Identidad cultural como herramienta para la promoción turística del sitio arqueológico el Huarco en Cerro Azul, cañete-2025
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Date
2026-10-30
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Universidad Nacional de Cañete
Abstract
El sitio arqueológico El Huarco, ubicado en Cerro Azul, Cañete, posee un alto valor histórico y cultural, pero enfrenta baja visibilidad turística debido a la falta de promoción, infraestructura y gestión adecuada, así como a la escasa valorización de la identidad cultural local. Esta situación limita su potencial para atraer visitantes, fortalecer el sentido de pertenencia y garantizar su conservación, amenazada por el abandono y factores ambientales. El objetivo de la investigación fue analizar cómo la identidad cultural puede convertirse en una herramienta para la promoción turística de este sitio. Se adoptó un enfoque cualitativo, de tipo básico, con diseño fenomenológico y método inductivo. La muestra, no probabilística por conveniencia, estuvo conformada por seis informantes clave: arqueólogos, funcionarios, empresarios turísticos, miembros de asociaciones y líderes comunitarios vinculados al patrimonio cultural y turístico de Cerro Azul. Los resultados evidencian que la historia y el valor cultural de El Huarco constituyen un activo estratégico para su promoción turística, generando una narrativa única que atrae visitantes y fortalece el arraigo cultural de la comunidad. Estrategias como la conexión histórica con los incas y la colaboración con instituciones educativas han tenido un impacto positivo, aunque persisten retos en la difusión del conocimiento y la valorización integral del patrimonio. Se concluye que la preservación y difusión de la identidad cultural, articulada a esfuerzos de promoción, es clave para impulsar un turismo sostenible y culturalmente enriquecedor en la zona.
The El Huarco archaeological site, located in Cerro Azul, Cañete, holds high historical and cultural value but faces low tourism visibility due to the lack of promotion, infrastructure, and proper management, as well as the limited appreciation of local cultural identity. This situation restricts its potential to attract visitors, strengthen the sense of belonging, and ensure its preservation, which is threatened by neglect and environmental factors. The aim of this research was to analyze how cultural identity can become a tool for the tourism promotion of this site. A qualitative approach was adopted, classified as basic research, with a phenomenological design and inductive method. The non-probabilistic convenience sample consisted of eight key informants: archaeologists, government officials, tourism entrepreneurs, association members, and community leaders linked to the cultural and tourism heritage of Cerro Azul. The findings show that El Huarco’s history and cultural value constitute a strategic asset for its tourism promotion, creating a unique narrative that attracts visitors and strengthens the community’s cultural identity. Strategies such as the historical connection with the Incas and collaboration with educational institutions have had a positive impact, although challenges remain in disseminating knowledge and enhancing the overall value of the heritage. It is concluded that the preservation and dissemination of cultural identity, integrated with promotion efforts, are key to fostering sustainable and culturally enriching tourism in the area.
The El Huarco archaeological site, located in Cerro Azul, Cañete, holds high historical and cultural value but faces low tourism visibility due to the lack of promotion, infrastructure, and proper management, as well as the limited appreciation of local cultural identity. This situation restricts its potential to attract visitors, strengthen the sense of belonging, and ensure its preservation, which is threatened by neglect and environmental factors. The aim of this research was to analyze how cultural identity can become a tool for the tourism promotion of this site. A qualitative approach was adopted, classified as basic research, with a phenomenological design and inductive method. The non-probabilistic convenience sample consisted of eight key informants: archaeologists, government officials, tourism entrepreneurs, association members, and community leaders linked to the cultural and tourism heritage of Cerro Azul. The findings show that El Huarco’s history and cultural value constitute a strategic asset for its tourism promotion, creating a unique narrative that attracts visitors and strengthens the community’s cultural identity. Strategies such as the historical connection with the Incas and collaboration with educational institutions have had a positive impact, although challenges remain in disseminating knowledge and enhancing the overall value of the heritage. It is concluded that the preservation and dissemination of cultural identity, integrated with promotion efforts, are key to fostering sustainable and culturally enriching tourism in the area.
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Keywords
Identidad cultural, promoción turística. Patrimonio cultural, Sitio arqueológico El Huarco, Turismo cultural.
Citation
Benavente Alvarez Dahana Michelle Nicole, "Identidad cultural como herramienta para la promoción turística del sitio arqueológico el Huarco en Cerro Azul, cañete-2025.". - Tesis para optar el grado de Licenciada en Administracion de Turismo y Hoteleria. Escuela de pregrado. Facultad de Ciencias Empresariales. Universidad Nacional de Cañete. Cañete, Perú