La influencia de la autenticidad existencial del destino y la promoción en el amor a la marca destino, mediada por la credibilidad

Auteurs

  • Olger Gutiérrez-Aguilar
  • Fiorela Ticona-Apaza Universidad Nacional de San Agustin de Arequipa image/svg+xml
  • Manuela Emperatriz Achiri-Larota Universidad Nacional de San Agustin de Arequipa image/svg+xml
  • Osbaldo Turpo-Gebera Universidad Nacional de San Agustin de Arequipa image/svg+xml

DOI :

https://doi.org/10.31637/epsir-2025-2033

Mots-clés :

autenticidad existencial del destino, promoción de la marca destino, amor por la marca destino, credibilidad, marketing turístico, Arequipa, Perú, CB-SEM

Résumé

Introducción: El estudio explora cómo la promoción de la marca de destino y la autenticidad existencial influencian el amor por la marca destino, centrándose en el rol mediador de la credibilidad. Se investiga la conexión emocional entre consumidores y destinos turísticos, esenciales para el marketing turístico. Metodología: Se utilizó un modelo de ecuaciones estructurales basado en encuestas a personas con estudio universitarios de pregrado y postgrado en Arequipa – Perú, para evaluar los efectos directos e indirectos de la promoción y autenticidad del destino sobre el amor por la marca, con un enfoque en la credibilidad. Resultados: Los hallazgos revelan que la promoción y autenticidad del destino tienen impactos directos significativos en el amor por la marca, mientras que la credibilidad no se confirmó como mediador significativo. Discusión: Estos resultados indican que las estrategias de marketing deben enfocarse en resaltar la autenticidad y la promoción efectiva más que en mejorar la percepción de credibilidad para cultivar relaciones emocionales profundas. Conclusiones: Se concluye que la promoción y autenticidad son claves para fomentar el amor por la marca, recomendando que el marketing turístico comunique genuinamente las experiencias del destino para fortalecer la conexión emocional con los consumidores.

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Publiée

2025-04-01

Comment citer

Gutiérrez-Aguilar, O. ., Ticona-Apaza, F., Achiri-Larota, M. E., & Turpo-Gebera, O. (2025). La influencia de la autenticidad existencial del destino y la promoción en el amor a la marca destino, mediada por la credibilidad. European Public & Social Innovation Review, 10, 1–15. https://doi.org/10.31637/epsir-2025-2033

Numéro

Vol. 10 (2025)

Rubrique

Miscelánea

Licence

© Olger Gutiérrez-Aguilar, Fiorela Ticona-Apaza, Manuela Emperatriz Achiri-Larota, Osbaldo Turpo-Gebera 2025

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