Marketing experiential strategies to increase perceived value in Latacunga’s cultural tourism

Authors

Keywords:

Experiential marketing, cultural tourism, perceived value, tourism experiences

Abstract

Cultural tourism in Latacunga is characterized by its heritage, historical, and social richness, reflecting the identity and traditions of the region. However, tourism management has prioritized the destination's visibility over the construction of participatory experiences, limiting visitors’ perceived value. This study aimed to design experiential marketing strategies that optimize perceived value in Latacunga’s cultural tourism. A mixed-method, non-experimental, and cross-sectional approach was employed, using an online survey applied to 373 participants with 20 Likert-scale items to assess dimensions of experiential marketing, including sensory, affective, cognitive, and participatory aspects, as well as perceived value, considering functional or economic, emotional, social, and novelty or epistemic dimensions. The scale demonstrated high reliability (α = 0.981). Additionally, three semi-structured interviews were conducted and analyzed across eight categories. The results showed that the sample was predominantly young, with a mean age of 28.8 years, and 57.1% female. Among the most valued aspects of experiential marketing were emotional activation, unique activities, sensory stimuli, cultural involvement, and learning about history and heritage. Perceived value was moderate, highlighting novelty or epistemic aspects, while functional or economic value scored lower. The interviews confirmed the importance of the Mama Negra festival, local gastronomy, music, and community interaction as pillars of authenticity, emphasizing the need to strengthen sustained experiences. Latacunga possesses experiential potential but requires the development of permanent participatory offerings and an improved quality-price relationship to maximize perceived value and consolidate its position in cultural tourism.

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Published

2026-04-01

How to Cite

Taipe-Herrera, C. G., & Villa-Andrade, L. C. (2026). Marketing experiential strategies to increase perceived value in Latacunga’s cultural tourism. Revista UGC, 4(2), 234–242. Retrieved from https://universidadugc.edu.mx/ojs/index.php/rugc/article/view/367

Issue

Vol. 4 No. 2 (2026): Innovación científica, transformación digital y desafíos jurídicos en el contexto contemporáneo (abril-junio)

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Artículos

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Copyright (c) 2026 Carmen Gisella Taipe-Herrera, Luisa Carolina Villa-Andrade

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