In a context where more women are choosing to undertake independent travel, either alone or in all-female groups, there has been a growing increase in concerns about the safety of female tourists. In the Peruvian context, this country frequently appears on lists of dangerous tourist destinations for women, which has raised additional concerns about safety. In this scenario, Earhart Travel seeks to address two key social issues. Firstly, the company focuses on the growing concern about the safety of women travelling alone or in all-female groups; secondly, it seeks to empower women in the Peruvian tourism industry, where lack of gender equity and limited representation in leadership roles are relevant concerns. To address these issues, Earhart Travel has developed a value proposition focused on ensuring safe, authentic, and empowering tourist experiences for women who wish to travel indep...