A Case Study for improving a Travel’s Company Digital Marketing activities
Suskova, Darja (2021)
Suskova, Darja
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021122290468
https://urn.fi/URN:NBN:fi:amk-2021122290468
Tiivistelmä
The rapid growth of the online travel industry and the travel purchasing behavior of consumers requires a new way for managing the increasing number and quality of tourism traffic. Undoubtedly, with the exponential growth in the number of internet users, the number of online travel consumers utilizing online travel agencies for their travel arrangements has also grown. Additionally, since the advent of the digital revolution, the way marketing is carried out has continued to evolve. Additionally, as more people continue to adopt digital means of communication, the wave of cyber consumers have set off a new wave of digital tools for reaching and meeting the needs of these consumers. More so, the emergence of increasing numbers of e-commerce stores has been bringing together buyers and sellers and changing the nature of digital marketing strategies and activities. Although it is becoming commonplace for businesses to have a separate marketing plan for online and offline, however digital marketing planning is no different to any other marketing plan. This main objective of the thesis is to explore whether a proposed 14 digital marketing strategies can be implemented for a travel agency Incoming Finland Oy to affect an increase in customer base, increase the agency’s return on investment and improve competitiveness.