Strategic sales management in the tourism ecosystem: from transactional approach to service-dominant logic
Strategic sales management in the tourism ecosystem: from transactional approach to service-dominant logic
DOI:
https://doi.org/10.51473/rcmos.v1i1.2025.1760Keywords:
Sales Management. Tourism. Competitive Strategy. CRM. Service-Dominant Logic.Abstract
This scientific article proposes an in-depth analysis of sales management applied to the tourism sector, investigating the transition from classic commodity marketing models to Service-Dominant Logic (S-D Logic) and the Experience Economy. The central objective is to demonstrate how the integration of Customer Relationship Management (CRM) tools, combined with strategic leadership focused on human competencies, can generate sustainable competitive advantage in a market saturated by digital disintermediation. The methodology used relies on a systematic and exploratory bibliographic review of seminal and contemporary works up to the year 2021, covering theories of marketing, strategic management, and tourism. The results indicate that effectiveness in contemporary tourism sales management lies not in isolated transactions, but in value co-creation and customer lifecycle management. It is concluded that organizations neglecting personalization and data intelligence tend toward obsolescence, requiring the sales manager to have an analytical, consultative, and technologically fluent profile.
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Copyright (c) 2025 Vinicius Rodrigues Ferreira (Autor)
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