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
Revue:
TURYDES: Revista sobre Turismo y Desarrollo local sostenible

ISSN: 1988-5261

Année de publication: 2016

Volumen: 9

Número: 21

Type: Article

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D'autres publications dans: TURYDES: Revista sobre Turismo y Desarrollo local sostenible

Résumé

The managers of tourist companies have to make efforts to improve results and competitive position in a context of globalized and growth e-commerce. The complexity and importance of the tourism sector and of the e-commerce sector, the immaterial nature of tourist products and the insecurity of e-commerce, as well as increasing competition and the greater demands of the customer, determine the need to study more thoroughly the process whereby the purchase intent in an online mode in tourism. Particularly relevant is the segment of young people, by their technological literacy, acceptance and domain Internet, networks and mobile telephony, as well as e-commerce, besides for its potential of consumption and influence in the media. The aim of this work is to present a causal model of the formation of young people purchase intent in tourism in an online mode. A study of the differences between men and women is also carried out. The results permit to predict purchase intent and draw conclusions for the management of the tourist company.

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