Cultural Tourism in Cusco (Peru): How to Make a Convent Sustainable?

Abstract

The case describes the situation faced by Fray Ernesto (Director of the Museum of the San Francisco Convent of the city of Cusco), a product of the high operational costs of the museum under his charge and the little visit of tourists. Also, the dilemma of Sadith Paz (Head of the Project) is presented, who must propose a marketing plan. The case requires analyzing not only the market and the organization, but also, it is necessary to study the suggestions given by the tourist intermediaries (agencies). This analysis would serve to propose new marketing strategies that allow improving the service currently offered by the museum; In addition to the problems that would generate the exhibi- tion and the presence of tourists inside the convent. The proposed solutions are not only based on what is commonly used for this type of case but to explore the particularities of the organization in favor of the tourist’s experience. All these are aiming at offering not only a moment of discovery, astonishment, and culture but the possibility to experi- ence the feeling of being one more, in the vocation of these priests