Análisis de las motivaciones que influyen en la elección entre agencias de viajes tradicionales y plataformas digitales para la compra de boletos aéreos en la ciudad de Cuenca, Ecuador

Abstract

The transformation of tourism services and the growth of digital tools have modified how travelers acquire airline tickets, leading to the coexistence of traditional travel agencies and digital platforms. In this context, this study was developed through a qualitative approach, conducting three focus groups with clients of traditional travel agencies, users of digital platforms, and managers of international travel agencies. The information was described through discourse analysis, which served to develop chapter two concerning characteristics and perceptions. The data obtained from the focus groups were processed and coded using Atlas.ti software; during this phase, the main motivations determining clients' preference for one channel or another were analyzed. The results evidenced that the choice of purchase channel responds to different needs, experiences, and expectations. While some participants value specialized guidance and support during the purchasing process, others prioritize autonomy, flexibility, and the independent management of their reservations. Furthermore, it was identified that factors such as previous travel experience, the use of digital tools, and perceived risk influence the purchase decision. It is concluded that the preference for one channel or another depends on the interaction of personal, functional, and contextual factors present during the acquisition process.