3. Investigación
URI permanente para esta comunidadhttps://hdl.handle.net/20.500.12640/4065
Esta colección reúne las contribuciones de acceso abierto realizadas por los docentes e investigadores de la Universidad ESAN, publicadas en fuentes académicas externas. Los trabajos aquí incluidos abarcan una amplia gama de temas de relevancia académica y profesional, y están orientados a fortalecer el conocimiento y el impacto de la investigación en diversas disciplinas. Estos estudios están disponibles para el público en general, promoviendo la difusión y el intercambio de conocimientos en beneficio de la comunidad académica y de la sociedad.
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Ítem Acceso Abierto Segmentation by motivations in religious tourism: A study of the Christ of Miracles Pilgrimage, Peru(Public Library of Science, 2024-05-16) Carvache-Franco, Mauricio; Regalado-Pezúa, Otto; Carvache-Franco, Orly; Carvache-Franco, WilmerThe present study, focused on pilgrimages as part of religious tourism, aimed to achieve the following objectives: Identify the motivations of the demand for religious tourism focused on pilgrimages; analyze the segmentation of the demand; identify the relationship between demand segments with satisfaction and loyalty; and establish the sociodemographic aspects that characterize demand segments. The study was conducted during the Pilgrimage of the Christ of Miracles in Lima, Peru. The sample was taken on-site from 384 tourists. The statistical techniques used were factor analysis and the k-means clustering method. The results reveal five motivational dimensions: Religious Experience, Belief Experience, Escape, Touristic Experience, and Shopping. Three attendee segments were also identified: Believers, related to belief experience; Religious, related to religious experience; and Passive, tourists with low motivations. The Religious segment had the highest satisfaction and loyalty levels among these groups. Sociodemographic differences were also found in the demand segments. The findings will contribute to management guidelines for destination administrators with religious events and provide insights into academic literature.Ítem Acceso Abierto Effect of negative emotions in consumption during the COVID-19 pandemic: A study from Peru(PLOS, 2023-11-03) Regalado-Pezúa, Otto; Carvache-Franco, Orly; Carvache-Franco, Mauricio; Carvache-Franco, Wilmer; Ortiz-Soto, Maribel; Larregui-Candelaria, GuisellThe research examines the negative consumer emotions generated by the perception of social networks or traditional media with consumer behavior during the covid_19 pandemic. The study was developed in Peru with a sample of 220 consumers; the design is quantitative and structural equations were used for data processing. The results indicate that social networks and traditional media are not related to negative emotions, but are related to the change in consumer behavior in the purchase of more products and new products. The research has theoretical implications since it provides evidence to the literature that the negative emotions generated during the covid_19 pandemic are related to changes in consumer behavior, which affect the purchase of more products and new products. The practical implications of the research is for businessmen on the causes of changes in consumer behavior generated during crises. like the COVID-19 pandemic.Ítem Acceso Abierto Perceived value and its relationship to satisfaction and loyalty in cultural coastal destinations: a study in Huanchaco, Peru(PLOS, 2023-08-01) Regalado-Pezúa, Otto; Carvache-Franco, Mauricio; Carvache-Franco, Orly; Carvache-Franco, WilmerCoastal tourism offers a wide variety of activities related to nature and culture in a sustainable environment. The present study in a coastal destination with cultural characteristics aims to (i) establish the dimensions of perceived value, (ii) determine the relationship between perceived value and satisfaction, and (iii) identify the relationship between perceived value and loyalty in variables such as return, recommendation, and word of mouth in a cultural coastal destination. This quantitative research used a sample of 384 valid questionnaires collected in Huanchaco, Peru, a city next to the Pacific Ocean, being a coastal destination with cultural potential. Factor analysis and multiple regression were applied for data analysis. The results show three dimensions of value perceived by tourists in coastal destinations: emotional and social value, economic value, and functional value. Of these, emotional and social value is the most salient predictor of tourist satisfaction and loyalty. These results will serve as management guides for cultural coastal destination managers and contribute to the academic literature.Ítem Acceso Abierto Market segmentation in urban tourism: a study in Latin America(PLOS, 2023-05-18) Carvache-Franco, Mauricio; Regalado-Pezúa, Otto; Sirkis, Gabriela; Carvache-Franco, Orly; Carvache-Franco, WilmerThis study aims to analyze the different segments of urban tourism demand. The data were collected in Mexico City, Lima, Buenos Aires, and Bogota, and a K-means clustering method was used to find the segments. The results showed three segments: the first cluster grouped tourists interested in enjoying lodging and restaurant services; the second included visitors seeking multiple attractions, who were the most willing to recommend the destinations; finally, the third was composed of passive tourists, not drawn to the attractions of these cities. This study contributes to the literature by offering evidence of urban tourism segmentation in Latin American cities, which has been scarcely researched. Furthermore, it sheds light on this topic by finding a segment not previously described in the literature ("multiple attractions"). Finally, this study offers practical implications for managers of tourism companies to plan and improve the competitiveness of destinations based on the different segments found.