Acceso usuarios
This research is done to analyze the role of e-business in the tourism sector. For this purpose, we analyze the main contributions of the literature to the study of the digital economy and its application in the tourism sector, identifying which variables determine e-business in the air service. Once we have established the e-business model, which can be implemented in the air service, the research is performed by a qualitative empirical study through digital content analysis about a Spanish air operator, Vueling Airlines. The results we obtain show the applicability of the strategies in the tourism business model based on Internet, regarding the variables that determine it: (1) e-branding, (2) website design and management and (3) e-marketing strategies.
