Pursuit of competitive advantage for online travel agencies : driving from price to value

Detalhes bibliográficos
Autor(a) principal: Vilarinho, Tiago Assis
Data de Publicação: 2014
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.14/17005
Resumo: The online travel industry is characterized by a fierce level of competition. Due to the design of its landscape, modern travel paradigms and touristic product’s characteristics, Online Travel Agencies strive to have the lowest price in order to attract customers and gain market share. Thus, their services became very similar and commoditized. Starting from this topic, online marketing strategies and actions aiming at the creation of value by differentiation rather pricing were investigated. To sum up these strategies, the Online Travel Agency’s online marketing role model was created. It was concluded that it is possible for Online Travel Agencies to provide a higher level of service able to provide a better brand positioning and customer loyalty that therefore might differentiate the agency from its competitors.
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spelling Pursuit of competitive advantage for online travel agencies : driving from price to valueOnline travel agencyCompetitionDifferentiationOnline marketing strategiesCustomizationLoyaltyAgência de viagens onlineCompetiçãoDiferenciaçãoEstratégias de marketing onlinePersonalizaçãoFidelidadeDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe online travel industry is characterized by a fierce level of competition. Due to the design of its landscape, modern travel paradigms and touristic product’s characteristics, Online Travel Agencies strive to have the lowest price in order to attract customers and gain market share. Thus, their services became very similar and commoditized. Starting from this topic, online marketing strategies and actions aiming at the creation of value by differentiation rather pricing were investigated. To sum up these strategies, the Online Travel Agency’s online marketing role model was created. It was concluded that it is possible for Online Travel Agencies to provide a higher level of service able to provide a better brand positioning and customer loyalty that therefore might differentiate the agency from its competitors.A indústria turística online é caracterizada por um feroz nível de competição. Dado o esquema do seu ambiente competitivo, os paradigmas modernos de viagens e as características dos produtos turísticos, as agências de viagens online esforçam-se por providenciar o preço mais baixo com o intuito de captar consumidores e ganhar quota de mercado. Desta forma, os seus serviços tornaram-se muito similares e até indiferenciáveis. Partindo deste cenário, foram investigadas estratégias e ações de marketing que tivessem por objetivo a criação de valor pela diferenciação ao invés do preço. Para sumarizar essas mesmas estratégias foi concebido o modelo de ação estratégica online para agências de viagens. Foi concluído que é possível para agências de viagens online providenciar um alto nível de serviço que garanta um melhor posicionamento de marca e a fidelidade dos consumidores, e que por isso possa diferenciar a agência dos seus concorrentes.Silva, Susana Costa eVeritati - Repositório Institucional da Universidade Católica PortuguesaVilarinho, Tiago Assis2015-03-20T15:00:35Z2014-10-2020142014-10-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/17005TID:201496364enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-12-19T01:36:23Zoai:repositorio.ucp.pt:10400.14/17005Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:14:15.637935Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Pursuit of competitive advantage for online travel agencies : driving from price to value
title Pursuit of competitive advantage for online travel agencies : driving from price to value
spellingShingle Pursuit of competitive advantage for online travel agencies : driving from price to value
Vilarinho, Tiago Assis
Online travel agency
Competition
Differentiation
Online marketing strategies
Customization
Loyalty
Agência de viagens online
Competição
Diferenciação
Estratégias de marketing online
Personalização
Fidelidade
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Pursuit of competitive advantage for online travel agencies : driving from price to value
title_full Pursuit of competitive advantage for online travel agencies : driving from price to value
title_fullStr Pursuit of competitive advantage for online travel agencies : driving from price to value
title_full_unstemmed Pursuit of competitive advantage for online travel agencies : driving from price to value
title_sort Pursuit of competitive advantage for online travel agencies : driving from price to value
author Vilarinho, Tiago Assis
author_facet Vilarinho, Tiago Assis
author_role author
dc.contributor.none.fl_str_mv Silva, Susana Costa e
Veritati - Repositório Institucional da Universidade Católica Portuguesa
dc.contributor.author.fl_str_mv Vilarinho, Tiago Assis
dc.subject.por.fl_str_mv Online travel agency
Competition
Differentiation
Online marketing strategies
Customization
Loyalty
Agência de viagens online
Competição
Diferenciação
Estratégias de marketing online
Personalização
Fidelidade
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Online travel agency
Competition
Differentiation
Online marketing strategies
Customization
Loyalty
Agência de viagens online
Competição
Diferenciação
Estratégias de marketing online
Personalização
Fidelidade
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The online travel industry is characterized by a fierce level of competition. Due to the design of its landscape, modern travel paradigms and touristic product’s characteristics, Online Travel Agencies strive to have the lowest price in order to attract customers and gain market share. Thus, their services became very similar and commoditized. Starting from this topic, online marketing strategies and actions aiming at the creation of value by differentiation rather pricing were investigated. To sum up these strategies, the Online Travel Agency’s online marketing role model was created. It was concluded that it is possible for Online Travel Agencies to provide a higher level of service able to provide a better brand positioning and customer loyalty that therefore might differentiate the agency from its competitors.
publishDate 2014
dc.date.none.fl_str_mv 2014-10-20
2014
2014-10-20T00:00:00Z
2015-03-20T15:00:35Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.14/17005
TID:201496364
url http://hdl.handle.net/10400.14/17005
identifier_str_mv TID:201496364
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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