Marketing research and small travel agents: an exploratory study

Full text for this resource is not available from the Research Repository.

Yaman, Habil Ruhi and Shaw, Robin N (2002) Marketing research and small travel agents: an exploratory study. Journal of vacation marketing, 8 (2). pp. 127-140. ISSN 1479-1870 Online 1356-7667 Print

Abstract

The research study reported on in this paper examined the marketing research (MR) orientation of small Australian travel agents. A survey was undertaken involving personal interviews with 91 travel agents in Melbourne, each agency having fewer than 20 employees. Agents were asked about their organisation with regard to MR, which MR activities were undertaken and which MR techniques were employed. Additional questions gathered data on organisational and individual demographics, and some perceptual and attitudinal data. Although apporximately half the respondents had no employee assigned to MR, the majority of agents reported engaging in most of the MR activities nominated, although most agents did not use most of the MR techniques covered in the study. Most general demographic were not related to MR participation, although greater devotion of resources to MR was reflected in more comprehensive usage of MR, and a more positive attitude to the cost-effectiveness of MR in small organisations. The desirability of travel agents considering seriously the role of MR in assisting in clarifying the future options for the sector is noted.

Dimensions Badge

Altmetric Badge

Item type Article
URI https://vuir.vu.edu.au/id/eprint/1320
DOI https://doi.org/10.1177/135676670200800203
Official URL http://dx.doi.org/10.1177/135676670200800203
Subjects Historical > RFCD Classification > 350000 Commerce, Management, Tourism and Services
Historical > Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Keywords travel agency, marketing, marketing research, tourism, tourism management, small business
Citations in Scopus 3 - View on Scopus
Download/View statistics View download statistics for this item

Search Google Scholar

Repository staff login