Influence Of Marketing In The Economy Of The Citadel Of Machu Picchu

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Influence of marketing in the economy of the Citadel of Machu Picchu

Day by day thousands of tourists travel in search of places which satisfy their desires for adventure, fun and studies. And in our country it is in one of the main elections of people … which is Machu Picchu and the ancestral city of Cusco;Receiving about more than 2.8 million tourists. (Mincetur; 2018)

That is why companies focused on different tourism branches seek to innovate and grow, for this they resort to new marketing tools, which allows them to generate greater income. Development marketing can be seen as a management, analysis and action tool (Camacho & Andrade. cited by Camacho, 2017)

"Since a company that intends to compete faces volatile markets with changing technology and not to perish must innovate, risk and not be reactive as a traditional industrial player" (Johe. cited by Cueva, Parga & Salvador, 2020)

That is why all companies seek strategies which allow them to reach their customers, invest virtual platforms, advertising of all kinds, all these process sets are called marketing. According to (Kotler. Cited by Campi, Maldonado, Herrera Flores, & Oviedo Becilla, 2019)

“Marketing is a process of creating profitable relationships with customers, and its purpose is to create value for customers, and in return, obtain value of these."That is why these companies resort to communication and promotion marketing strategies with various stakeholders (which translates into" interested parties ") only with the client. When they have the opportunity they interpret widely to articulate a proposal for value and high significance for their products (Betiol, Di María & Finotto. cited by Campi, et al, 2019)

In addition, according to the Organization for Economic Cooperation and Development (OEDC) marketing innovation allows companies to “better meet consumers’ needs, open new markets or position their products in the market in the market in order toincrease your sales ”(OEDC. cited by Campi, et al, 2019)

“Although marketing innovation as a business strategy allows organizations to establish a closer relationship with their clients until they become promoters of the company itself.”(Kotler & Keller. cited by Campi, et al, 2019)

In addition, marketing is used in different ways and the clearest in this technological era that envelops more and more people is what they invest in internet advertising, which has been increasing its growth and has been left as the one that has generated the most moneyin recent years;That is why new environments have been opened such as virtual. Virtual environments, such as social networks, are associated with intrapersonal forms of relationships, whose main consequence is the loss of trust, so it becomes an obstacle to loyalty generation (Bilgihan & Bujisic, 2015; Sarwari, Minar,Chowdhury; Wan, Bian, Deng, Sheng & Tao. cited by Arosa & Chica, 2020)

Therefore, they affect the objectives of strengthening brands or gain in competitiveness in organizations (Loy Campo; Dos Reis, Laco Velo, by Almeida & Da Costa Filho; Vieira & Pelissari. cited by Arosa & Chica, 2020)

Each moment companies generate new products investing in the market and thus manage to position themselves in a good status since all have different products with the intention of selling and covering more market. In the city of Cusco, the tourist service is currently used because there is the enigmatic and historic Citadel of Machu Picchu, given its high promotion and world recognition, it is positioned as the main reason for a trip to Peru. The arrival of foreigners to Cusco represents 52% of the total receptive tourism of Peru. This shows that Cusco is the main tourist destination of the country. (Alfageme, Budd, Chacón, Marocho. & Rivadeneira, 2016)

When we meet this context, companies take the opportunity to expand their markets, reaching social networks, and thus be able to achieve their sales objaries. In the current context, innovation is the best power to obtain sustainable and superior performance, despite the risks that this means for the activities in which an SMEs invests (Lichtendhaler. cited by Arosa & Chica, 2020)

Conclusions

Virtual environments, which are social networks, is creating the loss of trust, in the client – company relationship, since it becomes an obstacle to win a loyalty link with the company, so it would harm some measureThe economy that enters per day in the Machu Picchu citadel. In addition there would be a possible negative effect on the quantity tourists who come to it;For the bad comments that are generated, and their foray into tourism would be affected.

References

1. Ministry of Foreign Trade and Tourism of Peru. (2018). Tourist movement in Cusco. Recovered from: https: // www.MINCETUR.Gob.PE/WP-CONTENTENT/UPLOADS/DOCUMENTS/TOURISM/STATISTICS/REPORTURISMOREGIONAL/RTR_CUSCO.PDF
2. Cuevas, h., Parga, n., & Estrada, (March, 2020), Incidence of innovation in marketing in business performance: an application based on modeling with structural equations, General Studies Journal of Management and Economics for Iberoamerica, (No. 154) Page 67
3. Campi, a., Herrera, a., & Oviedo, M., (November, 2019) ICTs as a factor of effectiveness in digital marketing of SMEs, contemporary dilemmas: education, politics and values, (55), p. 6
4. Cuevas, h., Parga, n., & Estrada, (March, 2020), Incidence of innovation in marketing in business performance: an application based on modeling with structural equations, general studies Journal of Management and Economics for Iberoamerica, (No. 154) Page 67.
5. Cuevas, h., Parga, n., & Estrada, (March, 2020), Incidence of innovation in marketing in business performance: an application based on modeling with structural equations, general studies Journal of Management and Economics for Iberoamerica, (No. 154) Page 68
6. Cuevas, h., Parga, n., & Estrada, (March, 2020), Incidence of innovation in marketing in business performance: an application based on modeling with structural equations, general studies Journal of Management and Economics for Iberoamerica, (No. 154) Page 68
7. Arosa, c., & Girl, J., (March, 2020) Innovation in the paradigm of relational marketing, Management Studies Journal of Management and Economics for Iberoamerica (No. 154), Page 119
8. Alfageme d., Budd p., Chacón c., Marocho f., & Rivadeneira J., (2016). Strategic marketing plan for receptive tourism of nature in the Cusco region. (Master’s thesis, Pontifical Catholic University of Postgraduate School).Recovered from: http: // thesis.PUCP.Edu.PE/Repository/Handle/20.500.12404/7990
9. Arosa, c., & Girl, J., (March, 2020) Innovation in the paradigm of relational marketing, Management Studies Journal of Management and Economics for Iberoamerica (No. 154), Page 119