Cruz Tarrillo, Jose Joel

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Cruz Tarrillo, Jose Joel
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jose.cruz@upeu.edu.pe
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    Influence of Brand Personality on Tourist Behavior in Peruvian Destinations: The Mediating Role of Experience, Authenticity, and Trust
    (2026-05-26)
    Vilma Trigoso-Guevara  
    ;
    Kasandra Lisset Torres-Cortez
    ;
    Fiorely Margoth Peralta-Córdova
    ;
    Joel Cruz-Tarrillo  
    ;
    Robin Alexander Díaz Saavedra  
    Despite growing interest in destination branding, empirical evidence is still limited in explaining how brand personality influences tourist behavior mediated by integrated aspects. This study addresses this research gap by proposing and testing a structural model that considers the mediating role of tourist experience, authenticity, and trust in the relationship between brand personality and tourist behavior. The methodology used was quantitative and causal–correlational, using structural equation modeling and a sample of 514 Peruvian tourists selected through non-probabilistic convenience sampling. The results show that brand personality significantly influences tourist experience and destination authenticity, while its direct effect on trust is weak. In addition, experience positively influences trust and authenticity. Significantly, authenticity and experience show direct and positive effects on tourist behavior, while trust has a negative effect. These findings contribute to the advancement of the literature by integrating a single explanatory model with experiential, cognitive, and relational variables, broadening the understanding of the indirect role of brand personality in the tourism context. From a practical standpoint, the results suggest that destination managers should focus on enhancing brand personality and authenticity.
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    Estilos de liderazgo como factor del compromiso laboral en servidores públicos del sector salud
    (2026-01-29)
    Joel Cruz-Tarrillo  
    ;
    Carmen Hernández-Villoslada
    ;
    Edgardo Rojas-Sifuentes
    ;
    Michel Centurión–Quiroz
    Considerando la relevancia del liderazgo y el compromiso laboral, el objetivo de esta investigación fue determinar la influencia del liderazgo en el compromiso laboral de los servidores públicos del sector salud. Se adoptó una perspectiva metodológica cuantitativa no experimental transversal para comprender la relación entre las variables estudiadas. Los participantes de este estudio fueron 500 colaboradores seleccionado bajo un muestreo censal. Mediante la aplicación del modelo de ecuaciones estructurales (SEM) se comprobaron las hipótesis planteadas en estudio. Los resultados muestran un efecto positivo y significativo del liderazgo en el compromiso laboral (β = 0.15, p. <0.01). Además, se observa un efecto positivo del liderazgo transformacional en el compromiso laboral (β = 0.905, p. <0.01); mientras que, en cuanto al liderazgo autocrático y al liderazgo democrático, se hallaron efectos negativos para el compromiso laboral (β = -0.07, p. <0.01) y (β = -.15, p. <0.01), respectivamente. Esta investigación concluye que estos hallazgos resaltan la importancia de utilizar estilos de liderazgo que se centren en la inspiración y el desarrollo profesional para mejorar el trabajo y el compromiso en este campo.
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    Design and validation of the Brand Personality Scale in Tourist Destinations
    (2022-04-01)
    José Joel Cruz-Tarrillo  
    ;
    Karla Liliana Haro Zea
    ;
    Edison Effer Apaza Tarqui
    ;
    Josué Edison Turpo Chaparro  
    The new modality caused by COVID-19 has significantly affected tourism, from the decrease in demand and the deterioration of facilities due to lack of budget to the point of becoming unattractive. In response to this, the objective of this research work is to design and validate a scale to measure Brand Personality in Tourist Destinations (BPTD). The results were structured in three phases. In the first phase, an exhaustive search of the bibliography and first version of the instrument were generated. Moreover, a panel of 12 professionals between academics and managers was held, who evaluated the features and content validation by a panel of 7 experts. In the second phase, data collection was carried out with the participation of 998 tourists. In the third phase, exploratory and confirmatory factor analysis was carried out, obtaining a KMO of 0.979 and a p-value of 0.000. The total explained variance of the 21 items grouped in three dimensions represents 87.27%. In the confirmatory analysis, χ2 = 921.57, p = 0.000, RMR = 0.069, GFI = 0.917, AGFI = 0.829, CFI = 0.980, TLI = 0.976, NFI = 0.975, IFI = 0.980 and RMSA = 0.065, with an appropriate internal consistency (performance: α = 0.984; social innovation α = 0.982; honesty α = 0.964). Composite reliability was CR > 0.70 and convergent validity was AVE > 0.5. In conclusion, the values imply an acceptable adjustment, for which the model is adequate, and the scale is valid to be applied in tourism.
