Female entrepreneurship: Persuasion and loyalty in hotel tourism

Abstract

The purpose was to determine the relationship between persuasion and loyalty in a tourist hotel, considering the impact of emotions, memorable experiences and advertising, developed through female entrepreneurship. With quantitative methodology, simple correlational scope, non-experimental design and cross-section. Data collection was carried out using a Likert-type questionnaire applied to 351 guests of a tourist hotel during the year 2025, selected by simple random probability sampling. This instrument achieved high levels of reliability with a Cronbach’s alpha of 0.882 for the persuasion variable and 0.912 for loyalty. Since the data did not follow a normal distribution, a non-parametric statistical test was applied. The results revealed statistically significant correlations of positive emotions (r=0.647), memorable experiences (r=0.558) and advertising (r=0.517) with loyalty, all with significance levels less than 0.001, the general association of persuasion and loyalty was 0.632, confirming the initial hypothesis. It is concluded that the use of persuasive components that generate emotional connections and authentic experiences positively influence the client’s return decision. It is recommended to implement loyalty programs with an emotional focus focused on differentiating experiences and the use of storytelling to maintain lasting relationships with visitors.