Bibliographic citations
This is an automatically generated citacion. Modify it if you see fit
Bernales, J., Rivera, M. (2024). El impacto de la experiencia de marca y su influencia en el sector hotelero [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/673257
Bernales, J., Rivera, M. El impacto de la experiencia de marca y su influencia en el sector hotelero [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2024. http://hdl.handle.net/10757/673257
@misc{renati/416107,
title = "El impacto de la experiencia de marca y su influencia en el sector hotelero",
author = "Rivera Gayoso, Martha Sofia",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2024"
}
Title: El impacto de la experiencia de marca y su influencia en el sector hotelero
Other Titles: The impact of brand experience and its influence in the hotel sector
Advisor(s): Uehara Yagi, José Daniel
Keywords: Experiencia de marca; Satisfacción del consumidor; Bienestar; Resonancia de marca; Valor de marca; Perú; Hotel; Turismo; Brand experience; Consumer satisfaction; Well-being; Brand resonance; Brand equity; Peru; Touris
OCDE field: https://purl.org/pe-repo/ocde/ford#5.08.00; https://purl.org/pe-repo/ocde/ford#5.00.00
Issue Date: 27-Jan-2024
Institution: Universidad Peruana de Ciencias Aplicadas (UPC)
Abstract: En Latinoamérica, el sector hotelero es muy importante, ya que tiene un aporte significativo a la economía de los países de la región al convertirse en un mercado altamente competitivo, en donde la experiencia que pueda presentar cada marca impactará en el cliente, aunque dicha relación no ha sido muy estudiada hasta la actualidad. En tal sentido, el objetivo de la presente investigación es comprobar que la experiencia de marca influye en la resonancia de marca y en la satisfacción, mientras que es capaz de condicionar el bienestar y el valor de marca en el uso de servicios hoteleros. Se realizó una encuesta digital no probabilística a 340 personas que utilizaron algún servicio hotelero en el plazo de doce meses previos al estudio. Las hipótesis planteadas se resolvieron con un modelo PLS-SEM y el software SmartPLS. Los resultados mostraron que la experiencia de marca influye positivamente en la resonancia de marca y la satisfacción. A su vez, la satisfacción afecta en el bienestar y el valor de marca. Cabe destacar que la relación entre la satisfacción y el bienestar no ha sido encontrada en estudios previos del sector hotelero, por lo que la presente investigación se puede considerar una de las primeras en verificar la existencia de dicha relación. Esta investigación es relevante porque orienta a las empresas dentro del sector hotelero a crear estrategias idóneas frente a los cambios del consumidor post COVID-19.
In Latin America, the hotel sector is very important, since it has a significant contribution to the economy of the countries in the region by becoming a highly competitive market, where the experience that each brand can present will impact the client, although this relationship It has not been studied much until now. In this sense, the objective of this research is to verify that brand experience influences brand resonance and satisfaction, while it is capable of conditioning well-being and brand value in the use of hotel services. A non-probabilistic digital survey was carried out on 340 people who used a hotel service within the twelve months prior to the study. The proposed hypotheses were resolved with a PLS-SEM model and the SmartPLS software. The results showed that brand experience positively influences brand resonance and satisfaction. In turn, satisfaction affects well-being and brand value. It should be noted that the relationship between satisfaction and well-being has not been found in previous studies of the hotel sector, so this research can be considered one of the first to verify the existence of said relationship. This research is relevant because it guides companies within the hotel sector to create ideal strategies in the face of post-COVID-19 consumer changes.
In Latin America, the hotel sector is very important, since it has a significant contribution to the economy of the countries in the region by becoming a highly competitive market, where the experience that each brand can present will impact the client, although this relationship It has not been studied much until now. In this sense, the objective of this research is to verify that brand experience influences brand resonance and satisfaction, while it is capable of conditioning well-being and brand value in the use of hotel services. A non-probabilistic digital survey was carried out on 340 people who used a hotel service within the twelve months prior to the study. The proposed hypotheses were resolved with a PLS-SEM model and the SmartPLS software. The results showed that brand experience positively influences brand resonance and satisfaction. In turn, satisfaction affects well-being and brand value. It should be noted that the relationship between satisfaction and well-being has not been found in previous studies of the hotel sector, so this research can be considered one of the first to verify the existence of said relationship. This research is relevant because it guides companies within the hotel sector to create ideal strategies in the face of post-COVID-19 consumer changes.
Link to repository: http://hdl.handle.net/10757/673257
Note: Posible publicación en revistas indexadas
Discipline: Comunicación y Marketing
Grade or title grantor: Universidad Peruana de Ciencias Aplicadas (UPC). Facultad de Comunicaciones
Grade or title: Licenciado en Comunicación y Marketing
Juror: Munayco Abanto, Lucia Vanessa; Mendoza Cuellar, Héctor José; Mauricio Andía, Martín Alonso
Register date: 3-Apr-2024
This item is licensed under a Creative Commons License