Liderazgo en la empresa turística para fomentar la intención de compra online

• José Alberto Martínez González ^[1]
  1. [1] Universidad de La Laguna

     Universidad de La Laguna

     San Cristóbal de La Laguna, España

     
• Localización: TURYDES: Revista sobre Turismo y Desarrollo local sostenible, ISSN-e 1988-5261, Vol. 9, Nº. 21, 2016
• Idioma: español
• Títulos paralelos:
  • Leadership in the tourist firms to promote the online purchasing intent
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    En la actualidad los directivos de las empresas turísticas deben realizar esfuerzos para mejorar los resultados y el posicionamiento competitivo en un contexto de e-commerce globalizado en constante crecimiento. La complejidad e importancia del sector turístico y del comercio electrónico en dicho sector, la naturaleza inmaterial de los productos turísticos y la inseguridad inherente al comercio electrónico, así como la creciente competencia y las mayores exigencias del cliente determinan la necesidad de estudiar más a fondo el proceso por el que se forma la intención de compra online en el turismo. Particularmente relevante es el segmento de jóvenes, por su alfabetización tecnológica, aceptación y dominio de Internet, redes y telefonía móvil, así como del comercio electrónico, además de por su potencial de consumo e influencia en los medios. Este trabajo tiene por objeto presentar un modelo causal de la formación de la intención de compra de los jóvenes en turismo. También se lleva a cabo un estudio de las diferencias entre los hombres y las mujeres. Los resultados permiten predecir la intención de compra y extraer conclusiones para la dirección de la empresa turística.

  • English

    The managers of tourist companies have to make efforts to improve results and competitive position in a context of globalized and growth e-commerce. The complexity and importance of the tourism sector and of the e-commerce sector, the immaterial nature of tourist products and the insecurity of e-commerce, as well as increasing competition and the greater demands of the customer, determine the need to study more thoroughly the process whereby the purchase intent in an online mode in tourism. Particularly relevant is the segment of young people, by their technological literacy, acceptance and domain Internet, networks and mobile telephony, as well as e-commerce, besides for its potential of consumption and influence in the media. The aim of this work is to present a causal model of the formation of young people purchase intent in tourism in an online mode. A study of the differences between men and women is also carried out. The results permit to predict purchase intent and draw conclusions for the management of the tourist company.

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