El uso de las TICs como medio de reactivación económica en las MiPymes de alojamiento del cantón Guayaquil para tiempos post-COVID.

Abstract

Currently companies are in constant technological innovation due to various reasons, among the most important the new digital era and the need to adapt to the new reality in the face of Post-Covid19 society. The purpose of this research work is to carry out a study of the use of ICTs as a means of economic reactivation in the accommodation SMEs of the Guayaquil canton for post-COVID times. With respect to the theoretical framework, various theories and concepts are identified that support the variables of the research project, such as ICTs and economic reactivation, theories and concepts such as informatics and computing, communication networks, information systems, IOT, economic growth., Covid-19 crisis and accommodation SMEs. The methodology used is quantitative of a descriptive, non-experimental cross-sectional type, with sources of information obtained through surveys carried out on a sample of the accommodation MSMEs of Guayaquil according to reports from the Superintendency of Companies, Securities and Insurance, for a subsequent collection of information through questionnaires carried out. As a result, by means of a statistical data tabulation it is established that a) the accommodation MSMEs of Guayaquil have reduced equipment for the use of ICTs. b) the accommodation MSMEs of Guayaquil do not make enough investment in Information Systems and their respective training for reasons of ignorance and lack of interest c) the accommodation MSMEs of Guayaquil have digital marketing as a tool to expand their reach. Proposed proposals are the Implementation of CRM and TPS systems in order to retain customers through the provision of automated processes for managing their records, and the proposed improvement and implementation of Digital Marketing through three channels or digital means: networks social, Online Travel Agency (OTA) and Search Engine Marketing, in order to increase its reach, recognition and positioning.