La importancia de establecer estrategias de marketing de relaciones en las agencias de viaje españolas

  1. Ángel Rodríguez-Pallas 1
  1. 1 Universidade da Coruña (España)
Journal:
Rotur: revista de ocio y turismo

ISSN: 1888-6884,  2695-6357

Year of publication: 2023

Volume: 17

Issue: 1

Pages: 100-121

Type: Article

DOI: 10.17979/ROTUR.2023.17.1.9486 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Rotur: revista de ocio y turismo

Abstract

El modo de concebir y aplicar el marketing en el ámbito empresarial ha evolucionado y se ha reinterpretado de manera sucesiva, abandonando el planteamiento del marketing transaccional para dar cabida a un enfoque denominado marketing activo o de relaciones, centrado en la figura del consumidor y en satisfacer sus deseos y necesidades; persiguiendo como último objetivo su mejora y el establecimiento de relaciones duraderas con los consumidores. Esta investigación persigue el objetivo principal de analizar la importancia que supone el llevar a cabo estrategias de marketing de relaciones en las agencias de viaje. Tras una revisión de la literatura y en virtud a los aspectos inherentes a este estudio, se optó por la realización de una metodología cualitativa mediante la aplicación de entrevistas en profundidad a agentes de viajes minoristas tanto del ámbito presencial como virtual operando en España. Las conclusiones alcanzadas, corroboran que el marketing de relaciones en las agencias de viajes nacionales se desarrolla de una manera no homogénea; resultando necesario para las agencias tradicionales pequeñas la implantación de estrategias de marketing relacional en el ámbito virtual; y observándose que las estrategias implantadas no implican en todos los casos a toda la organización.

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