Periódico: Journal of Tourism and Heritage Research
Fonte: Journal of Tourism and Heritage Research; Vol 3 No 1 (2020): Journal of Tourism and Heritage Research; 506-524
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This research was carried out to analyze the role of web management in the tourism sector. For this purpose, the main contributions of the literature to the study of the digital economy and its application to the tourism sector were analyzed, identifying which variables determine web management in the airline industry. Once the web management model that could be implemented in the airline industry was established, the research was performed using a qualitative study through digital content analysis for a Spanish air operator, Vueling Airlines. The results obtained show the applicability of web strategies to a tourism business model based on the Internet, considering the determinant variables: (1) website purpose, (2) website structure, (3) website design, (4) website architecture, and (5) website content management. It is considered, with all this, that the present study can help managers to face the specific challenges of web administration in the airline industry.
