Liderazgo en la empresa turística para fomentar la intención de compra online

  1. José Alberto Martínez González 1
  1. 1 Universidad de La Laguna, España
Revista:
TURYDES: Revista sobre Turismo y Desarrollo local sostenible

ISSN: 1988-5261

Año de publicación: 2016

Volumen: 9

Número: 21

Tipo: Artículo

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Otras publicaciones en: TURYDES: Revista sobre Turismo y Desarrollo local sostenible

Resumen

En la actualidad los directivos de las empresas turísticas deben realizar esfuerzos para mejorar los resultados y el posicionamiento competitivo en un contexto de e-commerce globalizado en constante crecimiento. La complejidad e importancia del sector turístico y del comercio electrónico en dicho sector, la naturaleza inmaterial de los productos turísticos y la inseguridad inherente al comercio electrónico, así como la creciente competencia y las mayores exigencias del cliente determinan la necesidad de estudiar más a fondo el proceso por el que se forma la intención de compra online en el turismo. Particularmente relevante es el segmento de jóvenes, por su alfabetización tecnológica, aceptación y dominio de Internet, redes y telefonía móvil, así como del comercio electrónico, además de por su potencial de consumo e influencia en los medios. Este trabajo tiene por objeto presentar un modelo causal de la formación de la intención de compra de los jóvenes en turismo. También se lleva a cabo un estudio de las diferencias entre los hombres y las mujeres. Los resultados permiten predecir la intención de compra y extraer conclusiones para la dirección de la empresa turística.

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Fuente de los datos: Dialnet