Innovation Perspectives: Marketing in Travel Agencies in the City of Barranquilla-Colombia

Abstract

The purpose of this study is to analyze marketing innovation trends in travel agencies in Barranquilla-Colombia, considering that innovation at the organizational level plays a fundamental role towards positioning and competitiveness in the market. This research is classified as quantitative descriptive, non-experimental design, field, towards the collection of data a survey-type instrument was performed, in the selection of population a stratified random sampling was used (30). The results found in the analysis process are clearly evident that they develop it due to the need and adaptation to changing environments due to the advancement of ICT, maintaining a digital presence. Therefore, it is considered that the organizations under study are strictly necessary to carry out planning from the perspective of strategic marketing as a transcendental element to remain current in contemporary changing scenarios coupled with digital marketing in the use of social networks as a communication mechanism between company and customers that achieves a greater positioning in business contexts.