<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2708-0412</journal-id>
<journal-title><![CDATA[Revista científica en ciencias sociales]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. cient. cienc. soc.]]></abbrev-journal-title>
<issn>2708-0412</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Pacífico]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2708-04122026000100221</article-id>
<article-id pub-id-type="doi">10.53732/rccsociales/e8837</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Impacto del marketing digital en el comportamiento de compra del turista peruano de la Generación Z]]></article-title>
<article-title xml:lang="en"><![CDATA[Impact of digital marketing on the purchasing behavior of the peruvian tourist Generation Z]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Armijo Durand]]></surname>
<given-names><![CDATA[Fatima Sophia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lescano Zevallos]]></surname>
<given-names><![CDATA[Marianella Gabriella]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chieng Cueva]]></surname>
<given-names><![CDATA[Carmen Rosa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad San Ignacio de Loyola Facultad de Ciencias Empresariales ]]></institution>
<addr-line><![CDATA[Lima ]]></addr-line>
<country>Perú</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2026</year>
</pub-date>
<volume>8</volume>
<fpage>221</fpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_arttext&amp;pid=S2708-04122026000100221&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_abstract&amp;pid=S2708-04122026000100221&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.iics.una.py/scielo.php?script=sci_pdf&amp;pid=S2708-04122026000100221&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente estudio analiza el impacto del marketing digital en el comportamiento de compra del turista peruano de la Generación Z, un segmento caracterizado por su alto nivel de digitalización y uso de plataformas en línea para la planificación de viajes. Desde un enfoque cuantitativo y explicativo, se utilizó un diseño no experimental y transversal. Se realizaron encuestas en línea a 300 turistas peruanos de la Generación Z, quienes han utilizado plataformas digitales para la planificación o compra de servicios turísticos. Los resultados indican una correlación positiva y significativa entre el marketing digital y el comportamiento de compra del turista de la Generación Z. Estos hallazgos permiten mejorar la experiencia digital, reforzar la confianza e incrementar la fidelización de los turistas peruanos de la generación Z.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing digital]]></kwd>
<kwd lng="es"><![CDATA[comportamiento del consumidor]]></kwd>
<kwd lng="es"><![CDATA[turismo]]></kwd>
<kwd lng="es"><![CDATA[plataforma digital]]></kwd>
<kwd lng="es"><![CDATA[generación Z]]></kwd>
<kwd lng="en"><![CDATA[digital marketing]]></kwd>
<kwd lng="en"><![CDATA[consumer behavior]]></kwd>
<kwd lng="en"><![CDATA[tourism]]></kwd>
<kwd lng="en"><![CDATA[digital platforms]]></kwd>
<kwd lng="en"><![CDATA[generation Z]]></kwd>
</kwd-group>
</article-meta>
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