Activos intangibles en la era digital y su innovación en la competitividad en las pymes, sector hotelero provincia de El Oro año 2024

Abstract

In this research, the deductive method was used with a quantitative approach, focusing on understanding how intangible assets and their innovation impact the competitiveness of hotel SMEs in the province of El Oro in 2024, seeking to improve their sustainable development and economic performance. This study analyzes the identification and management of intangible assets such as human, structural, and relational capital, thus determining the relationship between innovation in these assets and competitive improvement. The findings reveal a mixed picture. While there is a positive perception regarding the reputation and adaptability of staff, significant shortcomings are identified. Human capital training is minimal, and the culture of innovation is not actively pursued. Regarding structural capital, the integration of digital systems and the implementation of digitalized processes are confusing, and the absence or lack of awareness of customized mobile applications for customer experience is notable. Regarding relational capital, strategic alliances with technology platforms are perceived negatively. In general, innovation in intangible does not consistently translate into a differential competitive advantage or the generation of new sources of revenue. This indicates that the potential of intangible in the digital age is not being properly leveraged or recognized by hotel SMEs in El Oro. The research results indicate a disconnect between potential investment in technology and the actual perception of its impact on intangible assets among hotel SMEs in El Oro.