Zipline in the jungle” and next to that 40,4% were keen on doing “Routes by bike”. Following up, 35,9% respondents said they preferred doing

“Rafting” and 23,7% were interested on doing “Climbing”. Also, an interesting fact occurred which was that there were two same percentage results on “Canyoning” and “Trekking”; 28,2%.

In respect of the results transcripted above about the survey; it is important to say that mostly there were women the respondents and probably more interested on the Accommodation. Thus, does not mean that also men could be interested. Then, the age was under 25 years old which in this case our proposal of “customer profile” is between 25 - 34. And, the results on the other questions in regards of “preferences, needs, motivations”; have shown that the sustainable interest is huge because many people had answered wanting to know more about how to apply “sustainable practices” daily. Aside to that, the adventure activities preferences had shown the “Waterfall Route” which is interesting as well because it is an activity based on the environment.

The following table explains more briefly the segmentation analysis of our product:

Table 10. Market Segment

Source: Own Elaboration

3.1.4.1 Buyer Persona

After doing an interview to 11 different people we have come to a point on how our client has to be. Apart from that, with the survey we did to several people we also have an idea of how our “Buyer Persona” will be. [See Appendix B for see full interviews]

Our buyer persona, to have an idea of how our potential customer will be; is a young employed man over 20 years old (25 - 34 years) interested on nature and the environment. His average annual income is around 20 thousand of euros per year. Someone interested on knowing and discovering new cultures, gastronomy, countries. This person also likes to do activities in the nature and travel with friends or the partner. The interest of this young man is on animals, worry for the environment and climate change. He finds his inspiration when doing his reservation on the cabins or treehouses through information on Instagram, Pinterest, You Tube, travel videos, travel guides and travel blogs.

Our buyer persona will be also based on adventurous people who wants to discover more about the landscapes and as in Yungas the diverse changes landscapes. What might catch the attention of the adventurous ones is “The Death Road” which is the world’s most dangerous road. Then, the diversity of species of animals is huge as there are a lot of wild animals around which some of them have been rescued from the illegal wildlife trade.

Illustration 1. Characteristics of our buyer persona

Source: Own elaboration with Hubspot template support

3.2. Competitive environment and sector

3.2.1. Competition

In this section, we will assess the direct competition that our suggested accommodation type has in Coroico in the Los Yungas area. The research was carried out through the Internet and analyzing each of the web pages, information on Booking and TripAdvisor for each of our competitors. Our accommodation will offer a quality service so we will base ourselves on those accommodations that have 4 stars and above on online reviews webs.

There is a total of eight different companies that are our direct competition. Among them are Eco hotels, hostels and Eco lodges. We have analyzed these companies as they are the closest to the type of service we want to offer.

Next, we will describe each company in general terms:

● Hostal Ecolodge Sol y Luna: On their website, they are defined as ‘’ the ideal place for all those who love nature, silence, a retreat and life in the country’’. It is an Ecolodge that is located 2 km from the central square of the city of Coroico. It offers different types of cabins for large groups and some of them like the Apartments have beds, a kitchen and a fridge. They also have an ecological path within the same terrain with a variety of flowers. They have a small and large pool, panoramic views (viewpoint) and offers yoga classes and massages. They also have a meditation room, a camping area and an outdoor hot tub. They have their own website in four languages, Spanish, English, French and German. From this evidence, the photos and comments we deduce that their clients come from Germany, France, Spain and the USA.

● La Senda Verde Wildlife Sanctuary and Ecolodge: It is a privately managed ecotourism refuge registered in Miami-Dade County (Florida) located in Yolosa 7 km from Coroico. This center provides care to different animals from wildlife trafficking in a natural environment, under conditions of technical and scientific management. It houses 785 animals rescued from the black market. This center is also known for receiving volunteers from all over the world. Likewise, they have an Eco Lodge with three types of cabins and a tree house. In their restaurant, they offer vegan, vegetarian food made

with local food. As activities, they offer a guided route through the animal sanctuary, a recreational house with pool tables, music and DVDs for the volunteers, walks through the waterfalls, bird watching and it has a program for wildlife photographers. They have a very well elaborated website, with current information, descriptions and good photos and videos. They have good national and international recognition, appear in various press articles and have a good position on Google. Everyone who visits Coroico wants to visit this animal sanctuary.

● Cabañas Villa Bonita in Coroico: Villa Bonita offers rustic-style cabins in a relaxed and natural setting. This accommodation is well located and couples love it that is why it has an 8.6 / 10 on Booking. It offers free parking, garden, terrace. The restaurant offers homemade and vegetarian food. The activity it offers is hiking. It does not have a website, corporate image, or social media strategy. According to Booking information, this place offers service in English, German and Spanish.

● El Jiri Ecolodge: It is immersed in the Parque Nacional Cotapata. According to its description on TripAdvisor, it provides high quality accommodation and food services. It also offers adventure programs, ecotourism, agrotourism, trail walks, swings, canopy tours, bird and wildlife watching, a tour of the Jewish National Museum, and interaction with the community that makes coffee and chocolate. The lodge has a natural pool, grill, bonfire area, bar, dining room, vegetable garden, coffee, citrus plantation and other products of the region. Although they receive good comments, they do not have a website and on their Facebook page since 2017 they do not publish anything.

● Hostal Restaurante El Cafetal: It is located 1 km from the center of Coroico. It is an establishment that has family rooms, continental breakfast, swimming pool, free Wi-Fi and parking. The type of food offered in its restaurant is French. Regarding activities, it offers bike tours. They do not have a website or Facebook. According to Booking, they offer the service in three languages: English, Spanish and French.

● Mariposa azul Eco-lodge: This accommodation is in a natural environment with good views. It has four rooms. They offer free Wi-Fi, restaurant, pool and garden, barbecue area, terrace and à la carte breakfasts. The activities offered are local culture tour, walking tours, movie nights, temporary art galleries and hiking, some of these activities

are subject to extra payment. They do not have a website but they do have Facebook, which has good comments and where they actively publish.

● Lodge Blue Pine cabañas: It offers different types of houses for large groups and families, they are not cabins because they are made of brick and cement. They have kitchen, garden, barbecue area, fireplace and bar. The activities they offer are local culture tour, bike tours, walking tours, cycling, hiking and canoeing, all subject to extra payments. It does not have its own website; they do not have a corporate image and they have not published on Facebook since 2017. However, they appear in several accommodation search engines such as: Booking, TripAdvisor, Agoda, Airbnb, Hotel reviews, Planet of hotels, Gites (French page), Ruta 0, Priceline, Via Michelin, Bed & breakfast, Mas posadas, Skyscanner, Checkinly, Trivago, Hotel and place, Hotels Combined, Lonely planet, Holidaycheck, 9 flats, Ready to trip, Infotel, Lodging world, Cybevasion (page French), Visit monde, 2 look 4 beds and Let's book hotel.

● Hostal Pedacito de cielo: It has a good location. Its rooms are like small apartments made of brick and cement. It has a swimming pool, picnic area, terrace, barbecue area, shared kitchen and garden. It does not have a cafeteria, restaurant or bar. The type of breakfast offered is a la carte and American breakfast. The type of activities offered are tours (they do not specify what type), walking tours, hiking and a games room for families and children. They do not have a website, but due to the type of publications found on their Facebook page, their offers are aimed at large groups and families. Since February they have not published anything on their Facebook page.

Below we present a table divided into 4 points: place, product, price and promotion. To identify the type of service and product we will offer in relation to our competition.

Table 11. Competitive environment

Source: Own elaboration

To conclude and collecting all the information from our direct competition, Alwa Eco Hotel will be an innovative type of accommodation in the area. Our accommodation will have a good location, cabins and tree houses built with materials from the area, we will apply solar panels, hydraulic energy, we will take advantage of the rain water and all rooms will have ecological dry toilets. Our restaurant will offer vegan and vegetarian food made from our own gardens and food from our local suppliers. We will offer all kinds of adventure activities and tourist routes of coffee, cocoa, chocolate and honey.

In addition to working with the community, we must not forget that employees are the cornerstone of any business. That is why they will receive different training courses such as: customer service, languages, trends in tourism, sustainability, trips with the company and bonuses.

Regarding our image, we will hire a company specialized in marketing and advertising. We know that online marketing is constantly changing and if you do not join the trend line as a business, your product / service may be forgotten. That is why we will apply marketing in our day to day. Knowing that our target audience is young people, we will have a good social media strategy to capture them.

To sum up, we consider that this business idea can be successful in relation to our competition, the type of service and products they offer, the type of visitors that Bolivia receives. And above all, the tourist experience that many young travelers seek today, such as responsible tourism, reducing the carbon footprint as much as possible, visiting natural destinations, collaborating in social projects, being close to local inhabitants and taking care of the environment. For this and much more, we are certain that we can meet those needs.

3.2.2 Threat of new entrants

This section is important in regards of the possible threats in the market from the competition that may affect the company or help create a huge positive impact. In regards to that the following aspects refer to the barriers and obstacles that may be difficult for the new business to enter in the market.

● Capital requirements → Not enough initial investment and low.

● Legal barriers → The need of certifications, licences to build on the territory, permissions.

● Customer loyalty for existing sustainable products → Introduction and Growth, Maturity, Decline and Abandonment.

● Consumer switching costs are low → Screen candidates, social media, qualified candidates, make use of job boards or platforms.

● Accessing distribution channels is difficult → The promotion, publicity and marketing is not well enough and so practices and techniques used are useless.

Figure 3. Five forces analysis

Source: Own elaboration

4. Marketing Plan

4.1. Target segments and key success factors per segment: Quantitative analysis

Regarding the target segments and key success factors per segment it has been done a marketing research to make decisions to describe our customer. So, to come up with our customer we have done a research to gather and analyze data.

At first, to gather this data it is has been used sources of information to understand whether the information is internal or external. In our case, we have used Internal Data because we required customer’s personal details such as demographic and psychographic data.

Then, “Primary Data” has been used to collect information to answer the needs of our Sustainable Accommodations by obtaining results which are current and not dated and

anonymously. To obtain this information a survey and an interview has been carried out with a mix of closed and open questions to several segments of people.

So, the research strategy used is the elaboration of a “Pilot Study” with the help of a survey send to different people who are free to answer questions and even have the option to express their feelings and their opinions. Together with the Pilot Study a “Netnography Research Strategy” it is also being used because questions have been created for people who has different beliefs, thoughts and they may be part of a specific community or society group.

Next, the factors we have used for our target segments are based on carrying on Qualitative and Quantitative analysis. While Qualitative is more specific for subjectivity, Quantitative are factors of observation, focus groups, content analysis:

4.1.1 Quantitative analysis

To obtain and analyse numerical data as well as have an idea about how many people from are interested on our proposed idea, we have surveyed 154 people [See results in Appendix C ] to gather the data based on respondents from specific gender and age. Also, this survey has several closed and open questions. Thus, in order to let respondents, have freedom choice on specific answers followed up by their beliefs, thoughts, among others.

4.1.2 Qualitative analysis

An interview has been done to eleven people of different age and gender to understand their attitudes and behaviours towards travelling choices; including the accommodations, destinations and others. Thanks to that interview of 27 different questions per each person, beliefs, perceptions, motives, attitudes and opinions have been examined. Also, with the answers we could say which are the interests of people in terms of decision - making of products, services, brands. This interview we could say is done to a specific focus group which is people who are used to travel or at least, keen on travelling once or twice a year minimum. For this reason, same as previous “Quantitative Analysis”; open and closed questions have been created to let us know several points of view and opinions and allow discussions of specific topics related to travelling choices.

4.1.3 Customer empathy map

This method is used to pay attention to customers by making use of the senses with the objective of finding possible problems and feelings they might have towards sustainable accommodations. Likewise, new needs and desires, behaviours and attitudes.

Table 12. Customer empathy map

Feelings & Thoughts Surrounding

The potential customer is interested on being He or she see themselves in a place where green and sustainable. His or her concerns are community practices are applied and they on the maintenance of environment and may be able to interact with locals and do taking care of it. activities in the nature.

Social Media or Friends Behaviour and Attitudes

The customer is mostly interested on As we could deduce the customers are open “Instagram” and other channels. But, also minded and interested in discovering and likes to travel in group (accompanied). knowing new cultures, places. They act with respect.

Efforts & Weaknesses Results and Strengths

Some barriers they may find while travelling Customers have mentioned that if their are the sustainable practices that they are not expectations are being well consolidated and 100% applied. Also, in some aspects they their satisfaction is high then they may repeat mention the fact of being unemployed or the or simply end up with a “good mouth flavor”. low capacity of employees. This is very important because helps us achieve WOM (Word of Mouth).

Source: Own elaboration

4.2. Positioning strategy

4.2.1 Current positioning

As a new value proposition, today Alwa Eco Hotel doesn’t have a position in the market, although the current industry already has some positioned members. As it is a little- known category and at the same time it is growing, it means that what is positioned are destinations (Los Yungas) and not specific establishments. So, we find a gap as an opportunity and thus achieve the desired positioning.

4.2.2 Desired positioning

To determine the desired positioning, we have chosen to reach the minds of our potential clients as ‘’ the first innovative and sustainable eco hotel that offers an unforgettable experience taking care of the environment and the local community’’. Seeking to be the first choice of destination and get travelers to come for the type of accommodation and services we offer.

On the one hand, this will be achieved by aligning our behavior as a brand with actions and communication focused on our greatest strength: being ecological, the tangible and intangible characteristics of our product against the competition and our consumers, the relationship quality / price and work with the local community.

On the other hand, and although it is sometimes difficult to determine if the consumer has exactly received the message that we want to transmit through our services / products. Our objective as a business is to create awareness for the environment and responsible tourism, trying to make the client understand that "it is easy to have an ecological and sustainable life at home."

Then, the following positioning map will help us to visually represent the position of our brand in relation to our competition.

Figure 4. Positioning map of Alwa Eco Hotel

Source: Own elaboration

As you can see in the previous image, we divided the axis into four points (innovative - traditional) and (apply sustainable practices - doesn’t apply sustainable practices). Analyzing the style, the material with which the accommodations of our competition are built and if they are sustainable, ecological and environmentally responsible companies. We have observed that most of them don’t apply sustainable practices. As for the style of its facilities, spaces and rooms are common, traditional. They don’t fit with the natural environment where they are located since they are cabins made of brick and cement.

We have could analyze that our direct competition is Senda Verde Ecolodge and El Jiri Ecolodge. On the one hand, regarding innovation, El Jiri Ecolodge does have cabins made of dry palm trees and woods. As for itself, it applies sustainable practices, through information on the internet we

could not find enough information, but if we discovered that it offers activities in nature, has an organic garden and works with a family that is dedicated to coffee plantation.

