Estrategias de Alianzas Ambidiestras en Hoteles para Fortalecer el Turismo en Tiempos de Pandemia

Identify the strategies that generate value in the tourism sector and allow the consolidation of actions that contribute to a culture of service, in times of pandemic it is important since after it there is an economic reactivation for the sector, therefore the objective of this The article is to investigate the different attributes Ambidextrous Alliance Strategies in Hotels to Strengthen Tourism in Times of Pandemic that ambidextrous alliances have in some hotels in the department of Antioquia for the strengthening of tourism. A qualitative methodology was used, based on a literature review in databases and a questionnaire in telephone interviews, to then propose a strategic alternative for the tourism sector. The study allowed us to conclude that, despite the progress in the consolidation processes of innovation and articulation strategies, greater planning and communication are required to build a better culture of service, retention, profitability of alliances, obtain added value and differentiator in the sector.