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The purpose of this paper is to analyse the different typologies of tourists that appear in cities that are in a different position within the destination life cycle. Barcelona and Lisbon, two urban destinations, with a strong growth of tourists in the last two decades, which are in advanced stages of their life cycle, and Lima, which has also expanded in the last ten years, but is in less advanced phases, have been chosen. The approach of the study is to analyse if urban tourists modify their attitude in some way in the face of the advancement of the life cycle of the city and what attitudes are expressed by them.

For this purpose, an analysis of main components was performed via factor analysis to reduce the number of dimensions of the 11 descriptive variables and the counterpart of tourist attitudes, following Schwartz’s (2006) research. From the four clusters that emerged – authenticity; innovative and cultural hard; relaxation and not innovative – four attitude variables were selected since they were considered relevant to be analysed according to the life cycle of the city: culture and entertainment; authenticity and online social exhibition; and expensive and cheap price.

The results obtained do not allow to straightforwardly conclude that as the life cycle of these three cities advances, the attitude evolves from culture to entertainment, from authenticity towards online social exhibition or from the most expensive to the cheapest. The tourists from Barcelona are mostly associated with entertainment, those from Lisbon are associated with culture and those from Lima are split. However, in the face of authenticity, travellers are prone to it. Regarding the price, those in Barcelona are almost divided equally, whereas those in Lisbon, and especially those in Lima, consider it to be mostly cheap.

From this study, it can be drawn that the attitude of travellers to these three cities is not conditioned by the life cycle. Globalization and digitalisation put pressure on the traveller by configuring a universal model of behaviour before the urban offer that is associated with other factors, but not with the life cycle of the city.

This study aims to examine the relation between the purchase intention of Peruvian maca and each of the following variables: Peru’s country image, maca’s product image, Peru’s country familiarity and maca’s product familiarity.

To compile primary information, a survey of closed questions was applied to students in two countries with different levels of familiarity with Peru: France and the USA.

There is a direct association between the studied variables in the cases where the foreign consumer has a high familiarity with Peru. Similarly, there is a positive association between maca’s product image, Peru’s country familiarity and maca’s product familiarity with the consumer purchase intention of maca from Peru in the cases where the consumer has low familiarity with Peru.

The characteristics of the sample did not allow to analyze the purchase intention according to gender, age and socioeconomic level.

This study provides innovative insights to design international marketing strategies for Peruvian maca entrepreneurs and export promotion policies to policymakers, to support them to overcome the increase of the global competitive environment of maca.

The paper helps maca producers and exporters to develop international marketing strategies to position their maca products in markets with high or low familiarity with Peru.

The uniqueness of this paper is based on the study of the purchase intention of agricultural products such as maca, which is a developing product available in Peru.