<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0120-3053</journal-id>
<journal-title><![CDATA[Apuntes del Cenes]]></journal-title>
<abbrev-journal-title><![CDATA[Apuntes del Cenes]]></abbrev-journal-title>
<issn>0120-3053</issn>
<publisher>
<publisher-name><![CDATA[Universidad Pedagógica y Tecnológica de Colombia (UPTC)]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0120-30532024000100103</article-id>
<article-id pub-id-type="doi">10.19053/uptc.01203053.v43.n77.2024.16500</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Adaptation Strategies of the Colombian Hotel Industry During the Pandemic]]></article-title>
<article-title xml:lang="es"><![CDATA[Estrategias de adaptación de la hotelería colombiana ante la pandemia]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[López-Cadavid]]></surname>
<given-names><![CDATA[Diego Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Restrepo-Morales]]></surname>
<given-names><![CDATA[Jorge Aníbal]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Vanegas-López]]></surname>
<given-names><![CDATA[Juan Gabriel]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Arango-Mesa]]></surname>
<given-names><![CDATA[María Alexandra]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Facultad de Ciencias Administrativas y Económicas del Tecnológico de Antioquia  ]]></institution>
<addr-line><![CDATA[Medellín ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Facultad de Ciencias Administrativas y Económicas del Tecnológico de Antioquia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<aff id="Af3">
<institution><![CDATA[,Facultad de Ciencias Administrativas y Económicas del Tecnológico de Antioquia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<aff id="Af4">
<institution><![CDATA[,Facultad de Ciencias Administrativas y Economicas del Tecnologico de Antioquia  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2024</year>
</pub-date>
<volume>43</volume>
<numero>77</numero>
<fpage>103</fpage>
<lpage>130</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0120-30532024000100103&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0120-30532024000100103&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0120-30532024000100103&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: Different aspects related to business dynamics motivate the design and execution of strategies. In the case of the Colombian hospitality industry, the recent price regulation, the emergence of disruptive technologies, and events affecting public health demonstrate the need to outline appropriate tactics that lead to an adequate contextualized implementation. This study proposes an Analytic Hierarchy Process (AHP) model to evaluate the set of tactics and strategies most applicable to these current situation alternatives faced by hoteliers in the city of Medellin. The results of the evaluation indicate that intensive, generic business and defensive strategies are the most preferred. In addition, as expected, the results suggest that the pandemic has the greatest weight and should therefore be selected by hotel companies as the priority alternative on which to focus their strategies.  JEL classification: M10; H12; L10; Z30; Z31; Z32.]]></p></abstract>
<abstract abstract-type="short" xml:lang="es"><p><![CDATA[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.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[crisis management]]></kwd>
<kwd lng="en"><![CDATA[business strategy]]></kwd>
<kwd lng="en"><![CDATA[COVID-19 pandemic]]></kwd>
<kwd lng="en"><![CDATA[digital disruption]]></kwd>
<kwd lng="en"><![CDATA[pricing]]></kwd>
<kwd lng="en"><![CDATA[adaptation]]></kwd>
<kwd lng="en"><![CDATA[hotels]]></kwd>
<kwd lng="en"><![CDATA[Colombia]]></kwd>
<kwd lng="es"><![CDATA[gestión de crisis]]></kwd>
<kwd lng="es"><![CDATA[estrategia empresarial]]></kwd>
<kwd lng="es"><![CDATA[pandemia COVID-19]]></kwd>
<kwd lng="es"><![CDATA[disrupción digital]]></kwd>
<kwd lng="es"><![CDATA[precios]]></kwd>
<kwd lng="es"><![CDATA[adaptación]]></kwd>
<kwd lng="es"><![CDATA[hoteles]]></kwd>
<kwd lng="es"><![CDATA[Colombia]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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