Marketing plan: The launching of a tourism agency for the surf market

Detalhes bibliográficos
Autor(a) principal: Carvalhas, Tomás
Data de Publicação: 2013
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/9940
Resumo: Internet changed the way people interact and communicate. Marketers soon realized its potential and started using it for business purpose. E-commerce growing popularity is a consequence of the endless business opportunities internet has made possible. Firms are being forced to explore this new reality, which they cannot ignore, and to enhance their own marketing and selling capabilities within this context. E-commerce has significantly changed the Tourism Industry and now the online market represents more value then ever. It has provided suppliers with new tools and new ways to sell more but more importantly it has contributed to the growth of e-mediaries which are companies that act as intermediaries in tourism and have their operations exclusively online, as for an example, online tourism agencies. This was developed in the context of master thesis and with this scenario in mind. The project consists in a Strategic Marketing Plan for an online tourism agency. The idea is to create, from the marketing point-of-view, a modern travel agency which operates solely in the online market. Regarding the increasing interest for the sea cluster and its strategic relevance, I thought it would be of interest to direct the online agency for one specific kind of tourism - the surf tourism.
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spelling Marketing plan: The launching of a tourism agency for the surf marketMarketing planTourismSurfInternetPlano de marketingTurismoInternet changed the way people interact and communicate. Marketers soon realized its potential and started using it for business purpose. E-commerce growing popularity is a consequence of the endless business opportunities internet has made possible. Firms are being forced to explore this new reality, which they cannot ignore, and to enhance their own marketing and selling capabilities within this context. E-commerce has significantly changed the Tourism Industry and now the online market represents more value then ever. It has provided suppliers with new tools and new ways to sell more but more importantly it has contributed to the growth of e-mediaries which are companies that act as intermediaries in tourism and have their operations exclusively online, as for an example, online tourism agencies. This was developed in the context of master thesis and with this scenario in mind. The project consists in a Strategic Marketing Plan for an online tourism agency. The idea is to create, from the marketing point-of-view, a modern travel agency which operates solely in the online market. Regarding the increasing interest for the sea cluster and its strategic relevance, I thought it would be of interest to direct the online agency for one specific kind of tourism - the surf tourism.A Internet mudou a forma como as pessoas interagem e comunicam. Os Marketers rapidamente identificaram o potencial deste canal e rapidamente o adaptaram para finais comerciais. A popularidade crescente do e-commerce é consequência do sem número de oportunidades que a Internet tornou possível. As empresas são forçadas a lidar com esta nova realidade que, não podem ignorar, e a melhorarem as suas próprias capacidades para vendas e marketing dentro deste contexto. O e-commerce mudou significativamente a indústria do turismo e, agora, o mercado online representa um valor que nunca teve. A internet disponibilizou aos fornecedores ferramentas e novas formas de vender mas, ainda mais importante, possibilitou o aparecimento de e-mediaries. As e-mediaries são empresas que têm o papel de intermediário na cadeia de distribuição, no entanto, só operam no mercado online, como por exemplo, as agências de turismo online. Decidi desenvolver a minha tese de mestrado em marketing com o cenário em mente descrito em cima. O projeto consiste na construção de um plano de marketing para uma agência de turismo online. A ideia é de criar, do ponto de vista de marketing, uma agência moderna que opere somente no mercado online. Tendo em conta o interesse crescente pelo cluster mar e a sua relevância estratégica, decidi direcionar a agência de turismo para um mercado em específico – o turismo de surf.2015-10-08T09:11:38Z2013-01-01T00:00:00Z20132013-11info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/9940TID:201059568engCarvalhas, Tomásinfo: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:RCAAP2023-11-09T17:52:12Zoai:repositorio.iscte-iul.pt:10071/9940Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:25:59.336582Repositório 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 Marketing plan: The launching of a tourism agency for the surf market
title Marketing plan: The launching of a tourism agency for the surf market
spellingShingle Marketing plan: The launching of a tourism agency for the surf market
Carvalhas, Tomás
Marketing plan
Tourism
Surf
Internet
Plano de marketing
Turismo
title_short Marketing plan: The launching of a tourism agency for the surf market
title_full Marketing plan: The launching of a tourism agency for the surf market
title_fullStr Marketing plan: The launching of a tourism agency for the surf market
title_full_unstemmed Marketing plan: The launching of a tourism agency for the surf market
title_sort Marketing plan: The launching of a tourism agency for the surf market
author Carvalhas, Tomás
author_facet Carvalhas, Tomás
author_role author
dc.contributor.author.fl_str_mv Carvalhas, Tomás
dc.subject.por.fl_str_mv Marketing plan
Tourism
Surf
Internet
Plano de marketing
Turismo
topic Marketing plan
Tourism
Surf
Internet
Plano de marketing
Turismo
description Internet changed the way people interact and communicate. Marketers soon realized its potential and started using it for business purpose. E-commerce growing popularity is a consequence of the endless business opportunities internet has made possible. Firms are being forced to explore this new reality, which they cannot ignore, and to enhance their own marketing and selling capabilities within this context. E-commerce has significantly changed the Tourism Industry and now the online market represents more value then ever. It has provided suppliers with new tools and new ways to sell more but more importantly it has contributed to the growth of e-mediaries which are companies that act as intermediaries in tourism and have their operations exclusively online, as for an example, online tourism agencies. This was developed in the context of master thesis and with this scenario in mind. The project consists in a Strategic Marketing Plan for an online tourism agency. The idea is to create, from the marketing point-of-view, a modern travel agency which operates solely in the online market. Regarding the increasing interest for the sea cluster and its strategic relevance, I thought it would be of interest to direct the online agency for one specific kind of tourism - the surf tourism.
publishDate 2013
dc.date.none.fl_str_mv 2013-01-01T00:00:00Z
2013
2013-11
2015-10-08T09:11:38Z
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identifier_str_mv TID:201059568
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