The cultural identity in the strengthening of the tourist activity of the Cerro Azul resort, Peru.

Abstract

The purpose of the study was to describe the importance of the cultural identity of the inhabitants for the strengthening of the tourist promotion of the spa. The methodology corresponds to a qualitative approach, descriptive type, and the design is a case study. The interview and the interview guide were used to collect data, which were coded and analyzed. It was concluded that the settler is committed to their culture, conservation, and dissemination, strengthening the tourism promotion of the Cerro Azul Spa; however, the key actors show few sustainable practices leading to a slow growth in tourism, evidencing that tourism has a projection of development and growing tourism promotion based on the strengthening of cultural identity in its inhabitants.