La gestión de relación entre las empresas y turistas a través de las aplicaciones móviles como herramienta de marketing de los destinos turísticos

• Lázaro Florido-Benítez ^[1]
  1. [1] Universidad de Málaga

     Universidad de Málaga

     Málaga, España

     
• Localización: TURYDES: Revista sobre Turismo y Desarrollo local sostenible, ISSN-e 1988-5261, Vol. 7, Nº. 17, 2014
• Idioma: español
• Títulos paralelos:
  • Managing relationship between business and tourists through mobile applications as a marketing tool tourist destinations
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    Actualmente los destinos turísticos se promocionan a través de múltiples medios, aunque debemos reconocer que en estos momentos el más importante es internet y en especial las aplicaciones móviles, que están siendo el soporte por el cual el tejido empresarial turístico están canalizando su oferta para mejorar la experiencia del turista. En este trabajo de investigación exponemos la gestión de relación entre empresa-turista como el esqueleto de sujeción de la economía del destino a largo plazo. La competitividad entre los destinos turísticos ha obligado a todos los agentes implicados a ser más creativos, proactivos y sobre todo a saber diferenciarnos de los demás. La metodología utilizada en este proyecto de investigación, ha sido principalmente de carácter cualitativo, recopilando información sobre nuestro problema de estudio. El interés de esta investigación, se centra principalmente en analizar la gestión de relación entre empresa-turista a través de las aplicaciones móviles, estudiar este nodo como elemento diferenciador turístico y como se está implementando dicha herramienta en el sector.

  • English

    Currently tourist destinations are promoted through multiple media, but we must recognize that in these moments is the most important Internet and especially mobile applications, being the holder by which the tourism business sector are channeling their offer to improve tourist experience. In this research we present the relationship between business management-tourist as the skeleton holding the economy long-term fate. The competition among tourist destinations has forced all stakeholders to be more creative, proactive and especially knowing differentiate ourselves. The methodology used in this research project has been mainly qualitative, gathering information about our study problem. The interest of this research mainly focuses on analyzing the relationship between business management-tourist through mobile applications, consider this node as a tourist differentiating element and said tool is being implemented in the sector.