On the other hand, we consider that Senda Verde Ecolodge it’s an innovative initiative since apart from offering accommodation in the middle of nature it also saves different types of animals from the illegal animal’s markets. In addition to being one of the first accommodations to offer vegetarian food in the area, this is due to the type of volunteers / clients they receive from other countries. As for whether they apply sustainable practices, for the information on the internet they take care of the environment and animals, they reduce the use of plastic by recycling and making the least use and they sell ecological products such as a cutlery kit made of bamboo.

Collecting all the information about our competition, Alwa Eco hotel is at the highest point of innovation as it will be a type of accommodation that doesn’t exist yet in the area. It will also take care of the environment and the local community by applying different sustainable practices in its day to day.

4.2.3 Peste Analysis

The PESTE analysis it is used to describe the Marketing Environment and it is based on several factors which are constantly changing. The changes affect consumers, drive the market demand and influence the competitive environment. The factors are the following ones:

● Political

The Political factors is important in terms that it is needed to establish legislation, laws, among others to assure a good organization of political environment and influencing the marketplace. Regarding the Law nº292, Ley General de Turismo “Bolivia Te Espera”; approved by The Plurinational Legislative State; this one is the main law and the most important for tourism that has to be followed and respected. It is followed by the Law Nº 031 which is the one in charge of designing new propositions and defining tourist policies in regions, localities and departments. Related to this law, has the responsibility of autonomic territorial entities respecting the establishment and development of “Sistema de Registro, Categorización and Certification” of tourist service providers and The Information System over the national tourist offer, demand and quality of tourist activities.

The payment of VAT is only applied to these employees who earn more than 8,272 Bs which is a percentage of 13%.

According to pwc Worldwide Tax Summaries; “corporations make payments to individuals in relation to the acquisition of goods or service providers subject to withholding taxes of 8% (goods) and 15,5% (services)”. Then, the “beneficial withholding taxes rates on dividend distributions are provided by double tax treaties with Spain and Sweden at 10% and 0% which it is demonstrated that Spanish or Swedish company is the ultimate beneficial owner and holds more than 25% interest in the Bolivian company”. Following up, the “tax on gross income from the performance of any economic or commercial activity are at a rate of 3% monthly basis”.

Regarding Boleto & Terrero Law Firm, there are regulations on advertising and marketing communications which are directed to the telecommunications sector (Law 164). But, there is nothing regarding the processing requirements of data either rules and still it is needed the consent of the owner of the information to transfer or disclosure the data to a third party. On the contrary, Privacy Data regulations have some protection and it is possible to get some compensation for the damages suffered even though a consequential showing of the damage is required.

● Economic

As Transformation Index BTI states there are several reports that has been done in 2018. Reports refer on political and economic transformation. An example of Economic Transformation is the following:

Table 13. Economic transformation, economic indicators

Source: The World Bank, world development indicators | International monetary fund (IMF), World economic outlook | Stockholm International Peace Research Institute (SIPRI), Military Expenditure Database.

The Business Cycle is another important aspect that have major impact on demand. This business cycle is formed by five different stages that are relevant on the economic activity. First, the growth refers to increasement of demand as well as high business confidence hoteliers might have. Related to the tourist activity it has created new job positions and contributed to the development of many regions. So, the tourist activity as for example, in the hotel sector; has increased and consequently the visitors are more than the previous year, the tourist expenses grow, driving to an increment of GDP and economic growth of the destination.

Second, peak is referring to the occupancy and room rates that remain strong even if the customer demand tends to slow. As seen in the table below there is an increase on tourism expenditures and so, it means more demand yearly. We could interpret that the demand is still strong as seen in the table from Bolivia Tourism Statistics.

Figure 5. Bolivia tourism statistics

Source: Ceic Data World Bank

Third, the decline stage is the decrease on demand and the risk investors have as well as property values that begin to fall. In relation to that, it is believed that there is no specific data stating this decline but it is happening in Bolivia as in other countries. The reasons of demands decrease may be related to the Worldwide Phenomenon affecting everyone, “COVID-19”.

From the fourth stage, which is “Trough” to the fifth one “Resurgence”; it is possible to be needing a long period time because as mentioned and stated in the previous stage (decline).

Meaning that until the worldwide phenomenon disappears or it begins to be more controlled among people and countries; these last stages won’t have a significant change, improvement.

● Socio - cultural

In this section, it is considered the environment influences such as climate, history, religion and ethnic makeup. Indeed, cultural differences between countries as for instance, gastronomy habits. Next, the demographic changes play an important role in terms of market demand impact. As we have evaluated in the surveys and interviews carried on and in the previous sections when we explain the buyer persona; the profile will be one clear but also focused on several segments considering gender, age, groups of people, among others.

● Technological

Concerning the technological environment associated with innovation and developments in information communications technology together with the digital, internet platforms; our proposal is to create Mobile Apps. These APPs will be used in Housekeeping Department which will help improve efficiency, communication and practices. Apart from these APPs which will be Know cross and Flex Keeping; it is being considered to introduce other technological influences that are not applied yet.

● Environmental

What refers to this section are the factors that make the hospitality industry be aware of using appropriate sustainable measures and practices. As our accommodation is defining sustainable and environmental practices; we will assure the respect in natural habits and local community.

Not only thus will be factors we are already compromise on doing but the introduction of reuse of water measures, natural products renewable energy for the electricity supply which is the introduction of solar panels.

4.3. Marketing mix

We have used marketing mix to promote our product in the market based on a set of actions and tactics. In this section, we must keep in mind the client and do research their interests, preferences, comfort and conformity. We have made the following diagram based on what the customer's way of thinking and feeling would be.

Figure 6. The 4Cs of marketing mix

Source: Own elaboration

4.3.1. Product

4.3.1.1 Branding

● Name

ALWA ECO HOTEL; the name comes from the roots of the country in its Aymara language, which means dawn. We use this word since sunrise is part of nature and is one of the most beautiful moments of the day. Apart from that we wanted to transmit the idea that "you will dawn in our cabins and tree houses surrounded by nature and starting the day with us". It is an easy word to remember, to pronounce, beautiful meaning and available as a trademark for registration.

● Logo

Illustration 2. Design of logo company

Source: Own elaboration

Three different proposals were designed for the final logo, from which we chose the third option. Since our objective is to transmit simplicity, quality and style through the letters and brand colours (black and white). We didn’t choose any type of image because we simply decided to use the word ALWA so that customers remember the name and can differentiate it from the competition.

Illustration 3. Proposals of logo company

Source: Own elaboration

In annex 7 you will find the design of the hotel business cards, staff’s t-shirts and the welcome card design for our clients.

4.3.2. Product/service strategy

The 10 tree houses and 10 cabins are the perfect place to relax in the midst of nature. And enjoy an exclusive and eco-sustainable experience through our workshops, routes and activities. Our accommodation was thought and created to generate emotions and cultivate unique experiences for each of our clients.

Rooms: each room will have bathroom (eco-friendly dry toilet), closet, outdoor shower, king- size bed or twin beds with mosquito net, high-speed internet, light and hot water from solar panels. Moreover, one of our cabins will have a small ramp and all necessary facilities for people who are in wheelchairs. Rooms will be in the middle of trees, palms and other type of plants. Each cabin and tree house will have their space and will not be very close to each other.

Table 14. Type of Alwa Eco Hotel accommodation

Source: Own elaboration As it is seen in the table above, it has been created to show the number of tree houses and cabins we have. The tree houses have different names in the Bolivian native language which is the "Aymara". The rest of the cabins will be differentiated by numbers.

The daily reservation will include a daily buffet breakfast in the restaurant or IRD, visit to the property's orchards, farewell ritual, access to our pool and other facilities. Regarding the amenities will include natural basic hygiene products such as shampoo, conditioner, body cream, body soap, hand soap and a welcome kit consisting of organic orange juice, a variety of local chocolates and a personalized welcome card.

The facilities that our eco hotel has are:

1. Parking

2. Front desk, back office and lobby

3. Staff house

4. Restaurant & Bar '' Sumawa ‘‘(capacity of 60 people)

5. Events zone '' Nampi Zone '' (capacity of 40 people)

6. Tree houses

7. Cabins

8. Hammocks

9. Yoga & meditation area '' Akapacha '' (capacity of 30 people)

10. Training room and workshops (capacity of 30 people)

11. Breakfast space

12. Orchards

13. Pool

14. Bonfire area

15. Relax area

16. Hammocks

17. Animal sanctuary

All areas will be connected through a cement path and surrounded by trees that will in turn offer the client privacy and tranquility. (See Annex 8 to see images about the different spaces)

● Restaurant & Bar Sumawa will be opened for breakfast, lunch and dinner, and the bar will be opened from morning to night. About gastronomy mainly we will offer vegan and vegetarian options. There will be also a la carte dishes and a menu for lunch and dinner for those who want to try a traditional dish from the area. All our dishes will be made with local and seasonal products. Offering this type of food, we want to demonstrate to our clients that eating vegan is also tasty, healthy and take care of the environment. The schedule of the restaurant & bar will be the next.

Hours of operation:

Breakfast: 07:00 - 10:00

Lunch: 12:00 - 16:00

Dinner: 19:00 - 22:00

Bar: 16:00 - 00:00

● Staff house: in this area, will be the laundry, the storage space, a small dining room with a quiet area for staff and a dressing room with lockers.

● Events - Nampi Zone: This area will be surrounded by trees and will have a large private space for groups seeking a culinary experience or other type of events.

● Training room and workshops: area equipped with large tables, chairs, projector, screen and whiteboard to organize all kinds of workshops and staff training.

● Breakfast space connects with the restaurant; this space is for those who want to have breakfast on the restaurant terrace.

● Orchards: where we will plant seeds of different vegetables and fruits to consume it, with the organic leftovers we will make compost.

● Relax area: it will have comfortable seats, low tables, floor cushions and jute beanbags.

● Animal sanctuary: the area will be divided into two sections, one area for dogs rescued from animal abuse or abandoned and the other for other type of abused animals.

Activities that we will offer:

● Out of the enclosure

○ Adventure activities: zipline, rafting, paragliding, canyoning (Vagante, Concepción y Garganta de Diablo) , biking, waterfall route and trekking. For this type of activities, we will work with a specialized agency in adventure activities named El Vagante. By working with this company, we guarantee a quality service aligned with the service provided by our hotel, which will agree a commission percentage with this agency.

○ Tourist routes lead by locals ‘Coffee tour’: Coroico and in general Los Yungas is an area where coffee, cocoa, citrus, bananas, coca leaves and honey are produced. In our case, we will offer our clients only the coffee tour.

The following table refers to the type of service that other companies offer when selling tourist routes through Coroico, in regards of our competition. We focus on tourist products such as the route of coffee, cocoa, honey and coca leaves.

Table 15. Comparison companies that offer tourist routes of honey, coca leaf, cocoa and coffee in Coroico

Source: Own elaboration

After doing research on the above routes in Coroico, we could find on the internet that there are only two companies offering coffee routes. We didn’t find any other company that offers routes of the coca leaf, honey or chocolate. Probably they are not found on the internet and these routes do exist but they are only promoted through physical agencies. The other option is that they do not exist directly, so we would have to create them. As it is an uncertain scenario; now Alwa Eco Hotel will only offer the coffee tour.

On the one hand, the way in which we will create our own coffee route will be by visiting a family coffee plantation in Coroico. On the other hand, we will hire a professional guide who will be in charge of guiding our clients through the coffee plantation. Being a guide that will belong to our workforce, it will be needed to have knowledge on the procedure standards to follow regarding customer service. That in relation to maintain our level of quality.

Regarding the ‘coffee tour’, the duration will be 1h and 30 mins. It will include transport service on the way to go and to return, plant a coffee tree or harvest coffee fruits, care for seedlings,

pulp and fruit washing, drying and storage of coffee, roasting and tasting of Coroico Coffee and other varieties. The price per person will be 30 € (227 Bs).

Table 16. Final Invoice for Coffee Tour

Source: Own elaboration

The table above represents the breakdown of resources we need to know to get the final price of the coffee tour.

● Inside the enclosure

○ Create your own natural products: This workshop belongs to the theme of ‘’How to apply sustainability in your daily journey’’. During the following years other types of related workshops will be introduced. We decided to create this workshop as 54.5% of 154 people surveyed chose it as their first choice to do. This course is about how to create hygiene products naturally such as toothpaste, body cream, dry shampoo, scrubs, bath bomb, among others. The duration of the class will be 4h and it will start with a brief explanation and situation of the chemical products that we use in our day to day. Each person will have a kit and recipes on the table to start creating their own products. The specialist who is there will explain the process, the benefits, among others. It will be a practical class and at any time the client can ask their questions. The price per workshop would be: 16 € (120,41Bs).

○ Vegan food workshop with local products: For those who want to learn how to prepare tasty and easy vegan recipes. The duration of the workshop will be 2h with everything included (food, recipes, trainer and machinery), the client will

only have to put their desire. The price per workshop would be: 13,20 € (100 Bs). It includes the preparation of three different meals.

○ Visit to organic gardens: This activity is free; the new guests will be given a short tour of the site to see all the facilities. Our team will be happy to show them our orchards, gardens and relaxation areas.

○ Farewell ritual: the moment the client leaves the hotel he will plant a seed in our orchards. Each seed will have a small sign with the name of the person who planted it. We do this ritual so that the client feels that with this gesture he is contributing to nature and can remember that moment as something special and emotional. After a month, we will contact them by e-mail and send them a photo to see how their seed has grown. Thus, they will feel that we have not forgotten them and possibly return or recommend our accommodation. ○ Yoga & meditation area Akapacha: In the yoga area, the client will have mats, towels, music, water and a trainer at their disposal. The duration of the class will be 1 hour. An additional price must be paid. The price per class would be 12€ (90,31Bs).

Some activities are subject to extra prices; they can be booked from the website so that everything is reserved and organized. In that manner, at Alwa Eco Hotel we will be able to control how many people are interested in this activity and thus prepare the material and have the trainers available. We offer this type of activities, workshops and tourist routes to guarantee the conservation of the environment and the biological diversity of the area.

Considering that our product is focused on young couples and groups of friends, we have decided to create a pack for couples and a discount for large groups. Which will be specified below:

● Pack:

○ The ‘Paya’ experience: it’s a pack for couples that includes a stay of 2 nights and 3 days in a tree house or cabin, a yoga session, an adventure activity to choose from, a romantic dinner in the restaurant and a workshop to choose. The price per pack will be: 229,5 € (1738,21 Bs)

Table 17. The “Paya Experience Pack” Price

Source: Own elaboration

○ For group of friends: Depending on the group of people the price will be fixed and affordable for all of them. Also, if more than four people are making a reservation, a discount out of the final price will be applied (10%).

