Publication: La seguridad en los medios de pagos móviles favorece la venta cruzada y la comunicación boca-oído en el sector aeroportuario a través del mobile marketing
Authors
Florido Benitez, Lázaro
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Publisher
Escuela Universitaria de Turismo. Universidad de Murcia
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DOI
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info:eu-repo/semantics/article
Description
Abstract
El turismo es un sector en el que las nuevas tecnologías
lideran la operatividad de los procesos comerciales entre las
empresas y usuarios. Los dispositivos inteligentes o smartphones,
se están consolidando, cada vez más, como plataformas de compras
en el entorno digital turístico.
Dadas las características propias del estudio, la revisión de la
literatura aconsejó, el diseño e implementación de una metodología
de carácter cualitativo orientada a la obtención y análisis de
información primaria que, a su vez, permitiese ser complementada
por fuentes secundarias.
La importancia de este nuevo paradigma de transacción
monetaria digital, ha provocado que el objetivo de esta
investigación se centre principalmente en analizar la seguridad de
la implementación de las aplicaciones móviles para favorecer la
venta cruzada y el WOM en el sector turístico.
ABSTRACT: Tourism is a sector in which new technologies are leading the way in commercial operations between businesses and users. In the digital tourism environment, smart devices or smartphones are increasingly establishing themselves as shopping platforms. Given the characteristics of this study, together with the literature reviewed, designing and implementing a methodology of a qualitative nature aimed at obtaining and analyzing primary information, which at the same time could be complemented with secondary sources, is proposed. As there is a new paradigm shift towards online monetary transactions, this study mainly focuses on analyzing the security of mobile applications that have been implemented to promote crossselling and WOM in the tourism sector.
ABSTRACT: Tourism is a sector in which new technologies are leading the way in commercial operations between businesses and users. In the digital tourism environment, smart devices or smartphones are increasingly establishing themselves as shopping platforms. Given the characteristics of this study, together with the literature reviewed, designing and implementing a methodology of a qualitative nature aimed at obtaining and analyzing primary information, which at the same time could be complemented with secondary sources, is proposed. As there is a new paradigm shift towards online monetary transactions, this study mainly focuses on analyzing the security of mobile applications that have been implemented to promote crossselling and WOM in the tourism sector.
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Citation
Gran Tour: Revista de Investigaciones Turísticas, nº 13 (2016)
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