Influencia del uso de redes sociales en las decisiones de viaje del turista moderno
DOI:
https://doi.org/10.33595/2226-1478.17.1588Palavras-chave:
contenido generado por usuarios, confianza digital, redes sociales, toma de decisiones de viajeResumo
El uso creciente de redes sociales ha cambiado profundamente la manera en que los turistas imaginan, planifica y deciden sus viajes; sin embargo, todavía no se comprende con claridad hasta qué punto estas plataformas influyen realmente en sus decisiones, especialmente en el contexto del turismo interno peruano. Frente a esta situación, el presente estudio tuvo como objetivo analizar dicha influencia en el comportamiento del turista moderno. Se adoptó un enfoque mixto, con diseño no experimental, transversal y alcance explicativo. Se aplicaron 400 encuestas a turistas nacionales en Lima, Cusco, Arequipa y Puno, complementadas con 12 entrevistas a expertos del sector. Los datos cuantitativos fueron analizados mediante estadística descriptiva y el coeficiente Rho de Spearman (p), mientras que la información cualitativa se examinó a través de codificación temática. Los resultados muestran que los turistas confían más en el contenido compartido por otros usuarios que en el generado por influencers; sin embargo, las relaciones encontradas son débiles (r < 0.1), lo que sugiere que su influencia en la decisión final es indirecta. En este sentido, se concluye que las redes sociales inspiran el viaje, pero no lo determinan.
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Copyright (c) 2026 Noemí Emperatriz Cayo-Velásquez, Delia Condori Chura, Rocio Sunmy Jaen Espirilla, Greilyn Mackiori Mamani Ramos, Romina Aracely Mamani Neira
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