Earticle

초록

영어

The purpose of this study was to present a strategy for travel agencies to cope with the change of airline’s e-business marketing. In sum, there are three strategies to cope with issues such as reduction and/or discontinuance of the commission that airlines provide for travel agencies, internet air-tickets, and airlines’ sales reinforcement of e-tickets. In other words, three strategies are i) travel agencies’ strategic affiliation, ii) development of differentiated travel products iii) travel agencies’ strategies of convergence and divergence.
First, as for travel agencies’ strategic affiliation, there are M&A, consortium, business affiliation, etc., second, travel agencies can make the market diverged by developing differentiated travel products and develop profitably effective products by prescribing a differential level of society for their target market.
Finally, travel agencies should make a good choice from either exclusive transactions with one or two target airlines under the situation given, or a divergence strategy dealing with a number of airlines.

목차

Ⅰ. 서론
  1. 문제제기와 연구목적
  2. 연구범위와 연구방법
 Ⅱ. 연구의 이론적 배경
  1. 항공사 e-business marketing 개념과 현황
  2. 전자항공권
  3. 항공권 유통경로의 변화
 Ⅲ. 여행사의 대응방안
  1. 여행사 전략적 제휴
  2. 특화여행상품개발
  3. 여행사의 항공사 대응전략 다양화
 Ⅳ. 결론
 참고문헌

키워드

저자

• 공윤주 [ Kong, Youn-Joo | 서울호서전문학교 레저관광과 교수, 연구/관심분야 : 여행사ㆍ항공사 마케팅 ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  동북아관광연구 [Northeast Asia Tourism Research]

• 간기

  계간

• pISSN

  1738-8929

• 수록기간

  2005~2019

• 십진분류

  KDC 326 DDC 338