Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca

María Pilar del Miranda-Guerra; Liliana Beatriz Carrillo-Carranza; Adelith Iglesias-Bazan; Jeancarlo De La Torre-Salas

doi:10.1007/978-3-031-93550-3_19

Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca

María Pilar del Miranda-Guerra
, Liliana Beatriz Carrillo-Carranza
, Adelith Iglesias-Bazan
, Jeancarlo De La Torre-Salas

Faculty of Business of the UPN

Universidad Privada del Norte

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

The tourism sector is an industry that promotes economic and social development; it is a sector that strengthens markets. In Peru and Latin America, the tourism sector is the driving force behind the services sector. In this sense, it is evident that the sector needs to look for new and innovative marketing strategies to improve its level of competitiveness, especially in the field of experiential tourism, which is considered an opportunity for growth of involved communities. The present research aims to answer the problem: How is relationship marketing and sustainable development in the tourism sector? The general objective of this research is to determine the current situation of relationship marketing and sustainable development in the tourism sector in Cajamarca. The research has a quantitative approach that frames the development of the research, corresponding to a basic, exploratory and descriptive study; with a non-experimental cross-sectional design. The population belongs to a finite group of companies, constituting the total touristic offer of the sector. There are 47 tourism agencies, so the sample includes this number of companies. The present research concludes that the tourism sector analyzed has important advantages such as the relationship with external customers and potentially with internal customers in order to develop relational marketing as a driver for its own sustainable development.

Original language	English
Title of host publication	Trends in the ICTs Toward Tourism, Hospitality and Gastronomy
Editors	Jezreel Mejía, Hector Cardona Reyes, José Álvarez-García, María de la Cruz del Río-Rama, Rosse Marie Esparza-Huamanchumo
Pages	207-216
Number of pages	10
DOIs	https://doi.org/10.1007/978-3-031-93550-3_19
State	Published - 2025
Event	International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022 - La Molina, Peru Duration: 27 Oct 2022 → 28 Oct 2022

Publication series

Name	Lecture Notes in Networks and Systems
Volume	1451 LNNS
ISSN (Print)	2367-3370
ISSN (Electronic)	2367-3389

Conference

Conference	International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022
Country/Territory	Peru
City	La Molina
Period	27/10/22 → 28/10/22

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth
SDG 12 Responsible Consumption and Production

Keywords

Relational Marketing
Sustainable Tourism
Travel Agencies

Access to Document

10.1007/978-3-031-93550-3_19

Cite this

del Miranda-Guerra, M. P., Carrillo-Carranza, L. B., Iglesias-Bazan, A., & De La Torre-Salas, J. (2025). Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca. In J. Mejía, H. Cardona Reyes, J. Álvarez-García, M. D. L. C. del Río-Rama, & R. M. Esparza-Huamanchumo (Eds.), Trends in the ICTs Toward Tourism, Hospitality and Gastronomy (pp. 207-216). (Lecture Notes in Networks and Systems; Vol. 1451 LNNS). https://doi.org/10.1007/978-3-031-93550-3_19

del Miranda-Guerra, María Pilar ; Carrillo-Carranza, Liliana Beatriz ; Iglesias-Bazan, Adelith et al. / Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca. Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. editor / Jezreel Mejía ; Hector Cardona Reyes ; José Álvarez-García ; María de la Cruz del Río-Rama ; Rosse Marie Esparza-Huamanchumo. 2025. pp. 207-216 (Lecture Notes in Networks and Systems).

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title = "Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca",

abstract = "The tourism sector is an industry that promotes economic and social development; it is a sector that strengthens markets. In Peru and Latin America, the tourism sector is the driving force behind the services sector. In this sense, it is evident that the sector needs to look for new and innovative marketing strategies to improve its level of competitiveness, especially in the field of experiential tourism, which is considered an opportunity for growth of involved communities. The present research aims to answer the problem: How is relationship marketing and sustainable development in the tourism sector? The general objective of this research is to determine the current situation of relationship marketing and sustainable development in the tourism sector in Cajamarca. The research has a quantitative approach that frames the development of the research, corresponding to a basic, exploratory and descriptive study; with a non-experimental cross-sectional design. The population belongs to a finite group of companies, constituting the total touristic offer of the sector. There are 47 tourism agencies, so the sample includes this number of companies. The present research concludes that the tourism sector analyzed has important advantages such as the relationship with external customers and potentially with internal customers in order to develop relational marketing as a driver for its own sustainable development.",

