Digital Marketing Strategies and Web Positioning in Arequipa’s Tourism Sector

Quispe D.J.M.; Diaz L.S.C.; Machaca J.S.Z.; Espettia M.E.C. · Lecture Notes in Networks and Systems (2025) · DOI: 10.1007/978-3-031-93550-3_16

Resumen

In this post-covid scenario, companies have intuitively adapted to the use of digital media as part of their marketing strategies. The research identifies the digital marketing strategies and web positioning of companies of the Peruvian Association of Travel Agencies and Tourism in Arequipa, Peru during the period of 2022. According to the quantitative approach in its descriptive scope, non-experimental design and the techniques of questionnaire, structured observation. For the analysis of the information was with the Spss program version 22 and the ubersuggest tool to analyze the positioning of the website. In the results the main marketing strategy is the attraction of web traffic, content marketing with the digital media of Facebook, website and 58% of the microenterprises have an irregular organic traffic which does not contribute to sales, being low during the current year. Concluding that digital marketing activities do not drive business conversion and sales. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

Instituciones: Universidad Nacional de San Agustín de Arequipa