Abstract
By the end of this chapter the reader should:
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Understand the role of the travel agent.
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Be able to recognise the trends in the travel distribution system.
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Be able to recognise the impacts of information technology (IT) and new distribution channels such as the Internet in the travel agency sector.
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Be aware of the main factors affecting the strategic marketing process in the travel agency sector.
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Be aware of how global distribution systems playa part in the tourism distribution system.
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Be able to identify marketing strategies to be adopted by travel agencies in a changing environment.
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Understand how technology can be incorporated into strategic plans by travel agencies in order to achieve a competitive advantage.
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Understand how the perpetuity and need for travel agencies will depend on the effectiveness of their marketing strategies and responses.
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© 1999 François Vellas and Lionel Bécherel
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Bigné, J.E., Andreu, L. (1999). Strategic Marketing in the Travel Agency Sector. In: Vellas, F., Bécherel, L. (eds) The International Marketing of Travel and Tourism. Palgrave, London. https://doi.org/10.1007/978-1-349-27486-4_11
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DOI: https://doi.org/10.1007/978-1-349-27486-4_11
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