出版社：Centro de Investigaciones y Estudios Turísticos
摘要：El sector del turismo de negocios que está creciendo en todo el mundo pero en Brasil aun no está muy valorado y su marketing no está bien estructurado. Lo practican solamente algunas empresas con base en la experiencia de sus gestores de turismo y la experiencia de casos exitosos, sin realizar un estudio más profundo de causas y efectos. Este estudio presenta los conceptos de marketing de servicios de diversos autores y de qué forma éstos son aplicados en la práctica. Ello es operacionalizado a través de entrevistas en agencias y operadoras de viajes pertenecientes al sector de turismo de negocios, con la inclusión de sus propios clientes y con el objetivo de identificar los factores críticos de éxito en este sector.
其他摘要：Service Marketing in the Context of Business Travel. The sector of business tourism is growing and its importance has been increased all over the world. In Brazil, as the activity of tourism in the general sense, business tourism has not received much attention until now and the management of marketing is not so structured yet; additionally, some companies have exercised its practice based on the experience of tourism managers and on successful initiatives, without a profounder study about causes and effects. This study presents the concepts of marketing of services stated by several authors and the ways of applying them in the practice. Some interviewees have been carried out with approaches of agencies / operators of business travel and some of their clients, in order to identify the critical factors of success in the business tourism.
关键词：turismo de negocios; Marketing de servicios; Agencias de viajes; BrasilBusiness tourism; Service marketing; Travel agencies; Brazil
