Análisis de la eficacia de las campañas cooperativas en Internet Experiencias en el mercado suizo

Resumen

El advenimiento del turismo electrónico ofrece nuevas oportunidades a los gestores de destinos y turoperadores para comercializar mejor sus productos. La investigación en el ámbito de la cadena de valor turística es todavía muy limitada y pocos estudios han analizado los efectos de las alianzas entre turoperadores extranjeros y las entidades de promoción. El presente documento examina la efectividad de las plataformas de marketing electrónico desarrolladas por los turoperadores suizos y la Consejería de Turismo en Zúrich. Los resultados confirman que: a) las nuevas tecnologías permiten medir el impacto de las actividades promocionales y seguir la evolución del mercado; b) las cifras de turistas no son un indicador fiable de la efectividad de la actividad promocional; c) las organizaciones de marketing de destinos deberían posicionarse como infoagentes neutrales porque el libre mercado tiende a invertir poco en bienes informacionales.

Palabras clave:

Internet, marketing, canibalización

Citas

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