Comportamiento de compra de boletos aéreos a través de plataformas online y agencias offline en los usuarios del Aeropuerto Mariscal Lamar de la ciudad de Cuenca, Ecuador. Enero-marzo de 2023

Abstract

This study investigates the behavior of purchasing airline tickets through online platforms and offline agencies in users of the Mariscal Lamar Airport in the city of Cuenca. It is recognized that people's trends globally are constantly changing, especially after the impact of the pandemic, the behavior and way of carrying out daily activities was modified, as a result of this was the way of acquiring goods and services, so the main objective of this research is based on determining the relationship between the channels of purchase of air tickets and the current preferences of its users. To this end, information was collected through structured interviews with industry stakeholders and surveys conducted with passengers at the airport in Cuenca, Ecuador. The nature of the research problem and the proposed objectives led to the combination of bibliographic-documentary research with a mixed methodology that integrates quantitative and qualitative techniques. This made it possible to characterize the actors according to their purchasing preferences in online and offline channels. The results of the study reveal the impact of new technologies on the acquisition of airline tickets, as well as the focus on personalization of the service. In addition, it identifies the main characteristics to which users give the highest priority when purchasing a ticket, allowing companies in the tourism sector to seek to understand and satisfy the needs of their customers. Keywords: purchasing behavior, digital platform, airlines, online, offline