Estrategias de Social Media Marketing y su influencia en la promoción del turismo, DIRCETUR Ica, 2022
No Thumbnail Available
Date
2024
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Nacional de Trujillo
Abstract
La investigación tuvo como propósito determinar la influencia de las estrategias del social media marketing en la promoción del turismo, DIRCETUR ICA, 2022. Estudio de tipo aplicado, explicativo; con una población conformada por la totalidad de prestadores de servicio turístico regional de Ica según el registro de la DIRCETUR ICA, siendo esto una suma de 369, el cual dió una muestra de 188; se usó como instrumento un cuestionario. Los resultados se procesaron con la estadística descriptiva e inferencial, usando el programa Excel 2019 y el paquete estadístico SPSS, para identificar un resultado positivo moderado existente entre las variables objeto de estudio. Finalmente, se concluyó que las estrategias del social media marketing influyen significativamente en la promoción del turismo, DIRCETUR ICA, 2022; debido a que el valor de sig. bilateral (p) de 0.000, por lo tanto, se acepta la hipótesis Hi y se rechaza la hipótesis Ho.
The purpose of the research was to determine the influence of social media marketing strategies on the promotion of tourism, DIRCETUR ICA, 2022. Applied, explanatory study; with a population made up of all the regional tourist service providers of Ica according to the DIRCETUR ICA registry, this being a sum of 369, which gave a sample of 188; a questionnaire was used as instruments. The results were processed with descriptive and inferential statistics, using the Excel 2019 program and the SPSS statistical package, to identify a moderate positive result existing among the variables under study. Finally, it was concluded that social media marketing strategies significantly influence the promotion of tourism, DIRCETUR ICA, 2022; because the value of sig. bilateral (p) of 0.000, therefore, hypothesis Hi is accepted and hypothesis Ho is rejected.
The purpose of the research was to determine the influence of social media marketing strategies on the promotion of tourism, DIRCETUR ICA, 2022. Applied, explanatory study; with a population made up of all the regional tourist service providers of Ica according to the DIRCETUR ICA registry, this being a sum of 369, which gave a sample of 188; a questionnaire was used as instruments. The results were processed with descriptive and inferential statistics, using the Excel 2019 program and the SPSS statistical package, to identify a moderate positive result existing among the variables under study. Finally, it was concluded that social media marketing strategies significantly influence the promotion of tourism, DIRCETUR ICA, 2022; because the value of sig. bilateral (p) of 0.000, therefore, hypothesis Hi is accepted and hypothesis Ho is rejected.
Description
Keywords
Social media marketing, Promoción turística, Publicidad