Internet international marketing in the tourism industry : strategies for the survival of travel agents in Singapore
This paper recognizes the weakening power of the Singapore travel agents given the increasing penetration of the internet – where travel agents can be bypassed easily causing the shift in power to consumers. Thus, there is an increasing need for travel agents to strategize to retain and increase the...
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2010
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/21223 |
| _version_ | 1826122219271487488 |
|---|---|
| author | Zeng, Jared Qiyang Ng, Jacqueline Teng Hong Sheam, Jolene Qiao Shi |
| author2 | Ian McGovern |
| author_facet | Ian McGovern Zeng, Jared Qiyang Ng, Jacqueline Teng Hong Sheam, Jolene Qiao Shi |
| author_sort | Zeng, Jared Qiyang |
| collection | NTU |
| description | This paper recognizes the weakening power of the Singapore travel agents given the increasing penetration of the internet – where travel agents can be bypassed easily causing the shift in power to consumers. Thus, there is an increasing need for travel agents to strategize to retain and increase their consumer base. With that in mind, a survey and three-stage focus group were conducted to collect information, hence allowing us to derive segments (e.g. Value, Product, Brand Conscious segments), whom travel agents can choose to target. This paper will detail the travel process of the consumer based on their selection and enjoyableness criteria, and provide recommendations based on the extended marketing mix. The paper establishes criteria that different segments look for in their travel purchase, and these specific criteria is what travel agents should pay attention to when deciding who to target. |
| first_indexed | 2024-10-01T05:44:54Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/21223 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T05:44:54Z |
| publishDate | 2010 |
| record_format | dspace |
| spelling | ntu-10356/212232023-05-19T06:09:02Z Internet international marketing in the tourism industry : strategies for the survival of travel agents in Singapore Zeng, Jared Qiyang Ng, Jacqueline Teng Hong Sheam, Jolene Qiao Shi Ian McGovern Nanyang Business School DRNTU::Social sciences::Recreation This paper recognizes the weakening power of the Singapore travel agents given the increasing penetration of the internet – where travel agents can be bypassed easily causing the shift in power to consumers. Thus, there is an increasing need for travel agents to strategize to retain and increase their consumer base. With that in mind, a survey and three-stage focus group were conducted to collect information, hence allowing us to derive segments (e.g. Value, Product, Brand Conscious segments), whom travel agents can choose to target. This paper will detail the travel process of the consumer based on their selection and enjoyableness criteria, and provide recommendations based on the extended marketing mix. The paper establishes criteria that different segments look for in their travel purchase, and these specific criteria is what travel agents should pay attention to when deciding who to target. BUSINESS 2010-03-23T04:22:59Z 2010-03-23T04:22:59Z 2010 2010 Final Year Project (FYP) http://hdl.handle.net/10356/21223 en Nanyang Technological University 119 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Recreation Zeng, Jared Qiyang Ng, Jacqueline Teng Hong Sheam, Jolene Qiao Shi Internet international marketing in the tourism industry : strategies for the survival of travel agents in Singapore |
| title | Internet international marketing in the tourism industry : strategies for the survival of travel agents in Singapore |
| title_full | Internet international marketing in the tourism industry : strategies for the survival of travel agents in Singapore |
| title_fullStr | Internet international marketing in the tourism industry : strategies for the survival of travel agents in Singapore |
| title_full_unstemmed | Internet international marketing in the tourism industry : strategies for the survival of travel agents in Singapore |
| title_short | Internet international marketing in the tourism industry : strategies for the survival of travel agents in Singapore |
| title_sort | internet international marketing in the tourism industry strategies for the survival of travel agents in singapore |
| topic | DRNTU::Social sciences::Recreation |
| url | http://hdl.handle.net/10356/21223 |
| work_keys_str_mv | AT zengjaredqiyang internetinternationalmarketinginthetourismindustrystrategiesforthesurvivaloftravelagentsinsingapore AT ngjacquelinetenghong internetinternationalmarketinginthetourismindustrystrategiesforthesurvivaloftravelagentsinsingapore AT sheamjoleneqiaoshi internetinternationalmarketinginthetourismindustrystrategiesforthesurvivaloftravelagentsinsingapore |