Estrategias de marketing digital y el desarrollo turístico de la ciudad de Iquitos 2023

• Autor: Diaz Mollo, Jimmy Sebastian
• Formato: tesis de grado
• Fecha de Publicación: 2023
• Institución: Universidad Nacional De La Amazonía Peruana
• Repositorio: UNAPIquitos-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.unapiquitos.edu.pe:20.500.12737/9566
• Enlace del recurso: https://hdl.handle.net/20.500.12737/9566
• Nivel de acceso: acceso abierto
• Materia: Marketing; Ventas; Turismo; Medios digitales; Tecnología de la información; https://purl.org/pe-repo/ocde/ford#5.02.04

The research aimed to determine the relationship between digital marketing strategies and tourism development of the city of Iquitos, 2023. Therefore, an applied type study was carried out, with a descriptive and correlational approach, using a non-experimental design. The study population was composed of 870,658 visitors, from which a sample of 384 tourists was selected. A survey was used as a data collection technique and a questionnaire was applied as a measurement instrument. From these procedures, the following results were obtained, digital marketing strategies in the tourism sector are implemented on a regular basis, but have significant shortcomings. These shortcomings have been identified in areas such as online marketing, social media, and mobile marketing. Likewise, it has been determined that the level of tourism development of the town is at a medium level. This evaluation is based on the observation of the economic, sociocultural and environmental impacts on the tourism environment. The following conclusion has been reached, there is a significant relationship between digital marketing strategies and tourism development during the city of Iquitos in the year 2023. Contrasted by a positive and considerable relationship coefficient of 0.928 and a statistical significance of 0.000.