Citas bibligráficas
Delgado, M., (2024). Marketing experiencial y lealtad entre los turistas nacionales alojados en una cadena hotelera ubicada en la ciudad de Cajamarca al año 2024 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/38344
Delgado, M., Marketing experiencial y lealtad entre los turistas nacionales alojados en una cadena hotelera ubicada en la ciudad de Cajamarca al año 2024 [Tesis]. PE: Universidad Privada del Norte; 2024. https://hdl.handle.net/11537/38344
@mastersthesis{renati/1677056,
title = "Marketing experiencial y lealtad entre los turistas nacionales alojados en una cadena hotelera ubicada en la ciudad de Cajamarca al año 2024",
author = "Delgado Becerra, Miguel Angel",
publisher = "Universidad Privada del Norte",
year = "2024"
}
The following research aimed to determine the relationship between experiential marketing variables and loyalty among domestic tourists staying at a hotel chain located in the city of Cajamarca in 2024. Conducted through applied quantitative research, correlational-descriptive in nature, with a non-experimental cross-sectional design and a hypothetico-deductive method. The data were collected through surveys consisting of 36 questions. The study population comprised 37,404 individuals, from which a sample of 380 respondents was selected. These individuals had visited and stayed at least one night in a hotel belonging to a hotel chain. The questionnaire included two variables: experiential marketing, measured on a 7-point Likert scale, and loyalty, measured on a 5-point Likert scale. Results indicated a positive and significant relationship between experiential marketing and loyalty, with a significance level of 0.001 (less than 0.05) and a strong correlation of 0.593 according to the Spearman coefficient. It was concluded that experiential marketing strategies are closely linked to consumer loyalty, underscoring the importance for companies to continue offering unique experiences to maintain customer loyalty and satisfaction.
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