Marketing digital en el circuito turístico Cuatro Lagunas, provincia Acomayo, Cusco 2026
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Date
2026
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Escuela de Educacion Superior Tecnológica Privada Khipu
Abstract
El presente estudio de investigación tuvo por objetivo describir como es el marketing digital en el circuito turístico Cuatro Lagunas, Acomayo- Cusco, 2025. Para ello se desarrolló una metodología de tipo básica o fundamental, enfoque cuantitativo, nivel descriptivo y diseño no experimental de corte transversal. La población de estudio fue compuesta por una población y muestra de 63 personas entre emprendedores turísticos y representantes institucionales locales,
el muestreo fue no probabilístico de tipo censal, a las cuales se les empleó como técnica la encuesta y como instrumento el cuestionario. Para evaluar la confiabilidad de la variable marketing digital se empleó el Alfa de Cronbach, obteniendo un coeficiente de confiabilidad de 0.8169, estos hallazgos evidencian la coherencia y consistencia de la variable. Los resultados evidenciaron que el nivel de marketing digital en los participantes es predominantemente bajo,
ya que el 74,6% se ubica en el nivel muy bajo y el 17,5% en el nivel bajo, mientras que solo un 6,3% alcanza un nivel medio y apenas un 1,6% llega a un nivel alto, asimismo, en cuanto a las dimensiones, en flujo el 87,3% se encuentra en nivel bajo, el 9,5% en nivel medio y solo el 3,2% en nivel alto; en funcionalidad, el 88,9% se ubica en nivel bajo y el 11,1% en nivel medio, sin registros en el nivel alto; en feedback, el 85,7% permanece en nivel bajo y el 14,3% en nivel
medio, sin casos en el nivel alto; mientras que en fidelización, el 87,3% está en nivel bajo y el 12,7% en nivel medio, también sin presencia de nivel alto. Se concluyó, que el marketing digital es deficiente, con predominio del nivel bajo tanto en la variable general como en sus dimensiones
de flujo, funcionalidad, feedback y fidelización, además los niveles medios son reducidos y los altos casi inexistentes, lo que refleja limitaciones significativas y la necesidad de fortalecer estas competencias para lograr un mejor desempeño digital.
The present research study aimed to describe what digital marketing is like in the Cuatro Lagunas tourist circuit, Acomayo-Cusco, 2025. For this purpose, a basic or fundamental methodology was developed, a quantitative approach, descriptive level, and a non-experimental cross-sectional design. The study population was composed of a population and sample of 63 people including tourism entrepreneurs and local institutional representatives, the sampling was non-probabilistic census type, to which the survey was used as a technique and the questionnaire as an instrument. To evaluate the reliability of the digital marketing variable, Cronbach's Alpha was used, obtaining a reliability coefficient of 0.8169, these findings show the coherence and consistency of the variable. The results showed that the level of digital marketing among participants is predominantly low, with 74.6% at the very low level and 17.5% at the low level, while only 6.3% reach a medium level and only 1.6% reach a high level. Likewise, in terms of dimensions, in flow, 87.3% are at the low level, 9.5% at the medium level, and only 3.2% at the high level; in functionality, 88.9% are at the low level and 11.1% at the medium level, with no records at the high level; in feedback, 85.7% remain at the low level and 14.3% at the medium level, with no cases at the high level; while in loyalty, 87.3% are at the low level and 12.7% at the medium level, also without the presence of a high level. It was concluded that digital marketing is deficient, with a predominance of low levels in both the general variable and its dimensions of flow, functionality, feedback, and loyalty. Furthermore, medium levels are low and high levels are almost nonexistent, reflecting significant limitations and the need to strengthen these competencies to achieve better digital performance.
The present research study aimed to describe what digital marketing is like in the Cuatro Lagunas tourist circuit, Acomayo-Cusco, 2025. For this purpose, a basic or fundamental methodology was developed, a quantitative approach, descriptive level, and a non-experimental cross-sectional design. The study population was composed of a population and sample of 63 people including tourism entrepreneurs and local institutional representatives, the sampling was non-probabilistic census type, to which the survey was used as a technique and the questionnaire as an instrument. To evaluate the reliability of the digital marketing variable, Cronbach's Alpha was used, obtaining a reliability coefficient of 0.8169, these findings show the coherence and consistency of the variable. The results showed that the level of digital marketing among participants is predominantly low, with 74.6% at the very low level and 17.5% at the low level, while only 6.3% reach a medium level and only 1.6% reach a high level. Likewise, in terms of dimensions, in flow, 87.3% are at the low level, 9.5% at the medium level, and only 3.2% at the high level; in functionality, 88.9% are at the low level and 11.1% at the medium level, with no records at the high level; in feedback, 85.7% remain at the low level and 14.3% at the medium level, with no cases at the high level; while in loyalty, 87.3% are at the low level and 12.7% at the medium level, also without the presence of a high level. It was concluded that digital marketing is deficient, with a predominance of low levels in both the general variable and its dimensions of flow, functionality, feedback, and loyalty. Furthermore, medium levels are low and high levels are almost nonexistent, reflecting significant limitations and the need to strengthen these competencies to achieve better digital performance.
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Keywords
Marketing, Publicidad en línea, Engagement, Branding digital