Marketing strategies of travel agencies: A quantitative approach

Abstract

The necessity of continuously analyzing and innovating the tourism industry is an essential prerequisite in developing this important branch of the economy in a sustainable manner in the context of our modern society. To this effect, the purpose of this quantitative research study is to determine the impact of sales promotion techniques used by different suppliers of tourism services, in the form of 240 travel agencies. Our research focused on determining the effect of utilizing certain sales promotion techniques in order to increase sales in tourism services. Furthermore, we analyzed the way in which travel agencies engage in utilizing sales promotion techniques. We found that grouped sales, early booking, and last-minute techniques are essential practices in the perceptions of the respondents, that associating accommodation with eating services is a very important aspect for the consumer, that including recreation services is preferred but not demanded, and that included transportation services represent additional motivation in the purchasing decision. Additionally, we found that offering free services differentiates agencies from the competition and increases customer loyalty. The important contribution offered in this research paper represents a basis for future studies in the continuous improvement of marketing strategies in the constantly evolving tourism sector.