MATURITY IN DIGITAL ENVIRONMENT - EVOLUTION, ACTIVITY AND PROMOTION. CASE STUDY REGARDING TRAVEL AGENCIES FROM CLUJ-NAPOCA

Abstract

Globalisation of digital market imposed on companies relocating their activities into the digital environment where interactivity, direct communication, interfacing of the company and its offer with the digital consumer are implemented through the digital identity in its traditional or mobile form. Tourism was among the first digitalised global industries, the web presence of tourism companies becoming the main tool for presentation and marketing their products and services. The form, usability and promotion of digital presence represent essential elements for any company in differentiating from global competition and creation of a unique image. In this context, in its first part, the article draws an image of the digital environment and the evolution of online tourism, while in the second part a study regarding the web presence of travel agencies registered in Cluj-Napoca is presented using for analysis elements as the online history, the quality level of the digital presence and the online promotion tools used by these agencies. We consider that the results of the present study can offer a set of information that is useful to travel agencies, but also to web solution, e-tourism, e-marketing and web and mobile advertising service providers.