Marketing performance and the role of technology in the tourism sector in times of pandemic in Arequipa, Peru

Velásquez Chacón E. · European Public and Social Innovation Review (2025) · DOI: 10.31637/epsir-2025-1285

Resumen

Introduction: One of the hardest hit sectors in times of pandemic was tourism, according to the Inter-American Development Bank (IDB) this sector has contributed significantly to the growth of the Peruvian economy, in this regard some figures show that between 2010 and 2019 inbound tourism grew at an annual average of 9.0%, from 2.3 to 4.4 million tourists, a significant figure that parallel showed that foreign exchange earnings increased at 9.3% per year on average, reaching in 2019 about 4,784 million U.S. dollars. However, this changed drastically due to the pandemic, which generated a crisis in the sector. Methodology: The study is to develop a structural model that evaluates the performance of digital marketing in tourism and its influence of technology in times of pandemic, where the analysis of the results was generated through Structural Equation Modelling (SEM) using SPSS26 and Smart PLS-3, a descriptive survey was applied to 144 hotel managers. Results: As a result of the study, a positive impact of the pandemic on the application of technology in the hotel sector is evidenced, thus increasing its digitalization; the results show a considerable effect of technology on marketing performance.

Instituciones: Universidad Católica San Pablo