Competitividad de las agencias de viaje del Cantón Cañar: adaptación estratégica frente a las nuevas dinámicas del consumidor turístico

Abstract

Competitiveness in the tourism sector has become an essential element for the sustainability of travel agencies, in a context marked by digitization, the transformation of business models, and changes in tourist consumer behavior. In this context, this study aimed to analyze the competitiveness of travel agencies in the Cañar canton, considering their capacity for strategic adaptation to new consumer dynamics. For this purpose, a quantitative, descriptive methodology was used under a non-experimental cross-sectional design. Data collection was carried out by applying structured questionnaires to seven travel agencies registered in the city of Cañar and 52 customers. The results showed a high level of strategic adaptation in dimensions such as digital transformation, innovation, organizational management, and strategic relationships, highlighting the incorporation of technological tools, organizational strengthening, and the establishment of alliances as key factors for service improvement. In terms of competitiveness, travel agencies rated their service quality and business performance highly; however, customer perceptions reflected lower levels, which reveals a gap that requires improvement strategies. In summary, the competitiveness of travel agencies in the Cañar canton is determined by their capacity for strategic adaptation, which directly affects their positioning and customer loyalty.

Keywords: travel agencies, competitiveness, strategic adaptation, dynamics, consumption, tourist consumer.