Publication: Agencias de viajes y turismo minoristas: el caso España
Authors
Melo Pereira, Luciana ; Bem Maracajá, Kettrin Farias ; Diez Yagüe, Roberto
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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
En un contexto cambiante que rodea el turismo desde los
años 90 y que repercute en su gestión, las OTA´s irrumpieron con
fuerza en las agencias de viajes y turismo minoristas tradicionales.
Con eso, el objetivo de este artículo es a través del análisis de la
evolución que han sufrido estas empresas a consecuencia de las
nuevas tendencias, dando ejemplo del caso español, establecer
adecuadas herramientas de marketing con el fin de fomentar la
competitividad de las mismas. Para ello, se ha realizado una
revisión sistemática de la literatura dando especial énfasis a la
castellana y anglosajona. Las principales conclusiones son: la
absorción de las TIC`s como herramienta aliada en el
mantenimiento de estas empresas en el mercado, a través de
estrategias innovadoras y diferenciadas y la formación profesional
de estos nuevos agentes que facilitarán el reposicionamiento de su
perfil profesional y de su empresa.
In a changing context that has surrounded tourism since the 90s and that affects its management, OTA's burst into the traditional retail travel and tourism agencies. With that, the objective of this article is through the analysis of the evolution that these companies have suffered as a result of the new trends, giving example of the Spanish case, to establish adequate marketing tools in order to promote their competitiveness. To this end, a systematic review of the literature has been carried out, giving s pecial emphasis to the Spanish and Anglo -Saxon languages. The main conclusions are: the absorption of the ICT as an allied tool in the maintenance of these companies in the market, through innovative and differentiated strategies and the professional train ing of these new agents that will facilitate the repositioning of their professional profile and their company.
In a changing context that has surrounded tourism since the 90s and that affects its management, OTA's burst into the traditional retail travel and tourism agencies. With that, the objective of this article is through the analysis of the evolution that these companies have suffered as a result of the new trends, giving example of the Spanish case, to establish adequate marketing tools in order to promote their competitiveness. To this end, a systematic review of the literature has been carried out, giving s pecial emphasis to the Spanish and Anglo -Saxon languages. The main conclusions are: the absorption of the ICT as an allied tool in the maintenance of these companies in the market, through innovative and differentiated strategies and the professional train ing of these new agents that will facilitate the repositioning of their professional profile and their company.
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Agentes de viajes y turismo minoristas , Tecnologías de información y comunicación , Reposicionameinto , Desintermedición , Reintermedición , Herramientas de marketing , Retail travel and tourism agents , Information and communication technologies , Repositioning , Disintermediation , Reintermediation , Marketing tools
Citation
Gran Tour: Revista de Investigaciones Turísticas, nº 21 (2020)
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