Resumen

ARMSTRONG ZULUETA, Dariel; HERNANDEZ FLORES, Yoan  y  VAZQUEZ ALFONSO, Yasser. Procedure to evaluate the competitiveness of travel agencies of Osde Viajes Cuba. Coodes [online]. 2023, vol.11, n.1  Epub 30-Abr-2023. ISSN 2310-340X.

In a global scenario characterized by a deep economic recession and tourism among the most affected sectors, the competitiveness of the sector will depend on the performance of the enterprises that interact in each of the destinations. From the analysis of the Cuban enterprise environment, it was possible to identify that in the Higher Organization of Enterprise Management Viajes Cuba there is a need for the evaluation of the competitiveness of travel agencies and it is evident that there is a shortage of research in this regard. In response, the present research proposes as general objective: to elaborate a procedure that allows the evaluation of competitiveness in the agencies that integrate this organization. The methodology applied consists of four phases that combine different tools, methods and techniques for obtaining and processing information. This led to the following results: the research analyzed is limited in terms of the development of the competitive study, the proposed indicators and their approach. The established procedure will reflect the competitive situation of the travel agency under study and its dimensions in order to influence the most affected ones, while the aspects that make it up were evaluated as very adequate, according to the experts' criteria.

Palabras clave : travel agency; competitiveness; evaluation; indicators; procedure.

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