A importancia de establecer estratexias de marketing de relacións nas axencias de viaxes
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O modo de concibir e aplicar o márketing no ámbito empresarial evolucionou e foi reinterpretado de maneira sucesiva, abandonando a formulación do márketing transaccional para dar cabida a un enfoque denominado márketing activo ou de relacións, centrado na figura do consumidor e en satisfacer os seus desexos e necesidades; perseguindo como último obxectivo a súa mellora e o establecemento de relacións duradeiras cos consumidores. Esta investigación persegue o obxectivo principal de analizar a importancia que supón o levar a cabo estratexias de márketing de relacións nas axencias de viaxe. Tras unha revisión da literatura e en virtude aos aspectos inherentes a este estudo, optouse pola realización dunha metodoloxía cualitativa mediante a aplicación de entrevistas en profundidade a axentes de viaxes retallistas tanto do ámbito presencial como virtual operando en España. As conclusións alcanzadas, corroboran que o márketing de relacións nas axencias de viaxes nacionais desenvólvese dunha maneira non homoxénea; resultando necesario para as axencias tradicionais pequenas a implantación de estratexias de márketing relacional no ámbito virtual; e observándose que as estratexias implantadas non implican en todos os casos a toda a organización.
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