DEVELOPINGCHACHAPOYASREGIONINAMAZONASPERUINTOANINNOVATIVE

WELLNESSDESTINATION

ThesisDefensePresentedby:OlgaYoung

MTMInternationalTourismManagement2014-15

Firstsupervisor:Prof.FelixBerhardHerleSecondsupervisor:Mr.NielsFrederickLund

AGENDA²  Introduction²  ProblemStatement²  Goal,ResearchPurposeandObjective²  Methodology²  WellnessandWellnessTourismOverview²  PushandPullFactorsinWellnessTourism²  ChachapoyasRegionCurrentTourismSituation²  DataAnalysis²  SWOTAnalysisasResultoftheGeneralOverview²  UniqueProposition,DefiningStrategies²  ConclusionandRecommendation

Introduction•  Inrecentyears,healthandWThavegrownexponentially.Thisincludesvisitstospas,thermalbaths,wellnesshotelandspiritualorholisticretreats(Smith&Puczko2009)peoplearelookingforthetastetofeelbetter.

•  Adestinationw/advantagesoftherapeuticlandscapes,naturalsources,communitylifestyleandculturalwellnesstraditioncanbecomeacoreelementtodevelopaninnovativeWD.

•  thestudyintendstorestoreandhighlighttherichbiodiversityandculturalexpressionrelatedwithwellnessinChachapoyas,Peru

•  Why:ThecityofChachapoyas,concealingsomeofPeru’smostfascinatingandleast-knownarcheologicaltreasures(LonelyPlanet,2012),ithasinspiringsceneries,waterfalls,andbeautifullandscapeswiththerapeuticandspiritualvaluelinkedtoindigenousandtraditionalculture.Itisalandoforchids,sugarcane,coffee,andcacao.(Rabanal2012,p.14)

•  WTcansupportpreservationoftraditionalculture&natureassets,andcanstimulateentrepreneurship

•  (WHO)forecaststhathealthwillbetheworld’sbiggestindustryby2022andpositionsthathealthandtourismwillconstitutethelargestsectorsglobally,buildingtogetheranunbeatableconsumerforce(Voigt&Pforr,2014,p.74).

WT:WellnessTourism

ProblemandGoalStatement

• “NotonlytheruinsandarcheologicaltourismshouldbepracticedinCR,butalsoawellnessactivitycouldbeaddedasacomplement.CRhasarichbiodiversity,landsandAndesmountainthatisnotusedeffectivelyyet,themineralspringinMendozaislimitedlyexplored.“

Problem

• “TocreateaconceptforaninnovativeWDinCR,Peruwithafocusonnaturalandculturalidentity.Toenhancethequalityandcreativenessofthesector.”

Goal

InordernottolosetheChachapoyasculturalidentity,e.g.art,beliefs,lifestyleandhealingtraditions.Wellness/holistictourismcouldbethewaytoinvigoratethedestination,integrateexperiencesandfindnewconsumersegment.

MethodologyandProjectStructure

SecondaryResearch

• WellnessandWellnessTourismOverview• PushandPullFactorInfluenceintheneedforWellnessTourism• PeruGeneralOverview• CurrentsituationofChachapoyasRegion• PotentialWellnessSources

PrimaryResearch

•  50-100SurveytoTouristsvisitedCRtocharacterizethelocaltouristprofileandWTexperience

•  5-15SurveyopenquestiontostakeholdertoknowtheiropinionandpotentialopportunitiesinWT

SWOTAnalysis

USPDefiningStrategy

•  StrengthsandweaknessesofinternalfactorfromCR•  OpportunitiesandThreatsofexternalenvironment

•  DevelopingaconceptofWT•  DevelopingPromotionalStrategies•  InnovativetourismProducts

ResearchQuestionandObjectivesItisconstructedbyidentifyingnaturalsources,andculturalwellnessexpressionstocreateadifferentiation

ResearchQuestion

Outlinetheimportanceandstructureofthewellnessand

wellnesstourism.

AnalyzethecurrentsituationofPeruandCRonthewellnesstourism

marketenvironment

Identifythewellnesspotentialfromstakeholders,tofindtheirtalentsinordertoqualifyasaninnovativewellnessproduct

TofindUSPtodevelopinnovativewellnessproducts

fromCRinAmazonas,Peru.

HowtointegratethetraditionalcultureandbiodiversityintoawellnessconceptforCRinordertoenhancethetourismexperience?

