Fonte: Revista de Turismo e Identidad; Vol. 3 Núm. 1 (2022): Junio/Noviembre 2022; 15-47
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Resumo: The Coronavirus pandemic crisis (COVID19) has forced entrepreneurs to look for economic subsistence alternatives in the tourism sector. One of them is the use of technology making innovation and digitalization elements of management. Therefore, the purpose of this study was to characterize the information and communication technology (ICT) tools used by SMEs in the tourism sector during the period of the coronavirus crisis. Also, to check the willingness to handling and implementing digital marketing tools in the entrepreneurial management. Therefore, descriptive methodological strategies of a quantitative approach were usedwith an observational, prospective and cross-sectional design. Surveys -in the form of a digital questionnaire- were conducted to get representative data the sample was made up of entrepreneurs from ten different provinces including the capital city of Argentina from X and Y generations whose enterprises are linked to the tourism sector and most of them do not exceed ten years of operation. The main results of this research show that the survey’s participants are characterized by having good internet access. However, they still need to improve their levels of business’ digitalization, as well as a reluctance to the use of digital marketing, mainly due to lack of knowledge, poor management of tools and lack of experience in their implementation.
