NDLI: Marketing de Relacionamento: como o webmarketing atrai clientes em agências do ramo turístico

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Marketing de Relacionamento: como o webmarketing atrai clientes em agências do ramo turístico

Content Provider	Semantic Scholar
Author	Oliveira, María De Fátima Silva Souza, Maxwell Bruno Pereira De Silva, Genésio José Da Ferreira, Ricardo José
Copyright Year	2017
Abstract	This study aims to analyze how web marketing, more specifically applied through the websites, can be used by travel agencies and tourism, as relationship marketing strategy to attract customers. For this purpose, a field research applied to the population of travel agencies that have web sites duly registered in regulating tourism agency was held in the state of Paraíba (Pbtur). Of the 194 companies registered in that organization only 25 of them have websites, and three (3) of those without working, which were investigated with the use of a structured questionnaire. 32 indicators were used to measure the marketing strategies used on the websites of these agencies, considering the dimensions of commitment, trust, respect, comparison of alternatives. Data analysis using descriptive statistics and website content analysis showed that companies use websites insufficiently, since it does not use all available resources for this tool, like interaction with clients and space for suggestions. Strategies such as call records, screenplays videos, images and packages of discounts and offers are among the most used being suitable for customer attraction, if properly used. It is suggested the enhancement of web marketing.
Starting Page	80
Ending Page	80
Page Count	1
File Format	PDF HTM / HTML
DOI	10.18265/1517-03062015v1n35p80-89
Volume Number	1
Alternate Webpage(s)	http://periodicos.ifpb.edu.br/index.php/principia/article/download/634/678
Alternate Webpage(s)	https://doi.org/10.18265/1517-03062015v1n35p80-89
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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