| Título : |
Factores influyentes en la decisión de compra entre agencias de viajes tradicionales y virtuales (OTAs) para las generaciones X y Millennials, desde la perspectiva del marketing relacional. |
| Tipo de documento: |
documento electrónico |
| Autores: |
Mejía Restrepo, Fausto, Autor ; Betancur Velásquez, Carol Viviana, Autor ; Barahona, José Fernando, Asesor |
| Editorial: |
Manizales [Colombia] : Universidad de Manizales* |
| Fecha de publicación: |
2025 |
| Colección: |
RiDUM - Facultad de Ciencias Contables Económicas y Administrativas |
| Subcolección: |
Maestria en Mercadeo |
| Palabras clave: |
Marketing digital Estudio de mercados Comportamiento del consumidor Empresa |
| Resumen: |
This research analyzes the key factors that influence consumers' choice between traditional travel agencies and online travel agencies (OTAs) from a relationship marketing perspective. It focuses particularly on the behaviors of Generations X (1965-1980) and Y or millennials (1981-1996), using a qualitative approach through semi-structured interviews. The study highlights that, although OTAs offer convenience, competitive prices, and speed, traditional agencies remain relevant thanks to their personalized service, direct human attention, and the trusting relationships they establish with customers. Personalized attention, after-sales quality, exclusive promotions, and service reliability are identified as decisive factors in customer loyalty. |
| Tipo de medio : |
Computadora |
| En línea: |
https://ridum.umanizales.edu.co/handle/20.500.12746/7548 |
| Link: |
https://biblioteca.umanizales.edu.co/ils/opac_css/index.php?lvl=notice_display&i |
Factores influyentes en la decisión de compra entre agencias de viajes tradicionales y virtuales (OTAs) para las generaciones X y Millennials, desde la perspectiva del marketing relacional. [documento electrónico] / Mejía Restrepo, Fausto, Autor ; Betancur Velásquez, Carol Viviana, Autor ; Barahona, José Fernando, Asesor . - Manizales [Colombia] : Universidad de Manizales*, 2025. - ( RiDUM - Facultad de Ciencias Contables Económicas y Administrativas. Maestria en Mercadeo) .
| Palabras clave: |
Marketing digital Estudio de mercados Comportamiento del consumidor Empresa |
| Resumen: |
This research analyzes the key factors that influence consumers' choice between traditional travel agencies and online travel agencies (OTAs) from a relationship marketing perspective. It focuses particularly on the behaviors of Generations X (1965-1980) and Y or millennials (1981-1996), using a qualitative approach through semi-structured interviews. The study highlights that, although OTAs offer convenience, competitive prices, and speed, traditional agencies remain relevant thanks to their personalized service, direct human attention, and the trusting relationships they establish with customers. Personalized attention, after-sales quality, exclusive promotions, and service reliability are identified as decisive factors in customer loyalty. |
| Tipo de medio : |
Computadora |
| En línea: |
https://ridum.umanizales.edu.co/handle/20.500.12746/7548 |
| Link: |
https://biblioteca.umanizales.edu.co/ils/opac_css/index.php?lvl=notice_display&i |
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