Análisis del marketing experiencial y su impacto en el comportamiento del consumidor en el sector turístico del centro histórico del Cantón Cuenca de la provincia del Azuay en el periodo 2023-2024

Abstract

The present research contributes to a deeper understanding of experiential marketing and how it can influence consumer behavior, in such a way that it can help to guide with innovative strategies in the sector of the historic center of the Canton Cuenca, in order to boost the local economy by improving the quality of services, in addition to seeking sustainability and visibility of businesses or services provided in the sector through the tourist demand that is offered, providing unique experiences in which they identify with the place, also to creating emotional bonds. The study consisted of an analysis of experiential marketing and its impact on consumer behavior, and this was done through quantitative research by means of a survey of the owners or managers of the different business establishments that exist in the area. In addition, a correlation with the Pearson method was carried out with the elements of the variables of level of satisfaction and level of expenses.