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References Anil, I., Tatoglu, E., & Ozkasap, G. (2014). Ownership and market entry mode choices of emerging country multinationals in a transition country: Evidence from Turkish multinationals in Romania. Journal for East European Management Studies, 19 (4), 413-452. Ayazlar, R. (2014). Dynamic Packaging Applications In Travel Agencies. Procedia - Social and Behavioral Sciences , 131,326-331. Bennet, M.M. (1993). Information technology and travel agency: A customer service perspective. Tourism Management , 14(4), 259–266. Bowman, C. & Ambrosini, V. (2000

Online Marketing Strategies for Travel Agencies

This paper describes the theoretical foundations of marketing in the online environment in which a travel agency may develop an effective strategy for selling their products. In the first part of the article the author is focusing on functions of online marketing as well as on its advantages over traditional marketing instruments. In the next section the author addresses the search engine optimization in order to improve the position of a travel agency when searching for potential customers. In the final section the author describes the key social media as well as the right method how a travel agency should enter them. The basics and experiences described in the paper can be used as a universal guide for all travel agencies intending to successfully manage their marketing activities in the online environment.


The article presents a continuation of research on the distribution of travel agencies in Łódź, carried out in the mid-1990s, 2006 and 2010 by academics from the Institute of Urban and Tourism Geography. Observations on Łódź travel agencies over the last 25 years lead to the conclusion that it is a dynamic phenomenon. Agencies appear and disappear, change their names and locations, as well as their aims and range of activity. The paper presents a short historical outline of travel agency development in Łódź, a classification of agencies based on aims and range of activity, as well as their distribution within city space. The conclusions concern certain limitations and threats to the further development of Łódź travel agencies resulting from external (formal) and internal causes.

, technological deployment and organizational performance. The Journal of Strategic Information Systems, 10 (2), 77–99. De la Rosa, A., Montoya, T. y Pomar, S. (2009) Pequeñas organizaciones: complejidad y diversidad organizacional. Estudio de casos de organizaciones mexicanas . México: Universidad Autónoma Metropolitana; Juan Pablos. De Pablos, C., López-Hermoso, J., Martin-Romo S., Medina S. (2004) Information and communications in the company . Madrid: ESIC. Dolnicar, S. & Laesser, C. (2007) Travel Agency Marketing Strategy: Insights from Switzerland. Travel Agency

Journal of Contemporary Hospitality Management, vol. 18, pp 341-349, 2006. 9. F. Alamdari, “Regional development in airlines and travel agents relationship”, Journal of Air Transport Management, vol. 8, pp 339-348, 2002. 10. H. Atkinson, and J.B. Brown, “Rethinking performance measures: assessing progress in UK hotels”, International Journal of Contemporary Hospitality Management, vol. 13, pp. 128-136, 2001. 11. D. Topolšek, E. Mrnjavac, and N. Kovačić, “Integration of travel agencies with transport providers”, Tourism Management Perspectives, vol. 9, pp. 14-23, 2014

. Journal of Marketing Research, 18 (1), 39. doi: 10.2307/3151312 Frohlich, Markham T., & Westbrook, Roy. (2001). Arcs of integration: an international study of supply chain strategies. Journal of Operations Management, 19 (2), 185-200. doi: 10.1016/s0272-6963(00)00055-3 Fuentes, Ramón. (2011). Efficiency of travel agencies: A case study of Alicante, Spain. Tourism Management, 32 (1), 75-87. doi: 10.1016/j.tourman.2009.12.003 Gimenez, Cristina, & Ventura, Eva. (2005). Logistics-production, logistics-marketing and external integration. Int Jrnl of Op & Prod Mnagemnt, 25


This study explores the two most popular travel websites: TripAdvisor, based fully on the Travel 2.0 and UGC application; and, which has developed as an online travel agency website but has also absorbed a modern UGC approach. Their content concerning accommodation in Wrocław was analysed and compared to the official tourist statistics provided by both the Central Statistical Office of Poland, and the Central Register of Hotels and Similar Establishments published by the Ministry of Sport and Tourism. The article aims at an evaluation of the reliability and completeness of the information provided over the internet: firstly from the point of view of a potential customer, secondly for its value for market research purposes. Although electronic word- of-mouth websites are designed both for consumers and suppliers, from a methodological perspective the article is based on a content analysis of tourism social media. The study also contributes to both academic research and the tourism industry by identifying some gaps in existing work and providing an agenda for the future.


Tourism is one of the areas which is constantly making progress. While 10 years ago tourists enjoyed a holiday by the sea in a beautiful resort with even more beautiful weather and clean beach, eventually winter holiday in the ski resort with regularly adjusted slope, enough snow and comfortable accommodation, today it is different. Based on a survey among the clients of the Slovak travel agency it was found out that the clients are interested in the trip involving the climb on the Matterhorn mountain which has not been offered in the proposition yet. Travel agency together with the specialized academic workplace processed the trip project for more demanding clientele to this less common destination, this means on Matterhorn mountain, accompanied by the mountain guides. This way the travel agency gained a competitive advantage because no other Slovak travel agency organizes a tour of this type. It has to be considered the safety of the participants of the trip and wind conditions in the final destination. The profit margin was established at 45%. Under the term „ demanding clientele” we mean the clients who do not long for a stay at the seaside but on the contrary they love to increase adrenaline and are not afraid to test their abilities in extreme situations. There is a competition not only among the individual travel agencies but due to access to information via the Internet there are more and more tourists who are able to arrange a demanding sightseeing trip to various countries themselves. The special exception is mountain tourism and climbing which is demanding for the accompanying services – providing mounting guides, transport of the backpacks in hilly terrain. Climbing is the risky sport, it is necessary to have a secure professional accompaniment.

. Tourism – Management , 8(3), 233-246. doi:10.1016/0261-5177(87)90055-0. Robinson, J. (1933). The economics of imperfect competition . London: Maccmillan. Simon, H.A. (1955). A Behavioral Model of Rational Choice. The Quarterly Journal of Economics, 69 (1), 99. doi:10.2307/1884852. Stigler, G.J. (1972). Monopolistic Competition in Retrospect. Readings in Industrial Economics, 131-144. doi:10.1007/978-1-349-15484-5_8. Stănciulescu, G. (2006). Management of tourism operations . Bucureşti Editura A.S.E. Stănciulescu, G. (2013). Management of travel agency, Bucureşti


Tourist services represent a category of services in which the inseparability of production and consumption, the inability to be storable, the immateriality, and last but not least non-durability, induces in tourism management a number of peculiarities and difficulties. Under these circumstances the development of medium-term strategies involves long-term studies regarding on the one hand the developments and characteristics of the demand, and on the other hand the tourist potential analysis at regional and local level. Although in the past 20 years there has been tremendous growth of on-line booking made by household users, the tour operators agencies as well as those with sales activity continue to offer the specific services for a large number of tourists, that number, in the case of domestic tourism, increased by 1.6 times in case of the tour operators and by 4.44 times in case of the agencies with sales activity. At the same time, there have been changes in the preferences of tourists regarding their holiday destinations in Romania. Started on these considerations, paper based on a logistic model, examines the evolution of the probabilities and scores corresponding to the way the Romanian tourists spend their holidays on the types of tourism agencies, actions and tourist areas in Romania.