Collective Buying and operators of tourism

• Autor(a) principal: Sousa, Roseane Barcellos Marques
• Data de Publicação: 2013
• Outros Autores: Bonin, Valeria, Funcia, Thais
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Latin American Journal of Business Management
• Texto Completo: https://www.lajbm.com.br/index.php/journal/article/view/130
• topic: Administração de Marketing; Turismo; Canal de Distribuição; Compra Coletiva; Operadoras de Turismo; Marketing management. Tourism. Distribution channel. Collective buying. Tourism operators.

The survey includes discussion on marketing strategy and sales, contextualized in view of national electronic market, contemplating collective buying sites. This article is the central problem: How tour operators perceive and use the collective purchasing sites new distribution channel, promotion or sale of stock dissemination and visibility? The overall goal is to verify how the tool sales and marketing, collective buying, is used by tour operators. We performed three separate interviews with representatives of operators: Tourism Nascimento Tourism, Tourism Agaxtur and Tourism Intercontinental. The interview results were analyzed from four conceptual dimensions: collective buying, motivation, execution, and evaluation. From these results it was established that the discourse and strategies defined by the operators in question is supported by the theory, however each carrier has their practice marketing differently.