4.3.3. Pricing strategy

It is based on studying our competitor prices and the comparison of services offered. The aim is to position the Eco Hotel with a competitive price for the first five years. To set our price per room we have considered the following concepts:

● The price is accessible to our target segment.

● Our competence is defined as ‘’ Eco lodge accommodations’’ however the services, equipment and facilities they offer don’t comply with sustainable practices at all. So, our accommodation considers even the smallest details in terms of sustainable practices and quality of service, that is why about our competition our price is higher.

● Coroico doesn’t have any accommodation like Alwa Eco Hotel offering quality, affordable prices, sustainability and aiming to achieve 2030 Sustainable development goals.

Considering the 13% VAT of the country, 8% referring to services and 15.5% to goods we have calculated that a double room costs € 168.87 per night and rooms for four people cost € 303.97per night to which we applied a 10% discount to the final price. All prices include breakfast buffet and welcome amenities.

Related to that, the following table refers to the prices of tree houses and cabins:

Table 18. Rooms rate per night “Alwa Ecohotel”

Source: Own elaboration

In the long term, we may vary the price per room but everything will depend on the demand and the season. For future prices, we want to highlight that the high season in Coroico is from May to December and the low season is from January to April.

These are the prices per person of all activities.

Table 19. Activity prices

Source: Own Elaboration

Referring to the price of the restaurant's menus, the first two years we set a price of 25€ for lunch and 35€ for dinner, because at dinner is when we will have more customer demand. In the following years, we have an increase of 5€ to the lunch and dinner menu. Night menu at 40€ and day menu at 30€. Also by offering the restaurant and bar service to external guests will increase the hotel's revenue.

4.3.4. Channel strategy

Considering the distribution channels; they play a relevant part in the business marketing strategy because are important aspects needed to arrive to customers when it comes to the way guests may find the company and how they know about it.

The main distribution channels in the hotel industry we are going to be based on are the followings:

● Online Travel Agencies (OTA’s): Commissions will be paid and so that the hotel accommodation appears in the most known digital platforms. We will register the accommodation in Booking which will allow us to manage the reservations, descriptions, add photos of the accommodation, services and read and answer the comments of our clients.

● Official website: Development of own website www.Alwaecohotel.com from which to offer updated information, description photos and videos of the facilities and services, direct contact through the contact form, email or 24-hour online chat, reservation of room and activities, publication of offers or discounts. To appear as the first option in the google search engine, we will use keywords such as "sustainable hotels in Bolivia", among others.

● Booking Engine: We will contract the enterprise SiteMinder ‘Booking Engine’ service to incorporate it into the website, in this way the client can book directly from our website.

● International and national travel agencies: especially those associated with quality seals and sustainability certifications like Biosphere Responsible Tourism, EarthCheck, Green destinations, Green Growth 2050, Green Leaders (TripAdvisor) and Green Leaf Eco-Standard. We are interested in working in the following markets: France, Spain, Germany, the United States, the United Kingdom, Argentina and Chile because they are the nationalities that most visit Bolivia.

● Social media strategy: enhancing the presence in social networks we will create a brand image and redirect customers to the reservation page through social networks.

The following image perfectly explains the strategy that an accommodation must follow to achieve more sales.

Illustration 4. Hotel digital marketing checklist

Source: Hotel Rez & resorts

Despite the fact the online platform we have the focus on is Booking.com; with a commission of 15%, there is also consciousness that there are other online booking platforms. Even though, the center is not on them; Expedia, Trivago and Tripadvisor are as well important digital platforms to consider. The commissions they have are 30%, 20% and 30%; which means that after long term period there is the possibility to come to an agreement and pay for them so that, assure the reservations and demands.

4.3.5. Communication strategy

This section aims to analyze how to promote the hotel and the services we offer to our target customers. We will carry out the following actions:

● Invitations to national media such as Bolivia emprende, La Paz emprendedora and Ecological Hotels Bolivia to generate content in online publications. We will also make invitations to travel and lifestyle bloggers that fit our target client. Some examples could be: https://www.instagram.com/romanalilic/ , https://www.instagram.com/nattulecom/,https://www.instagram.com/soultravelblog /, https://www.instagram.com/greensuitcasetravel/ and https://www.instagram.com/waterthruskin/.

● Partnerships with companies related to sustainability and adventure sports to create mutual advertising campaigns. We will also organize events related to the product/service that we offer to attract our target.

● Agreements with administrations and hotels of similar segment to create a cooperative, negotiate benefits and share costs in national and international sustainable tourism conventions.

● Creation of quality content on own social networks (Facebook, Instagram and YouTube). We will talk about the hotel but also about topics that are of interest to our segment (nature, adventure activities, sustainability, environmental issues, veganism, etc.) Depending on the reach that we want to have per publication, we will use paid advertising on different networks.

● Commercial trips through Spain, France, Germany, USA, United Kingdom, Chile and Argentina to make ourselves known among the travel agencies that offer responsible, sustainable and adventure trips.

● Participation in tourism fairs at national and international level.

● Participation on advertising banner campaigns on web pages (blogs, YouTube and Instagram accounts) of interest to our target.

● The day of the opening we will invite to national press, representatives of international and national agencies, personalities and tourism organizations in Bolivia such as minister of culture, minister of tourism, guides, professors of the tourism and hotel career and appropriate influencers. We will create a program of activities so they can test the new product (hotel) and advertise it.

4.4. Forecasting and sales outlook

At this point we will make the forecast for “Alwa Eco hotel” based on sales outlook for the following 3 years analyzing the price strategy and the rate of occupancy. To do this analysis and identify several important aspects in regards of market trends, revenue management and the survey results (booking preferences and price) a few tables have been created.

The following data has been collected from the Statista Online website and from the financial section of this project. The first column reflects the occupancy rate for the first year. The following four columns refers to the percentage of reservations that arrive through the different channels, being the highest percentage in booking and social networks. That is because our target customer uses those types of channels.

Table 20. Expected monthly occupancy and share of distribution channels.

Source: Own elaboration Then, the table below has been created to make a prediction of the evolution of the hotel revenue regarding the first 3 years. The relevance is on the “Total Rooms Revenues” results per year which, as seen in the table, the following year revenues will increase in relation to the Occupancy percentages.

Table 21. Room Revenue for the first 3 years of Alwa Eco Hotel

Source: Own elaboration

Based on sales outlook, the following table has been created to collect data from rooms revenues as well as for food and beverage revenues. Thus, data together taking into consideration restaurant and bar revenues for menus and drinks and cocktails.

Table 22. Rooms & FB. Sales outlook for the first 3 years

Source: Own elaboration

On the other hand, we calculate the sales and revenue forecast for the next 5 years for the activities, workshops and adventure activities offered by the hotel. The total revenue for all activities is reflected in the following table of which 10% of each year corresponds to expenses.

Table 23. 5-year forecast of total income from extra activities

Source: own elaboration

Below we add the forecast tables and activity revenues for the first 3 years in detail.

 Activities and workshops

Table 24. Activities and workshops. Sales and revenue forecast year 1.

Source: own elaboration

Table 25. Activities and workshops. Sales and revenue forecast year 2

Source: own elaboration

Table 26. Activities and workshops. Sales and revenue forecast year 3

Source: own elaboration

As seen in the tables we have put a higher number in the yoga and meditation class section since according to the survey conducted to 154 people 31.4% chose yoga as the second option of activities to do.

 Adventure activities

Table 27. Adventure activities. Sales and revenue forecast year 1

Source: own elaboration

Table 28. Adventure activities. Sales and revenue forecast year 2

Source: own elaboration

Table 29. Adventure activities. Sales and revenue forecast year 3

Source: own elaboration

In this section the waterfalls route predominates since according to the survey carried out 59.6% of 154 people chose it as their first option.

To conclude, we have noticed that the more variety of activities we offer to the customer, the more choices they have. Therefore, the hotel has more chance to have activities/workshops bookings. That is, if it’s offered at an affordable price and different customers book for a day, gradually more revenue will be obtained.

5. Operations Plan

5.1. Process identification and map

The initial phase of the project will be the selection and purchase of the land in Coroico, Los Yungas. We contacted the person who is dedicated to show lands for sale in this area and he offered us one of 10 hectares for 300,000€. The property includes a huge area of trees, shrubs and palm trees. In fact, the land is fertile and is ideal for planting seeds

Construction and design with the architects will be the first steps of the initial process. The construction estimate for cabins and treehouses is approximately 1 year and 6 months. The second phase of the process refers to the purchase of ecological materials, decoration and equipment, followed by the following steps of selection, hiring and training of staff.

The following image explains in detail the process of operations before the opening of the hotel.

Illustration 5. Operational process before the opening

Source: Own elaboration

5.1.1 Process of the guest operations before, during and after the stay

This phase is also important as it focuses on customer contact, customer satisfaction and loyalty during pre-stay, stay and after stay interactions. To get a better idea we have created a "guest operations process".

● Before the stay

Reservation: The first contact with the client will be through our website or booking (OTA). This is an important moment because we must be aware of incoming reservations and respond instantly to any type of customer question. Communication can be through phone calls, online chat on the website, e-mail, internal messages on social networks or booking.com. If the client reserves a cabin or treehouse plus some type of activity, the reservation would be recorded on the front desk computer. These data will also be available on the other computers. In this way, it will help us to have all the requests organized and ready for when the client arrives.

● During the stay

Arrival: the guest will be received at the hotel reception. He or she will have to give the reservation confirmation number and personal information to the receptionist. Once the check- in is done, we will help the client with their luggage and we will accompany to their cabin or treehouse. After the client settles into their room, they will be offered a tour of the property and will be introduced to the services and activities that they can book and enjoy.

Stay: the client will have access to the different services, facilities, workshops and adventure activities that the hotel offers.

Restaurant & Bar: this space will offer its services to clients staying at the hotel and to external clients who come only for lunch or dinner as well. The waiter will assist to the client and if it is a guest he or she will ask for the room number and will accompany the client to the table, deliver the menu and take note of the order. Once the client finishes his meal, the waiter will ask if the service has been satisfactory and then offer the dessert menu, coffee or another type of drinks. At the end, the restaurant manager will review the bill and add it to each customer's room bill. In the case of external customers, they will pay it instantly by cash or card.

Housekeeping: for the care of the environment, the client will have at his disposal a hotel sign to notify the cleaning staff if it is necessary or not to change the sheets and towels in his room. For check-out, housekeeping will clean the rooms with ecological products and will leave it in good condition for the next client.

Check-out: once the farewell ritual has been completed, the receptionist will verify the information of the stay and the payment status of the client. In the case of non-payment, the guest must make the payment instantly. In addition, the client will be asked about their experience at Alwa Eco Hotel and their level of satisfaction during their stay.

● After the stay

To guarantee customer loyalty and correct some service mistakes, a satisfaction form will be sent via email. After a month, the client will be contacted again to send him a photo of the seed he planted on the day of the farewell ritual.

The following image indicates more graphically the guests staying at Alwa Eco Hotel.

Figure 7. Process of the guest operations, before during and after the stay

Source: Own elaboration

5.2. Location, physical infrastructure and layout

The accommodation is located around the city of Coroico, Nor Yungas. This town is a 2-hour drive from the city of La Paz, the seat of government of Bolivia.

Coroico covers an area of 1,088 km². Due to its Illustration 6. Map of Bolivia location location, the property has a natural setting and is surrounded by stunning views, forest, mountains and waterfalls.

The design of the property is based on private land with an area of 10 hectares (10,000 m2) surrounded by nature.

Illustration 7. Location of Coroico land 10 hectares

Source: Google Maps

The following map indicates the distribution of the hotel and the division into passive zones, which is where the tree houses and cabins are located. And active zones such as the restaurant / bar, swimming pool, yoga area, workshop room, events zone, bonfire area and relax area. The structure of the eco hotel will be built with natural materials from the area such as mud, straw, wood or dry palm trees. The goal is to consume from our own energy source through solar panels and reduce the consumption of conventional electricity. The facilities and rooms will have large windows that will allow light and natural ventilation. That's why we don't use air conditioning while saving energy.

Illustration 8. Alwa Eco Hotel layout map

Source: Own elaboration with Photoshop

5.2.1 Tree house sketch

This is an illustrative drawing of what our tree houses would look like. Most of them will have small balconies and large windows. Treehouses will have a metal support and an anchor points in the ground for more weight support and security. Thus, the weight will not go directly to the tree and we will help to preserve it.

Illustration 9. Tree house design outside

Source: Own elaboration with AutoCAD program

Illustration 10. Tree house interior layout

Source: Own elaboration with AutoCAD program

Source: Own elaboration with Autocad program 5.2.2 Cabins sketch

The cabins will be built directly on the ground. Each cabin will have a cement corridor that will guide to the rest of the hotel facilities.

Illustration 11. Interior and exterior cabin design

Source: Own elaboration with AutoCAD program

Source: Own elaboration with Autocad program

This new sustainable hotel concept is designed to reduce costs, take care of the planet and consider the new needs of travelers. Alwa Eco Hotel saves on water, electricity and does not pollute.

5.3. Resources: machinery and facilities

This section refers to an approximate number of equipment, furniture, tools and decoration that the eco hotel needs.