Objectives

TheoreticalResearch-WellnessOverview•  “Wellnessisamodernwordwithancientroots”(GlobalSpaSummit2010)

•  NewunderstandingofHealthas:“astateofcompletephysical,mentalandsocialwell-being”.Includethepromotionofwellnessasessentialpartofhealth(Mueller2012)

•  Theevolutionofawellnessconcepthasbeengainingaccuracyoverthelastdecade.DoctorHalbertDunnintroducedtheword‘wellness’in1950s.Derivesfromthecombinationofwords“wellbeing”and“fitness”.Thosearewordsdefinebeinghealthy(Johnston,citedinHartwell2009)

• DefinitionofWellness:

“Wellnessisastateofhealth,featuringtheharmonyofthebody,mind,andspirit,self-responsibility,physicalfitness,beautycare,

healthynutrition,relaxation,meditation,mentalactivity,education,environmentalsensitivityand

socialcontactsasfundamentalelements.”(SmithandPuczko,2009,p.54).

Core Principles

•  Wellness is multi-dimensional •  Wellness is holistic •  Wellness is self-responsibility: each individual

takes charge of their health •  Wellness is about balance

Why Wellness Grown

•  Holistic health - increased health consciousness

•  Inconspicuous consumption: materialistic, rationalized, technical and fast-paced

•  Slow movement, LOHAS (Life Style of Health and Sustainability), increased QoL, eco-social, organic and sustainable goods

•  Baby Boomers: represent the core consumer segment (seek mitigate effect of aging)

•  Quest forspirituality:decrease in religion, the desire for spirituality

WellnessCorePrincipal,Whyisitgrowing

GlobalSpaSummit(2010,p.39)

Healthyemployees,healthybusinessIt’saboutselfhealingfromthecore

WellnessTourismhasnotaclearconceptyet!

WellnessTourism’hasnotaclearconceptyet.ItisbecausethereisaconfusingcollectionoftermsregardingWT;healthtourism,health-caretourism,MT,thermaltourism,spatourism,holistictourism,andwellbeingtourism(WorldTravelMarket,2014).WTisdefinedas:“Peopletravelingfromtheirplaceorresidenceforhealthreasons.”Thisincludesvisitstospas,thermalbaths,wellnesshotelandspiritualorholisticretreats(Smith&Puczko,2009).

WTisavacationtoimprovephysicalwellbeing,happinessandproductivity.Citingthathealth-orientedtripsgivetravelersafresh&prospectiveeffect,creativity,resilience,problemsolving&capacitytomanagingstress.Schwartz(2013)

Voigt;WTaCriticalOverview(2013).

HealthCareTravelSector-DifferencesbetweenMedicalT&WellnessT

WellnessTourismFramework

Wellnessismulti-dimensionalPhenomenon.It’sthecombinationofmultiplemodalities&synergywithothertourismsegments.Evolutionandinnovation.Diversificationofactivitiesthatprovideillnessprevention,physicalimprovementandspiritualbalance,aswellasculturalandrelaxationprograms(OrtizandGarcia,2015p.23).

UniversityofHawaii,(2011)

Seek,Do&Visit

DiversificationofActivitiesinWT

WTWorldwideReport(2011)

Destinationspa:Offerafull-immersionspaexperience,wholeemphasisisonwellnessandpersonalgrowth.All-inclusive(e.g.fitness,body-beautytreatments,therapeutic,workshopclasses,nutrition,andholistic)programsResort/Hotelspa:spaisanamenityalongsidetraditionalvacation-varietyrecreationalfacilitiesfoodandwine,golfing,skiing,watersport)AdventureSpa:outdooractivities,veryactivevacation.It'samixofthehealthyandactivetripduringtheday(hiking,biking,kayakingandrockclimbing)&duringthenight(gourmetcuisine,finewines,pamperingspa)(SmithandPuczko2011).

Spaareestablishmentsthatpromotewellnessthroughtheprovisionoftherapeutic&otherprofessionalservicesaimedatrenewingthebody/mind/spirit’

WellnessTourismCoreProviders(Voigt,2013)

Attractedmorepeopleover(55+)calledBestAger

‘BabyBoomers’(45+)whovisitedinhighnumber

youngergeneration(25-44whopreferbeautyspas

‘Spa’ThemostestablishwordinthewellnesstourismIndustry

LifestyleResorts BeautySpas SpiritualRetreats

HealthlifestyleprogramDesignedtoachievehealth–promotebehaviourchange-incorporateruler

SpaaddedtoexistingResort/HotelsMixspa+Tourismluxuryproducts.Spa&golf,Spa+wine,Spa+Skiing

Providersarereligiousorinfluencedinstitution-Silent&Non-silentretreatsStricttimetablesandrulers-sharedroom

ModalitiesandProductsinWellnessTourism

Smith&Puczko(2009,p.27)describethatGreekphilosophersconsideredwater,fire,earth,andairasfundamentaltowellnessandEuropeanwellnessmodelhasbeenbasedonfourelements.

