Fuzzy Analysis of the Strategic Actions of Travel Agencies in Boyacá, Colombia, in a Post-COVID-19 Era

Abstract

The economic impact of COVID-19 is undeniable, and one of the sectors most affected by this situation was tourism; when departures were canceled and what is known as “The Great Lockdown” began, the activity of this sector was paralyzed. In this regard, knowing which strategic actions must be implemented in order to recover economically is vital. This study aims to identify the importance of the strategic actions of travel agencies in Boyacá following the COVID-19 crisis using aggregation operators and fuzzy techniques. The methodology uses the experton method, Bonferroni’s OWAAC method, maximum similarity sub-relationships and Pichat’s algorithm, and the relative incidence analysis method to determine the importance of the actions taken. The findings show that most managers’ implemented strategic actions, including highlighting financial capacity and marketing (improvement actions and establishing alliances), which were the strategic actions with the highest incidence. These actions identify a focus for activities to reactivate the business and are related to the company’s routine operations.