Impact of digital marketing on the purchasing behavior of the peruvian tourist Generation Z
DOI:
https://doi.org/10.53732/rccsociales/e8837Keywords:
digital marketing, consumer behavior, tourism, digital platforms, generation ZAbstract
This study examines the influence of digital marketing on the purchasing behavior of Peruvian Generation Z tourists, a cohort characterized by high digital literacy and frequent use of online platforms for travel planning. Adopting a quantitative and explanatory approach, the research employed a non-experimental, cross-sectional design. Data were collected through online surveys administered to 300 Peruvian Generation Z tourists who had used digital platforms to plan or purchase tourism services. The findings reveal a positive and statistically significant relationship between digital marketing and purchasing behavior. These results highlight the need to enhance the digital user experience, strengthen consumer trust, and foster greater loyalty among Peruvian Generation Z tourists.
References
Adamson, KA y Prion, S. (2013). Fiabilidad: medición de la consistencia interna mediante el coeficiente α de Cronbach. Simulación clínica en enfermería, 9 (5), e179-e180.
Anderson, J. R., Guan, Y., & Koc, Y. (2016). The academic adjustment scale: Measuring the adjustment of permanent resident or sojourner students. International Journal of Intercultural Relations, 54, 68-76. https://doi.org/10.1016/j.ijintrel.2016.07.006
Angeloni, S. & Rossi, C. (2020). Online search engines and online travel agencies: A Comparative Approach. Journal of Hospitality and Tourism Research, 45 (4), 720–749. https://journals.sagepub.com/doi/abs/10.1177/1096348020980101
Anjaria, K. (2022). Knowledge derivation from Likert scale using Z-numbers. Information Sciences, 590, 234-252. https://doi.org/10.1016/j.ins.2022.01.024
Antonides, G., & Hovestadt, L. (2021). Product Attributes, Evaluability, and Consumer Satisfaction. Sustainability, 13(22), 12393. https://doi.org/10.3390/su132212393
Bernal Torres, C. A. (2016). Metodología de la investigación. Pearson Educación.
Busca, L., & Bertrandias, L. (2020). A framework for digital marketing research: investigating the four cultural eras of digital marketing. Journal of Interactive Marketing, 49(1), 1-19. https://doi.org/10.1016/j.intmar.2019.08.002
Chou, S. F., Horng, J. S., Liu, C. H. S., & Lin, J. Y. (2020). Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes. Journal of retailing and consumer services, 55, 102113. https://doi.org/10.1016/j.jretconser.2020.102113
Creswell, J.W. (2013). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.), SAGE Publications.
Curtis, B., Ashford, R., Magnuson, K., & Ryan-Pettes, S. (2019). Comparison of Smartphone Ownership, Social Media Use, and Willingness to Use Digital Interventions Between Generation Z and Millennials in the Treatment of Substance Use: Cross-Sectional Questionnaire Study. Journal of Medical Internet Research, 21. https://doi.org/10.2196/13050
Deb, S. K., Nafi, S. M., & Valeri, M. (2022). Promoting tourism business through digital marketing in the new normal era: A sustainable approach. European Journal of Innovation Management, 27(3), 775-799. https://doi.org/10.1108/EJIM-04-2022-0218
Hair, J. F., Hult, G. T. M., Ringle, C. M. y Sarstedt, M. (2021). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). SAGE Publications.
Hernández Sampieri, R., Fernández Collado, C., & Baptista Lucio, M. d. P. (2010). Metodología de la investigación (5a ed.). McGraw-Hill Interamericana.
Iyer, G., Blut, M., Xiao, S., & Grewal, D. (2019). Impulse buying: a meta-analytic review. Journal of the Academy of Marketing Science, 48, 384 - 404. https://doi.org/10.1007/s11747-019-00670-w.
