La intermediación turística en España y su vinculación con el Marketing de Afiliación: una aproximación a la realidad de las Agencias de Viajes

Abstract

In the area tourist intermediation in Spain, the economic, social and technological conjuncture is playing an important role in its development, which requires the implementation of new strategies of commercialization as the affiliate marketing. The aim of this paper is based on analyzing the relationship between Spanish travel agencies and the affiliate as tool online. Owing to the specific features of the study, a review of the literature showed as more appropriate the design and implementation of a qualitative methodology, focused on getting and analyzing the primary data, which could be supplemented by other secondary sources. Regarding this, in -depth and open -ended interviews to relevant experts in the field of the study were taken. The development of such methodology allows the contrast of the pertinent hypothesis that became from the previous frame of the state of art and, therefore the extraction of their conclusions

Can online travel agencies contribute to the recovery of the tourism activity after a health crisis?

“…For this to happen, they require the use of effective strategies to guarantee the safety of potential tourists (Niewiadomski, 2020; Wang and Lopez, 2020). In periods of crisis, intermediaries, such as OTAs, must face episodes of greater uncertainty that contribute to potential tourists perceiving a more attractive offer (Rodríguez et al. , 2015) and a reduction in the perceived risk of travelling to affected areas (Menchero Sánchez, 2020).…”

“…Considering the capacity and potential of OTAs to offer value to the customer, it is worth analyzing whether offering a higher perceived value contributes to generating a greater intention to book a trip and therefore to travel again following a crisis. Among the different elements that OTAs can face to provide a service with high perceived value is time saved in the search for information about choices available (Sarmiento Guede, 2017), affordable prices (Rodr ıguez et al, 2015), ease of usage (Dwikesumasari and Ervianty, 2017) and service quality (Talwar et al, 2020). In addition, using an OTA at the height of the pandemic, and in its immediate aftermath, negated the need for an in-person visit to high street travel agencies, which afforded a greater sense of safety because it allowed social distancing.…”

La seguridad web en la comercialización turística online de destinos rurales: el caso de Extremadura

“…Los consumidores están predispuestos a la compra online, pero también son cada vez más sensibles a compartir datos o dejar desprotegida información personal y bancaria (Casado-Aranda et al, 2019). Dentro del sector turístico, las agencias de viajes juegan un papel esencial en la distribución e intermediación de productos turísticos, poniendo en contacto proveedores y consumidores y creando imagen de algunos destinos (Moreno-Lobato et al, 2021a;Rodríguez et al, 2015). También es relevante ese papel en el desarrollo digital y en el contacto con el mercado online (Brandão et al, 2021).…”