• e.g.thalassotherapy,hydrotherapy,floa2ngtanks,Vichyshowers,icegro9os,sauna,hammam,caldarium

Water-basedandsweat-bathingtreatments:

• e.g.massages,acupressure,reflexology,cupping,chiroprac2c,osteopathy

Manual-pressurebasedandmanipula6vebody-

basedtherapies

• e.g.homeopathicmedicines,Bachflowers,vitamins,aromatherapy,naturalcosme2cs,sulphurtherapy

Herbalmedicineandnaturalremedies

• e.g.cookingdemostra2ons,detoxing,fas2ng,weightmanagementseminars,specificdiets

Healthynutri6onanddiet

• e.g.grouporprivateclasses,indoor/outdoorac2vi2es,bootcamp,kayaking,hiking,gym,tenniscourts,lappools

Exerciseandfitness

• e.g.yoga,TaiChi,QiGong,Pilates,Feldenkraismethod,Body-MindCentring,Rolfing

Mind/bodyinterven6ons

• e.g.dancetherapy,drumming,poetry,po9ery,photography,journaling

Expressivetherapyandcrea6vearts

• e.g.stressmanagement,rela2onshipmanagement,emo2onalhealth,worklifebalance,dharmaorbibleclasses,orseminarsonspecifichealthissues

Educa6onalac6vi6es(counselling,workshopsandseminars,religious

teachings)

UnwellTravel• Unhealthy&Over-eating• TravelStress• Excessivedrinking• Poorsleeping• Disruptionof@itnessroutine

Servicechoices• Hotel/Motels,Campground,Resorts• Restaurants,bar,snackshops• Souvenirs,gifts,clothing,arts

WellnessTravel• Healthyloving• Rejuvenation&Relaxation• Meaning&Connection• Authenticexperience• Diseasepreventionandmanagement• Museums,tours,theater

ServicesChoices• HealthResort,DestinationSpas• Healthy-OrganicCuisine• Fitness,spaproducts,vitamins• Meditation,lifecoaching,

GlobalSpa&WellnessSummit(2010)

ProfileUnwellandWellnessTravelersGen “Y”

Age (20-30) Gen “X”

Age (30-44) Baby Boomers

Age (45-65)

Increased Performance

Increased Performance

New Aches and Pains

Restore Youthful Vitality

Alleviate Aches and Pains

Increase Memory Capacity

Generation-whataretheylookingfor:

•  Representthesmallestsegment,buttheyspendmorepertrip($2066)•  WTcurrentlytendtobemiddle-aged,wealthy,educated,andfromindustrializedcountries•  Themaindriverisrecoveryfrompost-operativestage•  Touristsforwhomthemaindriverisenhancinggeneralhealth•  fitnessasstyleregime

Zane,2007

Passionate•  MedianAge45•  MedianHHI$76,521•  Values(WellthVSWealth•  Married57%•  GraduateCollege39%•  Haskidsintheirhousehold43%•  Purchasesorganicfood90%•  WantsProductsthatareeco-friendlyGFKMRISurveyoftheAmericanConsumer,2014

PushandPullFactorsinWT-DefinetheDemand

Destination’sresourcesbasedonNatural&Cultural

Cultural,Historical&Spiritual

NaturalResources Wellness-SpecificSuperstructure

(e.g.Place,specificarchitecture-Heritage;customs&Rituals)

(e.g.water,climate,rawmaterialfornaturalmedicine,Sacredspaces)

(e.g.coreprovidertypes,spaparks&gardens,meditationpaths,barefootwalks

•  Elementsinnaturecontributewellnessnaturallandscapes,ocean,rivers,lakes,waterfalls,orthermalwaters(Cooper2009)

•  outdooractivities-Eco-Adventure(hiking,birdwatching,mountainbiking,etc.)orsport(extremesports,rockclimbing,paragliding,kayaking,etc.)(Smith&Keller2010,p.126)

•  Destinationwithindigenoustraditionsincemanythousandsofyears,ancientsecretsoflonglifehealth,mystical,magic,genuineelements,longevity,andhappinessareveryvaluableculturalsourcesthatcanrepresentacorecompetitiveadvantageofWTDestination(Voigt&Pforr,2014,p.31).