• Referencias bibliográficas
  • Al-Debei, M. & Al-Lozi, E. (2014): “Explaining and predicting the adoption intention of mobile data services: A value-based approach”....
  • American Marketing Association (2004): Definition of Marketing. Disponible en: http://www.marketingpower.com/Community/ARC/Pages/Additional/Definition/default.aspx...
  • Antón, S. & Oliveras, J. (1998): “Turismo y planificación del territorio en la España de fin de siglo”. Tarragona, Universitat Rovira...
  • Arendt, S. & Brettel, M. (2010): “Understanding the influence of corporate social responsibility on corporate identity, image, and firm...
  • Barroso, C. & Martín, E. (1999): “Marketing Relacional”. ESIC, Madrid.
  • Bellman, S., Potter, R., Hassard, S., Robinson, A. & Varan, D. (2011): “The Effectiveness of Branded Mobile Phons Apps”. Journal of Interactive...
  • Berry, L. (1995): “Relationship Marketing of Services-Growing Interest, Emerging Perspectives”. Journal of the Academy of Marketing Science,...
  • Berry, L. (2002): “Relationship Marketing of Services-Perspectives from 1983 and 2000”. Journal of Relationship Marketing, Vol. 1, Nº 1, pp...
  • Bigné, E., Font, X. & Andreu, L. (2001): “Marketing de destinos turísticos. Análisis y estrategias de desarrollo”. ESIC Editorial. Madrid.
  • Bose, R. (2002): “Customer Relationship Management: Key Components for It Success”. Industrial Management and Data Systems, Vol.102, Nº 1/2,...
  • Boulding, W., Staelin, R., Ehret, M. & Johnston, J. (2005): “A Customer Relationship Management Roadmap: What Is Known, Potential Pitfalls,...
  • Bourne, L. (2011): “Advising upwards: Managing the perceptions and expectations of senior management stakeholders”. Management Decision, Vol....
  • Bowman, D. & Narayandas, D. (2001): “Managing Customer-Initiated Contacts with Manufacturers: The Impact on Share of Category Requirements...
  • Buhalis, D. & Law, R. (2008): “Progress in information technology and tourism management: 20 years on and 10 years after the Internet–The...
  • Burnett, V. (2002): “Gestión de la relación con el cliente clave”. Prentice Hall, España.
  • Buttle, F. (2009): “Customer Relationship Management: Concepts and Technologies”. Elsevier Butterworth-Heinemann, Oxford.
  • Cáceres, F. & Guzmán J. (2010): “Functional and productive dependence: New characteristics for the analysis of enterprises from a macroeconomic...
  • Cassia, L. & Colombelli, A. (2010): “Growth factors in medium-sized enterprises: The case of an Italian region”. International Entrepreneurship...
  • Cegarra, J., Sánchez, M. & Cegarra, D. (2011): “Balancing exploration and exploitation of knowledge through an unlearning context: An...
  • Chan, J. (2005): “Toward a Unified View of Customer Relationship Management”. Journal of American Academy of Business, Vol. 6, Nº 1, pp 32-38.
  • Chang, H. (2008): “Increasing hotel customer value through service quality cues in Taiwan”. The Service Industries Journal, Vol. 28, Nº 1,...
  • Chang, H. & Hsiao, H. (2008): “Examining the casual relationship among service recovery, perceived justice, perceived risk, and customer...
  • Chen, Z. & Dubinsky, A. (2003): “A conceptual model of perceived customer value in e-commerce: A preliminary investigation”. Psychology...
  • Chen, J. & Popovich, K. (2003): “Understanding Customer Relationship Management (CRM): People, Process and Technology”. Business Process...
  • Chen, S. & Quester, P. (2007): “Implementation and outcomes of customer value: A dyadic perspective”. The Service Industries Journal,...
  • Chomsky, N. & Ramonet, I. (1995): “Cómo nos venden la moto”. Icaria, Barcelona.
  • Christopher, M., Payne, A. & Ballantyne, D. (1991): “Relationship Marketing: Bringing Quality, Customer Services, and Marketing Together”....
  • CODETUR (2013): Aplicaciones móviles de los destinos turísticos españoles. Disponible en: http://profesional.turismodecantabria.com/contenidoDinamico/LibreriaFicheros/564B7D93-8498-B92E-D3E1-A05C40071054.pdf...
  • Cohen, L. & Manion, L. (2002): “Métodos de investigación educativa”. La Muralla, Madrid.
  • Consejo Español de Turismo (2007): Turismo 2020, Plan del Turismo Español Horizonte 2020. Disponible en: http://www.tourspain.es/es-es/VDE/Documentos%20Vision%20Destino%20Espaa/Plan_Turismo_Español_Horizonte_2020.pdf...
  • Costa, E., Barragáns, B. & Rey, M. (2012): “Which App? A recommender system of applications in markets: Implementation of the service...
  • Cronin, J., Brady, M. & Hult, G. (2000): “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions...
  • Cuevillas, R. (2012): ¿Cuánto cuesta lanzar una app? Recuperado 2012,19 de Diciembre, Disponible en: http://www.emprendedores.es/empresa/tecnologia/crear_app/crear_app_3....
  • Del Alcázar, B. (2002): “Los canales de distribución en el sector turístico”. ESIC, Madrid.