Reception Area (Reception Desk and Lobby)

○ 2 Computers (1 Front Desk and 1 General Manager)

○ 1 Large Desk (Front Desk)

○ 1 Chair (General Manager)

○ 1 Small Printer

○ 1 Payment terminal machine

● 1 Big Office (it is referred to the back office, in the back of reception desk)

○ 4 tables

○ 4 chairs (office ones)

○ 1 Big Printer

○ 2 computers (for the different departments):

■ 1 Housekeeping ■ 1 Marketing Department

Restaurant / Bar & kitchen equipment

● 1 computer for the Executive Chef

● 1 large desk (BAR AREA)

● Point of sale terminal (TPV)

● Dataphone

● 15 tables

● 60 chairs

● 80 cutlery set

● 80 cups

● 80 dishes

● 30 tablecloths

● 1 big fridge

● Electric oven

● 3 Worktable

● Salad worktable

● Coffee machine and grinder

● 2 Door chiller/freezer for kitchen

● 8-burner gas cooker

● 1 professional dishwasher

Terrace infrastructure (Breakfast Space for customers)

● 4 tables

● 16 chairs

Staff House (for employees) → next to the “Reception Area”

● 2 storage rooms (one for F&B and the other for storage of equipment and material)

● 12 medium lockers

● 2 Big cupboards (with shells to store materials + equipment + food + drinks)

● Laundry Room

● 4 hotel cleaning trolley

● Dressing Room

● Dining room

● 1 large table

● 10 chairs

● Quiet room (for employees to relax or take a nap)

Events Zone “Nampi Zone” with capacity of 40 people

● 1 large folding table

● 20 chairs

Extra room or cabin with capacity of 30 people (formation courses and workshops)

○ 1 big screen projector

○ 7 round tables

○ 30 chairs

○ 1 big whiteboard

TREE HOUSES AND CABINS with capacity of 52 people

○ 10 Tree Houses

○ 10 Cabins

○ 20 Hammocks

○ 20 solar panels

○ 28 twin Beds

○ 12 double beds

○ 24 set of sheets big size

○ 56 set of sheets individual size

○ 80 pillows

○ 20 Lamps (oil)

○ 20 fan

○ 20 table nights

○ 20 mosquito nets

○ 40 blankets

Yoga and Meditation Area “Akapacha” with a capacity of 30 people (outdoors)

○ 30 Eco yoga mats

Outdoors Area

● 3 orchards (for the cultivation of vegetables and fruits to eat)

● 1 big animal sanctuary for (adoption of street dogs and animals victims of abuse)

Pool & relax area

○ 20 pool loungers

○ 12 big umbrellas

○ 20 wicker floor pillow

○ 10 puffs seats

Bonfire Area (next to the pool and relax area)

● 3 cement infrastructures

● 18 fabric seat (comfortable ones)

● 10 hammocks

Decoration and Construction Materials (natural resources)

● Handmade Furniture

● Handmade Accessories

Taking into consideration the materials for furniture and accessories, they would be built and elaborated by local artisans which make use of natural resources. Or reuse materials as well. Some examples of those natural resources are, wicker, mud and excess wood. Also, thus it is not yet specified because is still being in consideration. But, to be clear it would be allocated as decorative elements in specific areas; such as, “Akapacha”, “Sumawa” or Reception Desk as well as in the “Nampi Zone” or Parking Area.

5.4. Stocks management and purchases

Regarding our stocks management, it is important to keep in mind that the amenities offered per room to customers are ecological. For which reason our main suppliers will be local so we are offering a 100% local product.

Each department will control their orders, stocks and to do a product inventory every 3 months. The results must be reflected in the hotel system to have control and knowledge of stocks and purchases.

The following table shows the units and total cost of amenities in a room for two people. This will allow us to preview stocks and establish total costs for the coming years.

Table 30. Cost eco amenities one room

Source: own elaboration

The following data indicates a forecast of stocks and total costs of room amenities for the first 3 years. The number of stocks is increasing in relation to the hotel’s occupancy.

Table 31. Cost and stock eco amenities year 1

Source: own elaboration

Table 32. Cost and stock eco amenities year 2

Source: own elaboration

Table 33. Cost and stock eco amenities year 3

Source: own elaboration

In relation to purchase new orders particularly in the F&B department we will consider the occupancy ratio and bookings. To provide food and drinks to the restaurant and bar, the order of the products will be made weekly. In this way, we will have fresh, seasonal product and it will not spoil. Since the menu we offer is vegan and vegetarian mostly of our suppliers will provide us with fruits, vegetables, eggs, bread and other daily products. We will also get some products like fruits, vegetables and coffee from our own orchards plantation. To make the most of fruits and vegetables peels and organic remains, we will create compost for the orchards.

To carry out the F&B purchases, the restaurant manager and the executive chef will agree to make the order list and contact local suppliers. Everything will be registered in the hotel system so that the GM also has access to these operations.

For the rest of the departments such as housekeeping and offices, they will be in charge of making their orders such as office supplies, cleaning products, room amenities, etc., and register them.

5.5. Subcontracting

Subcontracting is a necessary tool to carry out the activity without having to assume an excessive fixed cost during the first years of the hotel. That is why Alwa Eco Hotel will subcontract some services that will be specified in the following points:

● El Vagante, a small company that offers adventure activities

● DeChali, Bolivian digital marketing and technology company

● Maintenance staff (freelancers)

● Management and labour advice

● Freelance trainers specialized in yoga, creation of natural products and a professional guide for the coffee route (freelancers)

For adventure activities we will contact a small local business ‘’ El Vagante ’’ that has been offering tourist activities for 5 years in the Coroico area. This organization is created by members of the Santa Rosa de Vagante community, for local, national and international development. Likewise, they have a good rating on TripAdvisor and are very committed to caring for nature. We will offer the activity to the client, for each activity sold we will discount a 20% commission for us. The rest of the profits will go directly to the outsourced adventure agency. Once the client has enjoyed the service, weekly we will deliver to the agency the money that belongs to him.

Table 34. Adventure activities commissions

Source: own elaboration

In the previous table, it is mentioned in detail the type of activities that we will offer, the price per activity and commission calculation.

Regarding marketing & advertising ‘’ DeChali ’’ is one of the best agencies in Bolivia. We will need their services for the start of the project about creating the website, google positioning, social media campaign and monitoring. Once the start-up process is finished, during the rest of the days, Michelle in charge of marketing, will be responsible for updating the website, social networks, photography, descriptions on third pages of the hotel.

If at any time we want to carry out an advertising campaign or video spot, we will contact this company again. The price per “De Chali” company will be 304€ per month (2.290 Bs).

As for the maintenance staff, we will hire freelancers. The person will be in charge of controlling, inspecting and arranging the different spaces of the hotel. Each month the maintenance staff will do a 5h review of all the facilities, which will cost 45€/monthly (340bs). If we need of their extra services, we would pay 9€/hour. Also, we will hire a manager to take charge of the labour issue that would be drafting and preparing contracts, registered and unsubscribed from social security, preparing payrolls, among others. At first, the initial price will be 183,04 € in total. But, because of being for certain period; the price will change and we are contracting a manager who will be paid 40€ monthly (300 Bs). To offer the rest of the activities / workshops we will hire other professionals such as: yoga teacher (8 € / hour), trainer in the creation of natural products (26 € per 4 hours) and a professional guide for the coffee route (30 € per 2h). Aside to that, to make possible the coffee route, we stay in contact with a family that owns a “Cafetal” and allows us to carry on the tourist activity. So, in a way we are offering an opportunity for them to gain benefits.

5.6. Launching: provisional planning

We estimate that our project will be working in 1 year and 6 months.

Table 35. Gantt Diagram provisional planning

Source: own elaboration

6. Organizational Plan and Human Resources

6.1. Organizational structure

Figure 8. Organizational structure

Source: own elaboration

As it is a small hotel with 20 rooms (treehouses & cabins) and capacity for 52 people. We start the project with a group of ten employees. The organizational structure of the company is divided into six areas:

● General Manager: having experience and knowledge of hospitality by working in several hotels; one of the members Maria Jordana will be in charge of managing the hotel.

● Executive chef and cook: the organization of a restaurant is very important and the type of food and service offered. That is why we decided to hire an executive chef to take care of the scandals, to speak with the suppliers, among others. The cook will support the executive chef and both will be in charge of the restaurant services.

● Waiters: They will be in charge of serving breakfast, lunch, dinner, home delivery of food and events. If at any point we complete 100 percent of the occupation, we will hire another waiter.

● Receptionist: At the beginning, we will have one person, in any case and if she or he will need help then Michelle will give support. In this way, we will also have the opportunity to meet our own guests and create a more familiar and close relationship.

● Housekeeper & chambermaids (man/women): The housekeeper will be in charge of distributing the rooms and common areas to clean between the chambermaids.

● Marketing: by having knowledge in online marketing, SEO-SEM positioning, website creation and content creation on social networks. Michelle, who is one of the members, will be in charge of managing the hotel's marketing and advertising.

This will be the initial distribution of the hotel. If the occupancy of the rooms and the number of events increases, in that case and depending on the service we offer, we will hire or subcontract more staff.

6.2. Job descriptions

In this section, we will explain the functions and skills that are required for each job position. On the one hand, Michelle and Maria as partners and owners will coordinate the following activities together:

- Hotel management

- Employee selection process (Human Resources)

- Customer problem solving

- Ensure that all workers are performing correctly, following the hotel's policies and values and offering a good service

- Hotel accounting

- Take care of the initial and continuous training of employees

- Negotiate with tour operators

- Set rates according to seasons (revenue management)

- Design budgets

- Design short and long term marketing strategies

● Executive Chef

○ Requirements: training in gastronomy, minimum experience of 2 years in a similar position in the hotel sector, specialist in Bolivian and vegan / vegetarian food. Experience in other gastronomic restaurants will be valued. Address close to the company or with flexibility to move. Level of native Spanish and level B2 of English.

○ Functions:

■ Prepare menus considering seasonal availability of food.

■ Verify that the food offered meets the established quality standards.

■ Guide and supervise the cooks in the preparation, cooking, plating and final presentation of the dish.

■ Carry supplies inventory

■ Ensure that the highest standards are met in terms of service, food quality, cleanliness and cost effectiveness.

■ Carry inventory and make the necessary orders for the supply of supplies.

■ Establish a provider network

■ Costing and pricing food (Food cost)

○ We offer: uniform, continuous training, activities with the rest of the staff (team building) and food. Immediate incorporation. Salary: 3.150bs (420€)

○ Personal skills: ability to innovate, professionality, creativity, proactive, leadership skills, knowing how to work in a team, organized and passionate for gastronomy.

● Cook

○ Requirements: training in gastronomy, minimum experience of 2 years in a similar position in the hotel sector. Knowledge of Bolivian, vegan and vegetarian

food. Experience in other gastronomic restaurants will be valued. Address close to the company or with flexibility to move. Level of native Spanish, basic English will be appreciated.

○ Functions:

■ Perform in a qualified, autonomous and responsible manner, the preparation and presentation of dishes following the chef's recommendations.

■ Collaborate in the orders and conservation of raw materials.

■ Prepare, cook and present culinary products.

■ Collaborate in the assembly, service and disassembly of buffets.

■ Collaborate in the planning of menus and menus.

■ Control and take care of the conservation and use of the products put at your disposal.

■ Available to offer cooking classes, easy recipes to prepare vegan / vegetarian food for customers who book this workshop.

○ We offer: uniform, continuous training, activities with the rest of the staff (team building) and food. Immediate incorporation. Salary: 2.200bs (293€)

○ Personal skills: ability to innovate, professionality, creativity, proactive, leadership skills, knowing how to work in a team, organized and passion for gastronomy.

● Waiter/waitress

○ Requirements: Technical degree in restaurant service or other related training, minimum experience of 2 years in a similar position in the hotel sector. Experience in other gastronomic restaurants will be valued. Address close to the company or with flexibility to move. Level of native Spanish and high level of English, French and German will be valued.

○ Functions:

■ Table setting, cutlery, dishes, glasses

■ Cleaning of dishes, glasses and cutlery

■ Receive customers and deliver the menu

■ Be aware of the client, answer questions about the restaurant's dishes

■ Take notes of food or drink orders and pass information to the bar and kitchen for good coordination.

■ Serve food and drinks

■ Know how to solve any type of inconvenience or problem

■ Prepare accounts

■ Close the cashier

■ Prepare the restaurant for buffet breakfast and special events

○ We offer: uniform, continuous training, activities with the rest of the staff (team building) and food. Immediate incorporation. Salary: 2.200bs (293€)

○ Personal skills: basic math, verbal communication, customer service, resolve conflict, teamwork, friendly, proactive, high energy, sell to customer needs.

● Receptionist

○ Requirements: Degree in tourism and hospitality industry. Minimum experience of 2 years in a similar position in hotels. Experience in other sectors will be valued. Address close to the company or with flexibility to move. Level of native Spanish and high level of English, French and German will be valued.

○ Functions:

■ deal with reservations

■ complete procedures when guests arrive and depart (check - in / out)

■ choose rooms and hand out keys

■ prepare invoices and take payments

■ take and pass messages to guests

■ attend special requests from guests (tourist services, activities, workshops, tourist routes, taxi, etc.)

■ Be able for any guest requests and answer the reservations that enter via Booking.

■ answering questions

■ Capability of solving problems → deal with complaints, issues, etc.

■ accompany the client to his cabin / tree house

○ We offer: uniform, continuous training, activities with the rest of the staff (team building) and food. Immediate incorporation. Salary: 2.350bs (313€)

○ Personal skills: customer service skills, sensitivity and understanding, pay attention to details, patience, teamwork, excellent verbal communication skills, administration skills, ability to understand people’s reactions, friendly.

● Housekeeper (or Housekeeping Supervisor)

○ Requirements: high level diploma or equivalent preferred, knowledge of cleaning and sanitation with green cleaning products. Minimum experience of 2 years in hospitality industry. Address close to the company or with flexibility to move. Level of native Spanish and B2 level of English, French and German will be valued.

○ Functions:

■ Organization and customer service in cleaning

■ Schedule tasks and responsibilities of each staff member and ensure they complete the job satisfactorily

■ Create a daily room report (regarding the occupation, stayovers, etc.)

■ Coordinate this department with others in the hotel. (Front Desk, F&B)

■ Guide and train new employees

■ Do inventory

■ Suggest options to the hotel manager to improve room services.

■ Inspect and control the facilities and rooms

■ Be in charge of laundry → Control of washing processes, set-up of rooms and common areas, cleaning, ironing of uniforms, tablecloths, linen, etc.

○ We offer: uniform, continuous training, activities with the rest of the staff (team building) and food. Immediate incorporation. Salary: 2.370bs (316€)

○ Personal skills: teamwork, attention to detail, customer focus, high listening and communications skills, adaptability, leadership skills, planning and organizing, high level of energy and friendly

● Chambermaid

○ Requirements: Housekeeping training course in hotel accommodations, knowledge of cleaning and sanitation with green cleaning products. Minimum experience of 2 years in hospitality industry. Address close to the company or with flexibility to move. Level of native Spanish and basic English will be valued.

○ Functions:

■ Keep the cabins, tree houses, common areas and the different dependencies thereof in a perfect state of cleanliness and order.

■ Change of bed set up in the rooms. (If requested, turndown service)

■ Supply the bedrooms with the corresponding toiletries (ecological), as well as hotel documents and other accessories and amenities.

■ Keep rooms and service areas in optimal conditions.

■ Carry out ironing and laundry for guests and employees uniforms.

■ Prepare, bring and collect the materials and products needed for the cleaning and maintenance of rooms and common and internal areas.

■ Prepare the rooms for meetings, conventions, etc.

■ Clean the areas and carry out auxiliary tasks.

■ Refill the rooms with the adequate amenities

■ Fill models and daily reports. (From beginning until end of the journey)

■ Organization and execution of tasks in the established time

■ Good customer service and respond to the requests

■ Notification to the housekeeper about any room diligence so they can call the maintenance service.

○ We offer: uniform, continuous training, activities with the rest of the staff (team building) and food. Immediate incorporation. Salary: 2.200bs (293€)

According to that, the following table has been created to gather all the salaries in general for our staff in regards of wages monthly and per year.

