Virtual Influences: How digital marketing shapes lodging selection in northern Peru

Panca C.M.A.; Cornejo J.M.; Cutipa-Limache A.M. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2024)

Resumen

Social media has become an important aspect for hotels, most hotels use social networks as a means of communication, and hotel chains primarily use them as sales channels. The objective of the study was to determine the influence of digital marketing strategies on tourists’ choice of accommodation establishment in the Piura region, 2023. The type of research was basic, with a quantitative approach and non-experimental, correlational design. causal. In addition, a simple random probabilistic sampling was considered, with a margin of error of 7%, obtaining a sample of 196 tourists who visited the Piura region. The survey was chosen as the data collection technique, with the questionnaire being the instrument. Partial least squares structural equation modeling (PLS-SEM) was performed using SmartPLS software. The structural model demonstrates that digital loyalty marketing is the most powerful predictor for the location and price choice factors in tourists’ choice of accommodation establishments in the Piura region. Furthermore, the location and price constructs have moderate levels of explained variance and good predictive capacity. On the other hand, the capacity of the model to explain the variability of the recommendation construct is limited, which could indicate the need to explore other factors that may influence this construct.a greater reach and interaction in the dissemination of the ANP.

Instituciones: Universidad Nacional del Altiplano; Universidad Nacional de Frontera