Travel Agencies Research Articles

THE IMPACT OF ELECTRONIC MARKETING MIX ELEMENTS ON CUSTOMER LOYALTY: A FIELD STUDY ON CLIENTS OF TRAVEL AGENCIES IN ALGERIA

Purpose: This article deals with the impact of the elements of the electronic marketing mix on the loyalty of customers of travel agencies in Algeria. It aims to reveal the extent of the impact of electronic service, electronic pricing, electronic distribution, electronic promotion, privacy, website design, and electronic business security on the loyalty of customers of travel agencies in Algeria, in addition to providing recommendations that can enhance customer loyalty, which contributes to improving the overall performance of travel agencies in Algeria and increasing their sales. Methodology: The descriptive and interpretive approaches were relied upon, as the descriptive approach expresses the phenomenon studied quantitatively and qualitatively. The qualitative expression describes the phenomenon and clarifies its characteristics, while the quantitative expression gives it a numerical description that shows the amount or size of this phenomenon and the degrees of its association with other phenomena. As for the interpretive approach, it was used to explain and analyze the impact of the elements of the electronic marketing mix on customer loyalty to travel agencies in Algeria. Results: The results indicate that the elements of the electronic marketing mix have a positive impact on the loyalty of customers of travel agencies in Algeria, with a positive impact for both electronic service and electronic business security, while the results showed that electronic pricing, electronic distribution, electronic promotion, privacy, and website design have no impact on the loyalty of customers of travel agencies in Algeria. Practical Implications: The study proposes several practical measures for travel agencies in Algeria, including properly exploiting electronic pricing, making adjustments in electronic distribution, developing effective strategies to promote their services electronically, paying great attention to privacy policies and data security, and improving the interface of websites. Originality/Value: This study contributes to the literature by providing a detailed analysis of the impact of e-marketing mix elements on customer loyalty of travel agencies in Algeria, which has been relatively under-researched in this context. The study’s unique focus on e-marketing mix elements provides valuable insights and tailored recommendations to enhance customer loyalty of travel agencies in Algeria.

Implementasi Peraturan Bupati Nomor 41 Tahun 2016 tentang Pengelolaan Gerai dan Peberdayaan Industri Kecil dan Menengah di Kabupaten Tangerang

This study is about the Implementation of Regent Regulation Number 41 of 2016 Concerning Outlet Management and Empowerment of Small and Medium Industries in Tangerang Regency. The problems in this study include, the still minimal involvement of the small and medium industry business sector in supporting the implementation of policies, Socialization related to the existence and implementation of outlet management and empowerment of small and medium industries is still not optimal, promotion of small and medium industry products has not been carried out optimally, and cooperation has not been established with travel and travel agencies. The purpose of this study was to determine how the implementation of Regent Regulation Number 41 of 2016 on outlet management and empowerment of small and medium industries in Tangerang Regency. The research method is qualitative. The theory used is the implementation of public policy according to Van Metter and Van Horn. The results of this study are that the implementation of Regent Regulation Number 41 of 2016 concerning Outlet Management and Empowerment of Small and Medium Industries in Tangerang Regency is not optimal.

What Has the Most Impact? An Exploration of Dual-Processing Systems in Hotel Booking Decisions

This research explores the role of dual-processing systems in evaluating complex information on online travel agency (OTA) websites, explicitly focusing on the transformative effects of multiple cues considering information sources. Two experimental studies were conducted to explore the processing modes of information using priming in assessing the impact of a controllable cue (brand in study 1 and scarcity in study 2 and an uncontrollable cue (customer ratings). The findings indicate that customer ratings function as a primary cue. With positive priming producing heuristics, the value of a brand offsets the negative impact of low ratings, while it is disregarded with high ratings. The perceived value of scarcity aligns consistently with customer ratings due to its inherent uncertainty with irrelevant priming triggering a systematic mode. This research advances the understanding of customers’ evaluation of complex information and suggests practical guidelines for implementing optimal marketing strategies in OTA settings.

Pengaruh Kampanye di Akun Instagram Traveloka terhadap Online Purchase Intention

Background: The e-commerce industry in Indonesia has experienced extraordinary growth in recent years. The rapid growth of e-commerce then gave birth to e-commerce in the form of a travel agent service called Traveloka. Currently, the tagline #DontWorryNoLoss is the latest benefit offered by Traveloka to its consumers. The #DontWorryNoLoss campaign by Traveloka on Instagram is aimed at getting the target audience interested in buying their products online, which in this context is travel agent services through their application or website. Purpose: This research aims to examine the influence of the #DontWorryNoLoss campaign on the Traveloka Instagram account on online purchase intention. The background to this problem is the rapid growth of e-commerce and the role of social media in product promotion. The problem formulation focuses on how attitude toward the behavior, subjective norms, and perceived behavioral control influence consumer purchasing intentions. The theory used in this research is the Theory of Planned Behavior developed by Ajzen (1991). The aim of the research is to determine the significant influence of these three variables on the online purchase intention of Instagram followers @traveloka.id. Method: The research method used was an explanatory survey by distributing questionnaires to 81 respondents. Results: The results of this research show that there is a positive and significant influence of the #DontWorryNoLoss campaign on the online purchase intention of @traveloka.id followers.

