Resumo

RODRIGUEZ LUNA, Raúl Enrique  e  ROSENSTIEHL MARTINEZ, José Luis. ENDOGENIZATION AS AN EVOLUTIONARY MECHANISM FOR THE DIGITAL TRANSFORMATION OF NATURE TOURISM SMES. Tend. [online]. 2022, vol.23, n.1, pp.117-138.  Epub 11-Fev-2022. ISSN 0124-8693.  https://doi.org/10.22267/rtend.222301.185.

The purpose of this article is to endogenize the digital transformation in nature tourism SMEs in the department of Magdalena -Colombia, hereinafter referred to as a region, in this sense, the concept of endogenization as an evolutionary mechanism refers to the application of the model discrete choice mathematics as an analysis engine for the variables, which will be studied within the model. The type of study was quantitative, correlational level, the sample consisted of 386 agents of the tourist chain; For data collection, a survey-type instrument with five factors was used, the scale used licker type, for the extraction of the factors, the confirmatory factor analysis was used, using structural equations, then a discrete choice model was run and later the analysis Of the results, among the main findings are that SMEs in the tourism chain that tried to incorporate Big Data activities in decision-making processes have greater chances of success in the digital transformation, in addition, statistical evidence was found that sustains that The training of personnel in Data Science contributes significantly to the Marketing and commercialization processes within the SME in this region.

JEL: C01; C35; C39; C40; M2; M11

Palavras-chave : Big Data; tourism chain; econometric models; nature tourism SMEs; digital transformation..

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