FACULTAD DE ADMINISTRACIÓN HOTELERA, TURISMO Y GASTRONOMÍA Carrera de Administración Hotelera HUARAZ GLAMPING DOMES Trabajo de Investigación para optar el Grado Académico de Bachiller en Administración Hotelera ACEVEDO GOMEZ, MARGYORI MARLYENE ARISTONDO CALDAS, CARLA VALER CARRASCO, ISABELLA LUCIA Lima – Perú 2020 INDEX 1. Abstract .......................................................................................................................... 5 2. Applied Project Research Problem...................................................................................... 6 2.1. Empathy Map ........................................................................................................... 6 2.2. Customer Journey Map .............................................................................................. 7 2.3. Business Canvas........................................................................................................ 8 3. Tourism Geographical Overview ........................................................................................ 9 3.1. Tourism Definition .................................................................................................... 9 3.2. Tourism Motivators ................................................................................................... 9 3.3. Tourism Trends ....................................................................................................... 10 3.3.1. World ............................................................................................................. 10 3.3.2. Continent ........................................................................................................ 10 3.3.3. Country ........................................................................................................... 11 3.3.4. City ................................................................................................................ 11 4. Project and company description ...................................................................................... 12 4.1. Mission .................................................................................................................. 12 4.2. Vision .................................................................................................................... 12 4.3. Values.................................................................................................................... 12 5. External Analysis – PESTE Analysis ................................................................................ 13 5.1. Political – Legal Analysis ......................................................................................... 13 5.1.1. Tourism Policy and Hospitality Law ................................................................... 13 5.1.2. Tax and Social Security Policy ........................................................................... 14 5.2. Economic Analysis .................................................................................................. 15 5.2.1. GDP and GDP per capita ................................................................................... 15 5.2.2. Gross National Disposable Income per Capita (PPP) ............................................ 16 5.2.3. Balance of Payments (BOP) .............................................................................. 17 5.2.4. Inflation .......................................................................................................... 18 5.2.5. Exchange Rate ................................................................................................. 18 5.2.6. Interest Rate .................................................................................................... 19 5.2.7. Unemployment ................................................................................................ 20 5.3. Social and Demographic Analysis ............................................................................. 20 5.3.1. Evolution of the population ............................................................................... 20 5.3.2. Distribution of Population ................................................................................. 21 5.3.3. Household Final Consumption Expenditure ......................................................... 22 5.3.4. Lifestyles Evolution – Motivation for traveling .................................................... 22 Página 2 de 57 5.4. Technological Analysis ............................................................................................ 23 5.5. Environmental Analysis ........................................................................................... 24 6. Competition Analysis ...................................................................................................... 25 7. Porter’s Five Forces Analysis ........................................................................................... 25 7.1. Bargaining Power of the Buyers ................................................................................ 25 7.2. Bargaining Power of the Suppliers ............................................................................. 26 7.3. Rivalry among Existing Firms................................................................................... 26 7.4. Threat of New Competition ...................................................................................... 26 7.5. Threat of Substitutes ................................................................................................ 26 8. SWOT analysis .............................................................................................................. 27 9. STP – Segmentation, Target, and Positioning ..................................................................... 27 9.1. Segmentation .......................................................................................................... 27 9.2 Target ........................................................................................................................ 28 9.3 Positioning ............................................................................................................... 29 10. Marketing Mix ........................................................................................................... 30 10.1 Product .................................................................................................................. 30 10.2 People .................................................................................................................... 30 10.3 Packaging ............................................................................................................... 31 10.4 Programming .......................................................................................................... 32 10.5 Place ...................................................................................................................... 32 10.6 Partnership ............................................................................................................. 32 10.7 Pricing ................................................................................................................... 33 10.8 Promotion .............................................................................................................. 33 11. Technical and Technological Aspects ............................................................................ 34 11.1 Building and Sizing Unit .......................................................................................... 34 11.2 Equipment ................................................................................................................. 36 11.3 Technology ................................................................................................................ 39 12. Organization .............................................................................................................. 40 13. Project Planning and Implementation (GANT) ............................................................... 42 14. Financial Analysis of the Investment .................................................................................. 45 14.1 Investment ................................................................................................................. 45 14.1.1 Investment Summary Map ..................................................................................... 45 14.1.2 Investment in Working Capital ............................................................................... 45 14.2 Hotel Exploitation ....................................................................................................... 46 14.2.1 Sales Forecast ...................................................................................................... 46 Página 3 de 57 14.2.2 Operational Costs ................................................................................................. 48 14.3 Cash Flow Map .......................................................................................................... 49 14.4 Balance Sheet ............................................................................................................. 50 CONCLUSIONS ................................................................................................................... 52 REFERENCES: ...................................................................................................................