“Adopción de tecnologías digitales y su repercusión en el crecimiento operacional de las empresas turísticas del Cantón Cuenca-Azuay.”

Abstract

Following the COVID-19 health crisis, the implementation of digital technology in the tourism sector has emerged as a fundamental pillar for promoting destinations, increasing presence, and consolidating tourism strategies. However, a slight digital gap is reflected in companies in the city of Cuenca, Ecuador, belonging to this sector, along with a lack of digital platforms for tourist attractions and insufficient analysis for decision-making. The purpose of this research study is to determine the impact of the adoption of digital technologies on the operational growth of tourism companies in Cuenca through the use of a mixed-mehtod, descriptive research approach. The study involves 24 companies registered with the Superintendence of Companies, Securities, and Insurance, under the economic activity of "Accommodation services provided by hotels, suite hotels, aparthotels, tourist complexes, inns". Through the use of a multiple linear regression technique, it is determined that the magnitudes of the independent variables (Digital Technologies, Customer Experience, Digital Services, and Internal Management and Operations) positively influence the Operational Growth of the aforementioned organizations. It is concluded that it is important to adopt digital technology from an integral approach with established procedures, qualified personnel, and an effective operational structure.