Digital transformation and the influence of business intelligence on companies in the meetings tourism sector in Mexico

This commentary critically examines the integration of smart tourism technologies within the tourism and hospitality sectors, focusing on their role in enhancing tourist experiences and operational efficiencies. Through a multidisciplinary approach encompassing a literature review, case studies, and empirical data analysis, the analysis adopts a constructivist perspective to explore tourists’ subjective experiences with technology. It highlights significant personalization, efficiency, and sustainability advancements while acknowledging challenges related to digital infrastructure and privacy concerns. Advocating for a balanced and sustainable approach that respects environmental integrity and cultural heritage, the commentary concludes with recommendations for future research on the socio-economic impacts of smart tourism, ethical data usage, and the adaptation of technologies to diverse contexts. It calls for increased investment in digital infrastructure and stakeholder collaborative efforts to promote sustainable and inclusive tourism development.

Image destination engagement from a cultural perspective—A neuromarketing approach for a Spanish-German study

The importance of the image of the tourist destination in the communication and marketing of a tourist destination is beyond doubt. For this reason, numerous studies address these issues. However, not so many do so from the perspective of the emotion the receiver feels, which is why this study deals with analyzing the emotion generated in the receiver through neuromarketing techniques and measuring the level of engagement felt. As a fundamental part of this study, we added the variable of cultural differences, both generically and specifically for gender and age. We are mainly guided by the theories of Life Cycle Theory and Generational Theory to analyze age differences. At the same time, gender differences are approached from the Gender Role Theory. The sample comprises one hundred individuals with apparent cultural differences, one sample of German origin and residence and the other of Spanish origin and residence, 50/50. We approached the study from the point of view of the emotion felt by the receiver of the message based on ten neuromarketing techniques (EGG) and ten images used by a famous tourist destination known in both countries. The results suggest that not only are there differences in the emotion felt after viewing images of a tourist destination, but that these differences are also explained by cultural background, gender, and age.

Digital transformation and the influence of business intelligence on companies in the meetings tourism sector in Mexico

Rosa Isabel Morales-Martínez

Article ID: 2146
Vol 3, Issue 2, 2022

DOI: https://doi.org/10.54517/st.v3i2.2146

Received: 2 September 2022; Accepted: 5 October 2022; Available online: 21 October 2022; Issue release: 30 October 2022

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Abstract

Digital transformation is a mechanism that is being increasingly used for business growth in many sectors, especially in the wake of the 2020 pandemic in meeting tourism sectors, such as business tourism, conventions, conferences. Business tourism is a highly profitable tourism segment and of great importance for the socioeconomic development of the localities. In this context, this paper seeks to explain the influence between digital transformation and business intelligence within meeting tourism in Mexico, to subsequently determine, in a qualitative way, topics of interest. As a result, the theoretical framework of the research and conclusions of the study are evidenced.

Keywords

digitalization; business tourism; entertainment companies; business strategies; business innovation

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