Marketing turístico y la gestión de imagen de destino en el circuito Cuatro Lagunas, Acomayo - Cusco, 2026
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Date
2026
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Escuela de Educacion Superior Tecnológica Privada Khipu
Abstract
La presente investigación tuvo como objetivo determinar el grado de relación entre el marketing turístico y la gestión de imagen de destino en el Circuito Cuatro Lagunas, Acomayo-Cusco, 2026. Metodología de tipo básica, enfoque cuantitativo, método hipotético deductivo, nivel correlacional y diseño no experimental de corte transversal. La población estuvo conformada por 24,610 pobladores, y la muestra por 110 personas prestadores de servicios como restaurantes, guías, comerciantes y otros vinculados con la atención de visitantes, seleccionados mediante muestreo no probabilístico por conveniencia, considerando
su accesibilidad, vinculación con la actividad turística y cumplimiento de criterios de inclusión y exclusión. Se utilizó la encuesta como técnica y el cuestionario como instrumento, con alta confiabilidad (Alfa de Cronbach = 0,951). Los resultados evidenciaron que existe una relación significativa entre el marketing turístico y la gestión de imagen de destino, evidenciada mediante el coeficiente Rho de Spearman de 0,815, lo que indica una correlación positiva y fuerte (p= 0,000 < 0,05), asimismo, ambas variables presentan un nivel predominante medio, con 61,5% para marketing turístico y 67,9% para la gestión de imagen.
Por tanto, se concluyó que existe una relación significativa entre las variables, lo que implica que el fortalecimiento de las estrategias de marketing contribuye a mejorar la percepción y posicionamiento del destino.
This research aimed to determine the degree of relationship between tourism marketing and destination image management in the Four Lakes Circuit, Acomayo-Cusco, 2026. The methodology was basic, quantitative, hypothetical-deductive, correlational, and non-experimental, with a cross-sectional design. The population consisted of 24,610 residents, and the sample comprised 110 service providers, including restaurant owners, guides, vendors, and others involved in visitor services. Participants were selected using non probability convenience sampling, considering their accessibility, connection to tourism, and compliance with inclusion and exclusion criteria. A survey was used as the data collection technique, and a questionnaire was used as the instrument, demonstrating high reliability (Cronbach's alpha = 0.951). The results showed a significant relationship between tourism marketing and destination image management, evidenced by Spearman's Rho coefficient of 0.815, indicating a strong positive correlation (p = 0.000 < 0.05). Furthermore, both variables exhibited a moderate level of predominance, with 61.5% for tourism marketing and 67.9% for image management. Therefore, it was concluded that a significant relationship exists between the variables, implying that strengthening marketing strategies contributes to improving the perception and positioning of the destination.
This research aimed to determine the degree of relationship between tourism marketing and destination image management in the Four Lakes Circuit, Acomayo-Cusco, 2026. The methodology was basic, quantitative, hypothetical-deductive, correlational, and non-experimental, with a cross-sectional design. The population consisted of 24,610 residents, and the sample comprised 110 service providers, including restaurant owners, guides, vendors, and others involved in visitor services. Participants were selected using non probability convenience sampling, considering their accessibility, connection to tourism, and compliance with inclusion and exclusion criteria. A survey was used as the data collection technique, and a questionnaire was used as the instrument, demonstrating high reliability (Cronbach's alpha = 0.951). The results showed a significant relationship between tourism marketing and destination image management, evidenced by Spearman's Rho coefficient of 0.815, indicating a strong positive correlation (p = 0.000 < 0.05). Furthermore, both variables exhibited a moderate level of predominance, with 61.5% for tourism marketing and 67.9% for image management. Therefore, it was concluded that a significant relationship exists between the variables, implying that strengthening marketing strategies contributes to improving the perception and positioning of the destination.
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Keywords
Marketing turístico, Imgen de destino, Distribución turística, Perfil del turista