<abstract xmlns="http://www.w3.org/1999/xhtml">

The Internet has brought along many important changes in recent years, both in terms of the manufacturing and marketing of products or services, and in terms of human relations that have undergone significant changes, due to the ease with which the travel agencies today access unlimited audiences. With the evolution of mankind and the introduction of technology in most fields of activity, the lifestyle of people has changed, so they choose more and more often to buy vacations online.
The aim of this paper is to analyse how the brand, from a customer-based perspective, is a key resource for the company when the consumer automatically associates a product with the image of a particular brand. In this sense, we conducted quantitative marketing research that has as main objectives: measuring the importance of the digital brand for deciding to purchase tourism products: measuring the frequency of using the Interne in purchasing a tourism service; the impact of brand elements on Romanian consumers.
This paper is very topical, in the context in which many activities in different fields have focused on the online environment. The research results can raise the interest of both individuals and travel agencies that want the development of their brand in the digital environment.
</abstract>

The Internet has brought along many important changes in recent years, both in terms of the manufacturing and marketing of products or services, and in terms of human relations that have undergone significant changes, due to the ease with which the travel agencies today access unlimited audiences. With the evolution of mankind and the introduction of technology in most fields of activity, the lifestyle of people has changed, so they choose more and more often to buy vacations online.
The aim of this paper is to analyse how the brand, from a customer-based perspective, is a key resource for the company when the consumer automatically associates a product with the image of a particular brand. In this sense, we conducted quantitative marketing research that has as main objectives: measuring the importance of the digital brand for deciding to purchase tourism products: measuring the frequency of using the Interne in purchasing a tourism service; the impact of brand elements on Romanian consumers.
This paper is very topical, in the context in which many activities in different fields have focused on the online environment. The research results can raise the interest of both individuals and travel agencies that want the development of their brand in the digital environment.

Digital brand in the field of travel agencies

Proceedings of the International Conference on Business Excellence

This work is licensed under the Creative Commons Attribution 4.0 International License.

{"article-title":"Digital brand in the field of travel agencies"}

The Internet has brought along many important changes in recent years, both in terms of the manufacturing and marketing of products or services, and in terms...

Digital brand in the field of travel agencies

Data publikacji: 08 sie 2022

Zakres stron: 1456 - 1465

DOI: https://doi.org/10.2478/picbe-2022-0133

Słowa kluczowe
Brand, Digital Brand, Travel Agencies, Marketing Research, Tourism Product

© 2022 Simona Bălăşescu et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Digital brand in the field of travel agencies

Data publikacji: 08 sie 2022

Zakres stron: 1456 - 1465

DOI: https://doi.org/10.2478/picbe-2022-0133

Słowa kluczoweBrand, Digital Brand, Travel Agencies, Marketing Research, Tourism Product

© 2022 Simona Bălăşescu et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Słowa kluczowe
Brand, Digital Brand, Travel Agencies, Marketing Research, Tourism Product