Marketing experiencial y su incidencia en la fidelización del turista de la playa Murciélago, Manta.

Abstract

This research is based on the importance of experiential marketing and its impact on tourist loyalty on Murciélago beach, Manta. A study was carried out with a quantitative approach, descriptive, field, bibliographic, correlational, explanatory and transversal, with a non-experimental and transversal design. The technique that will be used to analyze the data will be through a 24-item questionnaire, this is established based on the Likert scale. A reliability analysis was carried out using Cronbach's alpha coefficient on the 24 questions of the questionnaire. The results obtained show that the null hypothesis is rejected and the alternative hypothesis is accepted, which indicates excellent internal consistency. This means that there is a clear and strong relationship between experiential marketing and tourist loyalty.