| Summary: | 碩士 === 世新大學 === 觀光學研究所(含碩專班) === 106 === The vast growth of internet / information technology have made our daily life moreefficiency and convenient. Especially Websites and Apps are being widely used in the travel and tourism industry (Travel agencies, Airlines, Hotels, Rental companies). An App or website helps to connect customers better and reduces their dependencies on travel agents.
The travel industry was facing the gradual decline of bricks-and-mortar gents. In order to survive and prosper in the sustainable future, therefore agencies should more focus on specialization and thematic travel products. As well as needing to introduce added value to their offering and propose only niche services catering to specific lifestyles. This research will study the marketing strategy on the Specialization & Thematic travel products. A qualitative approach to data collection will be conducted In depth interviews with 10 Travel Agent managers and tourists.
The main results are summarized as follows: Specific thematic travel products mainly focus on sport related activities, such as Golf , Cycling .etc. As thematic tours can be customized following private group’s requests and specific needs and selling tour package to public would be unnecessary. In terms of the Marketing strategy will target on internet approaches. Pricing is subject to customized itinerary according clients’ preferences.
In order to thrive in the ever changing and unpredictable environment, we need toexecute and adjust our Marketing strategies accordingly. In this research, I hope myanalysis could be helpful for the future of travel agency.
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