Innovation and Resilience in the Faculty of Tourism and Marketing in the face of the Pandemic: Strategies and Learning at the Autonomous University of Baja California, Mexico

Abstract

Introduction: During the Covid-19 pandemic, the Faculty of Tourism and Marketing (FTyM) at the Autonomous University of Baja California (UABC) had to adapt its teaching methods to ensure educational continuity. With the support of the Center for Digital Learning Research (CIAD), the Academic Continuity Plan (PCA) was implemented to maintain the quality of education in an emergency health context. Methodology: A mixed-method approach was used, combining quantitative and qualitative techniques. The quantitative phase involved an electronic questionnaire with 84 entries aimed at understanding students' academic behavior during the pandemic. The qualitative phase included observations and interviews to explore the perceptions and experiences of teaching staff, administrative staff, and students in the virtual mode. Both phases allowed for a comprehensive reflection on the adaptation process. Results: The results showed that the strategies implemented, such as redesigning academic planning via the Blackboard platform, intensive training for teachers in digital skills, mental health support programs, and tutoring for students, were effective in mitigating the adverse effects of the pandemic. Additionally, administrative processes were adjusted to facilitate remote operations. Discussion: The transition to online education posed a significant challenge for the FTyM. However, the training and support strategies implemented, backed by the PCA and CIAD, proved effective in addressing the limitations and difficulties presented by the virtual mode. The combination of academic and administrative support strategies allowed not only for a short-term response but also for the strengthening of a more resilient educational management. Conclusions:
The FTyM's experience during the pandemic highlights the importance of having an adaptable and flexible support infrastructure. The measures implemented not only managed to mitigate the effects of the health crisis but also contributed to strengthening a proactive educational management, better prepared to face similar future challenges. The continuity and expansion of these strategies may be key to a more resilient and efficient education.