Influencia del Marketing Mix de servicios y la marca de lugar en la imagen del destino turístico
Resumen
El propósito de este artículo fue el de identificar si conceptos como el Marketing Mix Service y el Place Branding tienen alguna influencia sobre Imagen, para lo cual se utilizó una metodología de tipo cuantitativa, transversal y con alcance exploratorio. Con una población de turistas de 231563 en promedio, por año, y haciendo uso de la fórmula de Slovin, se obtuvo un tamaño de muestra de 100 visitantes. Para determinar si los ítems utilizados para medir las variables de Marketing Mix Service, Place Branding and Imagen eran confiables y válidos, se hizo uso del test de correlación de Pearson (resultados iguales o por encima de 0.3 son aceptables). Para verificar las relaciones entre las variables, se hizo uso de la metodología de ecuaciones estructurales. Los resultados indicaron que ni el Marketing Mix Service ni el Place Branding tienen influencia alguna sobre el concepto de Imagen. Por tanto, las estrategias para impactar positivamente la imagen del destino turístico deben estar orientadas por otras líneas de trabajo.
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