Promoción turística para el posicionamiento del distrito de Lunahuaná como destino turístico nacional, 2022

Abstract

The objective of this research is to determine the relationship between tourism promotion and the positioning of Lunahuaná as a tourist destination in 2022. The approach is quantitative, a non- experimental, descriptive and correlational design is used. The survey was applied as a technique and with a questionnaire as an instrument, data was collected on the dimensions of tourism promotion : advertising, support materials, public relations and positioning: functional, symbolic, experiential, from a representative sample of 166 tourists. The applied instruments were subjected to expert judgment and reliability through Crombach's alpha, reaching high reliability values of 0.909 and 0.857. The results reveal a significant relationship supported by a p-value of 0.000, rejecting the null hypothesis. Spearman's Rho correlation coefficient of 0.452 confirms a medium positive correlation between the variables, the same occurs with the specific hypotheses raised. It is concluded that intensifying tourism promotion in Lunahuaná boosts its positioning as a tourist destination. It is recommended to consolidate continuous strategies, adaptation to market feedback, local alliances, monitoring of key indicators and periodic evaluation of the impact, ensuring a sustainable and successful tourism presence in the long term.

The objective of this research is to determine the relationship between tourism promotion and the positioning of Lunahuaná as a tourist destination in 2022. The approach is quantitative, a non- experimental, descriptive and correlational design is used. The survey was applied as a technique and with a questionnaire as an instrument, data was collected on the dimensions of tourism promotion : advertising, support materials, public relations and positioning: functional, symbolic, experiential, from a representative sample of 166 tourists. The applied instruments were subjected to expert judgment and reliability through Crombach's alpha, reaching high reliability values of 0.909 and 0.857. The results reveal a significant relationship supported by a p-value of 0.000, rejecting the null hypothesis. Spearman's Rho correlation coefficient of 0.452 confirms a medium positive correlation between the variables, the same occurs with the specific hypotheses raised. It is concluded that intensifying tourism promotion in Lunahuaná boosts its positioning as a tourist destination. It is recommended to consolidate continuous strategies, adaptation to market feedback, local alliances, monitoring of key indicators and periodic evaluation of the impact, ensuring a sustainable and successful tourism presence in the long term.