Proyección futura de las agencias de viajes presenciales en Españala percepción de los usuarios

  1. Pallas, Ángel Rodríguez 1
  1. 1 Universidad de La Coruña (UDC) | Galicia - España | CP 15008
Journal:
Revista Ciencias Pedagógicas e Innovación

ISSN: 1390-7603,  1390-7786

Year of publication: 2023

Issue Title: Edición Diciembre 2023

Volume: 11

Issue: 2

Pages: 101-112

Type: Article

DOI: 10.26423/RCPI.V11I2.727 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Revista Ciencias Pedagógicas e Innovación

Abstract

El futuro de las agencias de viajes tradicionales desde la perspectiva de usuarios presenciales y online fue abordado. En este trabajo de investigación se estudió si las agencias físicas, están preparadas tecnológicamente para atender a los consumidores virtuales, descubrir la valoración de la experiencia de compra, en consumidores online y presenciales, además de vislumbrar la proyección futura de las agencias físicas españolas. Se empleó una metodología de tipo cuantitativo, explicativo y ex post facto, siguiendo el método hipotético-deductivo que permite contrastar los objetivos y las hipótesis planteadas. Se utilizó muestreo por conveniencia y no probabilístico con 879 individuos, 44 % hombres y 56 % mujeres, correspondiente al 2019. En la elaboración del cuestionario, se contó con 3 expertos, un pretest, y se consideró un índice de consistencia interna alfa de Cronbach, para valorar la fiabilidad del cuestionario con el fin de aplicar técnicas de inferencia. Se concluye que las agencias tradicionales para no verse desplazadas deben considerar la multicanalidad y desarrollar la omnicanalidad. Los consumidores valoran la experiencia, seguridad en las transacciones, comodidad, asesoramiento y el trato cercano, características decisivas de las agencias tradicionales, sin sopesar el coste económico; aunque, el canal online es más empleado, las agencias presenciales una vez especializadas en tecnologías alineadas al nuevo perfil de consumidor tienen una proyección a futuro.

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