Fonte: ROTUR. Revista de Ocio y Turismo; Vol. 17 No. 1 (2023); 100-121
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Resumo: The way of conceiving and applying marketing strategies in business has undergone numerous changes and reinterpretations over time. One of these has been a movement away from transactional marketing towards an approach known as active or relationship marketing. Relationship marketing focuses on the figure of the consumer and on satisfying their wants and needs, with the ultimate objective of establishing and sustaining long-lasting relationships with consumers. The main aim of this study is to analyse the importance of implementing relationship marketing strategies in travel agencies. The study consists of a review of the literature and in-depth interviews with traditional and virtual retail travel agents operating in Spain. The results show variation in the way relationship marketing is conducted in Spanish travel agencies, with implementation of relationship marketing strategies in only some parts of the company in some cases, and a need for more virtual relationship marketing among smaller, traditional agencies.
