Marketing mix de los atractivos culturales y naturales del distrito de Vilcabamba, La Convención, Cusco 2025
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Date
2026
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Escuela de Educacion Superior Tecnológica Privada Khipu
Abstract
La presente investigación titulada “Marketing mix de los atractivos culturales y naturales del distrito de Vilcabamba, La Convención, Cusco 2025” tuvo como objetivo analizar la aplicación de las estrategias del marketing mix en la gestión turística del distrito de Vilcabamba, con el fin de contribuir a su posicionamiento como destino turístico sostenible en la región Cusco tuvo objetivo general fue evaluar cómo el marketing mix influye en la promoción y aprovechamiento de los atractivos culturales y naturales del distrito de Vilcabamba. Entre los objetivos específicos, se consideró identificar las características del producto turístico, analizar las estrategias de precio, distribución y promoción que se emplean actualmente, así como proponer lineamientos para optimizar su gestión en cuanto
a la metodología, la investigación fue de tipo descriptiva, con un enfoque cuantitativo el diseño fue no experimental y transversal, basado en la recolección de datos en un solo momento del tiempo. La población estuvo conformada por pobladores, turistas y agentes turísticos del distrito de Vilcabamba, aplicándose la observación estructurada como instrumento principal de recolección de datos. Los datos obtenidos fueron procesados estadísticamente utilizando técnicas descriptivas para el análisis e interpretación de resultados los resultados evidenciaron que el distrito de Vilcabamba posee un alto potencial
turístico por su riqueza cultural y natural; sin embargo, las estrategias de marketing aplicadas son limitadas y poco articuladas predomina una débil promoción de los atractivos, escasa infraestructura turística y falta de alianzas estratégicas con instituciones públicas y privadas.
The present research, titled “Marketing Mix of Cultural and Natural Attractions in the District of Vilcabamba, La Convención, Cusco 2025,” aimed to analyze the application of marketing mix strategies in the tourism management of the Vilcabamba district, in order to contribute to its positioning as a sustainable tourist destination in the Cusco region. The general objective was to evaluate how the marketing mix influences the promotion and utilization of the cultural and natural attractions of the Vilcabamba district. Among the specific objectives, it was considered to identify the characteristics of the tourism product, analyze the pricing, distribution, and promotion strategies currently employed, and propose guidelines to optimize its management. Regarding the methodology, the research was descriptive with a quantitative approach. The design was non-experimental and cross-sectional, based on data collection at a single point in time. The population consisted of residents, tourists, and tourism agents of the Vilcabamba district, applying structured observation as the primary data collection instrument. The obtained data were statistically processed using descriptive techniques for the analysis and interpretation of results. The findings evidenced that the Vilcabamba district possesses high tourism potential due to its cultural and natural richness; however, the applied marketing strategies are limited and poorly articulated. There is a predominance of weak promotion of attractions, scarce tourism infrastructure, and a lack of strategic alliances with public and private institutions.
The present research, titled “Marketing Mix of Cultural and Natural Attractions in the District of Vilcabamba, La Convención, Cusco 2025,” aimed to analyze the application of marketing mix strategies in the tourism management of the Vilcabamba district, in order to contribute to its positioning as a sustainable tourist destination in the Cusco region. The general objective was to evaluate how the marketing mix influences the promotion and utilization of the cultural and natural attractions of the Vilcabamba district. Among the specific objectives, it was considered to identify the characteristics of the tourism product, analyze the pricing, distribution, and promotion strategies currently employed, and propose guidelines to optimize its management. Regarding the methodology, the research was descriptive with a quantitative approach. The design was non-experimental and cross-sectional, based on data collection at a single point in time. The population consisted of residents, tourists, and tourism agents of the Vilcabamba district, applying structured observation as the primary data collection instrument. The obtained data were statistically processed using descriptive techniques for the analysis and interpretation of results. The findings evidenced that the Vilcabamba district possesses high tourism potential due to its cultural and natural richness; however, the applied marketing strategies are limited and poorly articulated. There is a predominance of weak promotion of attractions, scarce tourism infrastructure, and a lack of strategic alliances with public and private institutions.
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Keywords
Marketing mix, Turismo cultural, Turismo natural, Promoción turística, Vilcabamba, Cusco