Marketing strategies: Study in travel agencies and tourism sector

Authors

  • Aléssio Bessa Sarquis Universidade do Sul de Santa Catarina
  • Nádia Pizzinatto Universidade Metodista de Piracicaba
  • Antônio Carlos Giuliani Universidade Metodista de Piracicaba
  • Andréa Simone Machiavelli Pontes Faculdade de Tecnologia do Senac Caçador

DOI:

https://doi.org/10.7784/rbtur.v9i2.862

Keywords:

Marketing strategy. Relationship with customers. Service organizations. Travel agencies and tourism.

Abstract

The tourism sector has an important economic and social role and marketing strategies can help improve the market performance of service organizations. Thus, the study analyzed the marketing strategies applied in the travel agency services sector in the state of Santa Catarina and, therefore, a quantitative, descriptive inconclusive and in the form of field survey (survey) was applied with self-administered questionnaires available in the Google Docs platform for a sample of 109 emissive agencies of small and medium. Statistical analyzes were performed by means, frequency, stand-ard deviation and hypothesis testing as the measurement scales applied. The results show that the vast majority of the surveyed agencies use internal marketing strategies, external, interactive and relationship management with clients and midsize agencies use more often most measured marketing strategies.

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Author Biographies

Aléssio Bessa Sarquis, Universidade do Sul de Santa Catarina

Doutor em administração pela Universidade de São Paulo e professor do PPGA da Universidade do Sul de Santa Catarina

Nádia Pizzinatto, Universidade Metodista de Piracicaba

Doutora em administração e professora do PPGA da Universidade Metodista de Piracicaba - nkp@nadiamarketing.com.br

Antônio Carlos Giuliani, Universidade Metodista de Piracicaba

Doutor em administração e coordenador do PPGA da Universidade Metodista de Piracicaba - cgiuliani@unimep.br

Andréa Simone Machiavelli Pontes, Faculdade de Tecnologia do Senac Caçador

Mestre em administração pela Universidade do Sul de Santa Catarina (UNISUL) e professora pela Faculdade de Tecnologia do Senac Caçador - andrea.pontes@sc.senac.br

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Published

2015-08-27

How to Cite

Sarquis, A. B., Pizzinatto, N., Giuliani, A. C., & Machiavelli Pontes, A. S. (2015). Marketing strategies: Study in travel agencies and tourism sector. Revista Brasileira De Pesquisa Em Turismo, 9(2), 298–320. https://doi.org/10.7784/rbtur.v9i2.862

Issue

Vol. 9 No. 2 (2015): May/August

Section

Articles

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