Marketing strategies and sales management in travel and tourism agencies of the Alto Mayo destination
DOI:
https://doi.org/10.55873/ravgs.v2i1.400Keywords:
commercial strategies, business innovation, regional tourism, strategic planning, organizational developmentAbstract
Travel and tourism agencies in Alto Mayo face a competitive market where marketing strategies are key to boosting sales, connecting with customers, and ensuring customer retention. To this end, the study sought to determine the relationship between marketing strategies and sales management in agencies in Moyobamba and Rioja, based on the hypothesis of a significant association between the two variables. The research adopted a quantitative, basic approach, descriptive-correlational, and non-experimental design. A sample of 30 travel agencies was administered a structured questionnaire that evaluated dimensions of the marketing mix and sales management. The results showed a Pearson correlation of 0.662 (p = 0.01), indicating a strong positive relationship between the two variables. It was observed that most marketing dimensions reached a fair level, while sales management showed weaknesses related to planning, goal achievement, and strategy implementation. It is concluded that marketing strategies directly impact sales management. However, its implementation is still insufficient, so it is recommended to strengthen marketing plans, staff training, and digitalization processes.
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Copyright (c) 2025 Wilson Javier De-La-Cruz-Chugnas, Jesús Rodríguez-Sánchez
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