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| Tekijä: | Huang, L. Chen, K-H. Wu, Y-W. |
| Otsikko: | What kind of marketing distribution mix can maximize revenues: The wholesaler travel agencies' perspective? |
| Lehti: | Tourism Management
2009 : OCT, VOL. 30:5, p. 733-739 |
| Asiasana: | marketing distribution channels management travel agents Asia Taiwan |
| Kieli: | eng |
| Tiivistelmä: | This study aims at identifying the variety of marketing channel efficiencies for marketing activities, setting up an optimal marketing distribution mix (henceforth as: m-d-mix) when using different distribution channels (here as: d-chnls.) for wholesaler travel agencies. Examined are 12 large-scale travel agencies in Taiwan, offering seven direct and indirect d-chnls. to establish an optimal m-d-mix, identifying the different forms of distribution involved. In addition, the analytic hierarchy process (AHP) is also implemented to prioritize the seven main marketing d-chnls. of travel agency: websites, cable TV, radios, professional magazines, retailer travel agencies etc. Five criteria are categorized as d-chnls. selection: overall cost of the channel, target audience respondent rate, impression rates, transactional capabilities, and gross profit of the channel. It is shown that Taiwan's wholesaler travel agencies adopt the retailer travel agency as their highest priority of channel selection, whereas travel agency websites hold it as their second priority etc. |
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