  • Florido-Benítez, L., & Del Alcázar, B. (2014): “Analysis of Mobile Marketing in Airports”. 7th World Conference for Graduate Research...
  • Florido-Benítez, L., Del Alcázar, B. & González, E. (2014): “La implementación de las aplicaciones móviles en los aeropuertos para incrementar...
  • Franco, M. & Haase, H. (2010): “Failure factors in small and medium-sized enterprises: Qualitative study from an attributional perspective”....
  • García, D. (2012): ”Marketing y Negocios en móviles”. Wolters Kluwer, S.A, Valencia.
  • Gavalas, D. & Kenteris, M. (2011): “A web-based pervasive recommendation system for mobile tourist guides”. Per Ubiquit Compute, Vol....
  • Gebert, H., Geib, M., Kolbe, L. & Brenner, W. (2003): “Knowledge-Enabled Customer Relationship Management: Integrating Customer Relationship...
  • Grönroos, C. (1994): “From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing”. Management Decision, Vol. 32,...
  • Gummesson, E. (2002): “Relationship Marketing in the New Economy”. Journal of Relationship Marketing, Vol. 1, Nº 1, pp 37-57.
  • Hennberg, S., Pardo, C. & Mouzas, S. (2005): “Value dimensions and strategies in dyadic key relantionship programmes, dealing with dualities”....
  • Huarng, K. & Yu, T. (2011): “Entrepreneurship, process innovation and value creation by a non-profit SME”. Management Decision, Vol. 49,...
  • Keeney, R. (1999): “The value of internet commerce to the customer”. Management Science, Vol. 45, Nº 4, pp 533-542.
  • Krasnikov A., Jayachandran, S. & Kumar, V. (2009): “The Impact of Customer Relationship Management Implementation on Cost and Profit Efficiencies:...
  • McKim, B. & Hughes, A. (2001): “How to Measure Customer Relationship Management Success”. Journal of Database Marketing, Vol. 8, Nº 3,...
  • Kervenoael, R., Soopramanien, D., Elms, J. & Hallsworth, A. (2006): “Exploring value through integrated service solutions. The case of...
  • Kothari, A. & Lackner, J. (2006): “A value based approach to management”. Journal of Business & Industrial Marketing, Vol. 21, Nº...
  • Kotler, P. & Armstrong, G. (2004): “Principles of Marketing”. Prentice-Hall, Englewood Cliffs.
  • Krasniqi, B. (2010): “Are small firms really credit constrained? Empirical evidence from Kosova". International Entrepreneurship and Management...
  • Lindblom, A. & Tikkanen, H. (2010): “Knowledge creation and business format franchising”. Management Decision, Vol. 48, Nº 2, pp 179-188.
  • Mainardes, E., Alves, H. & Raposo, M. (2011): “Stakeholder theory: Issues to resolve”. Management Decision, Vol. 49, Nº 2, pp 226-252.
  • McMillan, J. & Schumacher, S. (2005): “Investigación educativa: una introducción conceptual”. Pearson Addison Wesley, Madrid.
  • Martelo, S., Barroso, C. & Cepada, G. (2011): “Creando capacidades que aumenten el valor para el cliente”. Investigaciones Europeas de...
  • MMA (2011). Libro Blanco de apps. Disponible en: http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=10&sqi=2&ved=0CHwQFjAJ&url=http%3A%2F%2Fmmaspain.com%2Flibro-blanco-apps%2FRecursos%2Flibroblanco.pdf&ei=kQTvUOqhBoi1hAeq1oG4Cw&usg=AFQjCNEgdYZYeGZjIYTZlb4T87G4at5CTA&sig2=m2q8rB_RoEH-01-w2MFTvQ&bvm=bv.1357700187,d.d2k...
  • Monroe, B. (1991): “Pricing: Making profitable decisions”. McGraw-Hill, New York.
  • Morgan, M. & Hunt, D. (1994): “The commitment-trust theory of relationship marketing”. Journal of Marketing, Vol. 58, Nº 3, pp 20-38.
  • Nakamura, T. (2015): “The action of looking at a mobile phone display as nonverbal behavior/communication: A theoretical perspective”. Computer...
  • Naranjo, J., Jiménez, D. & Sanz, R. (2011): “Innovation or imitation? The role of organizational culture”. Management Decision, Vol. 49,...
  • Oliver, R. (1999): “Whence consumer loyalty?”. Journal of Marketing, Vol. 63, pp 33-44.
  • Parvatiyar, A. & Sheth, J. (2001): “Customer Relationship Management: Emerging Practice, Process, and Discipline”. Journal of Economic...
  • Payne, A. & Holt, S. (2001): “Diagnosing customer value: integrating the value process and relationship marketing”. British Journal of...
  • Payne, A. & Frow, P. (2005): “A Strategic Framework for Customer Relationship Management”. Journal of Marketing, Vol. 69, Nº 4, pp 167-176.
  • Pine, J. & Gilmore, H. (2000): “Satisfaction, sacrifice, surprise: three small steps create one giant leap into the experience economy”....
  • PlakoyIiannaki, E. & Tzokas, N. (2002): “Customer Relationship Management: A Capabilities Portfolio Perspective”. Journal of Database...
  • Ramón, D. (2014): “Cómo cambiar la experiencia del pasajero aéreo con inteligencia empresarial”. Hosteltur, Vol. 241, pp 46-47. Reinartz,...
  • Rey, M., Medina, C. & Rufín, R. (2008): “Programas de fidelización, beneficios relacionales, calidad de relación y lealtad. Una propuesta...
  • Rodríguez, R. (2011): “Destinos turísticos. Realidad y Concepto”. TURyDES, Vol. 4, Nº 11.
