El uso de las estrategias de marketing online por las organizaciones gestoras de destinos y la influencia en el dominio del destino turístico / O uso das estratégias de marketing online por gestão de destino e a influência no domínio do destino turístico

Silvia Lisbeth Segura Alvarez, Sebastián Molinillo

Resumo


Este estudio analiza el uso de las estrategias de marketing online por parte de las Organizaciones Gestoras de Destinos Turísticos de los países del Mediterráneo, para promocionar sus destinos y la influencia que pueda tener esta práctica en la dominancia del destino turístico.  Para este propósito, se obtuvo el índice de calidad y el uso de las estrategias online, para identificar el grado en el avance tecnológico en los aspectos de marketing digital.  Para realizar esta medición se incluyeron los factores de: calidad del contenido de la página web, número de seguidores de Facebook y el índice automático que otorga Google Page Rank, según la calidad del sitio.  También se realizó un análisis sobre la dominancia del destino turístico, en el que se incluyó el ingreso y gastos de los turistas en el destino, relacionados con la población actual, PIB y otros factores macroeconómicos.


Palavras-chave


Estrategias de marketing online, Uso del sitio Web, Uso de Facebook, Dominancia de destinos turísticos, Organizaciones gestoras de destinos turísticos.

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Referências


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DOI: https://doi.org/10.34140/bjbv4n2-026

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