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El Marketing Mix Cã“Mo Factor De Influencia Del Comportamiento Del Mercado Brasileã‘O Para Los Cruceros Marã Timos

Author

Listed:
  • Carlos Eduardo de Almeida Ramoa
  • Luiz Carlos da Silva Flores
  • Fabrícia Durieux Zucco y Clóvis Reis

Abstract

El turismo marítimo presenta un progresivo y sostenido desarrollo en Estados Unidos y en Europa. En Brasil, el mercado también se ha ampliado a lo largo del tiempo, con un incremento consolidado de los servicios. Sin embargo, el balance de los últimos años señala una tendencia hacia la reducción de los negocios. En base a este contexto, el presente trabajo se propone a examinar, desde la perspectiva de las compañías marítimas, la importancia del marketing mix para el mercado brasileño de cruceros. El análisis se estructura a partir de la entrevista a los directivos de las empresas afiliadas a la asociación de cruceros marítimos Clia-Abremar Brasil. Los resultados del estudio sugieren que las compañías de la muestra adoptan buenas prácticas empresariales, aplicando los conceptos del marketing mix a su gestión estratégica.

Suggested Citation

  • Carlos Eduardo de Almeida Ramoa & Luiz Carlos da Silva Flores & Fabrícia Durieux Zucco y Clóvis Reis, 2015. "El Marketing Mix Cã“Mo Factor De Influencia Del Comportamiento Del Mercado Brasileã‘O Para Los Cruceros Marã Timos," Turismo y Desarrollo Local, Servicios Académicos Intercontinentales SL, issue 18, June.
    • Handle: RePEc:erv:turdes:y:2015:i:18:36
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