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Cómo actuar de manera eficiente en la comercialización online del sector hotelero andaluz

 

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Opened Access Cómo actuar de manera eficiente en la comercialización online del sector hotelero andaluz
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Author: Ortega Fraile, Francisco José
Ríos Martín, Miguel Ángel
Ruiz Jiménez, Antonio
Ceballos Hernández, Cristina
Coordinator/Director: Jiménez Caballero, José Luis
Department: Universidad de Sevilla. Departamento de conomía Financiera y Dirección de Operaciones
Date: 2012
Published in: Turismo y sostenibilidad: V jornadas de investigación en turismo (2012), p 515-539
ISBN/ISSN: 978-84-692-3488-4
Document type: Presentation
Abstract: A pesar de encontrarnos en tiempos de profunda crisis económica, el sector turístico está contribuyendo notablemente a paliar los efectos de la misma en nuestra comunidad, ya que se trata de un sector tractor de otros sectores. El entorno glob...
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In spite of going through times of deep economic crisis, the tourism sector is significantly contributing to mitigate its effects on our community, because tourism is an influential industry in Spain. The global environment in which companies of the sector operate, makes it especially important for them (not only large ones but also SMEs) to take advantage of Information and Communication Technologies (ICTs) and to be on virtual marketplaces. The research proposed here, aims to identify online marketing tools which are being employed by hospitality companies in Andalusia and how they are being managed. Due to the potential of e-commerce in sales strategies and in gaining market share, a set of recommendations are proposed so that these ICTS are efficiently employed from their conception. The paper is part of a much broader research, but after collecting the first results, it has been considered appropriate to submit some progress.
Cite: Ortega Fraile, F.J., Ríos Martín, M.Á., Ruiz Jiménez, A. y Ceballos Hernández, C. (2012). Cómo actuar de manera eficiente en la comercialización online del sector hotelero andaluz. En Turismo y sostenibilidad: V jornadas de investigación en turismo (515-539), Sevilla: Facultad de Turismo.
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URI: http://hdl.handle.net/11441/53106

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