Innovación en el marketing digital aplicado al sector turístico en el Ecuador: Un Análisis ANOVA
DOI:
https://doi.org/10.62325/10.62325/yachana.v13.n1.2024.909Palabras clave:
Marketing, innovación, turismo, estrategiaResumen
Este estudio, titulado "Innovación en el marketing digital aplicado al sector turístico en Ecuador: Un Análisis ANOVA", investiga la influencia del marketing digital en la innovación de empresas turísticas en Ecuador. La justificación radica en la creciente importancia del marketing digital en el turismo y su potencial impacto en la innovación empresarial. El objetivo es determinar si existe una diferencia significativa en la innovación entre las empresas que emplean marketing digital y las que no. Metodológicamente, se utiliza el Análisis de Varianza (ANOVA) con datos de la Encuesta Estructural Empresarial (ENESEM) del año 2021. Los resultados indican que no hay diferencias estadísticamente significativas en ventas e innovación entre ambos grupos de empresas. Esto lleva a la conclusión de que la adopción de estrategias de marketing digital por sí sola no asegura una mayor innovación o éxito comercial en el sector turístico, sugiriendo la necesidad de enfoques más integrados y holísticos en la estrategia empresarial. Este hallazgo es vital para entender la complejidad de la relación entre el marketing digital y la innovación en este sector, destacando la importancia de una implementación estratégica y no solo táctica del marketing digital.
Descargas
Citas
Buhalis, D., & Amaranggana, A. (2013). Smart Tourism Destinations. En Z. Xiang & I. Tussyadiah (Eds.), Infor- mation and Communication Technol- ogies in Tourism 2014 (pp. 553-564). Springer International Publishing. https://doi.org/md67
Buhalis, D., & Law, R. (2008, August). Progress in information technology and tourism management: 20 years on and 10 years after the Internet—The state of eTourism research. Tourism Management, 29(4), 609-623. https:// doi.org/c99xn4
Cabrera-Jara, N., & Greene-Zuñiga, M. (2024). Forgetting intangible values and community: The case of heritage conservation policies in Cuenca, Ec- uador. Journal of Urban Management, S2226585623000961. https://doi.org/ md68
Chafla, J., Herrera, M., Yanza, W., More- no-Vallejo, P., & Cárdenas, G. (2023). Sustainable tourism with the use of in- formation technologies in the Galapa- gos islands-Ecuador [Special Issue 2]. Journal of Namibian Studies, 33(S2), 3999-4017. https://doi.org/md69
Chiriguaya, M., & Baquerizo, V. (2021, abril). Diseño de un plan de marketing digital para promover el turismo en el cantón Samborondón, en el año 2020. RES NON VERBA, 11(1), 125-139. ht- tps://doi.org/md7b
Gretzel, U., & Yoo, K. H. (2008). Use and Impact of Online Travel Reviews. En P. O’Connor, W. Höpken, & U. Gret- zel (Eds.), Information and Communi- cation Technologies in Tourism 2008 (pp. 35-46). Springer Vienna. https:// doi.org/bhnxsd
Gretzel, U., Yuan, Y.-L., & Fesenmaier, D. R. (2000). Preparing for the New Economy: Advertising Strategies and Change in Destination Marketing Organizations. Journal of Travel Re- search, 39(2), 146-156. https://doi. org/c75jjs
Guttentag, D. (2015). Airbnb: Disruptive innovation and the rise of an informal tourism accommodation sector. Cur- rent Issues in Tourism, 18(12), 1192- 1217. https://doi.org/c2g5
Guttentag, D. A. (2010, OCTUBER). Vir- tual reality: Applications and implica- tions for tourism. Tourism Manage- ment, 31(5), 637-651. https://doi.org/ cgq9hq
Hair, J. F., Black, W., Babin, B., & An- derson, R. (2010). Multivariate data analysis: A global perspective (7th ed., global ed). Pearson. http://tinyurl.com/ mrxmzkse
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination market- ing tool: Its use by national tourism organisations. Current Issues in Tour- ism, 16(3), 211-239. https://doi.org/ grg3r3
Hudson, S., & Thal, K. (2013). The Impact of Social Media on the Consumer De- cision Process: Implications for Tour- ism Marketing. Journal of Travel & Tourism Marketing, 30(1-2), 156-160. https://doi.org/gkgdjv
INEC. (2023). Encuesta Estructural Em- presarial (ENESEM). Instituto Na- cional de Estadística y Censos. http:// tinyurl.com/yu88u3ws
Kannan, P. K., & Li, H.-“A.” (2017, March). Digital marketing: A frame- work, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45. https://doi. org/f95szv
Kaplan, A. M., & Haenlein, M. (2010, January/February). Users of the world, unite! The challenges and opportuni- ties of Social Media. Business Hori- zons, 53(1), 59-68. https://doi.org/gzr
Law, R., Qi, S., & Buhalis, D. (2010, June). Progress in tourism management: A review of website evaluation in tour- ism research. Tourism Management, 31(3), 297-313. https://doi.org/cdbbkq
Lim, Y., Chung, Y., & Weaver, P. A. (2012, July). The impact of social me- dia on destination branding: Consum- er-generated videos versus destination marketer-generated videos. Journal of Vacation Marketing, 18(3), 197-206. https://doi.org/gn2d4w
Llorens-Marin, M., Hernandez, A., & Puelles-Gallo, M. (2023). Altruism in eWOM: Propensity to Write Reviews on Hotel Experience. Journal of The- oretical and Applied Electronic Com- merce Research, 18(4), 2238-2256. https://doi.org/md7c
Molina, T. M., Morales, C. F., Mujíca, A. G. G., Vásquez, G. B. B., & Quesada, A. C. (2023). Participation of Latin America and Ecuador in the Creation of Enterprises in the Orange Econo- my. En J. V. Carvalho, A. Abreu, P.
