Determinantes de la compra online de productos turísticos por los consumidores españoles

• Filipa Jorge ^[1] ; Mário Paulino ^[2] ; Mário Sérgio Teixeira ^[2] ; Nieves Losada ^[2] ; Ramiro Gonçalves ^[2] ; José Martins ^[2]
  1. [1] Institute for Systems and Computer Engineering of Porto

     Institute for Systems and Computer Engineering of Porto

     Santo Ildefonso, Portugal

     
  2. [2] University of Trás-os-Montes e Alto Douro (UTAD), Portugal Vila Real, Portugal.
• Localización: RISTI: Revista Ibérica de Sistemas e Tecnologias de Informação, ISSN-e 1646-9895, Nº. Extra 34, 2020, págs. 527-541
• Idioma: español
• Títulos paralelos:
  • The determinants of tourism products online shopping by Spanish consumers
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    La compra de productos turísticos on-line está en auge con el desarrollo del e-commerce, que ha estimulado la creación de diversas plataformas en los últimos años. El propósito de este estudio consistió en evaluar la influencia de algunos de los determinantes de la compra de productos turísticos online, así como el riesgo asociado a este tipo de compra, y la utilidad percibida de las herramientas de las agencias de viajes frente a las de marketing digital. En este este estudio fue utilizado un método de investigación con una encuesta a 343 consumidores españoles de la provincia de Salamanca basado en entrevistas personales. Para el análisis de los datos se recurrió a la técnica de ecuaciones estructurales. Desde un punto de vista práctico, la industria turística debe seguir trabajando en la reducción del riesgo asociado a la compra online. Además, reconocido este riesgo, las agencias de viajes pueden ser la mejor opción para diferentes segmentos de mercado, que atribuirán una mayor utilidad percibida a este canal de distribución. Por otro lado, este estudio ha puesto de manifiesto la importancia de las herramientas de marketing digital como los websites, dispositivos móviles e reserva online dado que su utilidad percibida influye en la actitud y comportamiento de compra de productos turísticos online.

  • English

    Tourism products online shopping is increasing with e-commerce development that stimulated the creation of several platforms in the recent years.

    The purpose of this study was to evaluate the influence of some determinants of tourism products online shopping, as the risk associated with this behavior, and travel agencies versus digital marketing tools perceived usefulness. This research used a survey method applied to 343 Spanish consumers from Salamanca region with personal interviews. To analyze the data, it was used structural equation modelling. Because tourism products online shopping risk influence negatively consumers’ attitude toward it, this need to be worked by tourism practitioners and, for segments averse to that risk, travel agencies distribution channel have higher perceived usefulness and can be a better option. On other hand, this research evidenced the importance of digital marketing tools as website, mobile devices and online booking because their perceived usefulness affect the attitude and behavior toward online shopping of tourism products.

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