ABSTRACT
The data exploration metrics through scientific mapping aim to find out the level of interest in social networks and politics 2.0 within the scientific community worldwide;the development of literary production in times of pandemic to which research is limited;the creation of both research and review articles sectioned by countries, authors, and keywords within the search carried out in the Scopus database. In the first instance, an analysis of the scientific literature is carried out in the primary citation index that is used worldwide to measure high-impact scientific production, such as Scopus;a total of 139,710 jobs were obtained, which were filtered only in the years of the COVID-19 pandemic, resulting in several jobs of 17,049. The results that could be analyzed through scientific mapping showed that scientific production increased in the keyword social networks (online) with several authors who mostly belong to developed and English-speaking countries;Mexico is the only country in Latin America within the results obtained through the maps. Finally, the analysis of the clusters relates keywords such as social networks, machine learning, and big data;within the systematic review, there are still no studies related to politics 2.0;therefore, it is concluded that the political keyword 2.0 still has no connection in terms of high-impact scientific production. © 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
ABSTRACT
The objective of this research was based on analyzing the behavior of the Ecuadorian tourist specifically from the province of Tungurahua, which was focused on the use of digital marketing tools during the COVID-19 pandemic. The problem was the low influx of tourists in the tourist destinations of the country's province, as well as the low and zero income from economic activities related to tourism. It is a descriptive-prospective study with an exploratory approach and quantitative data. Two samples were considered per canton: tourists (potential of the economically active population) and companies related to this type of activity to which two surveys validated by Cronbach's alpha statistic were applied. In this process, the Cronbach's Q test, the KMO test and a factor analysis were used. The results of the study were obtained, in this way tourism companies use digital media as marketing tools to promote their services, their attractions and show the biosecurity measures that are implemented in each of the cantons. Finally, during the pandemic, tourists have a young profile with an affinity for social networks, who mostly prefer destinations considered safe and prefer to be in contact with nature. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
ABSTRACT
The goal of this research was based on identifying the trend in digital resources for the development of promotion in the tourism industry in the face of the Covid-19 pandemic, which has generated that this industry, one of the most important in Ecuador and in the province of Tungurahua looks for alternatives and support strategies in digital marketing, by applying the decision trees as an artificial intelligence technique. The tendencies in the frequent use of the web 2.0 tools were analyzed and based on these results, a decision was made which allowed the projection of the tourism industry in the increase of the offer of products and/or services, depending on the activity to which each industry is dedicated to. The study case was carried out on 323 tourism industries, a sample that was taken from the cadaster of the Ministerio de Turismo del Ecuador, the result derived from this study in the proposed time was representative with 160 industries which have been inclined to use a tourism promotion based on digital-social such as social networks, 105 digital-technological industries such as the use of websites and 58 industries opted for traditional means of tourism promotion. Finally, the analysis implemented on the decision tree showed that it is necessary to implement other alternatives for the dissemination of information in the field of tourism, it is taking into account the new reality that is being experienced by Covid-19. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
ABSTRACT
This research was designed to identify the factors that influence the behavior changes of tourists visiting the province of Tungurahua and build the new visitor profile. The analytical method applied in this study was through the logistic regression model. Through the use of the CHAID logarithm, the decision trees were constructed. For this research, a total of 323 questionnaires were collected and validated by 4 experts. Additionally, the Cronbach’s Alpha statistic was used with a confidence level of 0.914. In this way, some questions were accepted for this research. Among the findings, it is identified that the behavior of tourists is determined by attitudes, decision conditions, travel destination choices, risk perceptions, and marketing factors. Decision tree models revealed that the choice of tourist destination depends on the effective application of biosafety regulations by service providers. Millennials are the potential market, coming from some cities of Ecuador, like Ambato, Quito, and Latacunga. They have a university or higher level of education and belong to a middle and upper-middle-income social stratum. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.