Resumen

CRUZ ESTRADA, Isaac  y  MIRANDA ZAVALA, Ana María. ICT ADOPTION IN RESTAURANTS IN PUERTO NUEVO, ROSARITO, BAJA CALIFORNIA. Innovar [online]. 2019, vol.29, n.72, pp.59-76. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v29n72.77932.

The objective of the research is to analyze the adoption of Information and Communication Technologies (ICT) in restaurants in Puerto Nuevo, Rosarito, Baja California. The research begins by reviewing the literature, followed by the application of a survey to 23 restaurant managers registered in the Tourism and Convention Committee of Rosarito. To apply the survey, companies should use one of the following three technological elements in the operation of the business: social network, Internet site or email. The results obtained show a high adoption rate of ICT in business administration, as well as an average index in the use of e-marketing and in the management of customer relations; In addition to the above, a correlation was found between the variables. In this way, it is necessary to increase the adoption of ICT in restaurants, to develop the competitiveness of the destination to other options that the visitor may have, in addition to seeking the implementation of new technologies to meet and facilitate the services that require the consumers.

Palabras clave : Competitiveness; innovation; restaurants; ICT; tourism.

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