Innovation and creativity in post-pandemic tourism development in PYMES in the Salinas Canton
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Abstract
The COVID-19 pandemic had a profound impact on the tourism sector, forcing SMEs to adapt through innovation and creativity in order to survive in a changing market. This study analyzes how these strategies have impacted the recovery of tourism in the Salinas canton.
A mixed approach was used, combining quantitative and qualitative methods, with surveys directed at tourism entrepreneurs. The results reveal that 78% of SMEs implemented digital technologies to improve their competitiveness, and 81% considered creativity a key factor in their recovery. However, the main barriers include lack of financing and institutional support.
From the analysis conducted, it is concluded that innovation and creativity have been determinant in the post-pandemic tourism development in Salinas, facilitating the adaptation of businesses to new market demands. The diversification of services and the use of technological tools have made it possible to improve the tourism offer and attract visitors. However, their full impact will depend on strengthening access to resources, training and government support. This study provides key information to understand the relevance of these strategies in the recovery of the sector and its projection towards a more sustainable and competitive tourism.
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Joseph Arturo Benavides-Pacheco, Universidad Peninsula de Santa Elena - Ecuador
https://orcid.org/0009-0005-6909-3107
Administrative Analyst at Empresa Publica Mancomunada AGUAPEN EP, Business Engineer, Private teacher in the area of mathematics.
Entrepreneur and co-owner of Duky Coffee.
Jessica Soraya Linzan-Rodríguez, Universidad Peninsula de Santa Elena - Ecuador
https://orcid.org/0000-0002-0114-8563
Professor at UPSE (Santa Elena Peninsula State University for 20 years), Commercial Engineer, Diploma in Pedagogy, Master's Degree in Education, Master's Degree in Tourism, PhD in Tourism (ongoing), Member of the Regional Technical Committee 2010, Delegate of the Regional Network 5 of Entrepreneurship Services and Incubator, 2010, Advisor in Entrepreneurial Leadership Workshops for Entrepreneurs of Emprendecuador Beneficiaries, 2011, Technical Advisor at the Center for Business Development and Entrepreneurship Support
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