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    Democracy and Citizen Participation: A Comparative Study Between Peru and Ecuador
    (2025-05-06)
    Rosa Clavijo-López
    ;
    José Joel Cruz-Tarrillo  
    ;
    Raúl Alfredo Sánchez Ancajima
    ;
    Fernando Escobedo
    ;
    Carlos Miguel Aguilar Saldaña
    Democracy is a fundamental part of a society, and it refers to the condition in which citizens exercise their autonomy. This research aimed to analyze the effect of democratic management on citizen participation. The study was approached from the positivist paradigm, with a non-experimental cross-sectional design; the participants were 416 Peruvians and 105 Ecuadorians. An exploratory analysis was carried out to determine the factorial structure of the constructs, and a confirmatory analysis was conducted for its validity. Subsequently, the structural equation model (SEM) was applied to test the hypotheses. The results present a three-dimensional structure (Citizenship legislation, Representative and responsible Government, Civil society and participation) of the democratic management variable. Likewise, the citizen participation variable presents a three-dimensional structure (opinionative, associative, Electoral-Partisan). On the other hand, the SEM model presents an adequate fit with an x2/df = 4.248, TLI is 0.911, CFI= 0.929, and RMSEA= 0.080. The hypothesis tests show an influence of democratic management on optimistic citizen participation with a ? of 0.861 and a significance of 0.000 (p<0.001) in the associative participation of citizens with a ? of 0.678 and a statistical significance of 0.000 (p<0.001), and democratic participation with a ? of 0.814 and 678 and a statistical significance of p<0.001. In conclusion, the results demonstrate the influence of these variables, highlighting the importance of strengthening democratic mechanisms for citizen participation. Received: 25 August 2024 / Accepted: 23 April 2025 / Published: 06 May 2025
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    Expectativas del usuario de servicios de mototaxi para la promoción del turismo receptivo en la ciudad de Tarapoto
    (2020-07-10)
    José Joel Cruz-Tarrillo  
    ;
    José Tarrillo Paredes
    ;
    Carmelino Almestar Villegas
    Objetivo: Conocer las expectativas del turista como usuario del servicio de mototaxi en la ciudadde Tarapoto, mediante la técnica de análisis de componentes principales. Método: Se desarrollóuna investigación de enfoque cuantitativo, de nivel descriptivo, con diseño de investigación noexperimental de corte transversal. La muestra estuvo conformada por 150 turistas usuarios delservicio de mototaxi. La variable “expectativas del servicio de mototaxi”, fue agrupada en cuatrocomponentes principales que recogen el 59,03% de la varianza total explicada. Resultados: Loscomponentes principales encontrados para el modelo se denominan: componente 1, cumplimientode normas del conductor; componente 2, comodidad del pasajero; componente 3, imagen personaldel conductor y la componente 4, respeto al medio ambiente. Conclusiones: El turista usuariodel servicio de mototaxi espera prioritariamente el cumplimiento de normas del conductor y lacomodidad del viaje, ya que estos dos componentes explican el 39% de la variable.
