Internship Report: Effective Marketing Within Travel Industry
Autor: Agata Doraczyńska • October 13, 2015 • Essay • 9,155 Words (37 Pages) • 1,257 Views
Internship Exam
Effective marketing within the travel industry
How can online travel agencies create an emotional connection with their customers in order to drive loyalty and stand out from the competition?
Sara-Elena Constantinescu
186228
IBM A
TEKO VIA University College, October 2013
Problem statement:
How can online travel agencies create an emotional connection with their customers in order to drive loyalty and stand out from the competition?
Sub-questions
- What are the main trends influencing consumer behaviour within the travel industry?
- How can mobile-optimized solutions enhance customer satisfaction?
- Is incentive marketing beneficial or detrimental to companies aiming at gaining a competitive advantage within the market?
TABLE OF CONTENTS
EXECUTIVE SUMMARY
INTRODUCTION
LITERATURE REVIEW
METHODOLOGY
COMPANY PROFILE
E-MARKETING, FROM VIRTUAL TO REAL EMOTIONS
How can online travel agencies create an emotional connection with their customers in order to drive loyalty and stand out from the competition?
What are the main trends influencing consumer behaviour within the travel industry?
SOCIAL MEDIA-THE ROUTE TO EMOTIONAL INTERACTION
COMMUNICATION IS KEY!
MOBILE TRAVELER
How can mobile-optimized solutions enhance customer satisfaction?
Is incentive marketing beneficial or detrimental to companies aiming at gaining a competitive advantage within the market?
CONCLUSIONS
RECOMMENDATIONS
WORK EXPERIENCE REFLECTION & SELF-EVALUATION
REFERENCES
Executive Summary
This report aims to dissect the current trend in the travel industry focused on emotional and incentive marketing.
The data gathered within this paper, is intended to answer the main problem statement- “How can online travel agencies create an emotional connection with their customers in order to drive loyalty and stand out from the competition?”. For a better understanding of the topic, three sub-questions have been developed, aimed at: identifying the main trends impacting consumer behaviour within the travel industry, finding mobile-friendly solutions linked to the social media and mobility trends that have the potential to enhance loyalty and finally, discussing the moot topic of incentive marketing in order to determine its potential benefits or drawbacks upon the study-case company.
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