Communication with market segments - travel agencies' perspective

Lorena Bašan (), Jasmina Dlačić () and Željko Trezner ()
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Lorena Bašan: University of Rijeka, Faculty of Tourism and Hospitality Management, Opatija, Croatia
Jasmina Dlačić: University of Rijeka, Faculty of Economics, Rijeka, Croatia
Željko Trezner: Association of Croatian Travel Agencies, Zagreb, Croatia

Tourism and Hospitality Management, 2013, vol. 19, issue 1, 49-64

Abstract: Purpose – The purpose of this paper is to research the travel agencies’ communication with market segments. Communication with market segments takes into account marketing communication means as well as the implementation of different business orientations. Design – Special emphasis is placed on the use of different marketing communication means and their efficiency. Research also explores business orientation adaptation when approaching different market segments. Methodology – In exploring marketing communication means, insights from Van der Merve (2003) were used. A selling orientation-customer orientation (SOCO) scale (Periatt, LeMay and Chakrabarty 2004) was implemented for exploring travel agencies’ business orientation. In exploring travellers’ motivations, insights from Ružic, Turkalj and Racic (2003), and Tomas Summer (2010) were used. Findings – Research results indicate that additional efforts should be made in restructuring travel agencies’ promotional budgets. Marketing communication means are not used according to the efficiency of their allocation. Therefore, the efficiency of marketing communication means used for reaching target markets should be taken into account. Additionally, travel agencies adapt their business orientation according to the importance of market segments. But future development and interaction with market segments should also be taken into account when adapting business orientation. Originality of this research – The originality is evident in the insights it provides about travel agencies’ communication efforts on target markets. It is original because it applies a selling orientation-customer orientation to a travel agency setting, and its research results indicate that business orientation implementation depends on the target market.

Keywords: target market segments; marketing communication means; travel agencies’ business orientation; Croatian travel agencies (search for similar items in EconPapers)
JEL-codes: L83 (search for similar items in EconPapers)
Date: 2013
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