The Study of Marketing Strategy for Group Inclusive Package Tour in Travel Agency

• Main Authors: Jiunn-Rong Perng, 彭俊榮
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/28539447171920434331

碩士 === 世新大學 === 觀光學研究所(含碩專班) === 91 === Due to rapid economic growth and international tourism promotion, leisure travel is prevailing in Taiwan as well as outbound travel is greatly increasing year by year. Travel agency under thriving and prosperous development of tourism markets has developed diversified products. Group Inclusive Package Tour is one of the choices that are generally acceptable for outbound travel in Taiwan and many other Asian countries. In order to cope with keen competition, travel agencies try to understand the demands of different customers to make appropriate marketing strategies based upon characteristics of products and different target markets so as to satisfy the public customers. This research attempted to investigate how travel agencies implement their marketing plans in the process of tour operations from the perspectives of travel agencies. We specifically discussed 8Ps: product, price, place, promotion, personnel, process management, physical facilities and public relations to reveal how agencies work with the marketing mix. The research results indicated that 85.5\% of travel agencies surveyed carried out market segmentation. Segmentation variables that are frequently used are quality, specific travel spots and timing for customers. On the other hand, 88.2\% of travel agencies adopted market positioning. Method that used often is special scenic spots, arrangement of special itinerary as well as travel with special theme tours. With respect to the product strategy, professional know-how of tour escorts is one of the important factors when designing a travel product. Collections of customers’ opinions and R&D in the agencies are mechanisms for developing new travel product. With respect to the pricing strategy, to add a fixed percentage to costs is the standard for deciding the price, and to seek the maximum profit is the goal for pricing. With respect to the place strategy, service quality and past cooperation experience are the important factors for taking into account when selecting a supplier. Business resources are mainly from advertisements. With respect to the promotion strategy, referrals from loyal customers, personal selling and advertisements are the principal means for promotion. Trade show is also a popular means for promotion. With respect to personnel strategy, agents are required to establish long-term relationship with his customers. Experience is one of the important factors for recruiting. With respect to the process management, both rights and obligations between travel agency and customers are required to clearly and definitely stipulated on the tour contract in order to minimize the possible dispute. With respect to the physical facilities strategy, providing convenience and safety of transport, reservation of safe and comfortable airlines seat and automated office equipments are necessary faculties. With respect to public relations strategy, the scope of PR include well training of service philosophy to the staff, building CIS as well as are PR strategy to enhance general customer satisfaction.