Seyahat Acentelerinin Pazarlama Stratejileri: Ankara İli A Grubu Seyahat Acenteleri Üzerine Bir Araştırma (Marketing Strategies of Travel Agencies: A Research on Group A Travel Agencies in Ankara)

Abstract

The growth rate of the world tourism industry makes the relationships between tourism supply and demand more and more complex. Increasing competition, awareness of consumers and many other factors compel enterprises to use modern marketing strategies in order to gain competitive advantage. In this study, it is aimed to determine marketing strategies of travel agencies which are the main intermediary institutions in tourism distribution system. Qualitative research method was used in the research. Meetings were made with 30 A group travel agency officials in Çankaya, Ankara. In the analysis of the collected data, content analysis was used. According to the findings of the study, the most important marketing targets of travel agencies are customer satisfaction, business continuity and sales. The promotion activities are made mainly for the existing and potential customers, and the quality of the service, the image of the agent and the sensitivity of the customers are taken into consideration in determining the prices of the services.