Métodos comerciales agresivos de los promotores de venta de las agencias de viaje y la experiencia del visitante en la Plaza de Armas, Cusco 2025
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Date
2026
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Journal ISSN
Volume Title
Publisher
Escuela de Educacion Superior Tecnológica Privada Khipu
Abstract
El presente estudio tiene como objetivo general analizar la relación entre los métodos comerciales agresivos de los promotores de venta de agencias de viaje y la experiencia del visitante en Plaza de Armas de Cusco, 2025. La investigación es de tipo básico descriptivo, el enfoque del mismo es cuantitativo, bajo un diseño no experimental de corte transversal y correlacional, que permite analizar la relación que existe entre las variables de estudio de manera objetiva.
La población corresponde a visitantes nacionales y extranjeros de la Plaza de Armas de Cusco, de los cuales se encuesto a una muestra no probabilística de 50 turistas. La técnica utilizada para la recolección de datos tuvo como instrumento al cuestionario el cual permite obtener datos relevantes y exactos de las variables analizadas. Para el procesamiento y análisis de la información se hizo uso del software estadístico aplicando la prueba de correlación Rho
de Spearman para hallar el grado de relación entre variables. Los resultados indicaron la existencia de una relación negativa y estadísticamente
significativa entre los métodos comerciales agresivos y la experiencia del visitante (ρ = −0.352; Sig. = 0.012), de modo que a medida que aumenta el uso de este método, la experiencia del visitante decrece. La dimensión presión psicológica o física mostró una correlación negativa baja y estadísticamente significativa (ρ = −0.399; Sig. = 0.004) con la experiencia del visitante; de forma paralela, la dimensión agresividad mostró una relación negativa baja y
estadísticamente significativa (ρ = −0.288; Sig. = 0.043). Por otra parte, la dimensión manipulación sensorial también mostró una correlación
negativa baja (ρ = −0.234), pero en esta ocasión no fue significativa (Sig. = 0.102); además las promociones condicionales mostraron una relación positiva muy baja (ρ = 0.148), pero con una no significancia estadística (Sig. = 0.304), lo que significa que no son relevantes para la percepción que tiene el visitante.
En conclusión, se puede afirmar que los métodos comerciales agresivos influyen negativamente en la experiencia del visitante en la Plaza de Armas de Cusco, siendo especialmente significativas las dimensiones que existen en relación con la presión y la agresividad, lo que pone de manifiesto la necesidad de promover prácticas comerciales más éticas y respetuosas en este espacio turístico.
The general objective of this study is to analyze the relationship between the aggressive sales tactics employed by travel agency sales promoters and the visitor experience at the Plaza de Armas in Cusco, 2025. The research is basic and descriptive, with a quantitative approach and a non-experimental, cross-sectional, correlational design, allowing for an objective analysis of the relationship between the study variables. The population consisted of national and international visitors to the Plaza de Armas in Cusco, from which a non-probability sample of 50 tourists was surveyed. Data was collected using a questionnaire, which provided relevant and accurate information on the analyzed variables. Statistical software was used to process and analyze the data, applying Spearman's Rho correlation test to determine the degree of correlation between variables. The results indicated a statistically significant negative relationship between aggressive marketing methods and visitor experience (ρ = −0.352; Sig. = 0.012), such that as the use of this method increases, the visitor experience decreases. The psychological or physical pressure dimension showed a low but statistically significant negative correlation (ρ = −0.399; Sig. = 0.004) with visitor experience; similarly, the aggressiveness dimension showed a low but statistically significant negative relationship (ρ = −0.288; Sig. = 0.043). Furthermore, the sensory manipulation dimension also showed a low negative correlation (ρ = −0.234), but in this case, it was not significant (Sig. = 0.102). Furthermore, conditional promotions showed a very weak positive correlation (ρ = 0.148), but with no statistical significance (Sig. = 0.304), meaning they are not relevant to the visitor's perception. In conclusion, it can be stated that aggressive marketing methods negatively influence the visitor experience in the Plaza de Armas of Cusco, with the dimensions related to pressure and aggressiveness being particularly significant. This highlights the need to promote more ethical and respectful marketing practices in this tourist area.
The general objective of this study is to analyze the relationship between the aggressive sales tactics employed by travel agency sales promoters and the visitor experience at the Plaza de Armas in Cusco, 2025. The research is basic and descriptive, with a quantitative approach and a non-experimental, cross-sectional, correlational design, allowing for an objective analysis of the relationship between the study variables. The population consisted of national and international visitors to the Plaza de Armas in Cusco, from which a non-probability sample of 50 tourists was surveyed. Data was collected using a questionnaire, which provided relevant and accurate information on the analyzed variables. Statistical software was used to process and analyze the data, applying Spearman's Rho correlation test to determine the degree of correlation between variables. The results indicated a statistically significant negative relationship between aggressive marketing methods and visitor experience (ρ = −0.352; Sig. = 0.012), such that as the use of this method increases, the visitor experience decreases. The psychological or physical pressure dimension showed a low but statistically significant negative correlation (ρ = −0.399; Sig. = 0.004) with visitor experience; similarly, the aggressiveness dimension showed a low but statistically significant negative relationship (ρ = −0.288; Sig. = 0.043). Furthermore, the sensory manipulation dimension also showed a low negative correlation (ρ = −0.234), but in this case, it was not significant (Sig. = 0.102). Furthermore, conditional promotions showed a very weak positive correlation (ρ = 0.148), but with no statistical significance (Sig. = 0.304), meaning they are not relevant to the visitor's perception. In conclusion, it can be stated that aggressive marketing methods negatively influence the visitor experience in the Plaza de Armas of Cusco, with the dimensions related to pressure and aggressiveness being particularly significant. This highlights the need to promote more ethical and respectful marketing practices in this tourist area.
Description
Keywords
Métodos comerciales agresivos, Experiencia del visitante, Promociones condicionales, Manipulación sensorial