Strategy to implement e-commerce in the travel agency Havanatur Tour & Travel destination Havana

Abstract

Currently, marketing in the tourism sector is developing within an increasingly dynamic and changing environment, where the rise of direct sales of products and services online are essential elements to take into account. The reality of travel agencies in Cuba is very far from that global scenario. That is why this research aims to design a strategy to implement e-commerce in the agency Havanatur Tour & Travel destination Havana, for which an analysis was made of the current situation from the point of view of electronic marketing of their products. Methods, techniques and tools such as non-participatory direct observation, unstructured interviews, surveys, bibliographic and documentary analysis were applied, as well as the analysis of the results of the application of the SWOT matrix and the methodology for the evaluation of websites. The results showed that the agency does not take full advantage of the use of Information and Communication Technologies (ICT) for the development of commercial actions and that the agency's website is highly deficient. Therefore, actions are proposed for the improvement and development of ICT in the agency to promote the development of e-commerce.