“Publicidad digital y marketing turístico en las empresas del distrito de Cajamarca 2023”
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Date
2025
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Universidad Nacional de Trujillo
Abstract
Esta investigación "Publicidad digital y marketing turístico en las empresas del distrito de Cajamarca 2023", busca determinar la mejora de la publicidad digital en el marketing turístico en Cajamarca. El objetivo general es "Determinar la mejora de la publicidad digital en el marketing turístico en las empresas del distrito de Cajamarca 2023."
El diseño de la investigación es de tipo no experimental, transversal y de diseño descriptivo. Se empleó un diseño descriptivo simple para llegar a los resultados. Se aplicó un cuestionario en la zona monumental de Cajamarca a empresas turísticas, y los datos recogidos se analizaron utilizando estadística descriptiva, con el software IBM SPSS Statistics.
Los resultados revelan que las empresas han implementado estrategias de publicidad digital, pero no están aprovechando completamente su potencial. Muchas no miden la eficiencia de sus acciones promocionales en medios digitales ni analizan las interacciones en redes sociales o el impacto en la reputación online del destino turístico. A pesar de esto, algunas reconocen el impacto positivo de la publicidad digital en sus ventas y en la satisfacción del turista.
El aporte al conocimiento más importante es la identificación de la necesidad de una implementación y análisis más efectivos de la publicidad digital. La investigación sugiere que optimizar el uso de la publicidad digital puede mejorar significativamente el marketing turístico en Cajamarca, proporcionando insights valiosos sobre la integración y manifestación de la publicidad digital en las estrategias de marketing turístico.
This investigation "Digital Advertising and Touristic Marketing in the Companies of the District of Cajamarca 2023" seeks to determine the enhancement of digital advertising in touristic marketing in Cajamarca. The main objective is "To determine the improvement of digital advertising in touristic marketing in the companies of the district of Cajamarca 2023." The research design is non-experimental, cross-sectional, and descriptive. A simple descriptive design was employed in the study to reach the results. A questionnaire was applied in the monumental area of Cajamarca to touristic companies, and the collected data were analyzed using descriptive statistics, utilizing IBM SPSS Statistics. The findings reveal that companies have implemented digital advertising strategies but are not fully exploiting their potential. Many do not measure the efficiency of their promotional actions in digital media nor analyze interactions on social media or the impact on the online reputation of the touristic destination. However, some acknowledge the positive impact of digital advertising on their sales and tourist satisfaction. The most significant contribution to knowledge is the identification of the need for more effective implementation and analysis of digital advertising. The research suggests that optimizing the use of digital advertising can significantly enhance touristic marketing in Cajamarca, providing valuable insights into the integration and manifestation of digital advertising in touristic marketing strategies.
This investigation "Digital Advertising and Touristic Marketing in the Companies of the District of Cajamarca 2023" seeks to determine the enhancement of digital advertising in touristic marketing in Cajamarca. The main objective is "To determine the improvement of digital advertising in touristic marketing in the companies of the district of Cajamarca 2023." The research design is non-experimental, cross-sectional, and descriptive. A simple descriptive design was employed in the study to reach the results. A questionnaire was applied in the monumental area of Cajamarca to touristic companies, and the collected data were analyzed using descriptive statistics, utilizing IBM SPSS Statistics. The findings reveal that companies have implemented digital advertising strategies but are not fully exploiting their potential. Many do not measure the efficiency of their promotional actions in digital media nor analyze interactions on social media or the impact on the online reputation of the touristic destination. However, some acknowledge the positive impact of digital advertising on their sales and tourist satisfaction. The most significant contribution to knowledge is the identification of the need for more effective implementation and analysis of digital advertising. The research suggests that optimizing the use of digital advertising can significantly enhance touristic marketing in Cajamarca, providing valuable insights into the integration and manifestation of digital advertising in touristic marketing strategies.
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Keywords
Publicidad digital, Marketing turístico, Promoción turística