Periódico: Revista Internacional de Turismo y Empresa
Fonte: INTERNATIONAL JOURNAL OF TOURISM, BUSINESS AND TERRITORY; Vol. 2, Núm. 1 (2018); 43-54
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Resumo: In the practices of electronic commerce, the actions carried out through the recognition of keywords contribute a competitive advantage for companies, given that the custom of tourists to seek information and manage their trips, causes for brands, the need to show and visualize through web platforms. In this sense, with the purpose of recognizing the reality regarding the exploitation of the keywords in the web portals of tourism distributing companies in Cuenca, the research applied quantitative and qualitative exploration and analysis procedures developed in both SPSS and Nvivo. Studies that allowed us to discover that the management of keywords in travel agencies, would seem not yet to be a priority, or that ends up being inefficient. Finding that has helped to deduce that the basic recommendation, with which it can contribute to the social context, is the influence on the importance of the use of keywords and their impact, both in the promotion of tourist destinations, and in the generation of value oriented to the customization or individualization of products.