Table 36. Net Salary for the staff

Source: Own Source

Regarding the “Social Security Rate” in Bolivia, it is important to state that the adequate percentage value is 22% for employees and 15% for companies. So, in this case, what has been calculated is the Net Salary as seen in the table above. By multiplying the gross salary and the total salary per 22% and then, the result of it multiply it per 15%; it is achieved a total of 643€ of SS for companies the first month of Net Salary. Thus, represents expenses for us that are needed to be paid together with the total Net Salary result.

6.3. Human Resource Policy: selection, management, compensation

For Alwa Eco hotel, the satisfaction, training and professional development of each employee come first. The organizational structure of the hotel is horizontal which means that among all the employees we work as a team. We all share suggestions, experiences, feedback and knowledge to keep a united team and therefore offer better customer service.

● Selection

For the selection of staff our preferences will be local and national talent. Regarding the job position it will be published in various job search platforms (Trabajopolis, Opción Empleo, Option, Acción trabajo etc.), in newspapers and in the employment exchange program of tourism and hospitality universities. Therefore, people applying for each position should contact us by email or phone. These people will then be invited to an interview with the hotel director and her partner.

During the selection process, the atmosphere we want to transmit closeness and receptive. So, that the candidate can feel free to fearlessly ask about working conditions, wages, benefits and others. People applying must be able to explain themselves, answer questions with confidence, talk about their work experience, motivations, studies and goals. In this way, the selectors will know if this person shares the same values of the eco hotel.

Once the interviews are over, there will be a selection of the best candidates that we consider to be suitable for the job. To finish we will communicate directly with the chosen applicants and we will agree on a day to sign the contract.

Then, the terms of the contract will be explained in detail in addition to the work requirements that have already been explained, and your wages and compensation will vary depending on the job, hours and days worked, vacations, etc. We will offer an unlimited contract and candidates must pass a 3-month trial period except for subcontracted employees. During those months, the company and employees may terminate the agreement without any implied penalty. The clauses section will depend on the country in relation to the regulations and legislation established for the "Hospitality Industry", as well as the legislation established for the employee. Therefore, this aspect is related to the protection of indigenous communities, against racism, decolonization, cultures, languages, among others. If at any time there is an accident during the working day, it will be covered and paid by the hotel.

In terms of free time, the periods provided will depend on the following reasons such as vacation, sick leave, pregnancy, etc. To cover these people there will be substitutes who will do their respective jobs that may be employees of other departments or people hired only to cover substitutions or extras. In addition to that, the 35 holidays in the region and Bolivia that include

Christmas, New Years, Carnival, etc. will be respected by the hotel. [See Annex nº9 on holidays in Bolivia].

Regarding subcontracted companies and individuals the hotel will work closely with them. They will also pass an interview to learn about their work experience and personal and professional skills. Decide if we will collaborate and negotiate payments and commissions. If the occupancy rate and the demand for services increases throughout the years, it would be possible to hire them and make them part of the eco hotel staff.

 Trainings

The hotel managers (Michelle and Maria) will maintain close and continuous communication with their employees. For us, it is important that our team receive training to keep abreast of new trends in tourism, expand their knowledge and offer a better service. That is why Alwa Eco Hotel has thought about the following formations for the team:

- Hotel operational training to guarantee a high-quality service. - Every time there is a new employee there will be a small welcome meeting that will be organized by the hotel staff. - Talks on sustainability, responsible tourism, care and respect for the local community and local heritage. - Reinforcement with language classes, especially English, French and German. - Informative and practical class on the use of ecological cleaning products. - Talks and dynamic activities on gender equality - Attendance at tourism fairs

● Compensations

The compensation process will be agreed with the hotel director and her partner. In terms of seniority, we will reward our most loyal employees with an 8% bonus on their annual salary every four years. The following table represents this explanation.

Table 37. Bonus for employees

Source: Own Elaboration

7. Financial Plan

7.1. Financial hypothesis / assumptions

The assumptions to consider are for the first 5 years. That includes the income of which are: income from rooms from the 20 rooms available with a minimum capacity of 2 people and maximum of 4 people, income from restaurant and bar offer F&B that includes breakfast, lunch and dinner; with a capacity of 60 people, and the other income, including workshops, activities and adventure activities.

The following tables show that total income for the first year (1.547.969€) is low compared to the following years. Beginning in the second year, income gradually increases.

Of the operating expenses, the costly ones are the marketing expenses (Sales & marketing) due to booking fees and other commercial expenses. And for F&B the expenses are expensive because the restaurant and the bar will be open almost all day for breakfast, lunch and dinner. The other expenses come from human resources (employee wages), room expenses and operating expenses. [See Annex 11 to see full excel]

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Table 38. Main hypothesis and assumptions

Source: Own Source

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7.2. Project financing: needs and sources

Alwa Eco hotel LLC. requires an investment of 761.553€. It will be financed by shareholders who will contribute 36.553€, the crowdfunding campaign that will raise 700.000€ and a loan to the bank of 25,000€. The total investment consists of: land (30.000€), construction (314.975€), applications (1.149€), FF&E (95.000€), legal aspects (429€) and initial working capital (50.000 €). The construction will be amortized in 25 years and the FF&E will be amortized in 10 years. [See Annex 10 for more detail].

The loan will be paid in 10 years and it has an interest of 4.5%.

Table 39. Initial Investment and finance

Table 40. Loan payment

Source: Own Source

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7.3. Financial statements forecast

Regarding the Profit and Loss account this is a financial statements forecasts for the first 5 years. The first year the total net profit is 660.131 €, which allows to pay the debt (quote) because the Ebitda is higher than the quote (903.399€ > 3.625€). In the following years, an increase in Ebitda is observed, which means that our business is profitable since it represents the gross operating profit calculated before the deductibility of financial expenses.

Due to the increase in occupancy ratio, income from F&B, adventure activities, workshops and other activities. A slight increase in income is observed in the following years.

Table 41. P&L

Source: Own Source

The balance sheet forecast shows the first total year of assets and liabilities and equity of 1.419.184€, based on treasury and equity. There are no short-term liabilities only long-term. This is positive since the non-current liabilities provide liquidity to the company and allow that capital to be used in new investments and to make it grow.

What refers to the treasury results, it is shown that from the second year (2.146.834€) to the following ones the treasury is higher which means; the economic outlook is better. We also note that our net fixed asset is low in the fifth year. That is why we propose to make a long-term investment in non-current assets from the sixth year. The investment could be in furniture, IT system, etc.

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Table 42. Balance Sheet

Source: Own Source

Cash flow refers to the net inflows and outflows of money from the company. The cash flow over 5 years is then calculated, with the information in the previous tables of income, expenses and amortization. It is important to note that the corporate tax rate to be paid is 25% on profits.

Table 43. Net cash flow and accumulated over 5 years.

Source: Own elaboration

7.4. Feasibility analysis

ROE (Return on Equity) is an indicator measuring the rentability over the total capital invested. It appears so that the results obtained are positive and it is higher than the minimum profitability. So, in accordance to that the possible “shareholders” may keep on investing and probably it may attract other entrepreneurs as well to invest. The profitability in regards of percentages is higher than the minimum profitability required by the shareholders

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Table 44. ROE (return on equity)

Source: Own elaboration

ROA (Return on Assets) is an indicator referring to the efficiency of the total assets to measure the profitability of the company. In relation to the table it is shown that the “roa ratio” is much higher than the minimum that is 5%. So, when asking for financing with the bank loan because they value positively the company. There will not be any inconvenient from them to provide it to us.

Table 45. ROA (return on assets)

Source: Own Elaboration

We have to say that our leverage ratio is negative. That is as it is seen in the tables above the ROE is lower than the ROA. This means that our average cost of the debts we have are higher than the economic rentability we have. So, what it can be said is that the relation between the two ratios what does not interest us is to get into debts from the point of view of the financial profit, because to be in debt would end up harming us.

ROE = ROA + L (ROA -i)

L: leverage ratio → liabilities / net

i: financial cost of the debt → debts / financing / liabilities

L: (ROA - i): leverage effect

“As the leverage ratio increases, meaning that as we are getting more into debts, the roe decreases.”

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So, with these ratios we have enough to conclude that the capacity of our assets to generate renting is much higher than the 5%, which is positive. But, the roe is lower than “ROA” which means it is not convenient for us to get into debts.

We consider more important the information the “ROA” is providing us for the fact that the ROE does not consider the “leverage ratio” and for “ROA”; the focus is on give the general vision of the company without considering the other financing sources.

8. Legal Aspects

In this section, what is important to consider are the legal aspects which are important regarding the factors that have to be analysed when developing a new business. It is important to consider the procedures that may affect either directly or indirectly the company. The legal aspects have to be related to the country’s legal system in accordance to the local and national legislations as well as specific features, among others.

8.1. Legal format and structure

First, the Law Nº1788, “Ley de Organización del Poder Ejecutivo” and its Regulation Order Nº24588, The Ministry of Exterior Commerce and Investment; is the organism in charge of establishing politics and legislations for the development and promotion of national tourism. Thus, in relation to the law nº2074 “Ley de Promoción y Desarrollo de la Actividad Turística en Bolivia” which presents the several tourist establishments understood as offering accommodation services to tourists, for a period not lower than a pernoctation. Also, classify the several tourist accommodations into categories in accordance to the services and activities provided.

In our case, our company will be established and taxed in Bolivia. There are several legal formats to be considered when it comes to the size, sector, features of a business. In terms of size, ownership, partnership, social capital and responsibility the more suitable legal form for our entity Alwa Eco hotel will be a Limited liability company (LLC) “Sociedad Limitada”. This type of society LLC refers to a social reason or denomination which the responsibility goes to the partners or stakeholders and it is limited to the corporate contribution. Its capital quotes are no longer represented by any chance by negotiable titles.

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The following table represents the characteristics of the LLC and then a brief explanation of it: Table 46. Characteristics of the LLC

Source: own elaboration

The Activity of Limited Liability Company is regulated by the law Ley General de Sociedades, Law nº 26887. And, to choose the social reason or denomination it is important to state that the company is owned by: Michelle Silva and Maria Jordana; apart from possible partners and associates helping from outside with the activity. Its name is Alwa Eco-hotel LLC. The brand name is Alwa which is a clearer way for clients to remember.

Then, to verify the social reason or denomination the company will follow up the “Control de Homonimia” which is helpful to the company’s name to find out if there are other enterprises using the same denomination. So, in our case we will have to pay 18€ to help us identify if the denomination is unique. The duty would be the following:

Table 47. Cost of verify denomination company

Source: own elaboration

To start a new business in the country of Bolivia, what is suggested is to pay taxes in the country. By paying theses taxes, tributes, the procedure is done according to the law of Bolivia based on making an inscription in “Guía de Trámite para inscribir una Sociedad de Responsabilidad Limitada - SRL en el Registro de Comercio de Bolivia”.

Next to that, by declaring in a clear way the social object in the company the following table has been created:

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Table 48. Example of how to describe the product/service when declaring

Source: own elaboration

Later, the step is to make an inscription of the company in “El Registro de Comercio de Bolivia” which in this case the following table defines it well:

Table 49. Price of inscription company

Source: own elaboration

But regarding this table and to be able to make the inscription there are a few requirements that must be fulfilled. Some examples of those are the following:

1. Formulario nº 0020 de solicitud de Matrícula de Comercio.

2. Opening balance signed by the legal agent and the professional who intervenes, accompanying the respective original professional solvency given by el Colegio de Contadores o Auditores.

3. Proof of public escripture of social constitution, original or photocopy legalized. It must contain the aspects mentioned in the Art. 127 from Código de Comercio.

4. Publication of the constitution testimony in a nacional period of circulation.

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Concerning the taxes that have to be paid so that we accomplish the hospitality sector there are other taxes to be considered. Thus, respecting the hospitality sector is the RND Nº 101900000012 which includes Hotels, Aparthotels, Hostels, Accommodations, Cabins and Holiday Refugees. This legislation has entered validity since January 2020 and it has new obligations. The hotel infrastructures have to achieve several information organized in a document Excel.

First, “Características generales de la casa matriz y sucursales” that includes the general data from the hotel business; management, NIT, denomination, type, category, etc. Second, “Información del servicio de hotelería u hospedaje’’ where there it is included the guest profiles, income, exit, pernoctation per night, travel agency, among others; together with the invoice of means of transportation. Third, “Información de facturación del servicio de hotelería u hospedaje’’ which refers to the selling invoice, payment method, among others.

The last information needed to be achieved is what makes references to “Comisiones a agencias u otros” that’s in respect to the travel agencies data, commissions, payment methods and others related to that. All this information of legislation based on hotel industry is encountered in “Bolivia Impuestos”.

Another aspect that it is relevant to have in mind is the one’s applied for the requirements of opening in hotel establishments in Bolivia (Hotel from 1 to 5 STARS). These establishments have been created to provide services to the tourists including food, beverages, recreations and other complements in relation to the hotel categories. This has been stated in RM N°021/2016 and the requirements are the following:

- Carta de Solicitud para la inscripción, registro y apertura para la Autorización de Funcionamiento Turístico.

- Testimonio de Constitución

- Testimonio de Poder del Representante Legal

- Fotocopia simple de Cédula de Identidad del Propietario y/o Representante Legal

- Inscripción en el Registro de Comercio (FUNDEMPRESA) sin clasificación.

- Número de Identificación Tributaria (NIT)

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- Licencia de Funcionamiento de Actividad Económica

- Balance General de Apertura (Nuevo) y Capital última gestión

- Presentación de las características generales del Establecimiento de Hospedaje Turístico

- Listado del Personal

- Solicitud de Inspección Ocular

- Presentar Declaración Jurada “SIRETUR”

The final step refers to the fulfilment of forms, questionnaires and deliver documentation. We attach the Bolivian trade registration form in the annexes section [See Annex 4 ].

In addition, what it is also important to take into consideration is the cancelation politics, regulations when a guest makes a cancelation, annulment of the reservation. First, it is important to state that the Accommodation Tourist Establishments they have to maintain the reservation by confirming it. They have the obligation to keep the reservation until the arranged hour with the host, except cancelation or postponement. If the cancelation from guests it is done 15 days before the date of the reservation, the hotel establishment has to collect from the guest the 75% of the total rate of the reservation. On the contrary, the hotel establishment can also realize a cancelation of a reservation when there is a motive of “force majeure” adequately justified by the hotel establishment.

Related to that, the establishment is obliged to offer to the guest the option of substitution for another service of similar characteristics in regards of category and quality. Or if not, there is the chance from the hotel establishment’ party to make a refund of the entire anticipate cancelled for the reservation; to the guest.

