Elias Alexander Vallejo Montoya, Cruz Garcia Lirios, Diego Leon Restrepo Lopez, Hector Clara Judith Brito Carrillo, Francisco Espinoza Morales
The pandemic has claimed the lives of seven million, affecting the local economy. Anti-COVID-19 policies promote entrepreneurship as a central axis of the economic agenda. In the case of tourism, micro-financing policies encourage the local economy through the promotion of magical towns. The gastronomy trade has benefited from fiscal and monetary incentives. In this sense, the objective of this work was to establish the determinants of innovative entrepreneurship with a sample of 100 merchants. A predictive model was contrasted in which resource optimization determined product innovation. In relation to the state of knowledge, the scope and limits of the study were discussed.