Periódico: Revista Internacional de Turismo y Empresa
Fonte: INTERNATIONAL JOURNAL OF TOURISM, BUSINESS AND TERRITORY; Vol. 7 No. 1 (2023); 208-224
Palavras-chave:
Resumo: Today's tourism sector faces the most difficult scenario in recent times. The COVID-19 pandemic has forced a rethinking of new forms of management in all companies, including travel agencies. In order to redesign and adapt to the new normal, these entities need to seek strategies to improve internal processes, especially those associated with commercialization. That is why this research is focused on developing a strategy to improve commercial distribution in the travel agency ECOTUR S.A, including objectives and actions that contribute to improving business management. The methodological trajectory allowed a diagnosis of the current situation that the company presents with respect to commercial distribution, and the new actions in the post-pandemic stage. For these analyzes, several tools were used such as the SWOT Matrix; the External Factors Evaluation Matrix and the Internal Factors Evaluation Matrix. Likewise, the strategic profiles of the environment and the entity's distribution process were charted. Similarly, surveys and interviews with ECOTUR S.A specialists were applied, allowing the strategy to be drawn up with its respective objectives and action plans
Key words: travel agency; commercial distribution; strategy; marketing; post COVID-19.
