Comparative analysis of Spanish tourist web sites

Iruté Barroeta; Daniela Freund; Alfredo Ouro Villaravid; Joan Sureda Pascual; José Francisco Valls Giménez

Comparative analysis of Spanish tourist web sites

Iruté Barroeta, Daniela Freund, Alfredo Ouro Villaravid, Joan Sureda Pascual, José Francisco Valls Giménez

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Resumen

El estudio, presentado en la 9th International Marketing Trends Conference, organizada por ESCP Europe y la Università Ca'Foscari Venezia y que se celebró el 21 de enero en Venecia, realiza un análisis comparativo de 430 webs turísticas españolas (cadenas hoteleras, destinos turísticos, agencias de viajes, transportes, restaurantes y empresas de ocio) para conocer su posición en la red y para ofrecer una visión de la conducta comunicativa de empresas de turismo en términos de diseño, funcionalidad y valor del cliente. La conclusión principal del estudio recomienda potenciar el uso de herramientas de marketing relacional y el uso de internet como un canal interactivo, además de hacer hincapié en la necesidad de una mayor profesionalización en el trabajo sobre los contenidos de las webs. Además, señala un déficit en el servicio al cliente y poca transparencia en la publicación de los precios, así como una falta de información corporativa, e indica que las pequeñas y medianas empresas turísticas deben sacar más partido de esta herramienta de lo que lo hacen en la actualidad.

Idioma original	Inglés
Estado	Publicada - 21 ene 2010
Evento	9th International Marketing Trends Conference 2010 - Duración: 21 ene 2010 → 23 ene 2010

Conferencia

Conferencia	9th International Marketing Trends Conference 2010
Período	21/01/10 → 23/01/10

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@conference{3b03045aa93841e280470a13efb55104,

title = "Comparative analysis of Spanish tourist web sites",

abstract = "An analysis of the 430 hotel, tourist destination, travel agency, transport, restaurant and leisure activity websites offers a clear view of the communicative behaviour of Spanish tourism companies in terms of design, functionality and customer value. A tool containing 21 attributes related to e-commerce from a customer perspective has been constructed for measuring websites. The results obtained suggest significant interest in the websites' design, with an emphasis on aesthetics: low levels of functionality in searches, in the development of e-commerce and in the low customisation of the offer; and little interest in transmitting customer value-added, i.e. customers are given scarce information on price and are, at the same time, directed straight to e-shopping. The transport sector and tourist destinations attain the highest overall rating, while traditional travel agencies and restaurants attain the lowest overall rating.",

author = "Irut{\'e} Barroeta and Daniela Freund and {Ouro Villaravid}, Alfredo and {Sureda Pascual}, Joan and {Valls Gim{\'e}nez}, {Jos{\'e} Francisco}",

year = "2010",

month = jan,

day = "21",

language = "English",

note = "9th International Marketing Trends Conference 2010 ; Conference date: 21-01-2010 Through 23-01-2010",

}

TY - CONF

T1 - Comparative analysis of Spanish tourist web sites

AU - Barroeta, Iruté

AU - Freund, Daniela

AU - Ouro Villaravid, Alfredo

AU - Sureda Pascual, Joan

AU - Valls Giménez, José Francisco

PY - 2010/1/21

Y1 - 2010/1/21

N2 - An analysis of the 430 hotel, tourist destination, travel agency, transport, restaurant and leisure activity websites offers a clear view of the communicative behaviour of Spanish tourism companies in terms of design, functionality and customer value. A tool containing 21 attributes related to e-commerce from a customer perspective has been constructed for measuring websites. The results obtained suggest significant interest in the websites' design, with an emphasis on aesthetics: low levels of functionality in searches, in the development of e-commerce and in the low customisation of the offer; and little interest in transmitting customer value-added, i.e. customers are given scarce information on price and are, at the same time, directed straight to e-shopping. The transport sector and tourist destinations attain the highest overall rating, while traditional travel agencies and restaurants attain the lowest overall rating.

AB - An analysis of the 430 hotel, tourist destination, travel agency, transport, restaurant and leisure activity websites offers a clear view of the communicative behaviour of Spanish tourism companies in terms of design, functionality and customer value. A tool containing 21 attributes related to e-commerce from a customer perspective has been constructed for measuring websites. The results obtained suggest significant interest in the websites' design, with an emphasis on aesthetics: low levels of functionality in searches, in the development of e-commerce and in the low customisation of the offer; and little interest in transmitting customer value-added, i.e. customers are given scarce information on price and are, at the same time, directed straight to e-shopping. The transport sector and tourist destinations attain the highest overall rating, while traditional travel agencies and restaurants attain the lowest overall rating.

M3 - Contribution

T2 - 9th International Marketing Trends Conference 2010

Y2 - 21 January 2010 through 23 January 2010

ER -

Comparative analysis of Spanish tourist web sites

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