Turismo alternativo y marketing turístico en el distrito de Villa Rica, Oxapampa 2024
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Date
2026-05-25
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Universidad Nacional de Cañete
Abstract
El propósito de esta investigación fue identificar la conexión entre el marketing turístico y el turismo alternativo en el distrito de Villa Rica, Oxapampa 2024. Esta investigación se sitúa en el ámbito de la investigación básica y tiene un enfoque cuantitativo, con un diseño no experimental, nivel correlacional y corte transversal. La población de estudio estaba compuesta por 17,274 personas; se eligió un grupo de 340 individuos a través de un muestreo no probabilístico. El cuestionario, el cual fue validado adecuadamente, fue la herramienta utilizada y la encuesta fue el método utilizado. La prueba estadística no paramétrica Rho de Spearman mostró un coeficiente de correlación de 0.504, lo que significa que existe una correlación positiva entre el marketing turístico y el turismo alternativo en Villa Rica, aunque esta es de nivel moderado-fuerte Además, el valor p fue de 0.000, inferior a 0.05 (el nivel de significancia), lo que posibilitó la aceptación de la hipótesis alterna y el rechazo de la hipótesis nula, corroborando así que los datos tienen una significancia estadística. En conclusión, se determina que existe una relación directa entre el marketing turístico y el turismo alternativo. Esto destaca la relevancia de poner en marcha tácticas de posicionamiento y promoción que contribuyan a un desarrollo competitivo y sostenible del lugar Villa Rica, beneficiando tanto a los visitantes como a la comunidad local.
The purpose of this research was to identify the connection between tourism marketing and alternative tourism in the district of Villa Rica, Oxapampa 2024. This research is situated within the scope of basic research and has a quantitative approach, with a nonexperimental design, correlational level, and cross-sectional analysis. The study population consisted of 17,274 people; a group of 340 individuals was selected through Nonprobability sampling. A questionnaire, which was adequately validated, was the tool used, and a survey was the method employed. The Spearman's nonparametric statistical test showed a correlation coefficient of 0.504, indicating a positive correlation between tourism marketing and alternative tourism in Villa Rica, although this correlation is moderate to strong. Furthermore, the p-value was 0.000, lower tan 0.05 (the significance level), which allowed forthe acceptance of the alternative hypothesis and the rejection of the null hypothesis, thus corroborating the statistical significance of the data. In conclusion, it is determined that there is a direct relationship between tourism marketing and alternative tourism. This highlights the importance of implementing positioning and promotion tactics that contribute to the competitive and sustainable development of Villa Rica, benefiting both visitors and the local community.
The purpose of this research was to identify the connection between tourism marketing and alternative tourism in the district of Villa Rica, Oxapampa 2024. This research is situated within the scope of basic research and has a quantitative approach, with a nonexperimental design, correlational level, and cross-sectional analysis. The study population consisted of 17,274 people; a group of 340 individuals was selected through Nonprobability sampling. A questionnaire, which was adequately validated, was the tool used, and a survey was the method employed. The Spearman's nonparametric statistical test showed a correlation coefficient of 0.504, indicating a positive correlation between tourism marketing and alternative tourism in Villa Rica, although this correlation is moderate to strong. Furthermore, the p-value was 0.000, lower tan 0.05 (the significance level), which allowed forthe acceptance of the alternative hypothesis and the rejection of the null hypothesis, thus corroborating the statistical significance of the data. In conclusion, it is determined that there is a direct relationship between tourism marketing and alternative tourism. This highlights the importance of implementing positioning and promotion tactics that contribute to the competitive and sustainable development of Villa Rica, benefiting both visitors and the local community.
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Keywords
Turismo alternativo, ecoturismo, turismo de aventura y marketing turístico.
Citation
Tueros Montano Mirian Rosmery , "Turismo alternativo y marketing turístico en el distrito de Villa Rica, Oxapampa 2024". - Tesis para optar el grado de Licenciada en Administracion de Turismo y Hoteleria. Escuela de pregrado. Facultad de Ciencias Empresariales. Universidad Nacional de Cañete. Cañete, Perú