Una mirada analítica a la demanda turística interna en Ecuador: relación multidimensional entre visitante, viaje y destino
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2024-05-06
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Jaén: Universidad de Jaén
Resumen
La inteligencia turística se sustenta en los datos, posicionados mundialmente como el nuevo petróleo del siglo XXI. Esto ha propiciado que muchos países se conviertan en destinos inteligentes; sin embargo, el proceso hacia el máximo aprovechamiento del conocimiento para la toma de decisiones en el sector, apenas empieza en Ecuador. Así, este trabajo procuró profundizar en la comprensión de la demanda turística interna y la gestión de cimientos de inteligencia turística en torno al visitante, viaje y destino. Se utilizó una muestra proporcionada por el Ministerio de Turismo y se implementaron técnicas analíticas de ciencia de datos de carácter descriptivo y predictivo para la validación de las hipótesis planteadas. Desde el contexto combinado de la aplicación de modelos y la generación de resultados a partir de datos, se extrajeron patrones, identificaron segmentos, establecieron predicciones, visibilizaron tendencias geográficas y propusieron acciones como apoyo complementario a las estrategias turísticas del país.
Tourism intelligence is based on data, positioned worldwide as the new oil of the 21st century. This has led many countries to become smart destinations; however, the process towards taking maximum advantage of knowledge for decision-making in the sector is just beginning in Ecuador. Thus, this work sought to deepen the understanding of the domestic tourist demand and the management of tourism intelligence foundations around the visitor, trip and destination. A sample provided by the Ministry of Tourism was used and analytical data science techniques of a descriptive and predictive nature were implemented to validate the hypotheses raised. From the mixed context of models’ application and results’ generation from data, patterns were extracted, segments were identified, predictions were established, geographical trends were made visible, and actions were proposed as complementary support to the country’s tourism strategies.
Tourism intelligence is based on data, positioned worldwide as the new oil of the 21st century. This has led many countries to become smart destinations; however, the process towards taking maximum advantage of knowledge for decision-making in the sector is just beginning in Ecuador. Thus, this work sought to deepen the understanding of the domestic tourist demand and the management of tourism intelligence foundations around the visitor, trip and destination. A sample provided by the Ministry of Tourism was used and analytical data science techniques of a descriptive and predictive nature were implemented to validate the hypotheses raised. From the mixed context of models’ application and results’ generation from data, patterns were extracted, segments were identified, predictions were established, geographical trends were made visible, and actions were proposed as complementary support to the country’s tourism strategies.