Transformación digital en alojamiento: aplicación tecnológica para recolección diaria de datos turísticos

Natalia Bustamante

Authors

Natalia Bustamante , Universidad Técnica Particular de Loja, Carrera de Turismo

Keywords:

data digitalization; tourism management; hotel indicators

Abstract

This article documents the experience of the Universidad Técnica Particular de Loja (UTPL) in the creation and use of a web-based platform for the daily collection of accommodation indicators in the city of Loja, Ecuador. Since its implementation in 2019, this technological tool has enabled the gathering of key data such as occupancy rate, average rate, REVPar, average stay, and total sales, strengthening local tourism management and fostering trust among hotel operators. The methodology employed was descriptive and quantitative, with a non-experimental and cross-sectional design. Participation was voluntary, including 100% of five-star hotels and 70% of four- and three-star hotels in the city. Data were entered daily through the web platform and subsequently validated by the research team and the Ministry of Tourism. The results highlight the functionality of the tool and the willingness of hoteliers to engage in data-driven management processes. Additionally, the initiative strengthened cooperation within the tourism sector, leading to the creation of the Mesa Turística Loja as a space for dialogue and collaboration. Currently, efforts are underway to integrate Business Intelligence systems to improve data visualization and analysis. It is concluded that this experience represents a replicable good practice for other tourism destinations, with significant implications for competitiveness and sustainability in the sector.

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