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Artículo Año: 2015 Vol.: 13 Núm.: 4 Págs.: 805-827 Idioma: Español

La intermediación turística en España y su vinculación con el Marketing de Afiliación: una aproximación a la realidad de las Agencias de Viajes

Autor: Clide Rodríguez Vázquez, Mª Magdalena Rodríguez Fernández, Valentín Alejandro Martínez Fernández, Oscar Juanatey Boga
Descargar: application/pdf PS0415_6.pdf

In the area tourist intermediation in Spain, the economic, social and technological conjuncture is playing an important role in its development, which requires the implementation of new strategies of commercialization as the affiliate marketing. The aim of this paper is based on analyzing the relationship between Spanish travel agencies and the affiliate as tool online. Owing to the specific features of the study, a review of the literature showed as more appropriate the design and implementation of a qualitative methodology, focused on getting and analyzing the primary data, which could be supplemented by other secondary sources. Regarding this, in‑depth and open‑ended interviews to relevant experts in the field of the study were taken. The development of such methodology allows the contrast of the pertinent hypothesis that became from the previous frame of the state of art and, therefore the extraction of their conclusions.

ISSN: 1695-7121
Título en inglés: The tourism intermediation in Spain and its relationship with Affiliate Marketing: an approach to the reality of Travel Agencies

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