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

• Autor: Mencia Rojas, Jenyffer Marlene
• Formato: tesis de grado
• Fecha de Publicación: 2024
• Institución: Universidad Nacional de Cañete
• Repositorio: UNDC-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.undc.edu.pe:20.500.14559/185
• Enlace del recurso: https://hdl.handle.net/20.500.14559/185
• Nivel de acceso: acceso abierto
• Materia: Promoción turística; Posicionamiento turístico; Destino turístico; Publicidad turística; Relaciones públicas; Materiales de apoyo turístico.Promoción turística; Materiales de apoyo turístico.; http://purl.org/pe-repo/ocde/ford#5.02.04

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.