Digital transformation of the Guardalavaca tourist destination.

Assessment of maturity status

Abstract

Digital transformation as a strategic phenomenon is gaining momentum due to technological advances. It is a catalyst of organizational and mental changes, an essential perspective in managerial scenario today from which tourism sector does not escape. Its acceptance improve competitiveness, optimizes processes and provides greater added value to customers when facing managerial challenges such us agility, costumer focus and the alignment of strategies and business model. For that reason, an evaluation of the competencies of the touristic organizations in Guardalavaca was carried out to face digital transformation. In that sense an interview was applied to key informants from seven organizations in the destination, using the survey defined by Civera Colomé et.al (2022) in the Guide for the digital transformation of the tourism company. As a result, the state of maturity reached by these organizations was obtained in terms of: awareness of the importance of digitalization, existence of plans for digitalization, knowledge of available tools to digitalize the company, digital channels currently used and how they use them, tools to relate to customers, among the most significant. In summary, the state of the digital transformation of the touristic destination Guardalavaca, although some steps have been taken in that direction, still has a low level, especially in areas of technological infrastructure and staff training.