SUSTAINABLE FOOD MARKETS BOOSTING TOURISM IN PERU

Abstract

The research aimed to gain a deeper understanding of how traditional food markets can promote tourism in Peru. A non-experimental and descriptive research design was applied in four stages. In the first stage, based on a literature review, a survey was designed and administered to six experts to identify critical variables. In the second stage, a MICMAC matrix was developed to determine the dependence and influence relationships among the identified variables, revealing cultural value and identity, as well as tourism promotion and marketing, as the key factors. In the third stage, five experts were consulted regarding potential solutions, leading to the formulation of 17 strategic actions. These actions were subsequently presented to a group of decision-makers, who prioritized the following: (1) preserving environmental resources and cultural identity, (2) promoting economically and environmentally sustainable practices, (3) modernizing infrastructure while maintaining local identity, (4) promoting and protecting gastronomic identity, and (5) establishing quality control and sanitation programs. In the fourth stage, an IGO matrix was developed, indicating that priority should be given to the strategies of (1) preserving environmental resources and cultural identity and (5) establishing quality control and sanitation programs.