QualityinaDestination:•  Goodqualityinfrastructure,climate,goodair,landscape,gastronomy,goodqualitylifestyle

fromlocal,controlornopollutionandothersfactorsaffectedtheimagefromthedestination.(OrtizandGarcia,2015,p.79)

•  Wellnessproductisessential:presentation,cleanness,skilledstaff,andcommunication

Culturaljoggingtour-9Kmrunning

morning

sustainableeco-friendly-stilltrend

doctorsprescribingwellnessvacationpackagesbefore

prescription

HEALTHYHOTELS-Aromatherapy,colortherapy,shower,gyminsidetheroom,and

relaxationareas

EARTHING:Connectingwithgrown,body’searthsurface,walk

withoutshoesongrass

INCLUSIVEWELLNESS-RETHINKING

DISABILITY-Geriatricmassagetherapy

AUTHENTICAYURVEDAANDOTHERS-Ancient

Revivals,holisticmedicine,philosophyandhealthyliving.

INDUSTRIALREVOLUTION-Wellness

programsforemployeestokeepahealthymanagement

FORESTBATHING-Therapyforesttrails.Nationalparksmay

implement

WELLNESSHOMES,COMMUNITIES&CITIES-Realstate

predictsthathealthisanewwealth

WELLNESSTRADITIONSFROMTHEISLAMICWORLD-heworldsarenotyet

familiarwithwellness

MYFITNESS.MYTRIBE.MYLIFE-Socialfitnesspositioningasa“third

placeafterwork

InnovationandTrendsinWellnessTourismThemultidimensionalityofwellnessopensthedoortoawholenewworld.

health,happiness,transformationandproductivityareconsumerspurpose

SpaFinderWellness365,TrendReport2014-15

PeruMulti-DimensionalonWellness•  WTinSouthAmericaisstillinitsbeginningstagesandisnotyetseenasahigh-growingprospect,

•  LatinoAmericawellnesspracticesaremoreassociatedwithbeauty,luxury&pampering•  MachuPicchu-IncaRuins(Peru’sIcon),adventureintheAmazonrainforest,&Andesmountain

recreationarethesellingproposition.Peruinnovatingineco-adventurespas,junglespasandother•  PeruwellnessproductsrepresentedbyNature,food,spas,andspirituality

.GWTEconomy(2013)

ITBBerlin(2015)

(cultural/historical/mystic/spiritual)Cusco-MachuPicchu;sacredlandyoga,meditation,Shamanism&hotspringsbath.

Spa(Incapurificationwithcocaleaf)saunawitheucalyptus&localherbsMysticalAndeanmusicrelaxbotanicalwalkvisitlandofthehealers

CaseStudyChachapoyasRegionTourismMarketEnvironment

Overthelastdecade,tourismhasbecomeanincreasinglyimportantofChachapoyas.Thisisdueinparttoanationallevelstrategyoftourismpromotionthatcauserapidlygrowingvisit.Chachapoyasisaworld-classdestination,butit’sstillnotonthetouristtrail.surprisinglysomeuniqueprepositionwereidentified.ArcheologyalongtheUtcubambavalleyhundredsofvestigesbelongingchachaculture.

Amazonas’sCapital

Chachapoyas(23,939Habitant)Promperu&Rabanal(2012p.25)

Altitude 2334m.a.s.l

Temperature Template(20C-9C)rainyseason(Dec-Apr),dryseason(May-Sept)

Borders NorthEcuador,WestCajamarca,SouthSanMartin/LaLibertad,andatEastLoreto

Terrain hillyandincludesinter-Andeanandjungleregions

ChachapoyasCulture 500A.Duntil1300A.D

mainicons KuelapArcheologicalComplex.Gocta(waterfall),SarcofagosdeKarajia-inaccessiblelocation,bird“marvelousSpatuletail”

Chachapoyasmarketing

“NorthernCircuit“,“UnforgettableAmazonas”also“LandofMysteriousandNature”

Touristsegment Cultural,archeologicalandadventure.

