Gestión de crisis de las agencias de viajes y turismo de Trujillo frente a la COVID-19.
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Date
2021
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Publisher
Universidad Nacional de Trujillo
Abstract
La presente tesis denominada Gestión de crisis de las agencias de viajes y turismo de Trujillo frente a la COVID-19, tuvo como objetivo identificar y valorar el conjunto de acciones realizadas por las agencias de viajes y turismo de Trujillo en el marco de la gestión de crisis ante la COVID-19, en las fases de reducción, preparación, respuesta y recuperación. Aplicando el modelo de las 4 R’s de la Gestión de Crisis en turismo por Wilks y Moore (2003) se evidencia una gestión de crisis reactiva ante la COVID-19 respecto a las fases mencionadas. Al considerar y evaluar las acciones realizadas en las distintas fases, como la falta de planes para emergencias y de contingencia, capacitaciones sin relación a crisis extremas, procesos de reservas supeditadas a la gestión y políticas de los proveedores ,recorte de personal, no contaban con presupuesto para situaciones de crisis y pérdidas económicas; se concluye que las empresas turísticas no estuvieron preparadas para la presente crisis; sin embargo, se ha podido identificar una serie de acciones que apuntaron a la adaptación a los nuevos escenarios de manera lenta pero progresiva, tales como las capacitaciones sobre los nuevos protocolos de bioseguridad y el cumplimiento de los mismos y a la vez, considerándolos como filtro para selección de sus proveedores, digitalización de 2 operadoras de turismo, trabajo en asociatividad, estrategias de marketing enfocado en precio y producto innovando en rutas de turismo de naturaleza lo cual viene siendo muy solicitado por los nuevos turistas marcando una tendencia por la cultura y los espacios naturales de nuestra provincia y región. Además, se diagnostica que estas empresas turísticas han agregado resistencia a la crisis a partir de la crisis de la COVID-19, han sido resilientes y actualmente consideran fundamental designar un presupuesto para emergencias, establecer alianzas de prevención en casos de crisis, promocionar destinos turísticos de naturaleza y mantenerse actualizados en las redes sociales es la nueva forma de vender sus servicios turísticos.
ABSTRACT The present thesis called "Crisis management of Trujillo travel and tourism agencies in the face of COVID-19", aimed to identify and assess the set of actions carried out by Trujillo travel and tourism agencies within the framework crisis management in the face of COVID-19, in the reduction, readiness, response and recovery phases. Applying the 4 R's model of Crisis Management in tourism by Wilks and Moore (2003), a reactive crisis management is evidenced in the face of COVID-19 with respect to the aforementioned phases. When considering and evaluating the organizational measures taken in the different phases, as well as the lack of plans for emergencies and contingency, training without relation to extreme crises, reservation processes subject to the management and policies of the suppliers staff cuts, had not budget for crisis situations and economic losses; It is concluded that tourism companies were not prepared for the present crisis; However, it has been possible to identify a series of actions that aimed to adapt to the new scenarios in a slow but progressive way, such as training on the new biosafety protocols and compliance with them, and at the same time considering them as a filter for selection of its suppliers, digitization of 2 tourism operators, work in associativity, marketing strategies focused on price and product innovating in nature tourism routes, which has been highly requested by new tourists, setting a trend for culture and natural spaces of our province and region. In addition, it is diagnosed that these tourism companies have added resistance to the crisis from the COVID-19 crisis, have been resilient and currently consider it essential to designate a budget for emergencies, establish prevention alliances in cases of crisis, promote tourist destinations nature and staying up-to-date on social media is the new way to sell your tourism services.
ABSTRACT The present thesis called "Crisis management of Trujillo travel and tourism agencies in the face of COVID-19", aimed to identify and assess the set of actions carried out by Trujillo travel and tourism agencies within the framework crisis management in the face of COVID-19, in the reduction, readiness, response and recovery phases. Applying the 4 R's model of Crisis Management in tourism by Wilks and Moore (2003), a reactive crisis management is evidenced in the face of COVID-19 with respect to the aforementioned phases. When considering and evaluating the organizational measures taken in the different phases, as well as the lack of plans for emergencies and contingency, training without relation to extreme crises, reservation processes subject to the management and policies of the suppliers staff cuts, had not budget for crisis situations and economic losses; It is concluded that tourism companies were not prepared for the present crisis; However, it has been possible to identify a series of actions that aimed to adapt to the new scenarios in a slow but progressive way, such as training on the new biosafety protocols and compliance with them, and at the same time considering them as a filter for selection of its suppliers, digitization of 2 tourism operators, work in associativity, marketing strategies focused on price and product innovating in nature tourism routes, which has been highly requested by new tourists, setting a trend for culture and natural spaces of our province and region. In addition, it is diagnosed that these tourism companies have added resistance to the crisis from the COVID-19 crisis, have been resilient and currently consider it essential to designate a budget for emergencies, establish prevention alliances in cases of crisis, promote tourist destinations nature and staying up-to-date on social media is the new way to sell your tourism services.
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Keywords
Operadores de turismo, Manejo de crisis, Gestión reactiva, COVID-19