Research on the competitive dimension of travel agencies based on the marketing dynamic capabilities theory

Abstract

Complex, dynamic and competitive environment has posed many challenges to travel agencies regarding maintaining competitive advantages and it is imperative that the Travel agencies must have the marketing dynamic capabilities to quickly respond the changes taking place in the market. Based on the theory of marketing dynamic capabilities and the problems being faced by the travel agencies, this paper applies factor analysis to analyze the various dimensions of travel agencies' competitiveness. The results shows that the dimensions included five categories: market information management; social network resources; travel agencies human resources; brand management and travel agency innovation, and the roles of different dimensions to enhance the competitiveness were different. © Springer-Verlag Berlin Heidelberg 2013.