Estrategia de branding y su impacto en la preferencia del cliente de agencia de viajes Kaelian Tours, Chepén 2019
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Date
2021
Authors
Hidalgo Tafur, Gabriel Fabiani
Journal Title
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Publisher
Universidad Nacional de Trujillo
Abstract
La presente investigación tuvo como objetivo general determinar el impacto de la estrategia de branding en la preferencia del cliente de la Agencia de viajes Kaelian Tours, Chepén 2019, presentó un diseño pre experimental, de tipo descriptivo – cuantitativo, la población de estudio estuvo constituida por 1256 turistas en promedio que visitaron el Valle Jequetepeque en el 2019, como instrumento de recolección de datos se utilizó al cuestionario, el cual estuvo validado por el Coeficiente de Alfa de Cronbach = 0.974, posterior al análisis de la información se determinó el impacto de la estrategia de branding en la preferencia del cliente de la Agencia de viajes Kaelian Tours, Chepén 2019, donde antes de la implementación el promedio global de la preferencia del cliente era de 52.0 puntos y una clasificación de regular, posteriormente alcanza una puntuación de 78.6 puntos y una clasificación de bueno.
ABSTRACT The general objective of this research was to determine the impact of the branding strategy on the customer's preference of the Kaelian Tours Travel Agency, Chepén 2019, it presented a semi-experimental design, descriptive-quantitative type, the study population was constituted by 1256 tourists on average who checked the Jequetepeque Valley in 2019, as a data collection instrument the questionnaire was used, which was validated by the Cronbach's Alpha Coefficient = 0.974, after the analysis of the information the impact of the branding strategy in the customer preference of the travel agency Kaelian Tours, Chepén 2019, where before the implementation the global average of the customer's preference was 52.0 points and a classification of regular, later it reaches a score of 78.6 points and a Good rating.
ABSTRACT The general objective of this research was to determine the impact of the branding strategy on the customer's preference of the Kaelian Tours Travel Agency, Chepén 2019, it presented a semi-experimental design, descriptive-quantitative type, the study population was constituted by 1256 tourists on average who checked the Jequetepeque Valley in 2019, as a data collection instrument the questionnaire was used, which was validated by the Cronbach's Alpha Coefficient = 0.974, after the analysis of the information the impact of the branding strategy in the customer preference of the travel agency Kaelian Tours, Chepén 2019, where before the implementation the global average of the customer's preference was 52.0 points and a classification of regular, later it reaches a score of 78.6 points and a Good rating.
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Keywords
Branding, Clientes, Agencia de viajes