The Study on Travel Agent's Marketing Strategies of Internet Application
The communication, present, management and transfers of information play crucial roles in travel business. To apply Internet in travel business is a natural tendency since both of them are highly-involved industries. This thesis tries to investigate how the combination of Internet and travel business affects customers’ behaviors in purchasing products related to travels. The goal of this study is to provide the current travel agents a better understanding of the purchasing behaviors and the needs of the present customers; thus, the travel agents would be enabled to offer a well-designed web site and further to make a well-planned marketing strategy. This study is based on the different life style as a variety in differentiating the markets. Data from different travel agents are collected first. Customers who buy services from those travel agents are later being classified into four categories: impulsive customers, efficient customers, fashionable customers and cautious customers. Marketing advice is given according to the distinct target markets. Based on the finding, this study would be a useful reference for travel agents in making marketing strategy for particular groups of customers.
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