Use of internet promotion strategies by the Spanish travel agencies
DOI:
https://doi.org/10.3145/epi.2010.mar.05Keywords:
Internet marketing, Internet advertising, Promotion strategies, Search engine marketing, SEM, SEO, Social media marketing, Travel agencies, M3-Marketing and advertising, M31-Marketing, M37-Advertising.Abstract
The evolution of traditional marketing to e-marketing has been achieved due to the arrival of new information and communication technologies, which have had an impact on the marketing strategies used by companies. The main target of this empirical study is to quantify the level of use of internet promotion strategies. The travel agency sector is selected due to its high level of investment in internet marketing. Results and study limitations are discussed and future lines of research are proposed. Conclusions can be useful to managers and marketing specialists.
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