Publicación: Acercamiento a la transformación digital en un grupo de hoteles mipymes del caribe colombiano
Acercamiento a la transformación digital en un grupo de hoteles mipymes del caribe colombiano
| dc.contributor.author | Lechuga-Cardozo, Jorge Isaac | |
| dc.contributor.author | Uribe Uran, Adriana | |
| dc.contributor.author | Carvajalino Pérez, Christian | |
| dc.contributor.author | Payares Ayola, Marceliano | |
| dc.contributor.author | Rodríguez Cadena, Rodolfo | |
| dc.contributor.author | Pisciotti Quintero, Katherine | |
| dc.contributor.corporatename | Sello editorial Coruniamericana | |
| dc.date.accessioned | 2023-03-03T16:36:38Z | |
| dc.date.available | 2023-03-03T16:36:38Z | |
| dc.date.issued | 2022-09-07 | |
| dc.description.abstract | El objetivo de la investigación es describir las capacidades para la transformación digital de un grupo de hoteles MiPymes del caribe colombiano. La metodología corresponde al enfoque mixto. Se diseñó un instrumento para las dos variables y se aplicó a una muestra de cuarenta (40) hoteles de las ciudades de Barranquilla y Santa Marta; dicho cuestionario tuvo cuarenta y cuatro (44) ítems para la variable transformación digital y treinta y cuatro (34) para la variable comportamiento digital del consumidor. Se encontró que existe ausencia de conocimientos digitales avanzados, no hay acceso de los colaboradores a planes de capacitación en digitalización y ausencia de medidas de ciberseguridad, la analítica de datos se realiza de forma manual y existe ausencia de programas de fidelización con el cliente como CRM y por último existe desconocimiento de los gerentes de los hoteles en relación con tecnologías digitales como email marketing, LinkedIn, Google Ads, YouTube, Vimeo entre otros. Se concluye que la gestión comercial de los hoteles requiere de procesos de capacitación y entrenamiento de los colaboradores para la gestión eficiente de las tecnologías digitales con el objetivo de contribuir en el relacionamiento estratégico con el cliente. | spa |
| dc.description.abstract | The objective of the research is to describe the capabilities for digital transformation of a group of MSME hotels in the Colombian Caribbean. The methodology corresponds to the mixed approach. An instrument was designed for the two variables and was applied to a sample of forty (40) hotels in the cities of Barranquilla and Santa Marta; this questionnaire had forty-four (44) items for the digital transformation variable and thirty-four (34) for the digital consumer behavior variable. It was found that there is an absence of advanced digital knowledge, there is no access of employees to training plans in digitization and absence of cybersecurity measures, data analytics is done manually and there is an absence of customer loyalty programs such as CRM and finally there is a lack of knowledge of hotel managers in relation to digital technologies such as email marketing, LinkedIn, Google Ads, YouTube, Vimeo and others. It is concluded that the commercial management of hotels requires training processes and training of employees for the efficient management of digital technologies in order to contribute to the strategic relationship with the customer. | eng |
| dc.format.extent | 12 p. | |
| dc.format.mimetype | application/pdf | |
| dc.identifier.citation | Lechuga-Cardozo, J. I., Uribe Uran, A., Carvajalino Pérez, C., Payares Ayola, M., Rodríguez Cadena, R., & Pisciotti Quintero, K. (2022). Acercamiento a la transformación digital en un grupo de hoteles Mipymes del caribe colombiano. Ad-Gnosis, 11(11), 1–12. https://doi.org/10.21803/adgnosis.11.11.532 | |
| dc.identifier.doi | https://doi.org/10.21803/adgnosis.11.11.532 | |
| dc.identifier.eissn | 2745-1364 | |
| dc.identifier.instname | Corporación Universitaria Américana | |
| dc.identifier.issn | 2344-7516 | |
| dc.identifier.reponame | RIA - Repositorio Institucional Américana | |
| dc.identifier.repourl | https://repositorio.americana.edu.co/ | |
| dc.identifier.uri | https://repositorio.americana.edu.co/handle/001/536 | |
| dc.language.iso | spa | |
| dc.publisher | Ad-Gnosis | |
| dc.publisher.place | Barranquilla, Colombia | |
| dc.relation.citationendpage | 12 | |
| dc.relation.citationissue | 11 | |
| dc.relation.citationstartpage | 1 | |
| dc.relation.citationvolume | 11 | |
| dc.relation.ispartofjournal | Ad-Gnosis | |
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| dc.rights | Esta obra está bajo una Licencia Creative Commons "Reconocimiento No Comercial Sin Obra Derivada" | spa |
| dc.rights.accessrights | info:eu-repo/semantics/openAccess | |
| dc.rights.coar | http://purl.org/coar/access_right/c_abf2 | |
| dc.rights.license | Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0) | |
| dc.rights.uri | https://creativecommons.org/licenses/by-nc-nd/4.0/ | |
| dc.source | https://publicaciones.americana.edu.co/index.php/adgnosis/article/view/532 | |
| dc.subject.ddc | 330 - Economía | |
| dc.subject.jel | Analysis of consumers | |
| dc.subject.jel | hotels | |
| dc.subject.jel | digital transformation | |
| dc.subject.proposal | Análisis de los consumidores | spa |
| dc.subject.proposal | hoteles | spa |
| dc.subject.proposal | transformación digital | spa |
| dc.title | Acercamiento a la transformación digital en un grupo de hoteles mipymes del caribe colombiano | spa |
| dc.title.translated | Approach to digital transformation in a group of SME hotels in the Colombian Caribbean | |
| dc.type | Artículo de revista | |
| dc.type.coar | http://purl.org/coar/resource_type/c_6501 | |
| dc.type.coarversion | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |
| dc.type.content | Text | |
| dc.type.driver | info:eu-repo/semantics/article | |
| dc.type.version | info:eu-repo/semantics/publishedVersion | |
| dspace.entity.type | Publication |