Khomenko, L., Rosokhata, A., & Jasnikowski, A. (2021). Analysis of territories marketing activities among small and medium business: a bibliometric analysis. Marketing i menedžment innovacij, (4), 184-195. https://doi.org/10.21272/mmi.2021.4-14
Landero, V. D. C. D., Pérez, E. G. S., & Cornelio, R. R. (2024). Modelo de 4Fs del marketing digital: vínculo con el posicionamiento de Marca. Suma de Negocios, 15(32), 50-58. https://doi.org/10.14349/sumneg/2024.V15.N32.A6
Lee, Y. Y., Falahat, M., & Sia, B. K. (2021). Drivers of digital adoption: a multiple case analysis among low and high-tech industries in Malaysia. Asia-Pacific Journal of Business Administration, 13(1), 80-97. https://doi.org/10.1108/APJBA-05-2019-0093
León-Castro, M., Rodríguez-Insuasti, H., Montalván-Burbano, N., & Victor, J. A. (2021). Bibliometrics and science mapping of digital marketing. Springer Singapore, 95-107. https://doi.org/10.1007/978-981-33-4183-8_9
Magano, J., & Cunha, M. N. (2020). Digital marketing impact on tourism in Portugal: A quantitative study. African Journal of Hospitality, Tourism and Leisure, 9(1), 1–19. https://www.researchgate.net/publication/338655966
Manzoor, U., Baig, S. A., Hashim, M., & Sami, A. (2020). Impact of Social Media Marketing on Consumer’s Purchase Intentions: The Mediating role of Customer Trust. International Journal of Entrepreneurial Research, 3(2), 41–48. https://doi.org/10.31580/ijer.v3i2.1386
Martínez, C. (2023). Marketing digital: una guía completa para empresas y profesionales. ESIC Editorial.
Olanrewaju, A.-S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research: A literature review. International Journal of Information Management, 50, 90–110. https://doi.org/10.1016/j.ijinfomgt.2019.05.011
Park, Y., Ko, E., & Do, B. (2023). The perceived value of digital fashion product and purchase intention: the mediating role of the flow experience in metaverse platforms. Asia Pacific Journal of Marketing and Logistics, 35 (11): 2645–2665. https://doi.org/10.1108/APJML-11-2022-0945
Pencarelli, T. (2019). The digital revolution in the travel and tourism industry. Information Technology & Tourism, 22, 455 - 476. https://doi.org/10.1007/s40558-019-00160-3
Possebon, J., Cervi, C., & Baggio, D. K. (2019). Factores que influyen en la decisión de compra de viajes turísticos: Un estudio en el Noroeste de Rio Grande do Sul (Brasil). Estudios y Perspectivas en Turismo, 28(4), 903–922. https://www.redalyc.org/journal/1807/180762638003/
Roller. (2023). Gen Z travel trends & statistics in 2023. https://www.roller.software/blog/gen-z-travel-trends-and-statistics
Romero-Saldaña, M. (2016). Pruebas de bondad de ajuste a una distribución normal. Revista Enfermería del Trabajo, 6(3), 105-114.
Rothman, K. J. (2012). Epidemiology: An introduction (2nd ed.). Oxford University Press.
Sabino, C. (1996). El proceso de investigación. Editorial Panapo.
Sakdiyakorn, M., Golubovskaya, M., & Solnet, D. (2021). Understanding Generation Z through collective consciousness: Impacts for hospitality work and employment. International Journal of Hospitality Management, 94, 102822. https://doi.org/10.1016/j.ijhm.2020.102822
Sarabia Alegría, J. M., & Pascual Sáez, M. (2005). Curso básico de estadística para economía y administración de empresas. Ed. Universidad de Cantabria.
Subedi, D. (2016). Explanatory sequential mixed method design as the third research community of knowledge claim. American Journal of Educational Research, 4(7), 570-577. DOI:10.12691/education-4-7-10
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social Media Influencer marketing: a Systematic review, Integrative Framework and Future Research Agenda. International Journal of Consumer Studies, 45(4), 617–644. https://doi.org/10.1111/ijcs.12647
Wei, Y., Liu, H., Zhuo, W., & Park, K. S. (2025). The influence of social media attributes on impulsive travel intentions: Integrating the Stimulus–Organism–Response theory and Information Adoption Model. Sustainability, 17(10), 4404. https://doi.org/10.3390/su17104404.
Wong, J. W. C., Lai, I. K. W., & Tao, Z. (2020). Sharing memorable tourism experiences on mobile social media and how it influences further travel decisions. Current Issues in Tourism, 23(14), 1773– 1787. https://doi.org/10.1080/13683500.2019.1649372
Additional Files
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Fatima Sophia Armijo Durand , Marianella Gabriella Lescano Zevallos, Carmen Rosa Chieng Cueva
This work is licensed under a Creative Commons Attribution 4.0 International License.
1.png)
Todo el contenido de esta revista, está bajo 