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Análisis de las fortalezas y debilidades del mobile marketing como herramienta de promoción de los destinos turísticos

Author

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  • Lázaro Florido-Benítez

Abstract

Mobile Marketing tools offer tourist destinations many opportunities for promoting their offers and improving their positioning against possible competitors. Its ability for direct and personal communication with tourists in real time, increases traveler’s levels of satisfaction and image perception of the destination. The methodology used in this research project has mainly been of a qualitative nature by gathering information on the problem undertaken to examine. The study is mainly focused on three objectives. First, to assess the effect that mobile marketing is having on e-traveler’s levels of satisfaction in the tourist destinations. Second, to analyze the strengths and weaknesses mobile marketing has on e-travelers’ behaviors within the destination site; and lastly, to study the effects this tool has over the e-traveler’s image perception of the destination itself.

Suggested Citation

  • Lázaro Florido-Benítez, 2016. "Análisis de las fortalezas y debilidades del mobile marketing como herramienta de promoción de los destinos turísticos," Turismo y Desarrollo Local, Servicios Académicos Intercontinentales SL, issue 21, December.
    • Handle: RePEc:erv:turdes:y:2016:i:21:41
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