Marketing experiencial y su influencia en el comportamiento de compra en los spa de Manabí frente a la covid-19.

Abstract

Experiential marketing is widely used by companies today. This research work aims to "Determine how experiential marketing influences purchasing behavior in spas in Manabí against covid-19", the type of methodology was qualitative, quantitative, correlational, field, documentary and bibliographic . The data collection techniques were elaborated on the Likert scale, being valued as 5 very important and 1 unimportant, the survey format was answered by 24 people who own spas, with a number of 18 items, therefore The tabulation was developed in the SPSS system, performing validation in Spearman's Rho, Cronbach's Coefficient, resulting in a reliability of 0.918, which ensures its applicability, with very high correlations between variables; A proposal was applied to boost spas within the pandemic.