Bibliographic citations
Valle, L., Panduro, J. (2023). Estrategias de marketing para la mejora del turismo espeleológico en el distrito de Nueva Cajamarca, provincia de Rioja, región San Martín [Universidad Nacional de San Martín. Fondo Editorial]. http://hdl.handle.net/11458/5011
Valle, L., Panduro, J. Estrategias de marketing para la mejora del turismo espeleológico en el distrito de Nueva Cajamarca, provincia de Rioja, región San Martín []. PE: Universidad Nacional de San Martín. Fondo Editorial; 2023. http://hdl.handle.net/11458/5011
@misc{renati/1056633,
title = "Estrategias de marketing para la mejora del turismo espeleológico en el distrito de Nueva Cajamarca, provincia de Rioja, región San Martín",
author = "Panduro Cahuaza, Jackely",
publisher = "Universidad Nacional de San Martín. Fondo Editorial",
year = "2023"
}
The present research entitled Marketing strategies for the improvement of speleological tourism in the district of Nueva Cajamarca province of Rioja, San Martín region, where the Palestine Cave was highlighted as the main place, which has two differentiated areas: the active area with water and the fossil area without water, which has wide and narrow interconnected chambers. Which determined as a general objective to design and propose marketing strategies to improve speleological tourism, the study was carried out in the district of Nueva Cajamarca, province of Rioja, San Martín region in the period of 2022, also, the research chose to be of basic type, descriptive level propositional, where it included a study population of 169 visitors, for data collection, the survey and the questionnaire were used as an instrument. The results showed that marketing strategies in terms of the product was rated as adequate in 60% concerning quality, and qualities with 47%, and rated as medium in relation to appearance in 48%; likewise, promotion is considered as regular in terms of advertising in 67%, sales 51% and direct marketing 46%, and with respect to public relations is considered adequate in 43%; In addition, the square dimension was regular regarding intensive distribution in 60% and exclusive 51%, and inadequate regarding selective distribution in 37%; as well as the price was considered as regular, in question to the fixing of prices by 59%, inference to price quality 45% and adaptation of the price 37%; Finally, the service was considered as adequate related in personal capabilities in 54% and professional capacity 57%. On the other hand, the variable speleological tourism in terms of visits was rated as high in relation to tourist motivation by 98%, and facilities by 100%, and qualified as low in relation to accessibility by 94%; Likewise, exploration is considered as average in terms of aptitudes and abilities in 63%, qualified as low with respect to the institutional link in 90% and considered as high concerning specific interest at 100%; Finally, with respect to the Descents dimension is qualified as high, concerning the availability of equipment at 100%, season 99% and geological structure 99%. It was demonstrated that if marketing strategies are designed and proposed, speleological tourism in the district of Nueva Cajamarca will be improved.
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