TargetMarket (6,124)France,Germany,Spain,UK,andArgentinain2011(17,541)Domestictourist.Age25-50

TourismEntities–Administration

existingprojectsorientedtourismresources,art,culture,streetsigns,archeologicalsites,constructiontouristboulevard,promotionofcraft,textilecapabilitiesofthepopulation

ArcheologicalComplexKuelap-Ruins/monument

MuseumLeymebamba

GranVillayaLamud-JalcaGrandetown-culture

GoctaWaterfall-771m.

ChachapoyasAttractiveness

SarcofagosdeKarajia-Reash

MommiesLagoon

SoncheCanyon

QuioctaCavernsYumbillaFall

ChachaTown

AccessibilityAvailablePackages •  Thereare18existingtouroperators

agenciesinChachapoyas•  Circuitsmostoffered:Kuelap,Gocta,revash,Karajia,MuseoLeymebamba,LagunadelosCondores,andGrandVilaya-DailyT.orpackagesfor2-6days

•  Sightseeing,archeological,adventure,hiking&campingtours

•  ThedifficultaccesstoChachapoyaskeepstouristaway

•  Thereisasmallairport,currentlynocommercialflights

•  ThebestwayfromLimaistoflytoChiclayoorTarapoto-thebesttimetovisitisduringthedryseason,fromJunetoAugust. (Dircetur,2014)

•  Goodsupplyofhotelsforasmalltown•  CRhas24lodging/hotel/hostel•  Mostofthemaresmall-scalehotel•  Twolodgesandmanyguesthouses•  RangeUSD$14-$110•  demandiscouple&families•  BusiestseasonisJune-AugustGoctaAndesLodge-MagicallocationFriendly,clean,charmingandcentrallySource:Promperu,2014

•  5festivitiesareculturalexpression•  music,color,dance,food,andparade•  TourismWeek-Raymillacta(3-10June)•  FeastofSaintMary,Chachapoyas

carnival-Carpetswithflowers

•  Basicancillaryservicessuchasbanks,clubs,caféshops(04)&bakeries(07)

•  PeruvianRestaurants(06),seafood(03),International(01),vegetarian(01)

•  2hospitals,1policecenter•  1craftmarketforvisitors•  1tourisminformationoffice•  Thehousesinvillagesarepicturesque

Accommodation

Activities&AncillaryServices

FaithHealer/TarotHealing,Coaching–

RitualPachamama

RubbedEgg/gineapig

Volunteer,potters,textile

Ecologicalbiodiversity

RusticThermalWater-Tocuya

Hiking,Camping,Trek

MarvelousSpatutail

DailyFarmerMarket

Goctafall

Agro-RurallandsCoffee

ChachapoyasWellnessProducts

DataAnalysis•  ThequantitativedatawerecollectedfromtouristswhovisitedCR.Thesurveywas

analyzedusingSurveyMonkeysoftwareprogram

•  61datacollectedduringSeptember9toOctober31.Ninevariablesdistributedusingsocialmedia(Facebook,email,andTrip-Advisor)

•  Multiple-Choicequestions,likerscales&demographicquestiontoidentifyspecificaspectsregardingthecurrenttourismenvironmentandprospectedqualitiesofCRtobecomeaWDwereapplied.

•  Qualitativemethodwasusedinstakeholderquestionnairewhichanswernineopenquestionstoexploretheiropinion,concept,andpointofviewwiththeirownwordsregardingthetopic.

•  Thebarchartwillhelptovisualizetheshapeofdistributionofthevaluesofeachofourvariableandtableresultsthatarepresentedbelow.

•  ThisanalysishelptodeveloptheusefulprocessofSWOTAnalysis.

1.WhatareyoureasonsforvisitingCR?•  Inordertoevaluatewhataretheprincipalpullfactorsfromthe

destinationandanswerthethesisproblemstatement:‘CRhaspotentialasatopWDbasedontheirnature-culturepotential,however,ismorevisitedandfocusinarcheologicalsources’

Archeological/HistoricalReason(63%),Eco-Adventure/Outdooractivities(17%).Averylowimpacthasthewellness/holisticreason(5%),andtherural-agrotourism(2%)

2HowwouldyouratethefollowingaspectsofCR?Tomeasurethevisitor’sattitudetothedifferentaspectsofrelationshipwithoverall

imagefromthedestination.Excellent,verygood,average,poorandterrible.

