Perfil psicográfico de la demanda turística potencial para Huacas de Moche, considerando a los ciclistas que frecuentan la zona
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Date
2023
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Universidad Nacional de Trujillo
Abstract
El presente informe tuvo como finalidad determinar el perfil psicográfico de la demanda turística potencial para Huacas de Moche, considerando a los ciclistas que frecuentan la zona, expresado en tres características; la clase social, personalidad y estilo de vida. En relación a la clase social se puede evidenciar que preponderante los ciclistas pertenecen a la clase social media, los cuales cuentan con un nivel adquisitivo suficiente para satisfacer sus necesidades básicas, laborando principalmente dentro del sector privado, siendo en su mayoría hombres. Por otro lado, en relación a la personalidad se determina que poseen una personalidad alocéntrica caracterizándose por realizar diversas actividades de aventura, tales como el ciclismo, buscan realizar actividades de aventura e innovadoras durante su tiempo libre además de contar con un nivel de consumo turístico limitado. Y un estilo de vida sensorial caracterizado por considerar como un aspecto importante de la vida, las relaciones sociales, además cuentan con estudios superiores culminados y en su mayoría son empleados. Esta investigación por su orientación es aplicada y por su diseño es descriptiva, en la que se empleó los métodos etnográfico y analítico – sintético, así como la Escala de Estilo de Vida planteado por los autores Walker, Sechrist y Pender y modificado por Díaz, Márquez y Delgado; y el Sistema de valores y estilo de vida (VALS). Las técnicas utilizadas fueron la observación, la entrevista, la encuesta y el fichaje. Se encuestó a 169 ciclistas que hayan realizado la ruta Trujillo – Huacas de Moche por lo menos una vez, entre julio del 2022 y enero del 2023.
ABSTRACT The purpose of this report was to determine the psychographic profile of the potential tourist demand for Huacas de Moche, considering the cyclists who frequent the area, expressed in three characteristics: social class, personality and lifestyle. Inrelation to the social class,it can be seen that cyclists belong to the middle social class, which have a sufficient purchasing power to meet their basic needs, working mainly in the private sector, being mostly men. On the other hand, in relation to the personality, it is determined that they have an allocentric personality characterized by performing various adventure activities, suchas cycling, they seek adventureand innovative activities during their free time and have a limited level of tourism consumption. And a sensory lifestyle characterized by considering social relations as an important aspect of life, they also have completed higher education and most of them are employed. This research is applied in its orientation and descriptive in its design, using ethnographic and analytical-synthetic methods, as well as the Lifestyle Scale proposed by the authors Walker, Sechrist and Pender and modified by Díaz, Márquez and Delgado; and the Valuesand Lifestyle System (VALS). Thetechniques used were observation, interview, survey, andfiching. Wesurveyed 169 cyclists who had ridden the Trujillo – Huacas de Moche route at least once, between July 2022 and January 2023.
ABSTRACT The purpose of this report was to determine the psychographic profile of the potential tourist demand for Huacas de Moche, considering the cyclists who frequent the area, expressed in three characteristics: social class, personality and lifestyle. Inrelation to the social class,it can be seen that cyclists belong to the middle social class, which have a sufficient purchasing power to meet their basic needs, working mainly in the private sector, being mostly men. On the other hand, in relation to the personality, it is determined that they have an allocentric personality characterized by performing various adventure activities, suchas cycling, they seek adventureand innovative activities during their free time and have a limited level of tourism consumption. And a sensory lifestyle characterized by considering social relations as an important aspect of life, they also have completed higher education and most of them are employed. This research is applied in its orientation and descriptive in its design, using ethnographic and analytical-synthetic methods, as well as the Lifestyle Scale proposed by the authors Walker, Sechrist and Pender and modified by Díaz, Márquez and Delgado; and the Valuesand Lifestyle System (VALS). Thetechniques used were observation, interview, survey, andfiching. Wesurveyed 169 cyclists who had ridden the Trujillo – Huacas de Moche route at least once, between July 2022 and January 2023.
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Keywords
Cicloturismo, Turismo de aventura, Turismo Deportivo