Exploring the Intention of Travel Agencies to Adopt Chatbots: Integrating TOE and MGB

ABSTRACT This study examines chatbot technology from a business perspective and aims to provide empirical evidence for chatbot adoption by travel agencies. We have collected data from 356 travel agency officials based on the technology – organization – environment (TOE) framework and the model of goal-directed behavior (MGB). The collected data were analyzed using structural equation modeling (SEM) with SmartPLS. The findings showed that relative advantage, technological orientation, and perceived trends positively influence attitudes toward chatbots. Surprisingly, firm size and perceived complexity were found to have no significant impact on attitude toward chatbots, contrary to previous research. Additionally, the study highlights that the behavioral desire of travel agencies for chatbots strongly predicts their intention to adopt them. Overall, this study provides empirical evidence for chatbot adoption by traditional brick-and-mortar travel agencies.

Stakeholder Perceptions of Sustainable Tourism Development: A Case Study in Haikou, China

The development of sustainable tourism has various stakeholders such as local residents, businesses, governments, visitors, travel agencies, and tourism companies. Tourism destinations need to be protected not only to ensure a better travel experience but also to ensure that they can be enjoyed in the future. This study explored the degree of influence of key stakeholders such as the government, travel agencies, local residents, and tourists on the development of sustainable tourism in Haikou, the capital city of the island province Hainan, China. This city is rich in tropical natural resources and offers unique opportunities for the development of tourism. In 2018, Haikou was selected as one of the first “International Wetland Cities” by the 13th United Nations Ramsar Convention. However, the high dependence on tourism and centralized consumption have caused several ecological and environmental problems in Haikou. An online questionnaire survey of 419 stakeholders was conducted, and factor analysis was used to identify five dimensions. The structural equation modeling method was used to explore the degree of influence of different relationships on sustainable tourism development in Haikou. The results indicated that key stakeholders are most concerned about tourism awareness, ecological protection, and sociocultural development. Therefore, further efforts to promote and develop tourism must focus on ecological and environmental protection. Creating positive travel experiences and managing tourism wisely can meet the demands of today without compromising the future.

Leveraging gamification for tourism marketing activities: Toward a comprehensive conceptual model

Gamification has become one of the most effective ways to generate customer engagement. However, there needs to be more structured research on the drivers of the adoption and sustained use of gamification in travel and tourism research. Drawing upon the uses and gratifications theory and the technology acceptance model, this research examines the individual motivational drivers for adopting gamification in the context of tourism services. We employed a combination of partial least squares—structural equation modeling and fuzzy set qualitative comparative analysis on the data gathered from 680 users of various online travel agencies. Our findings show that individual motivational dimensions of uses and gratifications significantly influence perceived usefulness and ease of use in gamified marketing activities. Our analysis demonstrates five configurations leading to a high level of adoption of gamified marketing activities. This study extends the use of gamification in the tourism industry, offering insights into enhancing customer motivations for adopting and effectively utilizing game mechanics and dynamics in marketing activities. Furthermore, through a novel framework, this study advances the uses and gratification theory at the intersection of gamification research and tourism literature.

VoiceBack: Design of Artificial Intelligence-Driven Voice-Based Feedback System for Customer-Agency Communication in Online Travel Services

Online travel booking has become increasingly popular; however, most travel websites do not yet offer voice interaction. This study introduces VoiceBack, an artificial intelligence (AI)-driven voice-based feedback system conceptualized to support both customers and online travel agencies during the booking process. It proposes a theoretically and empirically underpinned design concept that involves a voice user interface (VUI) for customer feedback. This feedback, collected by an AI agent, is analyzed and converted into actionable statistics, which are then presented to online travel agencies through a visual interface. The interface is designed to highlight problem areas and usability issues during the booking process. This study contributes to the field of human-centered AI, by offering insight into the complex process of designing and integrating voice, emotion, and feedback within user interfaces. This integrated approach can enrich the user experience of customers when booking travel online, and pave the way for more intuitive and responsive interaction designs in the future.