OverallimageofCRisrelativelypositive46%of60visitors.Thehigherfactorsare:nature/landscape(64%),friendlylocals(48%),ruins(47%)andpeace/tranquility(40%).culture/tradition(42%),weather(22%)andsecurity(39%).Someissuesare:recreationalfacilities(42%),libraries(41%),andbikeslane(39%).Needtobeconsideringimprovingthedestination.

3.InyourOpinion.DoyouthinkCRhasuniqueWellnessAttributes? supportstheresearchquestion.Applyingthisquestionwasprimordialbecause,accordingtothevisitor’sopinion,itwillbereliable,validlyandconsistentforthethesispurpose.

Positiveanswer,wellnessattribute93%of60touristsdistinguishCRasaWD.

4:HowwouldyourateyoursatisfactionduringyourvisittoCR?• Analyzesthevisitorsatisfactiononhospitalityserviceandothersproductsaswellasfestivities/events.

Overalltourist’ssatisfactionis+(53%),Contactwithnatureabsolutelyverysatisfied(58%),followedbysatisfiedaccommodation(53%)followedbyattractiveness(49%),placetomeditation/releasestress(42%),asEco-adventure(41%),thefarmermarket(39%),Agro-rural(39%),&festivities(37%).Unsatisfiedongym,spa&lackofrecreationareas(26%).

5:Wouldyouagreeordisagreetoparticipateinthefollowingwellness/holisticexperiences?HowmuchvaluethetouristgivesforeachWattributeswhereitiswillingtoparticipate.

1.  Hiking/biking/camping/trekking.Meditation/photography(60%)2.  Culturalexperience,sharewithlocals-tradition/customs(48%)3.  Localproducts,Andean-agrotour(café,cacao,canesugar)(44%)4.  Volunteer(visitelderly/orphan,begreen).Teacherforoneday(42%)5.  Meditation/spirituality/relaxationwithAndeantherapies(39%)6.  Thermal/Hydrotherapy(39%)7.  TraditionalMedicine.Ethnomedicine/Ethnobotanic(36%)8.  Spa-AndeanMassage,bathflower,sauna(31%)9.  Creative-expressivetherapy(craft,aquarelle,dance,music)(30%)10. Mystictourism/Shamanism,healerritual,cocareader,tarot(29%)11.  Café-CacaoforBeauty(29%)12.  Spendtimewithpets(29%)13.   SportFacilities(28%)

Cont…#5.

ActivitieswithmoreacceptationfortouristtopracticeinCRarefromtoptodown:

Activitiesaccordingtothethesisresearchmaypromoteandenhancevisitor’swellness.ThemajorityofrespondentsareinterestedinparticipatinginalltheactivitiesGoodplaceforadventureandoutdooractivities,addingtheculturalexperience

majorityofrespondents26-45(64%),averylow(17%)babyboomers(45-65)whichwouldbepartofthethesistargetmarketforfuturestrategies

SurveyDemographicInformation

9:Nationality

TheNationalityofthe60touriststhatvisitedCRwithamajorityofdomestictouristswith(85%).USA(5%).Germany(4%).Holland(3%)andSpain(3%).

7:Age

8:Gender

StakeholderDataAnalysis•  Sixsurveyswereansweronlyanditwasanonymous,(DIRECTURRepresentative).The

resultsarethefollowing:

1.“CRcanbeconsideredaWDbecauseofitsnature&culture?”

Thereasonwhy:weatherconditions,climate,medicinalplantsattributes,ancientregion,mysterykuelap,Gocta-beautifulwaterfalls.Onestakeholdersaid“Thesourceshasnoaddressedtobecomeaheathdestination”notplanexisted,thissegmenthasnotbeendeveloped.2.WhatkindofwellnessservicesandproductsexistinChachapoyas?Theanswerisnegative.Four-stakeholdermention,unknownanyserviceinwellness,theycannotidentifyany.Twostakeholdersmention‘healthyfood,andconnectingwithnature’.

4.WhatkindofTraditionalMedicineandComplementarypracticedexistinChachapoyasRegion?(e.g.Basedonplants,animals,minerals,spiritualorphysicaltherapies)Onesaid,“Thereisnoresearchrelatedtothistopicastourismpotentialyet”.Naturalmedicineiswidelyusedinruralcommunities;itisbasedonherbs,plantsandnutritivefood.

