Challenges for the Digital Transformation of Ecuador’s Tourism Industry: Perceptions of Leaders in Times of Covid-19

The tourism industry has innovated its business models and developed new ones through digital technology. This has led tourism organizations to take action for their digital transformation (DT). Within this transformation, there are challenges that organizations should face to develop their capabilities and take advantage of the benefits of technology. According to a World Economic Forum study, Ecuador is a country with weaknesses in its digital environment which impacts its tourism competitiveness, that is, gaps remain open for its DT compared to other countries in the Latin American region. The purpose of this study is to analyze the DT in the Ecuadorian tourism industry. For this, we use the theory of the organizing vision and the neo-institutional isomorphism to identify the meanings of DT in the industry and the challenges regarding this technological phenomenon. Interviews with industry leaders were carried out within a pandemic context. Our findings indicate that the main challenges include lack of government support, weakness in the technological infrastructure, and digital skills to be developed in the tourism workforce.