Marketing Communication Channels Research Articles

Internet and e-commerce service adoption by the Slovenian travel agencies: a comparative view

This paper presents the results of the in-depth analysis of the marketing communication channels, e-services and standards in use among the Slovenian travel agencies. The focus is on internet and web use for information service, communication, and marketing tools in travel agencies. The survey results are compared with the similar study conducted in travel agencies in Turkey. The multivariate factor analysis for Slovenia confirmed that price and quality of services are the dominant factor for medium-sized travel agencies. Larger-sized travel agencies underlined their reservation information, whereas different information and links are the dominant factor for small-sized travel agencies.

Using the decomposed theory of planning behavioural to analyse consumer behavioural intention towards mobile text message coupons

The rapid development and expansion of the global mobile phone market have made mobile phones another vital marketing communication channel, next to electronic and print media. Sending discount coupons through mobile phone text messages or short message service (m-coupons) has become the latest sales promotion trend for companies. As such, the factors influencing attitude and behavioural intention of consumers using m-coupons is worth studying. The present study uses the decomposed theory of planned behaviour proposed by Taylor and Todd (1995) to analyse the attitude and behavioural intention of consumers towards m-coupons, using the said theory to understand the validity of each construct. Results of the study discovered that the decisive or crucial factors influencing the behaviour and intention of consumers in using m-coupons are attitude and perceived behavioural control, while subjective norms are not evident. The perceived usefulness under ‘behavioural attitude’ has a big effect on behavioural attitude; the influence of the primary group under ‘subjective norms’ was also evident, while self-efficacy under ‘perceived behavioural control’ is the most significant influential factor.

Internet use among travel agencies in Turkey: an exploratory study

Recent developments in information technologies (ITs) and in particular the introduction of the Internet and the World Wide Web (WWW) in the early 1990s started a new era in communications and changed the promotion and sales of tourism products. Companies with established web sites are in a position to undertake productive marketing activities. This paper presents the results of an exploratory study of the current stage of internet use among travel agencies in Turkey. It shows that even though there is an increase in the use of the Internet, Turkish travel agencies use it simply as an additional mode of communication. The current emphasis is still on traditional marketing communication channels such as printed media, and telephone. Their web sites do not possess the interactive features required for internet marketing.

The allocation of resources to marketing communications in industrial markets

This article discusses the allocation of resources to marketing communication channels in an industrial raw materials supply industry. The findings of field research show that expenditure on marketing communications is very low and that personal influence channels predominate over all other forms of marketing channels. Turnbull concludes that the overall conceptual approach to an integrated marketing communications system is far from being understood let alone accepted in the industry he studied. Our practically-oriented readers will decide for themselves, after perusing Turnbull’s statistics, whether the philosophy of the integrated communications approach should, or can, be fostered and their written comment would be appreciated. One comment from the Editorial Board is that it is very refreshing these days to receive such “nitty gritty,” potentially useful, output from a University Research Fellow.