Modelo ProLab: “Esencia Cultural”, una plataforma online para el turismo comunitario

• Autores: Bellido Dipaz, Edit, Rodríguez Larreategui, Diego Armando, Ricce Medina, Edgar Oscar, Calzada Espinoza, Eli Américo, Amador Aguirre, Robinson Ronald
• Formato: tesis de maestría
• Fecha de Publicación: 2024
• Institución: Pontificia Universidad Católica del Perú
• Repositorio: PUCP-Tesis
• Lenguaje: español
• OAI Identifier: oai:tesis.pucp.edu.pe:20.500.12404/29919
• Enlace del recurso: http://hdl.handle.net/20.500.12404/29919
• Nivel de acceso: acceso abierto
• Materia: Turismo--Servicios digitales--Perú; Desarrollo rural--Perú; Desarrollo de la comunidad; https://purl.org/pe-repo/ocde/ford#5.02.04

In Peru, rural communities face significant challenges in terms of economic poverty, underemployment, social exclusion and lack of development opportunities. Therefore, it is needed for effective interventions to improve their economic and social conditions. This way "Cultural Essence" born as a digital platform that seeks to promote community tourism effectively, connecting community services with national and foreign tourists. This initiative has the potential to transform the local economy, preserve culture and the environment. The implementation of "Cultural Essence" is aligned with Sustainable Development Goal SDG No. 8: Decent work and economic growth. To verify the desirability and feasibility of the proposal, market analysis and user research have been essential to design a value proposal that responds to the needs and expectations of both tourists (domestic and foreign) and communities. Likewise, innovation and disruption have been key to developing a marketing, operations and financial plan ensuring the success and sustainability of the project. The initial investment is estimated at S/. 233,188.40, projecting a free cash flow for five years, an NPV of S/. 3,312,290 and an IRR of 149%, which indicates the economic viability of the business model. In terms of sustainability, "Cultural Essence" will have a positive social impact, with a social NPV of S/ 6,309,791.