Avaliação das técnicas de comunicação em marketing: um estudo das agências de viagens em Jundiaí, Itatiba e Bragança Paulista

Abstract

Society has undergone a complete transformation in recent years, mainly due to technological innovations. Moreover, communication is a basic resource and services play a prominent role in the economy. The overall aim of this dissertation is to expand the discussion about the use of Marketing communication mix by the travel agencies in Bragança Paulista, Itatiba and Jundiai. Initially a general panorama of the tourism business has been presented, concepts have been established and some data, which shows the sector's steady growth, has been provided. Secondly, the service sector and its peculiarities has been detailed, emphasizing its intangibility, which should be carefully worked out in Marketing strategies. Finally, a summary has been provided so as to highlight Marketing features related to the tourism and services industries. The communication process and its tools - publicity, sales promotion, public relations and advertising, personal sales and direct Marketing - have been approached in more details. The research done has demonstrated that publicity, sales promotion and direct Marketing are the most frequently used communication tools. If the communication mix is used, the travel agencies will be able to provide their customers with high quality personalized services