Propuesta Para El Fortalecimiento De Las Competencias Digitales De Los Guias Turísticos De Sesquilé

Abstract

Sesquilé, recognized for its natural and cultural wealth, has great potential as a tourist destination, but faces difficulties in promoting its services in global markets due to the limited digital visibility of its tour guides. These key players possess valuable local knowledge, but lack the necessary competencies to leverage digital tools, restricting their reach and competitiveness. The main objective of this project is to formulate a training plan in digital skills that allows guides to integrate into a digitalized global market. Through the identification of key skills such as managing social networks, creating attractive content and using tourist booking platforms, the proposed program seeks to improve its interaction with potential tourists and strengthen its promotion in digital environments. According to the theoretical framework that is based on the theories of user experience (Norman, 1988), global connectivity (Castells, 1996) and digital sustainability (Hawken, 1993). Under a methodological framework with a qualitative approach, a type of purposeful research and a content analysis of tables 2 and 3 (own elaboration, 2024), the training proposal is given way under a flexible and autonomous approach, with modules that range from concepts basics to advanced management and digital marketing tools, strengthening and promoting the individual performance of the guides, which in turn will position Sesquilé as a competitive destination, contributing to sustainable local economic growth and connected to trends global.