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CRM as a Key Element in Online Commercialization: Analysis of Tourism Search and Metasearch Engines

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Advances in Tourism, Technology and Smart Systems

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 171))

Abstract

Online marketing in the tourism sector is a latent reality that is increasingly present. The wide and varied offer on internet makes strengthening the relationship with the consumer to increase loyalty be decisive in order to be successful. Customer relationship management (CRM) is regarded as one of the best tools for this. This work analyses the websites of tourism search and metasearch engines, focusing on their operational, analytical and collaborative CRM functionality, as well as their loyalty programmes. This will enable to establish the main measures of short-term action in the tourism field based on the technological trends that the market is imposing.

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Author information

Authors and Affiliations

  1. University of Vigo, Campus As Lagoas s/n, 32004, Ourense, Spain

    Trinidad Domínguez Vila & Elisa Alén González

Authors
  1. Trinidad Domínguez Vila
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  2. Elisa Alén González
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Corresponding author

Correspondence to Trinidad Domínguez Vila .

Editor information

Editors and Affiliations

  1. Department of Informatics Engineering, University of Coimbra, Coimbra, Portugal

    Álvaro Rocha

  2. Institute of Accounting and Admn, Polytechnic of Porto, S. Mamede de Infesta, Portugal

    António Abreu

  3. Institute of Accounting and Admn, Polytechnic of Porto, S. Mamede de Infesta, Portugal

    João Vidal de Carvalho

  4. School of Hospitality and Tourism, Polytechnic of Porto, Vila do Conde, Portugal

    Dália Liberato

  5. Business Administration and Tourism, University of Vigo, Ourense, Spain

    Elisa Alén González

  6. School of Hospitality and Tourism, Polytechnic of Porto, VILA DO CONDE, Portugal

    Pedro Liberato

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Vila, T.D., González, E.A. (2020). CRM as a Key Element in Online Commercialization: Analysis of Tourism Search and Metasearch Engines. In: Rocha, Á., Abreu, A., de Carvalho, J., Liberato, D., González, E., Liberato, P. (eds) Advances in Tourism, Technology and Smart Systems. Smart Innovation, Systems and Technologies, vol 171. Springer, Singapore. https://doi.org/10.1007/978-981-15-2024-2_16

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