Estrategias de Marketing para el Posicionamiento Turístico del distrito de Poroto, 2023
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Date
2024
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Universidad Nacional de Trujillo
Abstract
La presente investigación denominada “Estrategias de marketing para el posicionamiento turístico del distrito de Poroto, 2023” tuvo como objetivo principal proponer estrategias de marketing que permitan mejorar el posicionamiento turístico del distrito de Poroto, en la provincia de Trujillo.
El enfoque de la investigación es cuantitativo, de diseño no experimental transversal, de tipo descriptiva, con una muestra de 98 turistas. Para la medición de las dos variables, “Estrategias de marketing” y “Posicionamiento turístico”, se utilizaron dos cuestionarios como técnica de recopilación de datos, las mismas que fueron construidas y validadas obteniendo una alfa de Cronbach de 0.897 y 0.961, respectivamente. Asimismo, se usó la guía de observación. Luego de aplicar la recolección de datos, se realizó un análisis situacional, de potencialidades turísticas y FODA las cuales ayudaron a desarrollar las estrategias de marketing.
Finalmente, con este trabajo se pretende contribuir de manera directa a la mejora del posicionamiento turístico del distrito de Poroto proponiendo estrategias de producto, estrategias de precio, estrategias de distribución y estrategias de promoción en función a los resultados obtenidos en la investigación.
The main objective of this research called “Marketing strategies for the tourist positioning of the district of Poroto, 2023” was to propose marketing strategies that allow improving the tourist positioning of the district of Poroto, in the province of Trujillo. The research approach is quantitative, with a cross-sectional non-experimental design, of a descriptive type, with a sample of 98 tourists. For the measurement of the two variables, “Marketing strategies” and “Tourist positioning”, two questionnaires were used as a data collection technique, which were constructed and validated obtaining a Cronbach's alpha of 0.897 and 0.961, respectively. Likewise, the observation guide was used. After applying data collection, a situational analysis of tourism potential and SWOT was carried out, which helped develop marketing strategies. Finally, this work aims to contribute directly to the improvement of the tourist positioning of the Poroto district by proposing product strategies, price strategies, distribution strategies and promotion strategies based on the results obtained in the research.
The main objective of this research called “Marketing strategies for the tourist positioning of the district of Poroto, 2023” was to propose marketing strategies that allow improving the tourist positioning of the district of Poroto, in the province of Trujillo. The research approach is quantitative, with a cross-sectional non-experimental design, of a descriptive type, with a sample of 98 tourists. For the measurement of the two variables, “Marketing strategies” and “Tourist positioning”, two questionnaires were used as a data collection technique, which were constructed and validated obtaining a Cronbach's alpha of 0.897 and 0.961, respectively. Likewise, the observation guide was used. After applying data collection, a situational analysis of tourism potential and SWOT was carried out, which helped develop marketing strategies. Finally, this work aims to contribute directly to the improvement of the tourist positioning of the Poroto district by proposing product strategies, price strategies, distribution strategies and promotion strategies based on the results obtained in the research.
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HUMANITIES and RELIGION::History and philosophy subjects::History subjects::History