La influencia de la autenticidad existencial del destino y la promoción en el amor a la marca destino, mediada por la credibilidad
DOI:
https://doi.org/10.31637/epsir-2025-2033Parole chiave:
autenticidad existencial del destino, promoción de la marca destino, amor por la marca destino, credibilidad, marketing turístico, Arequipa, Perú, CB-SEMAbstract
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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Copyright (c) 2025 Olger Gutiérrez-Aguilar, Fiorela Ticona-Apaza, Manuela Emperatriz Achiri-Larota, Osbaldo Turpo-Gebera
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