Analysis of the barriers to digital transformation in rural tourism ventures in Galayacu, Ecuador

Abstract

This article aimed to analyze the barriers that limit the incorporation of digital technologies in tourism ventures in Galayacu, a rural community in the province of El Oro, Ecuador. Through a mixed methodological approach that combined structured surveys of 17 entrepreneurs and an interview with the president of the Pro Mejora Committee, the research examined three key dimensions: the access gap, the use gap, and the digital skills gap. The findings reveal a complex reality. Although most entrepreneurs have an internet connection, the instability of the signal and its high cost limit the continuity of digital use. Social networks have become the main channel of promotion, but more advanced tools such as online booking systems or digital payment mechanisms remain practically absent. There is a genuine motivation to learn and a clear awareness of technology's transformative potential, but technical knowledge is limited and confidence in digital environments is low. These gaps are tied to weak institutions and the lack of local policies for ongoing support. A progressive implementation plan is proposed, combining hands-on training, infrastructure improvements, and institutional support as key elements of sustainable digital transformation. The main contribution lies in the integrated diagnosis that goes beyond fragmented approaches, recognizing that digital transformation depends not only on connectivity but also on cultural, educational, and organizational changes that need to be addressed in a coordinated and participatory way.