8.2. Intellectual and industrial property

The legislation that has to be explained and have certainty on intellectual and industrial property, in this case is the one regarding the hotel infrastructure and activities in the nature. In terms of hotel infrastructure it is important to consider the legislation “Reglamento Boliviano de Construcciones, Viceministerio de vivienda y urbanismo reglamentario boliviano de construcciones ”. Also, together with that it takes an important part the law “Ley de Municipalidades (LM)” which establishes and delimits responsibilities, rights and obligations of

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the municipality in its respective territory. To carry on activities in the nature we have to consider Law Nº 300 which is in other words “Ley Marco de la Madre Tierra y Desarrollo Integral para Vivir Bien” as a collective subject of public interest.

Apart from that, Alwa Eco-hotel has the aim to be in North Yungas, Coroico, in Bolivia. And the regulation to the fact that influences on the tourism sector of the area; would be the introduction of the Law Nº 292, Ley General de Turismo “Bolivia Te Espera”. The law defines several rights and obligations the tourist server providers have. Some exemplifications of these rights and obligations are: recibe support and incentives from the autonomous territorial entities in the promotion of services, assumption of responsibility when there are unfulfillment unjustified in the service tourist feature, among others. The same law includes a few articles that refer to “Desarrollo armónico y sustentable del turismo, Modalidades de la actividad turística, Turismo de base comunitaria e iniciativa privada and Turismo en Áreas Protegidas”.

This is included in the Articles 12, 13, 14 and 17. Aside to that there are other articles in relation to “Authorization and Register of the hotel infrastructures and Operation and Functionality” which both include the regulations regarding reservations, customer service, luggage retention, timetables of entrance and exit of customers, client contract, customer register, hotel category and requirements to acquire a tourist license, among others.

Given that, the service we provide through the webpage, website, in accordance to the fact of somethings is needed to be payed and data protection; there are no specific regulations. As mentioned earlier in the Marketing Section, there are regulations on advertising and marketing communications which are directed to the telecommunications sector (Law 164). But, there is nothing regarding the processing requirements of data either rules and still it is needed the consent of the owner of the information to transfer or disclosure the data to a third party. On the contrary, Privacy Data regulations have some protection and it is possible to get some compensation for the damages suffered even though a consequential showing of the damage is required. In this manner, our objective is to buy a domain to activate our webpage as well as contracting the platform and service from booking engine for hotels. Four examples of these booking engines might be Siteminder, Cloudbeds, Protel or Travelclick.

Bolivia, together with Paraguay and Ecuador, is one of the countries from Latin America that still does not have a general and complete legislation about personal data protection.

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Thus, according to the paragraph above. But still, there is a law which is Ley de ciudadanía digital that establishes the treatment of personal data must be limited the aim expected by the law.

Therefore, another regulation, legislation which is compulsory in the civil and penal responsibility is Código Penal Bolivia. This law is regarding the felonies committed in the territory of Bolivia and how is going to be the sentence. If the person in charge of committing the felony is either a foreigner or not and if the time when that happened is clear.

In the case of organizing barbecues or bonfires in the nature or in our precinct, it is difficult to explain if there is a specific regulation for that. Analyzing the competence we have it has been observed that they can organize barbecues and bonfires inside their precinct. So, this might seem that there is no control towards that and maybe each business introduces their legislation plans.

9. Critical Risks and Contingency Plans

In a rapidly changing and vulnerable economic, social and political situation, risk management is of vital importance. Therefore, it is important to have a method to control the uncertainties that may occur in the company. And in this way, the main objective would be to minimize uncertainties and ensure that the project is carried out successfully and responsibly.

In the organizational structure of the Alwa Eco hotel, the risk management functions belong to the hotel manager, who is responsible for analyzing possible risks and ways to reduce the negative effect if risk situations arise.

For the purpose of having a general idea about the risks that may appear, a table has been created and divided into sections in relation to the steps that the business have to follow up when there are risks. And so, we have identified as well several scenarios that will be explained in detail each one of them apart from the table that has been created. Generally it is going to be explained how this affects economically in our business. So then, the table presented below:

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Table 50. Critical Risks and Contingency plan

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Source: own elaboration

As seen in the table above several Scenarios are presented and are related to our business and which are the risks that need to be considered. To make a clear explanation of those scenarios the steps have been divided in columns; Identify the Risks, Analyse risks, Prioritize the Risk (High, Medium or Low), Ownership, Solution and Monitor. Before coming into detail of each steps followed up in each scenario, it is important to define the Prioritize Risk as a step that specifies the level of risk from high to low. Then, the Ownership is the agent who is in charge of the risk, Solution and final step is the Monitor that is the ones who suggests the solution and plan for the risk to be solved. When it comes to the Monitor on Scenario 1 it is important to explain that is needed a Risk auditor who carries out the process to control the risk and provides a possible solution for that risk the company may be involved. There will be an external audit carried out as many times as the professionals recommend to manage the hotel well. So, that this applies to the different scenarios that arise.

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Coming into deeper description of the scenarios, the Scenario 1; Solar panels it is of high priority because our business has a high dependency on the solar panels for the generation of electricity, lightening, among other functions. As for example, the chance of having hot water and wireless connection. In case thus fails the solution suggested is to introduce an “Electricity Generator”, “Solar Charger” and a “River hydro turbine-” if we are near to a river to generate the electricity and if water is cut, the water will be reserved [See Annex 5].

The Scenario 2, current political situation; has its relevance on the importance “blocked roads” have during protests government. The fact that there are roads closed means that anyone can either enter or exit the tram where there is people doing protests as well as the water supplying. So, thus is of high priority but thanks to the solar panels or hydro turbines and a water drain there will be electricity and water reserved.

The Scenario 3, lack of professionalism with subcontracted agencies based on adventure tourism is referring to the fact that we have to consider this as a risk if the agencies of adventure tourism we have a contract with provide us guides unprofessional or with no licence. This would mean a risk not only for the hotel we are suggesting but to the customers because if an accident happens the people won’t come back for the lack of professionalism. In this case the solution then would be to avoid problems and provide professional guides with licences, formation courses on customer service and empathy with clients and a specialist who would be a tester of the adventure activities and with experience.

Currently COVID-19 represents Scenario 4, and it is a huge risk nowadays for the fact that many hotels are closing, restaurants, among others; and the income is affected because there is no financial incomes the. Also, in terms of “seniors tourists” they feel fear for travelling and going out from their houses. The solution then is to follow the government orders, provide health information to our customers, provide transportation and collaborate with sanitaries. Our aim is to collaborate with the community and become part of it. It goes together with the fact that we would provide telephone directly to sanitary services, help people who might be infected with the “COVID”, offer our hotel as a sanitary hospital to treat the disease and help the customer to become better and go home soon.

The Scenario 5, Employee not following the rules in the kitchen venue as said in the table is referred to Food poisoning and allergies uncontrolled. Thus might be of medium priority because it can be avoided by having an executive chef controlling and inspecting the food

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(temperature, time storage, way of cooking, among others.) as well as inspecting the procedures carried on to grow up the vegetables or fruits from farms and orchards.

Finally, the Scenario 6, Rainy seasons and storms are indeed of medium priority because despite the fact is a phenomenon that may happen there is the need to build up roads and provide specific transports as additional planning. Also, in collaboration with the mayor and the Bolivian government improve the roads conditions, build up new routes with more improved ground and as said, provide transport media willing to circulate.

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10. Conclusions/Closing statement

To sum up, after carrying out the business plan and having analysed the different implicit variables of the project proposed by partners Maria Jordana and Michelle Silva, it can be concluded that "Alwa Eco hotel" is a highly attractive project due to its innovative factors, weak direct competition and economic viability.

The tourism sector in Bolivia has been experiencing a significant increase since the Ministry of Tourism and Culture has carried out the "Bolivia te espera" project in recent years. Which promoted the different tourist destinations in the country, including Coroico in Los Yungas. Positioning it as an adventure tourist destination, natural and cultural. With the aim of increasing the national and international tourist flow.

After analysing the needs of our target audience linked to social awareness, environmental protection and responsible tourism. We have decided to create an ecological and sustainable accommodation. As partners, we are confident that Alwa Eco Hotel could be a leading concept in Bolivia with the potential to become a popular accommodation in the national and international market. And possible expansion to other countries.

If the forecast does not fail, Alwa Eco Hotel expects to generate high economic income over the years. This will allow us to repay the loan on time and generate income to continue investing in the eco-friendly hotel.

Keeping in mind the current situation of COVID-19 as well as the political situation in Bolivia , in the optimistic case the project is decided to being carried out the following years, it is not profitable to initiate the project in the following two years. But, once the situation has been improved the project would have potential.

Finally, it is important to mention that people are first for the company. That is why Alwa Eco Hotel will collaborate with the economic development of the municipality of Coroico. Generating new jobs, contributing to the economic growth, promoting social responsibility and preserving the environment through trainings, workshops and activities for both workers and guests. In this way, we would be creating a sense of belonging and responsibility to the care of our ecosystem.

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10.1. Future long – term actions

As a result of the study carried out, we consider that we can execute the following actions in the long term:

 Clients will have the possibility of adopting an animal from our sanctuary. They will have to pay a quarterly fee for care and food. The client will be informed of the state of the animal and will be able to visit it whenever he wants.

 Having a large piece of land, it is possible to set up an area to create camping or glamping. In this way, you would increase income and we would reach another type of target.

 Practices for students of tourism, administration and cooking.

 Volunteer at the animal sanctuary and orchards.

 Develop new tourist routes that do not yet exist, such as the coca leaf, chocolate and honey. And at the same time implement social projects that meet some of the SDG objectives.

 Provide Banyan Tree-style massage service `` A sanctuary for the senses '' focused on couples. Produce and sell essential oils.

 Create sustainability-related learning classes like "create your own garden at home" or learn about permaculture.

 Open an online and physical store so that the locals can sell their crafts made of clay, wicker, pillowcases with natural fabrics, etc.

 Create an affordable package for national university tourism students. This way they will be able to discover sustainable and responsible tourism in their own country.

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10.2. Limitations and barriers

The limitations we may have found during the project research are a few related to the data for sustainability practices. Mostly, there are articles, books, among others; explaining sustainability and what does it means. But, regarding the application of it and put on practice there are not enough research even though some companies mention using some SDGs goals.

Also, it is believed that the awareness of people is not enough in terms of putting on practice sustainability and ecological measures on the daily routine.

An important barrier to be mention is that when we were doing research on specific aspects we may encounter in Bolivia; it was difficult to access or find in detail the data we were looking for because there was not sufficient data.

In relation to the limitations and barriers encountered for the surveys and interviews carried out among several segments of people, there are a few to keep in mind.

Concerning the mistakes, we have evaluated they come from the answers of the questions 4 and 14 for the survey, related to the intervals of prices, ages, etc. While question 4 refers to the “average budget spent by people when doing a reservation” there is evidence of errors on the intervals used because the prices are limited. It could have been better if there were other intervals amplifying the “prices” because several numbers have been avoided without considering what respondents may have answered. And, the fact of creating open answer should have been applied for respondents to express their suggestions and thoughts. On the question 14 “how much people is willing to pay for the accommodation suggested” there is more evidence of errors for the intervals created considering the location area (Bolivia) together with services, type of accommodation, among others. There is the need to create intervals more elaborated when it comes to the limitation for intervals of prices that would better by adding the “opened answer”.

Mistakes regarding the interviews are shown in the way of elaborating the questions for respondents to answer that may have been different. It is observed that several answers provided are saying in the same in other words. For this reason, it is worth changing the construction of the questions and put the centre on other aspects too.

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● https://www.eldia.com.bo/. 2015. Bolivia, Puesto 11 En Porcentaje Del IVA. [online] Available at: . [Accessed 31 March 2020].

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● 2020. Bed And Breakfast Revenue Projection. [image] Available at: [Accessed 16 May 2020].

● 2020. Soul Travel Blog. [online] Available at: [Accessed 22 May 2020].

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12. Attachments Appendix A: Ethics Form

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136

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Appendix B: Information sheet and consent form for interviews

Name of Researchers: Maria Jordana Perpiña and Michelle Silva

I am gathering research about interests and preferences of target profiles when travelling and making a reservation to an accommodation as well as which channel they make it through.

The enquiry we will conduct is for our dissertation as part of our Business Plan.

The aim of our study is to gain information and an understanding of target profiles when travelling and making a reservation to an accommodation as well as which channel they make it through.

We would like to know if you could give us any information regarding what are the preferences to you for going to a specific place and book an accommodation; from a telephone interview as we would be most grateful.

Contact details: Students Email: [email protected] and [email protected]. Supervisor’s email: [email protected]

I confirm that I have read and understand the information sheet dated for the YES / NO above study.

I have had the opportunity to consider the information, ask questions and have YES / NO answered them satisfactorily.

I understand that my participation is voluntary and that I am free to withdraw at YES / NO any time, without giving any reason, without my business or legal rights being affected.

I agree to take part in the above research study. YES / NO

138 I give permission for the interview to be voiced recorded. YES / NO

I certify that the information shared with the researchers can be revealed in the YES / NO study.

I certify that my personal details will not be revealed for the study and made YES / NO anonymous.

Name of Person taking consent: Anonymous Date: 9th April 2020 Signature: XXX

Researchers: Maria Jordana and Michelle Silva Gabriel Date: 9th April 2020

Signatures:

MARIA JORDANA PERPIÑA MICHELLE SILVA GABRIEL

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Transcription of Interviews

 27 questions and 11 Respondents

Demographic Data

1. Where do you live?

Answer 1: El Masnou, Maresme (Barcelona, Spain)

Answer 2: Manchester (England, UK)

Answer 3: Premià, Maresme (Barcelona, Spain)

Answer 4: Barcelona (Spain)

Answer 5: El Masnou, Maresme (Barcelona, Spain)

Answer 6: Teià (Barcelona, Spain)

Answer 7: El Masnou, Maresme (Barcelona, Spain)

Answer 8: Barcelona (Spain)

Answer 9: Barcelona (Spain)

Answer 10: France (France)

Answer 11: El Masnou, Maresme (Barcelona, Spain)

2. How old are you?

Answer 1: 34 years old

Answer 2: 20 years old

Answer 3: 22 years old

Answer 4: 24 years old

Answer 5: 20 years old

Answer 6: 21 years old

Answer 7: 22 years old

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Answer 8: 30 years old

Answer 9: 28 years old

Answer 10: 23 years old

Answer 11: 35 years old

3. Gender? W / M

Answer 1: Woman

Answer 2: Woman

Answer 3: Man

Answer 4: Man

Answer 5: Man

Answer 6: Woman

Answer 7: Woman

Answer 8: Man

Answer 9: Woman

Answer 10: Man

Answer 11: Man

4. Civil state?

Answer 1: Married

Answer 2: Single

Answer 3: Single

Answer 4: Unmarried partner

Answer 5: Unmarried partner

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Answer 6: Unmarried partner

Answer 7: Single

Answer 8: Married

Answer 9: Married

Answer 10: Single

Answer 11: Married

5. What languages do you speak?

Answer 1: I speak Catalan, Spanish, English and medium French

Answer 2: I speak English, Spanish and Catalan

Answer 3: I speak Catalan, Spanish, English and a little bit of French

Answer 4: I speak Catalan, Spanish and English

Answer 5: I speak Catalan, Spanish and English

Answer 6: I speak Catalan, Spanish and English

Answer 7: I speak Catalan, Spanish, high level of English and level B2 French.

