Experiential marketing strategy and tourism demand in the contribution of the positioning of the floating islands Los Uros, Puno

원문 초록

Experiential focused on creating memorable and meaningful experiences for consumers, has emerged as a key strategy in promoting tourist destinations. particularly in destinations seeking to highlight their unique cultural characteristics. In this study, the influence of experiential marketing on the tourism demand of the floating islands Los Uros, Puno, an emblematic destination in Peru, is analyzed. The objective of the research was to evaluate how experiential marketing strategies impact tourism demand in this destination, focusing on the sensorial, affective and thought experiences that tourists perceive. The methodology adopted a quantitative approach, with a non experimental cross-sectional design, descriptive scope and a correlational analysis. The study population consisted of 158 tourists. To collect the data, a questionnaire based on a 5-point Likert scale was used, with a total of 21 items. Among the results, a significant positive correlation was found (r = 0.809, p < 0.001) between experiential marketing and tourism demand. Sensory (r = 0.780, p < 0.001), affective (r = 0.772, p < 0.001) and thought (r = 0.797, p < 0.001) were described as determining factors in tourists' decisions when visiting Los Uros. In addition, the multiple regression analysis indicated that experiential marketing explains 83% of the variability in tourism demand. In conclusion, experiential marketing strategies have a significant impact on tourism demand. It is recommended that marketing managers of Los Uros Island implement tactics that promote memorable experiences, prioritizing strategies that involve experiences that stimulate the thinking and emotions of tourists.