  • Ryals, L. & Knox, S. (2001): “Cross-Functional Issues in the Implementation of Relationship Marketing through Customer Relationship Management”....
  • Ryssel, R., Ritter, T., & Gemunden, G. (2004): “The impact of information technology deployment on trust, commitment and value creation...
  • Salavou, H. (2010: “Strategy types of service firms: Evidence from Greece”. Management Decision, Vol. 48, Nº 7, pp 1033-1047.
  • San Martín, S. (2003): “La relación del consumidor con las agencias de viajes”. Servicio de Publicaciones de la Universidad de Burgos.
  • Sánchez, A. (2012): El valor del cliente como herramienta estratégica de gestión en un mercado industrial. (Tesis doctoral) Universidad de...
  • Sánchez, J., Callarisa, L., Rodríguez, R. & Moliner, M. (2006): Perceived value of the purchase of a tourism product”. Tourism Management,...
  • Sánchez, R., Iniesta, M. & Holbrook, M. (2009): “The Conceptualisation and Measurement of Consumer Value in Services”. International Journal...
  • Sanz, S., Martí, J. & Ruiz, C. (2012): “Aplicaciones publicitarias para móvil: conocimiento, actitudes, motivos de uso y valoración por...
  • Scolari, C., Navarro, H., Pardo, H., García, I. & Soriano, J. (2009): “Comunicación móvil: actores y producción de contenidos en Cataluña”....
  • Sharma, A. & Sheth, J. (1997): “Relationship Marketing: An Agenda for Inquiry”. Industrial Marketing Management, Vol. 6, Nº 2, pp 87-89.
  • Sheth, J. & Parvatiyar, A. (2002): “Evolving Relationship Marketing into a Discipline”. Journal of Relationship Marketing, Vol. 1, Nº...
  • Shu-Hsun, H. & Ying-Yin, K. (2008): “Effects of self-service technology on customer value and customer readiness: The case of internet...
  • Sigala, M. (2001): “Modelling E-Marketing Strategie: Internet Presence and exploitation of Greek Hotels”. Journal of Travel & Tourism...
  • Smolarski, J. & Kut, C. (2011): “The impact of venture capital financing method on SME performance and internationalization”. International...
  • Sonmez, M. & Moorhouse, A. (2010): “Purchasing professional services: Which decision criteria”. Management Decision, Vol. 48, Nº 2, pp...
  • Smolarski, J. & Kut, C. (2011): “The impact of venture capital financing method on SME performance and internationalization”. International...
  • Steenkamp, J. & Geyskens, I. (2006): “How country characteristics affect the perceived value of web sites”. Journal of Marketing, Vol....
  • Suárez, L., Vázquez, R. & Díaz, M. (2007): “La confianza y el compromiso como determinantes de la lealtad: una aplicación a las relaciones...
  • The AppDate (2012): Informe APPS Septiembre 2012. Dsiponible en: http://madrid.theappdate.com/informe-apps/.Consultado en 17/12/2014 a 10:10.
  • Timón, D. (2004): “El concepto de destino turístico una aproximación geográfico-territorial”. Estudios turísticos, Vol. 160, pp 45-68.
  • Tussyadiah, P. (2012): “A concept of location-based social network marketing”. Journal of Travel & Tourism Marketing, Vol. 29(, Nº 3,...
  • Song, J. (2014): “Understanding the adoption of mobile innovation in China”. Computers in Human Behavior, Vol. 38, pp 339-348.
  • Ulaga, W. (2003): “Capturing value in business relationships: a customer perspective”. Industrial Marketing Management, Vol. 32, Nº 8, pp...
  • Ullah, F., Abbas, Q. & Akbar, S. (2010): “The relevance of pecking order hypothesis for the financing of computer software and biotechnology...
  • Verhoef, P. & Langerak, F. (2002): “Eleven Misconceptions About Customer Relationship Management”. Business Strategy Review, Vol. 13,...
  • Wang, Y., Lo, H., Chi, R. & Yang, Y. (2004): “An Integrated Framework for Customer Value and Customer-Relationship-Management Performance:...
  • Wang, D., Park, S. & Fesenmaier, R. (2012): “The role of smartphones in mediating the touristic experience”. Journal of Travel Research,...
  • Wang, D., Xiang, Z. & Fesenmaier, R. (2014): “Adapting to the mobile world: A model of smartphone use”. Annals of Tourism Research, Vol....
  • Wells, G. & Claxton, G. (2002): “Learning for in the 21st Century”. Teachers College, New York.
  • Woodruff, B. & GardiaL, F. (1996): “Know Your customer: New Approaches to Understanding Customer Value and Satisfaction”. Blackwell Publishers.
  • Woodruff, R. (1997): “Customer Value: The Next Source for Competitive Advantage”. Journal of the Academy of Marketing Science, Vol. 25, Nº...
  • WTO (2002): “Themis Publication. Destination Management”. Número monográfico dedicado a la investigación sobre el destino turístico y...
  • Yang, T. & Li, C. (2011): “Competence exploration and exploitation in new product development: The moderating effects of environmental...
  • Zeithaml, V., Parasuraman, A. & Malhotra, N. (2002): “Service quality delivery through web sites: A critical review of extant knowledge”....