Ítem Acceso Abierto Urban turism perception and recommendation in Mexico City and Lima(MDPI, 2022-11-11) Regalado-Pezúa, Otto; Sirkis, Gabriela; Carvache-Franco, Orly; Carvache-Franco, Mauricio; Carvache-Franco, WilmerMexico City and Lima both have great cultural and historical value as they developed close to major pre-Columbian civilizations. When comparing their urban attractiveness factors, they present differences and similarities that need to be understood at a theoretical level. The study has practical implications as tourism officials and managers in each of these two cities can draw inspiration from the best practices of the other city. The method is quantitative, and the exploratory factorial analysis technique was used to reduce the variables in a group of factors. The results indicate that the different aspects of the cities’ tourism attractiveness can be categorized into four factors: the nucleus, the tourist ecosystem, MICE & shows, and related services. A comparison of the two cities’ Kruskal–Wallis test scores shows significant differences in terms of three variables: monuments and historic sites, museums and art galleries, and shops and commercial services.Ítem Acceso Abierto Bases for the digital transformation of the productive sector: an exploratory study of key competencies in Peru(ESIC, 2021-10-30) Regalado-Pezúa, Otto; Toro Galeano, Leonardo; Horna-Saldaña, C. J. P.The main objective of this research is to determine the basis of the key competencies necessary to achieve the digital transformation of public and private organizations in Peru. With this objective in mind, the conceptual framework involves the definition of a digital transformation in organizations and their impact on those organizations. Secondly, the article presented the results of the exploratory fieldwork conducted through in-depth interviews with ten executives from different productive sectors and analyzed them through content analysis. From this exploratory study, it concludes that all the experts interviewed agree on: i) the urgency of initiating a digital transformation process in small, medium, and large companies; ii) the need for training in digital transformation for company employees in all functional lines, giving priority to the commercial area; and iii) investment in the implementation process starting with cybersecurity and big data due to the impact on the operational and commercial results of the companies.Ítem Acceso Abierto The determining factors of attractiveness in urban tourism: a study in Mexico City, Buenos Aires, Bogota, and Lima(MDPI, 2022-06-05) Sirkis, Gabriela; Regalado-Pezúa, Otto; Carvache-Franco, Orly; Carvache-Franco, WilmerThis research aims to examine the tourist recognition of the different attractions of the four most populous Spanish-speaking cities in Latin America: Mexico City, Buenos Aires, Bogotá, and Lima, and determine the factors that group these attractions and evaluate their degree of importance. Factor analysis technique was used to reduce the perceptions into relevant factors. The methodology used is quantitative, transversal, and non-experimental. The results indicate that the tourist attraction of a city has four main factors: the nucleus, the tourism ecosystem, Meetings, Incentives, Conventions and Exhibitions/Events (MICE) and shows, and the related services. The research has theoretical implications because it determines that tourists perceive attractions at four levels in these Latin American cities, each of which is made up of tourist attractions different from those mentioned in the literature. The research has practical implications, since officials and those responsible for tourism in Latin American cities can improve their plans by considering the factors of tourist attraction that generate a greater influx of tourists in the cities examined.Ítem Acceso Abierto Psychological distance in the diaspora marketing of nostalgic products: a Venezuelan case(Fundación Getulio Vargas, Escuela de Administración de Empresas de São Paulo, 2021-12-13) Palomino-Tamayo, Walter; Saksanian, Maria Christina; Regalado-Pezúa, OttoWith this first systematic review of specific literature about diaspora marketing, it was found that this emerging literature focuses mainly on opportunities related to trade, tourism, and the acculturation between countries with different languages in only one host country. This research contributes toward a greater understanding of diaspora buying behavior using the construal level theory, specifically regarding the purchase of nostalgic products and services, examining the case of Venezuelan diaspora in the broader international context of five host countries: Colombia, Peru, Chile, Ecuador, and Panama Another contribution is the use of e-WOM metrics derived from advertising posts on Instagram. The results show that diaspora consumers in host countries that have higher levels of individualism, less masculinity, and are further geographically from their homeland seek to consume greater amounts of nostalgic products.
