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BT- What are the determinants of Swiss Romandy's demand for tourism in the city of Cusco.pdf
Bachelor thesis

What are the determinants of the Swiss Romandy’s demand for tourism in the city of Cusco?

SONAR|HES-SO

  • Genève : Haute école de gestion de Genève

81 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2022

English Tourism represents an economical driver of a country’s expansion, especially in the emergent economies. Income and employment generation, as well as foreign exchange earnings are tourism’s main economic contributors. Rich in historical background, cultural heritage and in natural diversity, the past last years the city of Cusco has been developing its destination attractiveness to the world. Targeting mainly consumer markets in quest of a cultural discovery and socio-cultural experience. However, the Cusco’s touristic destination requires a further competitiveness development to attract a larger share of visitors, thereby, tourism demand is needed to be determined. In tourism consumers of the products are called “tourists”, generating demand towards a geographical area, called “touristic destination”. From an economic point of view, demand is understood as consumers' desire to buy a certain good or service and their willingness to pay for those. Thus, this study aims to understand whether the Cusco’s touristic product, would be of interest for the Swiss market, especially the people living in the French-speaking part of Switzerland. In order to determine the aspects of this demand, the use of an online survey was distributed in this specific region. Results revealed important features about the Swiss traveler's profile regarding the factors determining their choice of a travel destination. Safety and Security, together with budget planning, are prominent features influencing Swiss tourism demand. Swiss travellers mostly preferred seaside holiday destinations, therefore Rio de Janeiro or Cancun would be the most competitive destinations in the Latin American continent. Yet, Peru’s main competitive advantage would be Machu Picchu. Among respondents, it was found out that some of them would find socio-cultural tourism experience interesting. In addition, based on previous visitor’s feedback, improvements in promotion about Cusco tourism offerings are needed. On this basis, recommendations were focused on the digital marketing strategy and the city name branding of the city. Cusco main tourism agents should create a branding name to increase tourist awareness and attract more people. Therefore, targeting the Swiss Romandy market, interested on socio cultural experience could represent a market opportunity to develop for the tourism agents in Cusco.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion de Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.ch/global/documents/321046
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