Condicionantes da performance do comércio eletrónico : uma aplicação na área das agências de viagens
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2017
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Cada vez mais, a Internet tem vindo a revolucionar o mundo, transformando a distância em algo quase que inexistente, permitindo que se desenvolvam várias formas de comercializar diferente do que até então se conhecia. Esta meio de comunicação tem impulsionado a sociedade atual a se tornar mais informada e mais exigente, desenvolvendo assim o marketing digital e o comércio eletrónico.
Nos últimos anos a sociedade sofreu transformações nunca antes imaginada. A explosão das novas tecnologias, o aparecimento das redes sociais em grande escala, obrigaram as empresas a repensar a sua maneira de fazer negócio. Para sobreviverem, as empresas tiveram de ver a Internet como uma oportunidade de negócio, tentando manter-se mais perto dos seus consumidores e dando mais conforto e rapidez com os serviços online.
As empresas turísticas têm de estar diariamente presente no mundo digital, uma vez que este meio veio criar para o consumidor uma fonte de informação muito grande, facilitando a escolha do seu destino turístico e possibilitando ao mesmo a compra da sua viagem e a criação do seu próprio pacote turístico de uma forma muito independente, exigindo sempre o produto ideal. O consumidor por estar mais informado, tende a procurar sempre o melhor produto/serviço ao custo mais baixo possível.
Para conseguirem manter-se, estas empresas tiveram de apostar no marketing, criando estratégias com o objetivo de satisfazer as necessidades dos seus consumidores. Atualmente a Internet constituí a maior plataforma comercial.
A presente dissertação demonstra quais os fatores que condicionam o comércio eletrónico nos nossos dias, sendo que muitas vezes, a presença no mundo virtual não é sinónimo de vendas.
Increasingly, the Internet has revolutionized the world, turning distance into something almost non-existent, allowing various forms of marketing to develop differently than previously known. This means of communication has driven today's society to become more informed and more demanding, thus developing digital marketing and e-commerce. In recent years’ society, has undergone transformations never before imagined. The explosion of new technologies, the emergence of social networks on a large scale, forced companies to rethink their way of doing business. To survive, businesses had to see the Internet as a business opportunity, trying to stay closer to their consumers and giving them more comfort and speed with online services. Tourism enterprises must be present every day in the digital world, since this channel creates for the consumer a very great source of information, facilitating the choice of their tourist destination and making it possible to purchase their trip and create their Own package in a very independent way, always demanding the ideal product. The consumer, being more informed, tends to always look for the best product/service at the lowest cost possible. In order to keep up, these companies had to focus on marketing, creating strategies to meet the needs of their consumers. Today, the Internet is the largest commercial platform. The present dissertation reveals the factors that condition e-commerce in our days because the presence in the virtual world is not synonymous with sales.
Increasingly, the Internet has revolutionized the world, turning distance into something almost non-existent, allowing various forms of marketing to develop differently than previously known. This means of communication has driven today's society to become more informed and more demanding, thus developing digital marketing and e-commerce. In recent years’ society, has undergone transformations never before imagined. The explosion of new technologies, the emergence of social networks on a large scale, forced companies to rethink their way of doing business. To survive, businesses had to see the Internet as a business opportunity, trying to stay closer to their consumers and giving them more comfort and speed with online services. Tourism enterprises must be present every day in the digital world, since this channel creates for the consumer a very great source of information, facilitating the choice of their tourist destination and making it possible to purchase their trip and create their Own package in a very independent way, always demanding the ideal product. The consumer, being more informed, tends to always look for the best product/service at the lowest cost possible. In order to keep up, these companies had to focus on marketing, creating strategies to meet the needs of their consumers. Today, the Internet is the largest commercial platform. The present dissertation reveals the factors that condition e-commerce in our days because the presence in the virtual world is not synonymous with sales.
Descrição
Orientação: Álvaro Lopes Dias
Palavras-chave
MESTRADO EM TURISMO, TURISMO, INTERNET, MARKETING DIGITAL, COMÉRCIO ELETRÓNICO, AGÊNCIAS DE VIAGENS, ESTUDOS DE CASO, TOURISM, DIGITAL MARKETING, E-COMMERCE, TRAVEL AGENCIES, CASE STUDIES, INTERNET