Análisis del nivel de aceptación del ¨MICE blended” como nueva modalidad para la organización de eventos corporativos en la ciudad de Guayaquil.

Abstract

This research work aims to show the current situation of the MICE segment in the city of Guayaquil, as a result of the global crisis caused by COVID-19. In the first place, the bibliographic search was started, which allowed us to contrast the information found with the theory. Additionally, the theoretical component was made from the information of several authors, the design of the measurement instruments was based on models of well-known authors mentioning Osterwalder, the information gathering was clear and concise and allowed to show the proposed results and the intention of including hybrid events in the current offer. We proceeded to tabulate the results showing the most representative findings, it is worth mentioning that the realization of this work represented a challenge due to the constant changes that the organization presented in the elapsed time, additionally the uncertainty and little accessibility that was reflected by of the organizations that offer events. However, it was possible to show the perception, usefulness and level of acceptance of the attendees. Finally, the presentation of results based on the use of the business model was concluded.