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The Impact of Online Marketing in Travel Agency

The Emerald Handbook of ICT in Tourism and Hospitality

ISBN: 978-1-83982-689-4, eISBN: 978-1-83982-688-7

Publication date: 30 November 2020


Online marketing become a trend in recent years focussed on online social networks, such social networks have rapidly grown in popularity; providing platforms to the marketing of products and services for the hospitality industry. Online marketing offers media technologies that can facilitate online functionality and monitoring perspectives wherein the data gathered can be used to develop their services for customer satisfaction. The purpose of this study is to study the impact of online marketing in travel agency. The data collected using google online survey and analysed using SPSS. The findings stressed that online marketing in travel agency has a positive relationship in increasing the sale of packages in travel agency. Travel agencies who use online marketing more frequently receive more correspondence. Therefore, travel agencies should use online marketing to generate more income. The value of time has also changed, making communication a process that has to be instant and simplified. Hence, travel agencies have to use online marketing and taking into account travellers feedbacks and complaints as well as delivering information about products and services in real time. Travel agencies have no chance to face their competitors if they don’t adopt online marketing strategies.



Albattat, A. (2020), "The Impact of Online Marketing in Travel Agency", Hassan, A. and Sharma, A. (Ed.) The Emerald Handbook of ICT in Tourism and Hospitality, Emerald Publishing Limited, Bingley, pp. 85-96.



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