Rosario Pariona-Luque

In fact, digital transformation in companies is pivotal, once new technologies contributes for the competitiveness of the market. Companies seek to digitize their processes to increase productivity, meet customer needs, find new business opportunities, reduce production times, and improve communication channels to maintain positive relationships with customers. Therefore, the objective of this study is to implement a digital transformation strategy to improve the sales process of export companies in the south of Lima. The research follows the hypothetical-deductive method, quantitative, correlational, transversal, applied, and non-experimental. The survey technique was used, and as a data collection instrument, a questionnaire was addressed to 115 workers. The variables studied were digital transformation, with dimensions such as competitiveness, digital strategy, and cultural change, and the sales process, with dimensions such as purchase decision and customer satisfaction. Both variables showed a Cronbach's alpha reliability of 0.722. The results reveal that 72% of workers consider that the level of competitiveness is low, 64% indicate that the level of digital strategy is medium, and 67% express that the level of cultural change in the organization is low. These results reflect the need for companies to undertake a digital transformation that includes the use of new technologies to take advantage of digitalization, social networks, and technological tools, thus improving the sales process and meeting expectations for product quality and service. to the client. In addition, it is crucial to carry out internal training so that all workers adapt to change and increase their productivity.

The management of cultural heritage is crucial for optimizing natural, archaeological and cultural resources for tourism development. This study focuses on evaluating Uchuraccay (a village in Peru) residents’ perceptions of this relationship. A survey of 520 respondents examined tangible and intangible heritage aspects, alongside tourism’s environmental, social and economic dimensions. Findings reveal challenges: 38.65% feel that tangible heritage lacks appreciation due to limited public awareness, insufficient conservation funding and limited promotion. Additionally, 40.96% believe that intangible heritage suffers from inadequate management and preservation policies. These insights underscore the necessity for cultural heritage assessments to enhance economic growth through targeted tourism strategies.

In an increasingly dynamic and competitive global economy, where rapid technological advancements continually reshape market structures, digital transformation has emerged as a critical driver of business resilience and sustainable growth. This study examines how the adoption of digital technologies contributes to enhancing operational efficiency, organizational adaptability, and long-term competitiveness. Using a mixed-methods approach, quantitative and qualitative data were collected from 70 medium-sized service-sector companies in Peru. The findings reveal that organizations implementing digitalization processes experienced notable improvements in productivity (63%) and responsiveness to changing environments (58%). However, persistent challenges remain, particularly in relation to the technological gap, change management, and digital skills training. The study concludes that digital transformation should not be understood merely as technological modernization, but rather as a comprehensive strategic process aimed at achieving the Sustainable Development Goals (SDGs), promoting decent work, and fostering more resilient economies in developing countries.

The management of cultural heritage in tourism is fundamental to ensuring the efficient use of natural, archeological, and cultural resources in a region’s tourism development. This study aims to evaluate residents’ perceptions of the relationship between cultural heritage and tourism development in Uchuraccay, Ayacucho, Peru. A questionnaire was administered to 520 residents, assessing the cultural heritage variable, which includes tangible heritage and intangible heritage, and the tourism development variable, which encompasses environmental, social, and economic dimensions. The results indicate that 38.65% of respondents believe tangible heritage faces difficulties in being properly valued due to a lack of public awareness, insufficient investment in conservation, and ineffective promotion. In addition, 40.96% of respondents perceive that intangible heritage is inadequately managed, citing the absence of effective policies and strategies to safeguard and transmit these elements to future generations. These findings highlight the need for a comprehensive assessment of cultural heritage to boost economic development through the implementation of tourism strategies that stimulate economic activity. This study provides valuable information on urban planning, governance frameworks, and empirical knowledge, contributing to informed decision-making by local authorities and the effective management of available resources.

The strategic management of human resources in organizations is fundamental due to the competitive demands of the markets, which is why an excellent organizational culture must be maintained to increase workers' motivation. This study aims to provide specific recommendations to improve strategic human resource management in the context of municipalities, thus promoting a comprehensive transformation that increases the capacity to retain and attract valuable personnel. The research is quantitative and follows a correlational design. A questionnaire was administered to 112 employees of municipalities regarding the variable strategic human resources management with the dimensions of organizational culture, organizational climate, and personnel selection and the variable motivation with the dimensions of job satisfaction and work environment with a Cronbach's alpha reliability of 0.851. The results show that 65.18% of the workers consider that the organizational culture in the municipalities is fair, 67.86% of the workers highlight that the personnel selection capacity is inadequate, 53.75% express that the level of social relations in the organization is low, and 50% of the workers indicate that job satisfaction is fair. These results reflect that companies must increase their capacity to retain and attract stable and valuable personnel that fit the organization's profile.

