An empiric analysis of the online market for the adventure travel tourism industry in Germany
DOI:
https://doi.org/10.57883/thij7(1)2016.30326Palavras-chave:
Turismo de viagem de aventura, Economia de experiência online, Geração YResumo
O presente artigo analisa o potencial do comércio electrónico na indústria do turismo, particularmente no nicho de mercado das viagens de aventura. Os turistas estão cada vez mais a reservar viagens utilizando plataformas online, especialmente a Geração Y. Esta tendência leva à redução do número de agências de viagens offline e tradicionais e dá a oportunidade de maximizar o mercado de viagens online. O negócio do comércio electrónico está a aumentar, bem como o mercado do turismo de aventura. Neste artigo analisamos as plataformas online existentes para reservar viagens de aventura e utilizamos um inquérito para obter a percepção do consumidor sobre tais plataformas. A amostra de 310 questionários analisados em conjunto com a nethnografia realizada permite-nos ter informações úteis para melhor compreender o fenómeno e dar a conhecer aos gestores e melhorar o serviço prestado.
Referências
Adventure Travel News 2013 (2013). http://www.adventuretravelnews.com/the-travel-preferences-of-young-and-old-beach-holidays-or-a-city-break.
ATTA 2013. http://www.fairtrade.travel/uploads/files/ATTA_-_Adventure _Tourism_Market_Study_2013.pdf.
BITKOM 2013 (2014). Trends in E-Commerce, in: http://www.bitkom.org/files/ documents/BITKOM_E-Commerce_Studienbericht.pdf.
BMWi 2012. Wirtschaftsfaktor Tourismus Deutschland, in: http://www.bmwi.de/ BMWi/Redaktion/PDF/Publikationen/wirtschaftsfaktortourismusdeutschland,property=pdf,bereich=bmwi2012,sprache=de,rwb=true.pdf.
Bootsnall 2014. http://www.bootsnall.com/aboutus.shtml
Chang, L. & Chieng, H. (2006). Building Consumer-Brand Relationship: A Cross-Cultural Experiential View. Psychology and Marketing, 23(11), 927-959.
Christopher, M., Payne, A. & Ballantyne, D. (1991). Relationship marketing. London: Butterworth Heinemann.
Content Marketing Institute 2014. http://contentmarketinginstitute.com/what-is-content-marketing/.
German Tourism Information 2014. Fakten und Zahlen 2013. http://www.drv.de/fileadmin/user_upload/Fachbereiche/Statistik_und_Marktforschung/Fakten_und_Zahlen/14-03-17_DRV_Zahlen_Fakten2013_V2.pdf.
Grönroos, C. (1999). Relationship marketing: Challenges for the organization. Journal of Business Research, 46(3), 327-335.
Gummesson, E. (2002). Relationship marketing in the new economy. Journal of Relationship Marketing, 1(1), 37-57.
Jahanshahi, A., Mirzaie, A. & Asadollahi, A. (2012). Mobile commerce beyond electronic commerce: Issue and challenges. Asian Journal of Business and Management Sciences, 1(2), 119-129.
Kotler, P. & Keller, L. (2012). Marketing management. Upper Saddle River, N. J: Pearson Prentice Hall.
Kozinets, R. V. (2010). Netnography: The marketer’s secret weapon. EUA: White paper.
Loureiro, S. M. C. (2014). The role of the rural tourism experience economy in place attachment and behavioral intentions. International Journal of Hospitality Management, 40(5), 1-9.
Mayring, P. (2010). Qualitative inhaltsanalyse - Grundlagen und techniken (11th edition). Weinheim und Basel: Beltz.
Morgan, M. & Hunt, S. (1999). Relationship-based competitive advantage: The role of relationship marketing in marketing strategy. Journal of Business Research, 46(3), 281-290.
Mulpuru S., Johnson, C., Huynh, S., Roberge, D. & Naparstek L. (2014). US Mobile Phone And Tablet Commerce Forecast 2013 To 2018. https://www.forrester.com/US+Mobile+Phone+And+Tablet+Commerce+Forecast+2013+To+2018/fulltext/-/E-RES115514.
Oh, H., Fiore, A. M. & Jeoung, M. (2007). Measuring experience economy concepts: tourism applications. Journal of Travel Research, 46(2), 119–132.
Pine II, J., & Gilmore H. (1998). Welcome to the experience economy. Harvard Business Review, 76(4), 97-105.
Rakuten 2013. Rakuten über vier Trends die den Onlinehandel 2013 verändern werden. http://info.rakuten.de/node/244.
Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15, 53-67.
Seth, N. & Parvatiyar, A. (2000). Handbook of relationship marketing. Thousand Oaks, Calif.: Sage Publications, Inc.
Sharma, A. & Sheth, J. (1997). Relationship marketing: An agenda for inquiry. Industrial Marketing Management, 26(2), 87-89.
Statista 2014 (2014).http://de.statista.com/statistik/daten/studie/152138/umfrage/nutzer-von-online--und-browser-games-in-deutschland/, GfK (Hrsg.).
Statista 2014 (2014). http://de.statista.com/statistik/daten/studie/171911/umfrage /haeufigkeit-sport-treiben-in-der-freizeit/, Verbrauchs- und Medienanalyse - VuMA (Hrsg.).
Statista 2014 (2014). http://de.statista.com/statistik/daten/studie/216320/umfrage/prog nose-zum-umsatz-im-e-commerce-und-m-commerce/, BVDW Mücke, Sturm and Company (Hrsg.).
Statista 2014 (2014). http://de.statista.com/statistik/daten/studie/3979/umfrage/e-commerce-umsatz-in-deutschland-seit-1999/, Handelsverband Deutschland HDE (Hrsg.).
Statista 2014 (2014). http://de.statista.com/statistik/daten/studie/4375/umfrage /umsaetze-der-tourismusbranche-nach-on--und-offlinebuchungen/, Forschungsgemeinschaft Urlaub und Reisen (Hrsg.).
Statisticbrain 2014. http://www.statisticbrain.com/internet-travel-hotel-booking-statistics/.
Techtarget (2014). http://searchcio.techtarget.com/definition/e-commerce.
Tripadvisor (2014). http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html.
Tripadvisor (2014). https://www.tripadvisorsupport.com/hc/en-us/articles/200613327-Who-are-the-destination-experts-on-the-forums-.
UNWTO (2015). UNWTO Tourism Highlights 2015 edition. Spain: UNWTO.
Verband Internet Reisevertrieb 2015. Daten and Fakten 2014. http://www.v-i-r.de/download-mafo-datenfakten/df-2014-web.pdf.
Wolf, M. (1999). The entertainment economy. New York: Random House.
Xu, H. & Yang, J. (2012). Do m-commerce user’s expectations reflect reality?. International Journal of Electronics Business Management, 10(4), 322-331.
Downloads
Publicado
Como Citar
Edição
Secção
Licença
Direitos de Autor (c) 2023 This work is licensed under a Creative Commons - Attribution 4.0 International (CC BY 4.0)
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.