“Análisis del uso del comercio electrónico como estrategia competitiva para las agencias de viajes en Santiago de Cali 2020”

Abstract

The objective of this work is to analyze the use of electronic commerce as a competitive strategy for travel agencies in Santiago de Cali in 2020. For this reason, this research explored the origin and evolution of electronic commerce, the perception that Travel agencies have about it and how they have strategically implemented its use to be competitive in the market. In this context, the applied methodological design is descriptive and quantitative in approach, in which general information on electronic commerce and its influence on the tourism sector was collected, providing relevant data for the analysis of the object of study. The technique used to collect information was through a survey of a sample of 260 travel agencies in the city of Cali. Subsequently, secondary sources represented by documents such as books and articles related to the research topic were used. According to the results obtained, it was possible to see that in their entirety the travel agencies in one way or another make use of the digital means mentioned in the research, to offer their different services as well as to make themselves known in the market and create positioning of brand. One of the most outstanding benefits of using electronic commerce is that carrying out each of these processes does not require a greater financial investment and specialized personnel, being reflected as a strategy to reduce costs and expand in the market.