Strategic Marketing in the Travel Agency Sector

  • J. E. Bigné
  • L. Andreu


By the end of this chapter the reader should:
  • Understand the role of the travel agent.

  • Be able to recognise the trends in the travel distribution system.

  • Be able to recognise the impacts of information technology (IT) and new distribution channels such as the Internet in the travel agency sector.

  • Be aware of the main factors affecting the strategic marketing process in the travel agency sector.

  • Be aware of how global distribution systems playa part in the tourism distribution system.

  • Be able to identify marketing strategies to be adopted by travel agencies in a changing environment.

  • Understand how technology can be incorporated into strategic plans by travel agencies in order to achieve a competitive advantage.

  • Understand how the perpetuity and need for travel agencies will depend on the effectiveness of their marketing strategies and responses.


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References and Further Reading

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Copyright information

© François Vellas and Lionel Bécherel 1999

Authors and Affiliations

  • J. E. Bigné
  • L. Andreu

There are no affiliations available

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