5.WhatkindoftourismactivitydoyouthinkwillfitbesttoCRtoincreasetourism?•  EcotourismandCultural•  Trekking,Biking,adventuresportsthathavenotyetbeendeveloped.•  Goctacouldbedoneinakindofzipper.•  Bird-watching,experientialtourism•  Mysticalandtraditional

3.WhatauthenticexperiencecanthetouristsenjoyinCRThatbenefitsthemind,bodyandsoul?

TalkingwithlocalsAgro-tourismWalkingthroughthevalley-villages

ContactswithnatureduringthetriptotheattractionsHospitality/Tranquility&Security

6.DoyouthinkprivateandpublicinstitutionsarewillingtocooperateinwellnessprojectstogivevalueCRculturalhealingtraditiontopreserve,strengthentheirbeliefandmaybeusedasatourismproduct?AllofthemsaidYES.Onesaid,“Peoplearebecomingawareofthepotentialoftheircustomsandtouristattractions”.Another,“Thereisalotofinterestinartandculturebythelocalpopulation.However,ithasnotyetbeenusedastourismoffer”.7.DoyouknowanytravelagencythatorganizedWTtourpackagesintheregion?Negativeanswer.Noagencycanbeidentifiedasastakeholderbutonesaid,“therearefewagenciesthatvisitCRastouroperatorstoexplorethearea,andsometimetheydoadventureliketrekking,andcamping”

8.Wouldyouliketoaddanycommenttothisstudytopic?• Positive:

•  Thisisagreatplacefortouristswhoareadventurous&wanttocommunew/nature.

•  CRhasalotoftouristpotentialforitsnatural,culturalaspects,weather,cleanairthatmadeitanexcellentplacetorelaxandlivehealthy

•  Itisaveryattractivethemethatwillallowimprovingthevisitorbutalsothepopulation

•  Fantastictoexplorethetropicalforestandexcellentforadventuretourist

•  Shouldcombineattributesofculture,natureandtraditionalmedicine,addingmoderntechniques

• Negative:

• Noairlineservice,needregularflights

• Needstoimproveaccessibilityandtouristinfrastructure

• Nointerestforauthorities• Needstogeneratemoreidentityinpeopleandcreateculturalareas

• Needstoimprovetouristassistantortrainingtopeopleinservice

• Nofacilitiestooffersthiskindofservicebutpotentialexists

SWOTAnalysis-InternalFactorsStrengths:•  Greatnessonlandscapes/Contact-nature•  RaymillactaEvent•  CRIsamarketleadertourismgrowinginthose10lastyearinnorthofPeru

•  Kuelap-Goctastrongpositioningmarket•  Friendlylocals•  Gooddestinationimage•  Qualityonbiodiversityandthermalwater•  TwoWaterfall(GoctaandYumbilla)•  UncommonHummingbirdMarvelousSpatuletail

•  BioAndeanfood(coffee,cacao,canesugar)•  Diversityanduniqueculturalheritageexpressions

•  Strongconnectionwithruralenvironment•  Environmentalquality(cleanair)•  Peaceful,quietnessplaceandsafety•  Goodrelationprice-quality•  Accommodation,goodsatisfactioninservice•  Authenticlocalfarmermarket

Weaknesses:•  Marketsegmentismorefocusin

archeological/ruins•  Poorinparksandrecreationareas

Nobikelanes•  Lackoflibraries&artgalleries•  Workmoreincleanness•  Weakinterestinwellness,Tourism

representativewithoutexperience&lackoftourismspecialists

•  Littleorzeroknowledgeofwellnesssector

•  PoorvisiononWTfrominstitutions•  Nocommercialflies•  Distancefrombusis8-10hrs•  Languagebarriers•  Accesstonaturalhotsprintwater•  Lackofpromotionofrural-agro,Eco,

CulturalandWTsources•  Lackoftrainingintourismopportunities•  Poorqualifiedstaffforwellnessactivity

Opportunities:•  Greatpotentialonwellness/holistictourism•  Availabledestinationforinvolvementinprivateorpublicfinancialinvestment

•  Growthofinternationaltourismdemand•  ProximitytoEcuadormarket•  Increasinglyineco-tourismmarket•  Orchidsland,Botanical/naturalmedicineopportunities-ethnobotanic

•  RuralandAgriculturalarea,café,cacao,canesugar,teaandmore

•  Birdwatching,Scientific,Explorermarket.•  Theglobalizationisstillnotstepinthisarea,timestopinthepass.

