Comparación de modelos de negocio: agencias de viajes físicas versus online en el cantón Manta.

Abstract

This comparative study analyzes the business models of physical and digital travel agencies in Manta, Ecuador, within the context of increasing tourism digitalization. Using a qualitative, descriptive-comparative methodology, the research involved semi-structured interviews, structured observation, and document review to identify key strategies, strengths, weaknesses, and future projections of both models. Findings show that most physical agencies have partially adopted digital tools without abandoning face-to-face interaction, resulting in a hybrid model focused on trust, personalization, and customer support. Digital agencies, meanwhile, stand out for their scalability, competitive pricing, and broad reach but lack strong relational ties. While some sustainable practices were noted, sustainability has yet to be structurally integrated into business models. The study concludes that the hybrid model is a viable alternative for physical agencies, allowing adaptation without losing relational advantages, provided it is supported by effective digital strategies, technological training, and value-added differentiation.