How To Use Blogs In Your Travel Marketing
Channel Mix
Author(s)
L. Huang
Abstract
This study explores travel blog marketing channel strategies and the conceptual
business model of the marketing channel from the travel agency practitioners’
perspective. A three-round Delphi research design was adopted. According to the
research, Taiwanese travel agencies consider four external environment forces,
five internal motivations for investment, four developing differentiated
strategies, and four channel performance measurement indicators. This study is
quite innovative in that no related studies so far have analyzed nor tried to
discern the issues of travel blog marketing channel strategies and the business
model of travel blog for travel agencies. Finally, the construct of a travel blog
marketing channel strategy model for Taiwan’s travel agency industry can
address practical and theoretical needs.
Keywords: travel blog, marketing channel, channel management, travel agency,
Delphi.
1 Introduction
The continuing rise of the Internet as a communications tool for travel
organizations presents challenges for travel marketing activities and tourism
enterprises that use blogs as part of their business strategy. Blogs that are
interlinked with or integrated into a supplier’s website may therefore essentially
contribute to an online booking at the later stage of a traveler’s online
information search and travel planning behavior [1]. Blogs in particular have
also proliferated rapidly in the last few years and are growing in popularity
[2–4]. It is clear that blogs will continue to grow both as a medium for telling
people about trips and as a source of information for potential travelers [5].
Keywords
travel blog, marketing channel, channel management, travel agency,
Delphi
Related Book
Other papers in this volume
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