Answer 8: I speak Spanish and Catalan

Answer 9: I speak Spanish, Catalan and English

Answer 10: I speak English, French and a little bit of Spanish

Answer 11: I speak Catalan, Spanish and French

6. Which is your level of education?

Answer 1: I graduated year ago on Business Management and I am currently working.

Answer 2: I am currently in the University.

Answer 3: I am currently in the University.

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Answer 4: I did an FP Superior Degree based on Administration and Finances.

Answer 5: I am currently in the University

Answer 6: I am currently in the University

Answer 7: I am currently in the University

Answer 8: FPGS Dental prosthesis

Answer 9: Master in Child Psychopedagogy

Answer 10: I am currently in the University studying Marketing and Communication.

Answer 11: I got the Bachelor title and “Selectividad” and I am a working freelance.

7. What is your position or job?

Answer 1: I am working in a small company as a Administration Manager.

Answer 2: Apart from studying I am working as a Saleswoman in a shoe shop.

Answer 3: Currently I am doing my internship in “Barcelona Global”

Answer 4: I am working as a Logistics Manager

Answer 5: Currently I am only studying, not working.

Answer 6: I am studying and still looking for a job.

Answer 7: I am not working but currently studying.

Answer 8: I work as a craftsman shoemaker.

Answer 9: I work as a child education teacher.

Answer 10: I study and work as a Community Manager.

Answer 11: I work as a Farmer and also I am in Business owning a real - estate company.

8. What is your annual income?

Answer 1: 30.000 €

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Answer 2: 14.000 €

Answer 3: I don’t have yet.

Answer 4: 18.000 €

Answer 5: I don’t have

Answer 6: 6.000 €

Answer 7: I don’t have

Answer 8: 19.600 €

Answer 9: 16.000 €

Answer 10: 24.000 €

Answer 11: 60.000 €

Psychographic Data

9. What are your hobbies and motivations?

Answer 1: Learn new things and discover myself better.

Answer 2: Travel and meet new places.

Answer 3: I would love to travel to China to learn Chinese and then get a job between Asia and Europe.

Answer 4: I would like to create an ecological sanctuary with solar panels and self- sustaining solar energy. My hobbies are; travel the world, live surrounded by animals, technology, history and learn about plants.

Answer 5: I like, practicing sport, going to the cinema, travelling and hang out with friends.

Answer 6: I like to travel, cook and working. Thus, are things I enjoy the most.

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Answer 7: Travel to meet new people and discover cultures and traditions. Hangout with friends, go to the cinema, Go to a restaurant or to a Club. Also, listen to music and practice Yoga.

Answer 8: Do sports, discover new countries, cultures and food.

Answer 9: Reading, walking, listening to music, going to the theatre, attending political conferences.

Answer 10: Travel, meet new places that I have not yet seen, new cultures. Live unique experiences to remember.

Answer 11: Go skiing, Watch Football Matches, to spend time with my family, do a road trip by motorbike and Work and Listen to music.

10. Which are your fears and challenges?

Answer 1: Wealth of my family.

Answer 2: Be accepted in the industry I work for (fashion industry/ fashion designer)

Answer 3: To learn Chinese and improve my level on that language to find a stable job.

Answer 4: To get a good income so I don't have to work every day and enjoy more of my free time. Achieve financial independence. And my fear is that the world is ending due to climate change, that animals, people are beginning to die ...

Answer 5: My biggest fear is to die. On the contrary, my challenges are to be working in a job I love and enjoy the life.

Answer 6: My fear is not finding a job. And challenges to do what I love the most and be stable economically talking.

Answer 7: To get a job and be able to travel on free time for pleasure and leisure. I would like as well to travel around to discover more the world and myself. Another objective, is to build a home where I feel happy, comfortable and relaxed.

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Answer 8: My fear is to start a business that doesn’t go well. And my challenge is to create my own workshop to design my shoes. Also, create a solidarity organization for people from towns that cannot afford a dental prosthesis in Bolivia.

Answer 9: My biggest challenge is to create solidarity companies to help people

Answer 10: I am afraid of dying without having done what I really want in my life. I have my checklist and I hope to meet my goals, one of them is to travel the world, especially to natural areas.

Answer 11: My biggest fear is not having good health myself or a member of my family. Then, my challenge is to have good health and work.

11. What are the reasons why you travel?

Answer 1: Pleasure, Culture Knowledge, New experiences.

Answer 2: I like to see different landscapes, learn about new cultures, try local food and products. In general, out of curiosity and to broaden my memories.

Answer 3: Leisure and Studies.

Answer 4: For leisure, to learn new things, to see buildings, plants, people, to try new foods, new cultures, new dances, to discover new landscapes. Take photos and then see them later (create a nice memory).

Answer 5: To learn about new cultures and languages. To discover the world.

Answer 6: Better Experience, discover new cultures, Acquire Knowledges.

Answer 7: Leisure, Studies, Learn a Language and Culture. Also, to do an Internship or work.

Answer 8: To disconnect from the routine, to discover new things that I had never seen.

Answer 9: To know new places.

Answer 10: To expand my knowledge, meet new people, customs, folklore, stories. I like learning.

Answer 11: Leisure, Pleasure and Discover the world

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12. What is your favourite thing to do in your free time?

Answer 1: Practice Sports, Read, Hangout with Friends, Gastronomy.

Answer 2: I like to relax and learn new things about makeup, fashion, documentaries about the beauty / fashion industry. Also, take care of myself, run, do yoga, workout.

Answer 3: Listen to music, Hangout with Friends.

Answer 4: Eat, going to cinema, play games, talk, read about history, plants, veganism, the new technology etc. Watch Netflix, take care of my orchard, take care of a puppy.

Answer 5: Watch movies and practice sports and play videogames.

Answer 6: Listen to music, Draw, relax (Find a moment for myself).

Answer 7: Listen to music, Hangout with friends, Watch either Netflix, Amazon Prime or Movistar+. Get lost through Instagram ideas and posts or videos. Discover innovative websites and do shopping. Practice Yoga and Other Sports.

Answer 8: I like to play sports, design and perfect my shoe designs. I like to train on the internet to know about new design programs. I like to invent things, look for solutions.

Answer 9: Read about things that interest me (education, philosophy, economics ...) and help people.

Answer 10: Watch travel videos, bloggers, food documentaries in different parts of the world.

Answer 11: To spend time with my family, go for a walk, Go skiing, Cook and Walk the Dogs.

13. What do you like to do during your trip?

Answer 1: Visit Touristic Places, New Places, Test New Experiences, Gastronomy, Culture.

Answer 2: Go to the beach, go eat in new restaurants (always taste local food), get lost in the city or town, go to a spa to relax (it depends on the destination, the local attractions that may be there and it also depends on the hotel services).

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Answer 3: Organization and Well Planed. To speak a language, I could understand (English). To visit touristic places and have free time to discover.

Answer 4: Go to see animals, cycling, walking, rafting in a river, eat in new places, horse training (technique), go to a natural spa.

Answer 5: Row trips, Visit Museums and Walk A lot.

Answer 6: Discover new places (Find new places, spots, discover by myself, not just following what tourists mostly do, to go to a famous place).

Answer 7: Get knowledge of the culture and the gastronomy and traditions. Discover routes and do activities together to acquire experiences. Also, practice sports and visit touristic places. Walk around the place and find out new spots, places, etc.

Answer 8: I do not like to follow itineraries, and if so, stop at each destination and observe everything calmly and discover without haste. I would like to collaborate with the people of the area (build, harvest, help) to contribute my grain of sand.

Answer 9: A bit of everything.

Answer 10: Listening to music, reading, walking, getting lost in the town or the area where I am, meeting new people, talking.

Answer 11: To have more knowledge on the lifestyle of the place I am visiting. Also, To discover new places.

14. What are your expectations when booking accommodation?

Answer 1: Good Commodities, Good Service

Answer 2: That it is well located (accessible), that it is not overpriced just for its location. If it is hot that it has a pool, minibar, breakfast included, that you have several breakfast options, that the hotel has a restaurant with affordable prices. That they offer transfer service (airport - accommodation and vice versa) and taxi (transport). TV in the room with Netflix and Disney plus. Wi-Fi in all the hotel

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Answer 3: Same as photos (same to Internet exactly same). Photos and public transport distances, etc.

Answer 4: My expectations are high. For me the most important thing in a hotel is the breakfast, the good quality and It has to be a buffet. I think that is why you would pay more and then go out to do the activities, healthy and delicious food. The room has to have a good bed, with smart TV with Netflix, Wi-Fi in the cabin, bathroom with a large bathtub to rest and relax or to be with your partner. A free snack bar and so I can also use the fridge and put my things: water, creams etc. The room has to be clean and would not like it to be a chain hotel, I prefer singular hotels.

Answer 5: Good Commodities and Location.

Answer 6: Affordable Price, Comfortable and With Intimacy Space.

Answer 7: Good Service Delivered, Friendly Employees, Location, Welcome (if it is with a drink or food even better). Breakfast Buffet. Facilities provided to the customer, etc.

Answer 8: It has to be a comfortable accommodation and different from what I am used to seeing. In other words, if I live in a house made of bricks and cement, I will look for a natural and different accommodation to disconnect. Like for example wood, with hammocks, with palm trees, etc. because it is something different and something you don't do every day. They must have hot water, good views, a good free buffet for breakfast and that you can repeat.

Answer 9: That is clean and the staff is friendly.

Answer 10: Very high. It has to be an environment-friendly accommodation, clean, comfortable, friendly staff, that the hotel offers you information about the area, activities to do, a good breakfast, good food, good Wifi and a smart TV in the room with netflix for the night.

Answer 11: Comfortable, Clean and With a lot of space.

15. Do you usually travel for leisure or work? Are you traveling alone or accompanied? Do you prefer group activities with a guide or without a guide? Small or large groups?

Answer 1: Friends and Family Trips (leisure and winter sports).

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Answer 2: I always travel with my family or partner. I travel to disconnect. I don't like being in giant groups with a guide. I would go to an activity in a small group of maximum 8 people and with a guide.

Answer 3: Small group of people (friends, family).

Answer 4: I usually travel with family, partner and friends to have fun (leisure). I travel to discover and learn new knowledge.

Answer 5: Travel with family or friends. Leisure.

Answer 6: I like to travel for leisure accompanied by friends and families. I am not that keen on group activities. I prefer to go on my own with a small group of people.

Answer 7: Travel with friends or family and do activities together.

Answer 8: I travel for leisure and to disconnect. I usually travel with my family. I prefer small groups with a guide for 7/8 people. Something familiar.

Answer 9: I travel for leisure. I travel accompanied by my family. It depends on the activity I prefer guide or not.

Answer 10: I travel for leisure and the places where I go I recommend them to my acquaintances / friends. I usually travel with my partner or friends because it is more fun. I prefer group activities but with a small group and with a guide. Something close and familiar.

Answer 11: Leisure and with family.

16. How many days do you usually stay in an accommodation? And in this case if it is an accommodation in the middle of nature

Answer 1: It depends on the trip between 6 - 12 days.

Answer 2: It depends on the site. If it is a natural site I would like to stay 4 or 5 days.

Answer 3: It depends. Average is one week.

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Answer 4: It depends on the activities that can be done in the area and the activities that the accommodation offers. Let the hotel set the guide, the food (all inclusive).

Answer 5: Three Days.

Answer 6: Three Days. (Yes, I have been there for three days).

Answer 7: Five Days.

Answer 8: I would like to stay 7 days. in the accommodation. It also depends on the activities to do or just to relax in the natural accommodation.

Answer 9: 2 days, it depends on the time I have to visit other sites.

Answer 10: 3 days, but if the accommodation or destination offers me more activities, I could change my itinerary and stay more days or else I would already know where to return on my next trips.

Answer 11: Three days.

17. Where do you get information/inspiration for your next trips?

Answer 1: Internet and Word Of Mouth (WOM).

Answer 2: From photos I find on instagram, travel accounts on social networks, photos of restaurants. My travel inspiration is to try new foods.

Answer 3: Internet (Airbnb, Booking, Edreams).

Answer 4: through photos that I see on the internet, books, magazines, documentaries, movies, travel videos (youtube).

Answer 5: Internet and Influencers (Instagram).

Answer 6: Skyscanner and Minube.

Answer 7: Travel Guides, Travel Magazines, Internet, Movies, Instagram, Edreams, Kayak, Airbnb.

Answer 8: From the internet, from travel videos that I see (youtube), in the Calleja Program from “Cuatro” spanish tv channel (planet calleja).

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Answer 9: From youtube (travel videos), bloggers, influencers

Answer 10: On instagram, youtube travel videos, travel/photography instagramers

Answer 11: My wife is the one in charge of that. We decide through looking inside Internet.

18. What is the most important thing for you when selecting an accommodation? What do you have in mind?

Answer 1: Location, Comments, Services and Activities Offered.

Answer 2: Good photos from the website, not misleading advertising, I touch the room I reserve, I check the comments. The hotel must have a good image (good photos, good description, good comments). if he disagrees something, I doubt.

Answer 3: Very important for me to have Wifi, Hot water (to have a shower), Location (public transport).

Answer 4: The photos of the room, photos of the breakfast, that have good comments on the internet, that they do not change the room that you have already booked (that they give you what you chose online).

Answer 5: Comments and Price.

Answer 6: Website Design, Comments, Good Photos (to be the same in life).

Answer 7: Comments, Pictures, Location, Price.

Answer 8: That where I reserve is a secure page. Have good photos, have a virtual visit to get to know your room and the hotel facilities. Let there be no misleading advertising.

Answer 9: I consider the comments, the photos, if there are better videos and above all that of the clear information, fixed price and that once you book nothing changes.

Answer 10: That the website is updated with clear information, good photos, good design, affordable prices. Have good comments and photos taken by some customers.

Answer 11: Photos, comments, Location and Price.

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19. What social networks do you frequent?

Answer 1: None

Answer 2: Instagram

Answer 3: Internet (Booking, Skyscanner, Airbnb, Google Vols) --> Traditional Resources.

Answer 4: Instagram (occasionally).

Answer 5: Instagram and Twitter.

