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Vol. 43 Núm. 77 (2024)

Política económica

Estrategias de adaptación de la hotelería colombiana ante la pandemia

https://doi.org/10.19053/uptc.01203053.v43.n77.2024.16500

Publicado 2024-02-29

  • Diego Alejandro López Cadavid
    • ,
  • Jorge Aníbal Restrepo Morales
    • ,
  • Juan Gabriel Vanegas López
    • ,
  • Maria Alexandra Arango Mesa

Diego Alejandro López Cadavid
Tecnológico de Antioquia image/svg+xml

Jorge Aníbal Restrepo Morales
Tecnológico de Antioquia image/svg+xml

Juan Gabriel Vanegas López
Tecnológico de Antioquia image/svg+xml

Maria Alexandra Arango Mesa
Tecnológico de Antioquia image/svg+xml

Resumen

Diferentes aspectos asociados a la dinámica empresarial motivan el diseño y ejecución de estrategias. En el caso de la industria hotelera colombiana, la reciente regulación de precios, el surgimiento de tecnologías disruptivas, así como los eventos que afectan la salud pública demuestran la necesidad de delinear tácticas apropiadas que lleven a una adecuada implementación contextualizada. Este estudio propone un modelo de análisis jerárquico de procesos (AHP) para evaluar el conjunto de tácticas y estrategias más aplicables a estas alternativas de situación actual que deben afrontar los hoteleros de la ciudad de Medellín. Los resultados de la evaluación indican que las estrategias intensivas, genéricas de negocio y defensivas son las preferidas. Adicionalmente, los hallazgos sugieren, como era de esperarse, que la pandemia tuvo el mayor peso y por lo tanto debe ser seleccionada por las empresas hoteleras como la alternativa prioritaria en la cual enfocar sus estrategias.

Palabras clave

Colombia, gestión de crisis, estrategia empresarial, pandemia COVID-19 , digitalización, precios

PDF (English)

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