Influence of digital marketing on the quality of service in the hotel sector in a region of Peru

Abstract

The objective of the research was to determine the influence of digital marketing on the quality of service of the hotel sector in the Tacna region - Peru; where the type is basic, of explanatory scope, non-experimental design, the population is 139,876 Peruvian tourists and the sample is 95 people. The technique is the survey, the instrument is the questionnaire, the method is hypothetical - deductive and the approach is quantitative. It was obtained that 87.4% of tourists consider the use of digital marketing by hotels to be regular, the most important dimension being “Feedback” and the one focused on improving “Loyalty”; and 4 9.5% perceive the quality of hotel service to be adequate, the most important dimension is “Reliability” and the one focused on improving “Tangibles”. It is concluded that digital marketing has a significant influence on the quality of service of the hotel sector in the province of Tacna since a chi-square value equal to 143.746 (p = 0.000) was obtained, and a Nagelkerke coefficient = 0.972; there is also the influence of the dimensions of the variable “Digital marketing” on the variable “Quality of service”.