Entrepreneurial perspective on the use of IT as a challenge in rural territory: Magical Town Izamal, Yucatan

Companies in tourist territories, especially in the Magical Towns of Mexico, faced challenges during the pandemic and postpandemic, however, their association with information technologies played a strategic role. The objective of this work was to analyze the results generated using information technologies [IT] for the marketing of their products as a challenge for their permanence in the market. The methodology has a quantitative approach, with a 92% confidence sample of the questionnaires applied, which were applied in the municipality of Izamal Yucatán. The results indicated that entrepreneurs adapted to market conditions to communicate, move and market products initially in and with locals [residents] and then with occasional tourists who traveled in the municipality of Izamal Yucatán. The above affected its permanence and continuity in the market, but the challenge was to have prior financial solvency that would allow this IT integration.