Estrategias de marketing para impulsar la actividad turística sostenible del Centro El Edén, distrito de Curgos, Provincia Sánchez Carrión, 2021
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Date
2021
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Universidad Nacional de Trujillo
Abstract
El presente trabajo de investigación tiene como objetivo general, determinar de qué manera las estrategias de marketing pueden impulsar la actividad turística sostenible del centro El Edén. El problema de investigación fue ¿De qué manera las estrategias de marketing pueden impulsar la actividad turística sostenible del centro El Edén, distrito de Curgos, Provincia Sánchez Carrión, 2021? La investigación fue no experimental de tipo transeccional o transversal, correlacional. La población se conformó por 240 visitantes, y la muestra fue de 148. Entre las técnicas de la recolección de datos se utilizó la encuesta, entrevista, y observación; cuyos instrumentos fueron el cuestionario, guía de entrevista, y guía de observación. Entre los resultados se tiene que las estrategias de marketing que utiliza dicho centro turísticos son buenas, pero con tendencia a ser regulares, dado que cuenta con debilidades que deben ser subsanadas tanto en los que respecta a plaza, y promoción. Asimismo, la actividad turística también presenta debilidades tanto en la oferta como en los operadores de mercado. Concluyendo que las estrategias de marketing impulsan de manera significativa la actividad turística sostenible del centro El Edén en el distrito de Curgos, pues cualitativamente se tiene que las estrategias de marketing aplicadas son buenas, por lo que actividad turística también lo es; y por medio del Coeficiente de Pearson es de 0.702 y el nivel de significancia es de 0.00, es decir las estrategias de marketing impulsan de manera significativa la actividad turística.
ABSTRACT The general objective of this research work is to determine how marketing strategies can promote sustainable tourism activity in the El Edén center. The research problem was: How can marketing strategies promote sustainable tourism activity in the El Edén center, Curgos district, Sánchez Carrión Province, 2021? The research was non-experimental of a transectional or cross-sectional, correlational type. The population was made up of 240 visitors, and the sample was 148. Among the data collection techniques, the survey, interview, and observation were used; whose instruments were the questionnaire, interview guide, and observation guide. Among the results is that the marketing strategies used by said tourist center are good, but with a tendency to be regular, given that it has weaknesses that must be corrected both in terms of place and promotion. Likewise, the tourist activity also presents weaknesses both in the offer and in the market operators. Concluding that the marketing strategies significantly promote the sustainable tourism activity of the El Edén center in the Curgos district, since qualitatively the marketing strategies applied are good, so that tourism activity is also good; and by means of the Pearson Coefficient it is 0.702 and the significance level is 0.00, that is, the marketing strategies significantly boost tourism activity.
ABSTRACT The general objective of this research work is to determine how marketing strategies can promote sustainable tourism activity in the El Edén center. The research problem was: How can marketing strategies promote sustainable tourism activity in the El Edén center, Curgos district, Sánchez Carrión Province, 2021? The research was non-experimental of a transectional or cross-sectional, correlational type. The population was made up of 240 visitors, and the sample was 148. Among the data collection techniques, the survey, interview, and observation were used; whose instruments were the questionnaire, interview guide, and observation guide. Among the results is that the marketing strategies used by said tourist center are good, but with a tendency to be regular, given that it has weaknesses that must be corrected both in terms of place and promotion. Likewise, the tourist activity also presents weaknesses both in the offer and in the market operators. Concluding that the marketing strategies significantly promote the sustainable tourism activity of the El Edén center in the Curgos district, since qualitatively the marketing strategies applied are good, so that tourism activity is also good; and by means of the Pearson Coefficient it is 0.702 and the significance level is 0.00, that is, the marketing strategies significantly boost tourism activity.
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Keywords
Estrategias de marketing, Actividad turística, Oferta turística, Operadores del mercado