Implementation of Web 2.0 in the snow tourism industryanalysis of the online presence and e-commerce of ski resorts

  1. E. Cristóbal Fransi 1
  2. N. Daries Ramón
  3. E. Mariné Roig
  4. E. Martín Fuentes
  1. 1 Universitat de Lleida
    info

    Universitat de Lleida

    Lleida, España

    ROR https://ror.org/050c3cw24

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2017

Volumen: 21

Número: 2

Páginas: 117-130

Tipo: Artículo

DOI: 10.1016/J.SJME.2017.06.002 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

La presente investigación busca conocer si los sitios Web de las estaciones de esquí facilitan una comunicación eficaz con sus públicos objetivo y están adaptadas al comercio electrónico. Para ello, se propone y aplica en primer lugar un modelo para el análisis de las páginas Web de las estaciones de esquí, basado en la técnica de análisis de contenido, considerando las dimensiones de Información, Comunicación, Comercio electrónico y Funciones Adicionales. En segundo lugar se aplica la metodología eMICA (Extended Model of Internet Commerce Adoption), para identificar las oportunidades derivadas del uso de las herramientas Web 2.0 y mejorar las carencias detectadas para conseguir una gestión más competitiva. Los resultados indican que las estaciones de esquí alpino están mejor preparadas que las de esquí nórdico a pesar de que todavía tienen mucho recorrido por hacer a la hora de facilitar una efectiva comunicación e interacción con su público objetivo.

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Información de financiación

The authors would like to thank the Catalan government for the support received through the accreditation of the Research Group on Tourism and the Social and Knowledge Economy (GRTESC) as an Emerging Research Group (2014 SGR 82). They would further like to thank the University of Lleida (UdL) for the support received under the UdL Research Programme (2017-TR265). Finally, a grant was also received from the UdL Language Institute (2017 call) for editing services.

Financiadores

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Fuente de los datos: Dialnet