ANÁLISIS DE CONTENIDO DE LAS WEBS DE LAS BODEGAS ARAGONESAS COMO HERRAMIENTA DE MARKETING

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DOI: https://doi.org/10.6018/turismo.451661
Palabras clave: Marketing online; webs; análisis de contenido; orientación a la información; orientación a la comunicación; orientación transaccional; integración interna; integración externa; bodegas; Aragón (España).

Resumen

Las webs constituyen una herramienta para que las bodegas puedan alcanzar más fácilmente sus objetivos de negocio. Se analiza si las bodegas utilizan esta herramienta y, en caso afirmativo, se investiga el papel que desempeña en su estrategia de marketing teniendo en cuenta las orientaciones establecidas en la literatura. Se observa una alta tasa de existencia de webs, pero el análisis de contenido muestra que la orientación más básica (proporcionar información) es la predominante; seguido de la comunicación interactiva, siendo la orientación transaccional la que muestra una escasa presencia.

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Publicado
16-12-2020
Cómo citar
Marzo-Navarro, M., & Pedraja-Iglesias, M. (2020). ANÁLISIS DE CONTENIDO DE LAS WEBS DE LAS BODEGAS ARAGONESAS COMO HERRAMIENTA DE MARKETING. Cuadernos de Turismo, (46), 113–143. https://doi.org/10.6018/turismo.451661
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