Inbound marketing and customer loyalty in the tourism sector

Saavedra-Azabache L.M.; Vilchez-Linares G.J.; Cieza-Mostacero S.E. · Innovative Marketing (2024) · DOI: 10.21511/im.20(1).2024.20

Resumen

The inbound marketing strategies employed by tourism companies have proven to be crucial in post-COVID-19 scenarios, facilitating their adaptability, visibility, and customer retention in adverse environments. The study aimed to determine the relationship between inbound marketing and customer loyalty in the tourism sector. It is a quantitative, correlational, and non-experimental study. The sample consisted of 380 tourists aged 18 and above who visited Trujillo, Peru, in the first quarter of 2022. Data collection utilized the survey technique with a questionnaire as the research instrument. Survey data were tabulated in MS Excel and analyzed using Jamovi 2.3.38, employing descriptive and inferential statistics. The correlation was assessed using the Spearman coefficient. The results highlighted that 40.8% of participants agreed that inbound marketing strategies implemented by Trujillo’s tourism sector were highly effective, while 60.0% expressed strong loyalty to these companies. Ultimately, a significance level below 0.05 was identified between the variables, indicating a significant relationship between them. Consequently, the study concluded the existence of a direct and moderate relationship between inbound marketing and customer loyalty in the investigated group. © Luis Miguel Saavedra-Azabache, Gaby Jesús Vilchez-Linares, Segundo Edwin Cieza-Mostacero, 2024.

Instituciones: Universidad Privada Antenor Orrego