Nowadays, implementing data analytics is necessary to improve the collection, evaluation, analysis, and organization of data that allow the discovery of patterns, correlations, and trends that improve knowledge management, development of strategies, and decision-making in the organization. Therefore, this study aims to provide an accurate and detailed assessment of the current state of data analytics in the retail sector, identifying specific areas of improvement to strengthen knowledge management in organizations. The research is applied with a quantitative approach and non-experimental design at a descriptive and propositional level. The survey technique was used, and as a data collection instrument, a questionnaire addressed to 351 employees of companies in the retail sector concerning the variable data analysis with the dimensions of data extraction, predictive analysis, and machine learning and the variable management of the knowledge with the dimensions knowledge creation and knowledge storage. The results show that 52.99% of collaborators indicate that the level of data extraction is terrible, 57.83% indicate that the level of predictive analysis is wrong, and 54.99% express that the level of machine learning is average, which contributes to the implementation of innovative resources and solutions that promote the inclusion of a high-tech approach to address information management problems and contribution to the development of knowledge in an institution.

Nowadays, it is important to promote environmental management in organisations so that natural resources are subject to a conservation process that allows them to be maintained over time. In addition, this is a good way to increase the environmental awareness of the different actors in society. Therefore, the objective of this study is to evaluate the perceptions of workers concerning the relationship between environmental management and the conservation of natural resources in tourism companies in Ayacucho, located in the Andean region of Peru. The research is of a basic type, with a quantitative approach and a non-experimental, correlational-exploratory design. The survey technique was used and the data-collection instrument was a questionnaire addressed to 600 workers on environmental management, with the dimensions of planning, implementation and operation and verification; and on conservation of natural resources, with the dimensions of biodiversity monitoring and consolidation of the protected area. The results show that 39% of workers disagree with the planning of their company, 47% neither agree nor disagree with the operations of their company and the implementation of its projects and 47% disagree with their company’s methods of assessing the success of its operations. These results show that an environmental management model should be proposed to improve the conservation of natural resources and to contribute to the revaluation of resources and the promotion of biodiversity protection in order to create environmental awareness in society.

El presente libro titulado “Turismo Sostenible: Reactivación económica en tiempos de COVID-19”, nace de la iniciativa de un grupo de docentes de la Universidad Nacional Autónoma de Huanta, Ayacucho, está integrada por VII Capítulos, el primero de ellos “Algunas consideraciones desconsideradas”, escrita por el Dr. Edgar Gutiérrez Gómez, que, en el uso riguroso y creativo de sus ideas y planteamientos, evidencia los problemas del ser humano y su entorno social en tiempos de pandemia.

Augmented reality is a technology that provides more interactive advertising, where you can manipulate and be part of it with greater clarity and empathy as possible. In times of the digital era, companies in the retail sector face a new consumer profile, more digital, more aware and more informed, so companies are in constant competition to impress their customers. That is why this research seeks to describe the importance of augmented reality to promote products and services as an innovative alternative that captures attention and influences the customer’s purchase decision. The research is of an experimental, quantitative and quasi-experimental design with a non-probabilistic sample whose evaluation instrument was a self-elaborated questionnaire that was applied to 60 randomly chosen Marketing managers from the retail sector. Obtaining as a result that augmented reality improves the level of engagement with the brand, generates greater added value and improves the level of innovation in advertising campaigns. What contributes to generate a different and innovative experience to advertise products and services through an emotional connection with people through mobile devices.

El objetivo fue determinar la relación existente entre clima organizacional y desempeño profesional del personal administrativo de una universidad estatal peruana. La muestra estuvo comprendida por 202 trabajadores administrativos y para la recolección de datos se utilizó como instrumento el cuestionario. Se utilizó un diseño no experimental, transversal. Las técnicas de procesamiento y análisis de datos aplicados fueron las de tipo descriptivo e inferencial, como la media aritmética, la desviación estándar, la “t” de student y la prueba de correlación de Pearson. Se tuvo como resultados que: La relación entre el clima organizacional y el desempeño profesional del personal administrativo de una universidad estatal peruana, es significativa; que la relación entre la motivación y la iniciativa de trabajo del personal administrativo de una universidad estatal peruana, es significativa; y que existe un nivel de relación significativo entre relaciones humanas y responsabilidad en el desempeño de funciones del personal administrativo de una universidad estatal peruana. Entre las conclusiones se destaca que hay una gran intención y sensación de compartir los objetivos personales con los de la organización, lo que denota que a un eficiente clima organizacional un adecuado desempeño profesional y a un deficiente clima organizacional un inadecuado desempeño profesional.