IMPLEMENTATION OF BUSINESS MODELS BASED ON ICT IN THE CUBAN HOTEL SECTOR

Abstract

The incorporation of Information and Communication Technologies in the hotel sector has turned them into an engine of change. However, there were shortcomings regarding the relevant methodologies to establish efficient business models that assimilate the technology as determinant in the management of Tourism entities. Therefore, the objective of this research was: Propose a procedure that allows the implementation of business models based on Information and Communication Technologies for better management of the tourist product facilities. The materialist dialectic was used as a universal method, where the theoretical and empirical were combined, using as techniques: content analysis, cluster analysis, direct observation. As  a result of  the diagnosis of the variable studied´s management and business models carried out, the need to adjust them to take advantage of the technological context was evidenced. In this way, a methodology was proposed that gives the organization a strategic vision through the different components of the model, taking Technology and Innovation as the epicenters, and the determination of a change model that allows reaching a competitive position. The proposal has a systemic nature and continuous improvement, adapts to the particular characteristics of each hotel, making the management of its processes more efficient and allows the conception of an innovative, dynamic and more customer-oriented offer, considerably raising many of the indicators within the tourism sector.