The Search Engine Marketing strategy (SEM) in e-tourism: A case study of the French OTA (Online Travel Agency) Voyage Privé

• Autor(a) principal: Evrard, Laure Marguerite Suzanne
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18495
• topic: E-tourism; Online Travel Agencies (OTA); Customer's behaviour; SEM; SEO; SEA; Voyage Privé; Gestão de empresas; Turismo; Agência de viagens; E-business; Estratégias de marketing; Comportamento do consumidor; Estudo de casos

With the arrival of the Internet, the tourism has taken a big step in its existence. Online Travel Agencies have made their appearance. The customers have in general various steps throughout their buying process. On these steps the visibility and the top position of the name of the travel company is a key factor success. In order to attract clients and respond to their expectations, to implement an SEM strategy (Search Engine Marketing strategy) is one of the most important strategy for an online website to adopt. In other words, it is a strategy that will show the company how to increase the website visibility on web pages such as Google Search. This thesis aims to analyse the importance of the SEM by an exploratory study that includes two stages. First, by a survey to describe the consumer behaviour when booking online travel reservations. Second, by deep interviews and information in order to analyse a case study of an online travel agency, where I work. From the survey submitted to a sample of consumers, it was observed that they are mostly looking for good opportunities (good prices, high quality of product). From the deep interviews to the managers of the French OTA (Online Travel Agency) Voyage Privé, it was observed the importance of putting in action the SEM tools, such as commercial animations in the home page, buy keywords so that the webpage will be in top results, or having a very active and visible participation in the social media.