Uso de plataformas digitales y aplicaciones en línea para reservar servicios de hospedaje en Mazatlán, México

On a permanent basis, various companies that offer hosting services try to take advantage of the existing conditions in their environment to diversify their offer, improve their services and attract more customers in the middle of a highly competitive market. Such is the case of the current profile of travelers who remain interconnected, increasingly accustomed to using their mobile and applications to interact with the environment of the visited site. Given this context, it was established as a main objective to analyze the behavior patterns and factors that influence decision making for a user to use or not, digital platforms and online applications to reserve and consume the hosting services of a mexican coastal destination. To do this, a questionnaire was designed and applied to 377 tourists of national origin during the holiday period of Holy Week 2019 through a personal interview in the areas with the highest tourist influx in the destination. Among the main findings, the use of the Internet to make reservations (44%) stands out, followed by telephone calls (37%). Likewise, 51% of the visitors used their mobile phones to book online, conduct already internalized in their tourist practices since the majority of the respondents have carried it out on more than one occasion, a situation that describes part of the conduct of the consumer in this town.Keywords: Digital Platforms, Online Applications, Security, Tourist Competitiveness. De manera permanente, diversas empresas que ofrecen servicios de hospedaje tratan de aprovechar las condiciones existentes en su entorno para diversificar su oferta, mejorar sus servicios y atraer más clientes en medio de un mercado muy competido. Tal es el caso del perfil actual de los viajeros que permanecen interconectados, acostumbrados cada vez más, a usar su móvil y aplicaciones para interactuar con el entorno del sitio visitado. Ante este contexto, se estableció como objetivo principal analizar las pautas de conducta y factores que influyen en la toma de decisiones para que un usuario utilice o no, plataformas digitales y aplicaciones en línea para reservar y consumir los servicios de hospedaje de un destino costero mexicano. Para ello, se diseñó y aplicó un cuestionario a 377 turistas de origen nacional durante el periodo vacacional de Semana Santa 2019 mediante entrevista personal en las zonas de mayor afluencia turística del destino.Entre los principales hallazgos destaca el uso de Internet para realizar las reserv