•  Localgastronomy,Vegan,organic,noadditivedietfortouristlookingforhealthyfood

•  TreatmentwithThermalwater•  Greatplaceforadventure(hiking,trekking)•  Somelocalknowtraditionalcure•  Richinfolklore•  Meditation,releasestressenvironment•  Volunteeropportunities•  Outdooractivities,spahotel/resort

Threats:•  Unstablepoliticalsystem•  Massifiesdevelopmentofspawithnoqualityserviceandsafetyregulation

•  Increasingcompetitivenessinotherregions

•  Financialcrisisandglobaleconomy•  Visitantsmoredependentfromtechnologyandmodernsystems

•  Sustainability•  LackofauthoritieswitheffectiveknowledgeinWT

•  Naturaldisasterssuchaslandslides,andfloods.

•  Theextractionofwoodfromtheforest,illegaldeforestation

•  Environmentalpollutioncausedbyurbanandindustrialwaste(miners).

•  Wildfires.

SWOPAnalysis-ExternalFactor

ConclusionfromSWOPAnalysisbasedonNatureandCultureWTinCR

UNIQUEPROPOSITIONPRODUCTSANDSUGGESTOFSTRATEGIES

Goal“TocreateaconceptforaninnovativedevelopmentofaWDinCR,Peruwithafocusonnaturalandculturalidentity.To

enhancethequalityandcreativenessofthesector.”

NewConceptofWT“Thegrowingofself-consciousmotivatedsometravelerslookingfortobewell,recover,refocus,aftertheirtrip.Mostofwellnesstravelerswishtofindasolutiontotheirproblems,discoverythemselvesandenrichtheirlifeinalldimensionsthroughpositiveengagementwithpeople,nature,andculture.Itsfactorsmadethemundertakeclasses,workshopsandactivitiesonhowtomanageandbalancetheirlifesuchasspiritualism,volunteer,sports,socialactivities,organicconsumptionproducts,eco-friendly,beautyin/out,andhealthyfood.Henceforth,theneedforuniqueandexoticexperiencemakestravelersseekingdestinationwithuniquewellnessattributes,entireimmersionintheirnaturalandculturalenvironmenttoexploretheirtraditionalholistichealth.Thepurposeistoenrichtheirheathandinner-self”

PromotionalStrategy•  Thistableisavisioninnovationinwellnessforthedestination.

Thepositioningisassociatedwith“RecreationandCure”.•  WellnessThemes;highlightingthetopictogetattentiontoconsumer

behavior

ExampleofPossibleWellnessPackage

Touriststrendistoexplorenewworldculturehealthapproach.

Considerenhancelifestylethoughtharmonizedandbalancetheseessentialdimensions

Personaltreatmentfindingbestsolution

StrategiesAccordingDifferentCriteria

CONCLUSION&RECOMMENDATION

•  WellnessisanIndustrythatisconsideringallthetimeconsumer’sexpectation,therefore,thetrendisalwaysinconstantlychange

•  Somedestinationsincorporatenaturalenvironmentanditsculturalpracticesonhealingtraditionaswellnessproduct.

•  WTinCRmaybeunderstoodbytheir;nature,adventure,freshfood,ecology,waterfall,wildlife,hike,organiccoffee/cacao,andbeingconnectingwithlocalsespeciallyinvolunteerismandeducationalprograms.

•  Today,publicauthoritiesarenotinvolvedinthedevelopmentofWTinthedestinationstudy.stakeholdersareunawareinwhatwellnesstourisminvolves.

•  Somelocalsareawareoftheirtourismpotentialbutareindirectparticipantswithnobenefits

•  wellnessdevelopedprojectcouldbeapotentialalternativetoenhancecommunitytradition.Aswelltrainingisrequiredforstakeholderandlocaltobemoreconnectingwiththeircultureidentity,enhancementhealingtraditions.DMOsneedtoincorporateWTintotheirstrategies.

•  Creatingdatainformationorregisterofwellnesspractitionersasculturaltradition-folklore

•  Highlightingthe“Feelgood”factor‘Eco-Adventure”,‘Culture’and‘Bio

•  Relaxationrejuvenation,andtransformationshouldbeemphasized

•  WTdevelopedplantogetherwithchamberofcommerce,municipality,tourismindustryandwellnesstalents

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Therearemorethan7billionpeopleonearth.Butthereisonlyonedreamsharedacrossdozensofcultures:

livingwell.Soifthisisthesituation,whydon’twehaveaworld-widedaydedicatedto“wellness”

GlobalSpa&WellnessSummit(2014)

ThankYou