Periódico: Gran Tour - Revista de Investigaciones Turísticas
Fonte: GRAN TOUR, REVISTA DE INVESTIGACIONES TURÍSTICAS; Núm. 21 (2020): Núm. 21 (2020): Gran Tour, Revista de Investigaciones Turísticas - Nº 21 (Enero-Junio)
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Resumo: In a changing context that has surrounded tourism since the 90s and that affects its management, OTA's burst into the traditional retail travel and tourism agencies. With that, the objective of this article is through the analysis of the evolution that these companies have suffered as a result of the new trends, giving example of the Spanish case, to establish adequate marketing tools in order to promote their competitiveness. To this end, a systematic review of the literature has been carried out, giving special emphasis to the Spanish and Anglo-Saxon languages. The main conclusions are: the absorption of the ICT as an allied tool in the maintenance of these companies in the market, through innovative and differentiated strategies and the professional training of these new agents that will facilitate the repositioning of their professional profile and their company.