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    Business education, innovation skills as predictors of entrepreneurial self-efficacy in university students
    (2024-08-08)
    Marbelith Laydes
    ;
    Mery Vásquez  
    ;
    José Joel Cruz-Tarrillo  
    ;
    Robin Alexander Díaz Saavedra  
    Considering the importance of entrepreneurship education in the social and economic sphere, the objective of this study was to examine how entrepreneurship education influences the development of innovative skills and entrepreneurial confidence of university students. To do this, it was necessary to adopt a quantitative methodological perspective to understand the relationship between the study variables. Through the application of confirmatory factor analysis (CFA) and the development of the structural equation model (SEM), it was possible to know and confirm the effect and statistical relationship between the variables. The participants of this research were made up of a total of 701 students under quota sampling selection. Entrepreneurship education has been found to significantly influence the promotion of innovative skills and the development of entrepreneurial self-efficacy. Furthermore, the study reveals that the acquisition of innovation competencies is a prerequisite for students to perform well in the business environment. These competencies not only enable them to adapt to changing environments but also foster creativity, systems thinking, and effective problem-solving. This study provides empirical evidence that entrepreneurship education is a relevant factor in strengthening and developing students’ innovation competencies and entrepreneurial self-efficacy.
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    Psychometric evaluation of the tourist behavior scale: Insights from Peruvian tourists
    (2025-04-11)
    José Joel Cruz-Tarrillo  
    Tourism has become one of the most important activities, contributing significantly to national development. That is why understanding tourist behavior is essential but also very complex, as each tourist manifests different motivations when making a tourist trip. The objective of this research has been to evaluate the psychometric perspectives and invariance of the tourist behavior scale in the Peruvian context. The study focuses on the positivist paradigm with a quantitative, non-experimental, cross-sectional methodological perspective. The data collection was carried out with a non-probabilistic sampling by convenience to tourists who visited the tourist destinations of the Peruvian jungle as Laguna Azul, Ahuashiyacu, Alto Mayo, Lamas, obtaining as a sample 778 valid responses. The results show a two-dimensional scale (intention to revisit α=0.819; intention to recommend α=0.882) with adequate internal consistency indices. On the other hand, the convergent and discriminant validation indices (CR=0.825; 0.850; AVE=0.612; 0.654) guarantee a valid and representative scale. Furthermore, the scale’s factor structure was shown to be strictly invariant in the groups of men and women, which suggests that both genders share a similar conception of the tourist behavior scale and have a similar interpretation of the items of each factor. In conclusion, the factorial invariance indicates that the scale can be reliably applied in mixed samples (men and women), guaranteeing its validity and reliability in the measurement of tourism behavior. Furthermore, it is suggested to consider its use in future research and in the evaluation of tourism marketing strategies, since it is an accurate and robust tool for understanding tourists’ intentions.
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    Virtual Education and Post-Pandemic Academic Performance in University Students
    (2024-07-05)
    Fernando Escobedo
    ;
    Elia Anacely Córdova Calle
    ;
    César Augusto Flores Tananta
    ;
    Rosa Clavijo-López
    ;
    José Joel Cruz-Tarrillo  
    The objective of this study was to investigate the influence of education and academic performance in the context of virtual university education. The research presents a quantitative approach, of basic type, with a descriptive causal correlational level, non-experimental and cross-sectional design, in a sample of 663 university students who participated in classes in the virtual modality. Likewise, exploratory and confirmatory analyses were used, where the results of the study reveal a positive relationship between monitoring and virtual skills in academic performance, with a ? value equal to 0.392 and a p-value equal to 0.005. In addition, a more substantial positive effect was found between virtual learning resources and academic performance, with a ? value equal to 0.504 and a p-value less than 0.001. In conclusion, these findings have significant implications for the design of educational policies and training programs that promote adequate support and the development of competencies in virtual environments. The learning experience can be improved by strengthening these areas and maximizing the potential of students in virtual education. Received: 9 March 2024 / Accepted: 24 June 2024 / Published: 5 July 2024
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