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Análisis de las dinámicas de innovación y resiliencia de las agencias de viajes duales de Cuenca, Ecuador tras la crisis sanitaria de la Covid-19
(Universidad de Cuenca, 2023-09-09) Agudo Carreño, Mariela Eduarda; Sigsi Huerta, María Fernanda; Sánchez Rodas, Lourdes Monserrath
This study analyzes the dynamics of innovation and resilience in dual travel agencies in the city of Cuenca, Ecuador, after the Covid-19 health crisis. The research is qualitative in nature of a descriptive nature, using a narrative analysis of eleven selected dual agencies. To this end, the pandemic scenario was described, resilience dynamics were explored, and the incremental and radical innovation factors of dual travel agencies were identified. It was determined that, although the dual agencies demonstrated a high adaptability towards the crisis, most of them implemented strategies that in Schumpeter's words are an incremental innovation, because this process is more profitable from the economic and periodic perspective. On the other hand, the smallest part of the study group focused on radical innovation, contributing with new tools such as e-Marketing, personalized service and the use of new platforms. Keywords: incremental innovation, radical innovation, resilience, Covid-19, dual agencies