Liberato, & A. Peña (Eds.), Advances in Tourism, Technology and Systems: Selected Papers from ICOTTS 2022, Volume 1 (pp. 57-67). Springer Na- ture. https://doi.org/md7d
Pan, S.-Y., Gao, M., Kim, H., Shah, K. J., Pei, S.-L., & Chiang, P.-C. (2018, September). Advances and challenges in sustainable tourism toward a green economy. Science of The Total Envi- ronment, 635, 452-469. https://doi. org/gftxwt
Pécot, M., Ricaurte-Quijano, C., Khoo, C., Alonso, M., Barahona-Canales, D., Ling Yang, E., & Tan, R. (2024, June). From empowering women to being empowered by women: A gen- dered social innovation framework for tourism-led development initiatives. Tourism Management, 102, 104883. shortDOI Service
Ricaurte-Quijano, C., Pécot, M., Veinti- milla-Mariño, C., Encalada-Abarca, L., Guayaquil, D., Bauz, S., & Pamba- bay, J. (2024). Tourism planning as a social practice in times of change and uncertainty: Views from a troubled Latin American country. Current Is- sues in Tourism. https://doi.org/md7g
Sánchez-Cortez, J. L., Simbaña-Ta- siguano, M., Vélez-Macías, K., Gre- fa-Shiguango, H., Jaque-Bonilla, D., & Cabascango-Chiliquinga, E. (2023, December). Sumaco Volcano (Ecua- dor): Integral Approach to its Geotour- ism Potential2. Geoconservation Re- search (GCR), 6(2), 1-18. https://doi. org/md7h
Santoso, H., Priatna, W., Wijaya, A., & Nugroho, D. (2024, January). Strengthening the Resilience and Competitiveness of MSMEs for Dig- ital Independence of Tourism Villages Through Marketing Communication in Pesudukuh Village, Bagor District, Nganjuk Regency, East Java. IJMRA, 7(1), 17-21. https://doi.org/md7j
Schäfer-Dorn, N., & Knudsen, G. H. (2023). Digital Transformation in the Tourism Industry: Insights on Practic- es, Opportunities, and Future Thoughts of Danish Tourism Stakeholders. En Handbook of Research on Business Model Innovation Through Disruption and Digitalization (pp. 222-236). IGI Global. https://doi.org/md7k
Sigala, M., & Haller, C. (2023). Technol- ogy Advances and Innovation in Wine Tourism: New Managerial Approach- es and Cases. Information Technology & Tourism, 25(3), 477-479. https:// doi.org/md7m
Tussyadiah, I. P., & Fesenmaier, D. R. (2009, January). Mediating tourist ex- periences: Access to places via shared videos. Annals of Tourism Research, 36(1), 24-40. https://doi.org/cmtmns
Utami, M. (2023). A Systematic Literature Review of Digital Marketing Commu- nication: A Review of Extant Research and Future Directions. Nusantara Sci- ence and Technology Proceedings. http://tinyurl.com/awx7peum
Xiang, Z., & Gretzel, U. (2010, April). Role of social media in online travel information search. Tourism Manage- ment, 31(2), 179-188. https://doi.org/ bcz9c7
Yuan, Y., Tseng, Y.-H., & Li, C. (2020). e-Tourism Research: A Review. En Z. Xiang, M. Fuchs, U. Gretzel, & W. Höpken (Eds.), Handbook of e-Tour- ism (pp. 1-19). Springer International Publishing. https://doi.org/md7n
Zeng, B., & Gerritsen, R. (2014, April). What do we know about social me- dia in tourism? A review. Tourism Management Perspectives, 10, 27-36. https://doi.org/w8f
Publicado
Cómo citar
Número
Sección
Licencia
Derechos de autor 2024 Yachana Revista Científica
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial 4.0.
