Consumer behavior and its implications in corporate digital marketing management and online networks of travel agencies.

Abstract

 The continuous growth to information access and the discovery of other realities, potentiated by the proliferation of media in general and the Internet in particular are two of the major mechanisms responsible for changes in consumption patterns. These evidences gave rise to this research project whose purpose was to identify the most effective techniques of digital marketing applied in travel agencies in the corporate segment based on an online questionnaire survey that resulted in a sample of 102 companies, preceded by a literature review .The results show that regardless the increase use of social networks and the importance given to internet access, there is still a preference of customers by contacting and contracting services using traditional networks. Thus it appears that there is a clear and limited sensitivity from customers to internet and with social networking activity in this sector.