Citas bibligráficas
Villoslada, T., Campos, D. (2024). El Marketing digital y su influencia en el posicionamiento del destino turístico Tarapoto, año 2022 [Universidad Nacional de San Martín. Fondo Editorial]. http://hdl.handle.net/11458/6119
Villoslada, T., Campos, D. El Marketing digital y su influencia en el posicionamiento del destino turístico Tarapoto, año 2022 []. PE: Universidad Nacional de San Martín. Fondo Editorial; 2024. http://hdl.handle.net/11458/6119
@misc{renati/1054946,
title = "El Marketing digital y su influencia en el posicionamiento del destino turístico Tarapoto, año 2022",
author = "Campos Vasquez, Denesy Janeth",
publisher = "Universidad Nacional de San Martín. Fondo Editorial",
year = "2024"
}
This study arises from the new conditions generated from technological and especially virtual changes, and on how companies providing tourism services in the Tarapoto destination adapt themselves to them. Therefore, the main objective was to determine the relationship between digital marketing and the positioning of the tourist destination Tarapoto, year 2022, which is a basic research with a quantitative approach, descriptive correlational-causal level, with a non-experimental design. The population consisted of 412 tour operators from Tarapoto, Morales and La Banda de Shilcayo, and a sample of 104 operators, to whom a survey questionnaire was applied. The results indicate that the characteristics presented by the digital marketing strategies in the tourist destination Tarapoto, year 2022, are at a high level with 53.2% and 46.2% at a medium level. The characteristics presented by the Digital Marketing instruments in the tourist destination Tarapoto, year 2022, are at a medium level with 51.0% and high with 49.0%. The level of positioning of the Tarapoto tourist destination, from the perspective of tour operators, is medium with 90.4% and low with 9.6%. It is concluded that the relationship between digital marketing and the positioning of the Tarapoto tourist destination, year 2022, is significant, where Spearman's Rho value assumes a value of 0.673, which is a high moderate positive relationship.
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