Identificación del potencial de incorporación de analítica de datos y big data en los procesos de toma de decisiones en el ecosistema de las empresas de alojamiento de la ciudad de Cuenca, Ecuador

Abstract

This study aims to identify the potential for incorporating data analytics and big data into decision-making processes in the ecosystem of accommodation companies in the city of Cuenca, Ecuador. To carry it out, 3 stages have been completed, the first to understand the theoretical foundations related to the use of data analytics and big data in the tourism sector for the contextualization of the phenomenon in the field of accommodation companies, the second to describe the current situation of the handling, management and use of data within accommodation companies in Cuenca (Ecuador), identifying practices, limitations, and opportunities, the third Identify the willingness of lodging companies to acquire, integrate, and use data derived from analytics and big data solutions for hotel management decision-making. The study had a qualitative approach of exploratory scope and cross-sectional. Tools such as semi-structured interviews (15) were used for members of the accommodation sector interested in decision-making data, union leaders in the accommodation sector, and members of the public sector involved in the accommodation sector. It is concluded that the study made it possible to determine that the adoption of data analysis tools and big data in accommodation companies is in a non-homogeneous stage of development since some establishments have incorporated technologies to improve management and decision-making and others maintain traditional practices with limited use of data.