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Behavioural study on advertising and marketing practices in travel booking websites and apps
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Behavioural study on advertising and marketing practices in travel booking websites and apps
Final report
Publication metadata
The Internet has dramatically changed the way citizens travel, prepare and book travel arrangements. Travellers have greater access to information, prices and to greater choice and convenience. They can create their own itineraries online with the help of digital tools such as travel planning websites, mobile applications, price comparison websites or review portals, which frequently provide
visitors with the option to directly book accommodation at listed locations. These developments have also impacted on the way players in the tourism sector conduct businesses. Innovation and new information technologies have become determining factors to stimulate competitiveness in the European tourism sector. Entreprises in the tourism sector, and notably in the accommodation sector, are significantly ahead of other sectors in the economy (Eurostat, 2018). Industries operating in the online travel services environment employ an increasing number of people and contribute to the economy in sizeable way that are important to global competition. The traditional value and supply chain in which hotels, airlines and transport providers depended on intermediaries has been transformed into a complex ecosystem of actors with the avent of new technologies. New travel intermediaries have become a recognized force in the industry and tourism destinations have embraced the Internet for promotion and marketing, with websites or home pages as a major entry point for e-business. With the rapid development and the increasing use of websites for information seeking and electronic commerce, trust is a crucial factor in attracting customers (Agag & el Masry, 2016). Big players in the tourism sector have established trusted brands which are recognised by customers instantly.
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Publication details
Related publications
Published:
2020-08-11
Corporate author(s):
Consumers, Health, Agriculture and Food Executive Agency
(
European Commission
)
Personal author(s):
Sokolyanskaya, Alena
;
Bogliacino, Francesco
;
Lupiáñez-Villanueva, Francisco
;
Theben, Alexandra
;
Lecland, Ines
;
Charris Dominguez, Rafael Alberto
;
George Gaskell, George
;
Montealegre Olaya, Andres Felipe
Themes:
Tourism
,
Information technology and telecommunications
Subject:
advertising
,
consumer behaviour
,
digital content
,
Internet site
,
marketing
,
reservation
,
travel
PDF
ISSN
ISBN
978-92-9478-538-1
DOI
10.2818/728775
Catalogue number
EB-03-20-360-EN-N
PDF
ISBN
978-92-9478-538-1
DOI
10.2818/728775
Catalogue number
EB-03-20-360-EN-N
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