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Marketing Strategies of Travel Agencies: A Quantitative Approach

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  • Corina Larisa Bunghez

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

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.

Suggested Citation

  • Corina Larisa Bunghez, 2020. "Marketing Strategies of Travel Agencies: A Quantitative Approach," Sustainability, MDPI, vol. 12(24), pages 1-20, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:24:p:10660-:d:465468
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    References listed on IDEAS

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    1. Monica Maria Coros & Adina Letitia Negrusa, 2014. "Analysis of Romania’s and Transylvania’s Tourist Supply Development and Performance," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(Special 8), pages 1312-1312, August.
    2. Elena Bogan, 2014. "Communication and promoting policy in tourism marketing," International Journal of Academic Research in Environment and Geography, Human Resource Management Academic Research Society, International Journal of Academic Research in Environment and Geography, vol. 1(1), pages 1-6, June.
    3. SOFRONOV, Bogdan, 2019. "The Development Of Marketing In Tourism Industry," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 19(1), pages 115-125.
    4. Andreea Marin-Pantelescu & Lauren?iu Tãchiciu & Sorinel Cãpu?neanu & Dan Ioan Topor, 2019. "Role of Tour Operators and Travel Agencies in Promoting Sustainable Tourism," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 21(52), pages 654-654, August.
    5. Anca Atanase & Ion Schileru, 2014. "Quality and Vision in the Romanian Tourism Agencies," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(Special 8), pages 1298-1298, August.
    6. Marius BOIŢĂ & Andrei ANGHELINA & Boby COSTI, 2014. "Romanian Marketing Tourism Services During An Economic Crises," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 60-63, April.
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    Cited by:

    1. Angela Madan & Mihai-Ioan Roșca & Adrian Apostol, 2022. "A Holistic Concept based on Modern Influential Techniques of Integrated Marketing Communication: A Country Image Model," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 71-90, November.

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