Uma especulação sobre a internet no operador de turismoo caso CVC

Resumo

This paper analyses, in an exploratory way, through a case study carried out at CVC, the possible utilizations of the Internet in tourism operation. In order to lead this approach, the impact toward the variables of the market mix and the process of service provision under the user’s eyes has been studied The theoretical differential adopted in the study establishes the fundamentals to analyze the empirical evidences and provides adequacy of the concepts used to the characteristics of the operator. The model of the market mix is used as a conduit to build a referential. It is adjusted both to the services provision and to the operator. Thus, it is considered that the product of the tourism operator is the service provision that involves contracting, organization and execution. Analysis on the Internet is aimed at the first two processes. What can be concluded, as regards the variables of the market mix in the company under study, is that the Internet is little used to break the boundaries of time and place, considered by the literature as the main benefits offered to the user as direct channel by the Internet. Its use is more associated to the integration of the industry members than to reaching the user’s higher satisfaction, for the possibility the website offers of personalizing the market mix. The flexibility of the mix, as to products and rates, is more benefited from in travel agencies. The effects of the use of the Internet in the process of services provided by CVC can be seen in the virtual agency (the website) and in the travel agent. Service provision via website represents the first major change, as the interaction between users, employees and physical environment is being replaced by electronic interaction, chat and e-mail, or even by phone, and the physical infrastructure by computers and communication links. In the case of travel agencies, the change is related to the possibility of having active participation of the user in the elaboration phase of the package, which favorably leads to flexibility in tourism programs.

Ficha do documento

Tipo

Dissertação

Ano

2004

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Não informado

Identificador

oai:repositorio.fgv.br:10438/2348

Palavras-chave

InternetComposto mercadológicoPrestação de serviçosTurismoOperador de turismoAdministração de empresasCVC Viagens e TurismoTurismo - AdministraçãoTurismo - ComercializaçãoMarketing na internetAgentes de viagem - Brasil