Answer 6: Instagram

Answer 7: Instagram

Answer 8: Facebook

Answer 9: Facebook, Twitter

Answer 10: Instagram, Facebook, Blogs, Youtube, Pinterest

Answer 11: None.

20. In what format, do you prefer to consume information? virtual, paper, telephone ...

Answer 1: Virtual

Answer 2: Virtual (advertising on Instagram)

Answer 3: Virtual

Answer 4: Virtual (laptop)

Answer 5: I'd rather prefer in paper but i am more used Virtual.

Answer 6: Virtual

Answer 7: Virtual

Answer 8: Virtual but with offices to go to claim or request information.

Answer 9: Virtual

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Answer 10: Virtual

Answer 11: Virtual

21. What devices do you normally use to find travel information?

Answer 1: Laptop and Phone.

Answer 2: Phone

Answer 3: Laptop

Answer 4: Phone and laptop

Answer 5: Laptop and phone

Answer 6: Laptop

Answer 7: Laptop

Answer 8: Phone and laptop

Answer 9: Phone, tablet and laptop

Answer 10: Phone and laptop

Answer 11: Phone, laptop and tablet

22. In which way, do you prefer to be contacted about the accommodation, travel agency?

Answer 1: E - mail.

Answer 2: E - mail

Answer 3: Whatsapp, e-mail, phone calls.

Answer 4: E - mail or whatsapp.

Answer 5: Phone Call

Answer 6: Phone or E - mail

Answer 7: E - mail.

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Answer 8: Email and if they are going to call me they will tell me the exact time and day to be pending.

Answer 9: E - mail.

Answer 10: E - mail

Answer 11: Through E - mail.

23. In which online portals do you usually book your accommodation?

Answer 1: Booking, Tripadvisor and Kayak

Answer 2: Booking and Expedia

Answer 3: Booking, Airbnb and Edreams

Answer 4: Booking and I will not use it again because I had a bad experience. I prefer to book directly on the hotel website.

Answer 5: Airbnb, Booking and Hotels.com

Answer 6: Skyscanner and Minube

Answer 7: Airbnb, Booking, Expedia, Edreams and Skyscanner

Answer 8: Booking

Answer 9: Anyone with a good price and clear information. Sometimes I reserve on booking but if I see videos and put a link where it says "book here" then I click there. I reserve the first option that appears in the search engine.

Answer 10: In Booking but the last times I already had problems so if you could book directly from the hotel website it would be great.

Answer 11: Booking

24. Would you mind if there are animals in the accommodation? dogs in the garden, etc.

Answer 1: It depends. If they are wild animals i would be afraid.

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Answer 2: I wouldn't mind, I like animals. Since it is a natural area, there could be turtles in the garden etc.

Answer 3: I don't think animals should be there.

Answer 4: I don't care, I like animals and more if there are puppies.

Answer 5: Maybe, I don't know.

Answer 6: I would love that.

Answer 7: I wouldn't mind if they are being well treated and free.

Answer 8: I do not care. I like animals and more if they are free.

Answer 9: I do not care. I like animals but not to enter the cabins that are in the garden.

Answer 10: I wouldn't mind, I like animals. It is more if it is a large area I would like there to be horses, cows, sheep, dogs, chickens, etc.

Answer 11: No, there shouldn't have to be there because I rather prefer my animals instead of others. Sometimes they can bother people.

Previous Experiences in Tourism

25. Explain a experience in a hotel. What did you like the most? What did you like the least?

Answer 1:

Positive: when I was in Formentera there was a hotel in front of the beach. The experience was amazing because it had great sea views. Negative: Late check - in when we should be inside our rooms by 2pm. Dirty room.

Answer 2:

Hotel Princess: I liked the most: the attention, the politeness of the staff, we had everything in the room. What I liked the least is that we had to wait until 3:00 p.m. to enter our room when check-ins are normally at 2:00 p.m.

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Answer 3:

Last Summer in "Makao". Positive Experience: When we arrived, we were lucky guests because they offered to us upgrades. We were installed in a VIP floor (dress code, highest floor, most luxurious floor). We have been treated very well without even us knowing.

Answer 4:

Experience in a Costa Brava Hotel (Begur). What I liked the least is the last-minute change of room, no reward or attempt to fix the discomfort and that they charge the minibar. What I liked the most was waking up in a new cosy place (natural (farmhouse), a good buffet breakfast.

Answer 5:

I liked the location of the hotel because everything was close. I didn't like the fact the place had no windows.

Answer 6:

Most experiences were positive. The treatment I got with the owner and how ordered and distributed the place was.

Answer 7:

To arrive at a hotel and be provided a welcome drink and snacks for our satisfaction. Another hotel I've been to it was kind of a cruise through a river where we were offered great food and one day the clients and employees could cook together.

Answer 8:

The experience was a hotel in Bolivia (Cochabamba) Hotel Cristal 3 *. What I liked the least is that the staff was very unfriendly, they changed the price of the room at the last minute in a matter of hours when they had already told me a fixed price. It seemed that they wanted to charge you for everything. And what I liked the most was the location because it was in the centre of the city.

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Answer 9:

Ibis Hotel in Alicante. What I liked the most is that the bed was comfortable, clean place. And what I did not like is that there was little information about what to do in the area and lack of staff.

Answer 10:

Ecolodge Passiflora in Puerto Maldonado, Peru. What I liked the most was the owner's proximity to the client. We ate together, we had breakfast together, the cabins were simple but we didn't need more because we were in the middle of nature. What I liked the least were the bathrooms, they were ecological accommodation but the bathrooms were traditional and did not match what they offered.

Answer 11: Breakfast Buffet and Swimming Pool.

26. Explain any problem you had when booking your vacation, accommodation, trip, etc. (Example: last minute price changes, the website did not load well ...)

Answer 1: I had no problems to do that as far as I remember.

Answer 2: Always I had the chance to make good reservation.

Answer 3: I haven't had.

Answer 4: When you are about to book, booking will send you alerts that there are no more rooms and that makes you nervous, price changes, they try to mess with you and I do not like that. I prefer fixed prices.

Answer 5: We didn't close the reservation and so every time the price increased. We couldn't contact with the owner.

Answer 6: Website Was not good enough.

Answer 7: To be lied with the accommodation once we arrived and knew that the price was not fair compared to the room we were offered.

Answer 8: Last minute price change in booking portals.

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Answer 9: I lost the trip and all the connections because of Iberia, it was an intercontinental flight, they did not care about customer satisfaction. I will never book on that airline again; I have a bad memory.

Answer 10: I had problems when booking on Booking, at the last minute the prices changed and now I always go carefully and sometimes I don't trust.

Answer 11: No, the hotels were quite different from what the Website said. (Croatia). they were worst.

27. What do you value most about a hotel experience?

Answer 1: To be clean, service offered, facilities

Answer 2: cleanliness, service, friendliness, that the staff is polite, the facilities are cosy and large.

Answer 3: Wi-Fi, Hot water, People speaking my language.

Answer 4: clean, pleasant, comfortable, that the staff treat you well, that it is a respectful accommodation with the place it occupies, that it is a familiar and cosy place.

Answer 5: Service and Commodity.

Answer 6: Location, Atmosphere.

Answer 7: Location, Friendly Employees, Good Service provided, Cosy Place

Answer 8: That the staff is friendly, close and sociable. That it is not a cold or very cordial treatment, rather family. That the hotel and services respect the environment and more if it is an accommodation that is in nature. That they use renewable energy (solar panels, create their own fertilizer, no chemicals, work with the local community, local products, etc.). That the hotel and rooms are clean. That the accommodation has a medical service or someone who knows first aid.

Answer 9: The organization, which meets what we are supposed to have paid for.

Answer 10: That it is well located, clean rooms and facilities, good attention from the staff, good food, how sustainable it is, that it offers activities at a good price and that it has good Wi-Fi.

Answer 11: Treatment with people, Space, Cleanliness and Silence and Relax.

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Appendix C: Information sheet and consent form for questionnaires / surveys

Research title: Degree Thesis – Sustainable Accommodation

We are Michelle Silva and Maria Jordana and we are doing our Degree Thesis based on a Business Plan.

The main objective of the business plan is to create sustainable cabins and treehouses in Los Yungas (a region of Andean forest and mountain jungle), neat to La Paz, Bolivia. We will offer activities, workshops, guided tours. Of course, always respecting the environment and nearby communities.

To achieve this, we would like to know your opinion and if possible, helping us by answering the following survey. It will take you only 3 mins. Thank you!

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Transcription of survey results  156 answers and 14 questions

● GENDER

a) Female

b) Male

c) Not Specified

● AGE

a) 18 - 25

b) 26 - 35

c) 36 - 45

d) 46 - 55

e) 56+

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● How often do you book an accommodation?

a) Once a week

b) Once a month

c) Once a year

d) Other

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● Which is the average budget you spend when you make a hotel reservation?

a) 40 - 55 €

b) 60 - 75 €

c) 80 - 100 €

d) More than 100 €

e) Other

● Where do you make the reservation through?

a) Travel Agency

b) Travel Website

c) Hotel website

d) Instagram

e) Other

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● When you make a reservation to an accommodation, what is more important to you?

a) Price

b) Opinions and comments

c) Facilities and Services

d) Activities or Tours recommended by the hotel

e) Other

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● If you had to choose between two accommodations to book, which one would you prefer?

a) Sustainable Accommodation

b) Traditional Accommodation

● What do you think an accommodation needs to be sustainable?

a) Reduce the use of water

b) Reduce energy power and electricity

c) Hygiene and cleaning ecological products

d) Recycling measures

e) Replace traditional air conditioning / heater with a sustainable one

f) Other

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● Our proposal is to carry on different workshops. Select which one would you choose:

a) Natural cosmetics workshop (shampoo, soaps, creams, water pump, …)

b) Vegan and vegetarian recipes workshop

c) Create your own orchard

d) Yoga lessons (spiritual retirements)

e) Informative class “how to apply sustainability use on your daily journey”

f) Other

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● We suggest different experiential tours with the aim of making people know ALL THE PROCESS necessary for each activity. The tours will be guided by LOCAL PEOPLE. Select which one would you choose:

a) Coffee guide tour

b) Coca life guide tour

c) Cacao guide tour

d) Other

● We also provide several adventure activities. Select which one would you choose:

a) Zip line in the jungle

b) Rafting

c) Canyoning

d) Routes by bike

e) Waterfall route

f) Climbing

g) Trekking

h) Hiking

i) Other

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● At the time, you have to make a reservation for a cabin or treehouse, would you also like to book the activities you are going to do?

a) Yes, this way I will have it all planned.

b) No, I prefer to choose once I’ve arrived at the destination.

● Which would be the ideal pack for you to book in our accommodation?

a) Room Only

b) Bed & Breakfast

c) Bed & Breakfast & Activity to choose

d) Bed & Breakfast & Workshop

e) Bed & Breakfast & Guide Tour

f) Bed & Breakfast & Adventure Activity

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● How much are you willing to pay for the accommodation suggested? (Price per night). Choose one of the followings:

a) 80 €

b) 90 €

c) 100 €

d) 150 €

e) 180 €

f) Other

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Annex 1. Business Description

Figure 9. Business Charter for Sustainable Development by the International Chamber of Commerce

Source: own elaboration

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Annex 2. Business Environment

Segments

Graph 1. Gender

Graph 2. Age

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Graph 3. Results on the workshop’s ideas suggested

Graph 4. Results on adventure activities proposed

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Annex 3. Financial Part

Average budget

Graph 5. Average budget spended on hotel reservations

Graph 6. How much money people is going to pay for the sustainable cabins and treehouses

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Annex 4. Legal format and structure (Bolivian trade registration form)

174

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Annex 5. Scenario 2. Solar charger, hydro turbine and solar powered water heater.

 Solar charger

 Solar powered water heater

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 Hydro turbine. Turbulent hydropower.

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Annex 6. Statistics on the population in Bolivia by age of the year 2012-2020 (INE).

The cells marked in yellow is the youth of all Bolivia. The other table indicates the population of Bolivia and the percentage of young people between 20 and 39 years old.

Table 51. Bolivian population, by age, 2012-2020. Table 52. Total number of youth in Bolivia 2020

Source: Own elaboration with INE data

Source: INE

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Annex 7. Branding. Designs with the brand's logo

Illustration 12. T-shirt design

Source: Own elaboration

Illustration 13. Welcome card design

Source: Own elaboration

179

Illustration 14. Business card design

Source: Own elaboration

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Annex 8. Product/service strategy. Inspiration on how we want our accommodation to be.

Illustration 15. Tree house & cabin interior

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Source: Acre Baja

Illustration 16. Cement path to access the rest of the facilities

182

Source: Acre Baja

Illustration 17. Overall design of the accommodation

183

Source: Acre Baja

184

Illustration 18. Relax area, bonfire zone and organic orchards

185

Illustration 19. Swimming pool and meditation zone

186

Source: Acre Baja and Tulum hotel

187

Illustration 20. Restaurant & Bar design

188

Source: Acre Baja

189

Illustration 21. Vegan food workshop with local products

190

Source: Acre Baja

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Illustration 22. Adventure activities near to our accommodation in Coroico

- Zip line

Source: La Región webpage

- Rafting

Source: TripAdvisor

192

- Canyoning

Source: La Región webpage

- Biking

Source: La Región webpage

193

- Waterfall routes

Source: Compasses & quests webpage

194

- Trekking (Ruta del Choro)

Source: Bolivian mountains guides

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Annex 9. Holiday and Observances in Bolivia 2020

Table 51. Holiday Periods in Bolivia

DATE NAME TYPE

January 1st New Year’s Day National Holiday

January 2nd Epiphany

January 22nd Plurinational State Foundation Day National Holiday

February 2nd Feast of Candelaria

February 24th Carnival National Holiday

February 25th Carnival National Holiday

March 19th Father's Day

March 19th March Equinox Season

March 23rd Day of the Sea

April 9th Maundy Thursday Christian

April 10th Good Friday National Holiday, Christian

April 12th Children’s Day

May 1st Labor Day National Holiday

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May 27th Mother’s Day

June 11th Corpus Christi National Holiday

June 20th June Solstice Season

June 21st Aymara New Year Day National Holiday

June 22nd Day off for aymara New Year Day National Holiday

August 6th Independence Day National Holiday

August 17th Flag Day

September 22nd September Equinox Season

October 12th Indigenous Resistance Day

November 2nd All Saints Day National Holiday

December 21st December solstice Season

December 25th Christmas Day National Holiday, Christian

Source: Timeanddate.com

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Annex 10. Total Investment Calculation Table 52. Total Investment

198

199

Source: Own elaboration

200

Annex 11. Complete assumptions & hypothesis, financial and P&L

201

202

203