Use of social media in tourism service innovation in Peru

Mamani-Quispe D.J.; Diaz-Zavala R.; Cuadros-Linares L.D.; Delgado-Sarmiento Y.; Bellido-Medina R.; Gebera O.T. · RISTI - Revista Iberica de Sistemas e Tecnologias de Informacao (2024)

Resumen

In the post-pandemic era, companies are immersed in a process of digital transformation and extensive utilization of social media. This study focuses on understanding how social media contribute to the innovation of tourist services in travel agencies in Arequipa, Peru. A case study was conducted in nine travel agencies located in the Cercado, using digital methods and interviewing agency representatives. The collected information was analyzed inductively using Atlas. ti 9.1.3 software, generating codes and category relationships to ensure the rigor of the study through triangulation. The main results indicate that social media facilitate speed, interactive communication, and offer dynamic advertising for tourist destinations, aiding in closing sales using digital media tools. It is concluded that social media allow for positioning and complementing the services offered by travel agencies.

Instituciones: Universidad de San Martín de Porres; Universidad Nacional de San Agustín de Arequipa