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del Miranda-Guerra, MP, Carrillo-Carranza, LB, Iglesias-Bazan, A & De La Torre-Salas, J 2025, Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca. in J Mejía, H Cardona Reyes, J Álvarez-García, MDLC del Río-Rama & RM Esparza-Huamanchumo (eds), Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. Lecture Notes in Networks and Systems, vol. 1451 LNNS, pp. 207-216, International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022, La Molina, Peru, 27/10/22. https://doi.org/10.1007/978-3-031-93550-3_19

Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca. / del Miranda-Guerra, María Pilar; Carrillo-Carranza, Liliana Beatriz; Iglesias-Bazan, Adelith et al.
Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. ed. / Jezreel Mejía; Hector Cardona Reyes; José Álvarez-García; María de la Cruz del Río-Rama; Rosse Marie Esparza-Huamanchumo. 2025. p. 207-216 (Lecture Notes in Networks and Systems; Vol. 1451 LNNS).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca

AU - del Miranda-Guerra, María Pilar

AU - Carrillo-Carranza, Liliana Beatriz

AU - Iglesias-Bazan, Adelith

AU - De La Torre-Salas, Jeancarlo

N1 - Publisher Copyright: © The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.

PY - 2025

Y1 - 2025

N2 - The tourism sector is an industry that promotes economic and social development; it is a sector that strengthens markets. In Peru and Latin America, the tourism sector is the driving force behind the services sector. In this sense, it is evident that the sector needs to look for new and innovative marketing strategies to improve its level of competitiveness, especially in the field of experiential tourism, which is considered an opportunity for growth of involved communities. The present research aims to answer the problem: How is relationship marketing and sustainable development in the tourism sector? The general objective of this research is to determine the current situation of relationship marketing and sustainable development in the tourism sector in Cajamarca. The research has a quantitative approach that frames the development of the research, corresponding to a basic, exploratory and descriptive study; with a non-experimental cross-sectional design. The population belongs to a finite group of companies, constituting the total touristic offer of the sector. There are 47 tourism agencies, so the sample includes this number of companies. The present research concludes that the tourism sector analyzed has important advantages such as the relationship with external customers and potentially with internal customers in order to develop relational marketing as a driver for its own sustainable development.

AB - The tourism sector is an industry that promotes economic and social development; it is a sector that strengthens markets. In Peru and Latin America, the tourism sector is the driving force behind the services sector. In this sense, it is evident that the sector needs to look for new and innovative marketing strategies to improve its level of competitiveness, especially in the field of experiential tourism, which is considered an opportunity for growth of involved communities. The present research aims to answer the problem: How is relationship marketing and sustainable development in the tourism sector? The general objective of this research is to determine the current situation of relationship marketing and sustainable development in the tourism sector in Cajamarca. The research has a quantitative approach that frames the development of the research, corresponding to a basic, exploratory and descriptive study; with a non-experimental cross-sectional design. The population belongs to a finite group of companies, constituting the total touristic offer of the sector. There are 47 tourism agencies, so the sample includes this number of companies. The present research concludes that the tourism sector analyzed has important advantages such as the relationship with external customers and potentially with internal customers in order to develop relational marketing as a driver for its own sustainable development.

KW - Relational Marketing

KW - Sustainable Tourism

KW - Travel Agencies

UR - https://www.scopus.com/pages/publications/105013027673

U2 - 10.1007/978-3-031-93550-3_19

DO - 10.1007/978-3-031-93550-3_19

M3 - Conference contribution

AN - SCOPUS:105013027673

SN - 9783031935497

T3 - Lecture Notes in Networks and Systems

SP - 207

EP - 216

BT - Trends in the ICTs Toward Tourism, Hospitality and Gastronomy

A2 - Mejía, Jezreel

A2 - Cardona Reyes, Hector

A2 - Álvarez-García, José

A2 - del Río-Rama, María de la Cruz

A2 - Esparza-Huamanchumo, Rosse Marie

T2 - International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022

Y2 - 27 October 2022 through 28 October 2022

ER -

del Miranda-Guerra MP, Carrillo-Carranza LB, Iglesias-Bazan A, De La Torre-Salas J. Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca. In Mejía J, Cardona Reyes H, Álvarez-García J, del Río-Rama MDLC, Esparza-Huamanchumo RM, editors, Trends in the ICTs Toward Tourism, Hospitality and Gastronomy. 2025. p. 207-216. (Lecture Notes in Networks and Systems). doi: 10.1007/978-3-031-93550-3_19

Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca

Abstract

Publication series

Conference

UN SDGs

Keywords

Access to Document

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