‘Do not be Deteriorated by service failures, Learn from them and start managing it’: Conditions and mechanisms for managing online service failures

Online consumers rely on two hospitality channels, direct websites and online travel agents (OTAs), to search for and book hospitality services. Although these online service channels improve service delivery efficiency, service failures have become common and unavoidable. Although online service failures and recovery efforts have received significant research attention, studies have ignored whether customer evaluations following a service failure differ based on the type of failure (informational, functional, or system) occurring in different online service booking channels (direct or OTA). Additionally, despite the significance of customer participation in service recovery, no research has examined the suitability of different recovery types based on varying levels of customer participation, such as firm, joint, and customer recovery. Thus, utilising three between-subjects experiments, this study demonstrated that information failures are more detrimental in a direct channel, whereas functional failures are more harmful to OTAs. However, system failures affect both platforms equally. The results also revealed that firm recovery is most appropriate when an information failure occurs in a direct channel. Joint recovery is suitable for functional failures in OTAs, while customer recovery is sufficient to rectify system failures. Finally, customer expectations (outcome, process, and cost) drive these positive outcomes. This research offers unique contributions to the literature and managerial practice on online service failure and recovery.

Fostering conative loyalty in tourism and hospitality loyalty programs: an eye-tracking experiment of reward timing, fairness perception, and visual attention

ABSTRACT This study investigates the impact of reward timing (immediate versus delayed rewards) on conative loyalty (deliberate, intention-based commitment to repeatedly choose a specific brand, even in the face of competing alternatives) within tourism and hospitality loyalty programs. Employing eye-tracking technology, we examine how different levels of fairness perception and visual attention influence conative loyalty, contingent on reward timing. Our experiment utilizes simulated loyalty program advertisements from travel agencies and restaurants to assess these dynamics. Findings reveal that immediate rewards significantly enhance conative loyalty compared to delayed rewards, especially when coupled with heightened fairness perceptions and visual attention. The elasticity of conative loyalty escalates with heightened perceived fairness and increased visual attention – a trend more pronounced with immediate rewards. Therefore, the study underscores the critical influence of immediate gratification in loyalty programs, illustrating that timely rewards can be a decisive factor in solidifying conative loyalty and ensuring customer retention in the competitive tourism and hospitality sector.

Talking Tourist Places, as the Innovative Platform in Tourism (Marneuli Municipality)

The project EU4Business-Connecting Companies, managed by Euro-chambers and funded under the EU4Business initiative of the European Union, launched in 2009 to deepen and strengthen relations between the European Union (EU), its Member States, and its six Eastern neighbors (Armenia, Azerbaijan, Belarus, Georgia, Moldova, and Ukraine) (EU4Business, n.d.) The project involved collaborating with two organizations: "Travel Agency Saba" in Tbilisi, Georgia, and "Movimento Life Beyond Tourism-Travel to Dialogue Srl Soc. Ben" in Florence, Italy. The primary goal of this collaboration was to promote cross-border cooperation and create a platform for joint activities and projects aimed at promoting tourism products at both local and international levels. One specific initiative mentioned was the implementation of the "Talking Places" program in specific Georgian heritage sites. The project also involved establishing agreements with local administrations to support these initiatives. The research project titled "Marneuli Municipality Talking Tourist Places as a Tool for Green Economy of the Community" was oriented on the Kvemo Kartli region (Marneuli Municipality). The project included various research activities, such as conducting a needs assessment in the tourism sector. The ultimate aim was to encourage the local community to follow Sustainable Development Goals (SDGs), create an eco-friendly environment, use a storytelling platform to promote local culture, and contribute to the international attractiveness of the region. Financial support for this initiative was guided by HEKS-EPER Georgia and the European Union. The project aimed to increase the average stay of visitors, enhance the visibility of less-known destinations, and promote cultural mindfulness and typical local products. Overall, it appeared to be a comprehensive effort to foster sustainable tourism development and economic growth in the target region.

Pemenuhan Kebutuhan Pelayanan Kepada Jemaah oleh KBIHU dan Tour & Travel Haji dan Umroh

This article examines the efforts made by the Hajj and Umrah Guidance Group (KBIHU) as well as tour and travel agents in meeting the service needs of Hajj and Umrah pilgrims. This study aims to identify the type of service provided, evaluate the quality of service, and measure the level of satisfaction of pilgrims with the services received. Data was collected through survey methods and interviews with congregations, as well as direct observation of the service process. The results of the study show that there are several important aspects in the service that are very concerned by the congregation, such as worship guidance, accommodation facilities, transportation, and health support. KBIHU and high-quality tour and travel agents are generally able to meet the expectations of pilgrims by providing comprehensive and professional services. However, there are also several obstacles and challenges faced in the service process, such as limited resources and ineffective coordination. This study suggests increasing training for service staff, improving facilities, and improving the coordination system to improve the quality of service to Hajj and Umrah pilgrims.

Enhancing user engagement and loyalty in online travel agents: a gamification approach

Purpose This study aims to investigate the effects of gamification features on brand engagement dimensions in online travel agents (OTAs), specifically brand awareness and loyalty. Design/methodology/approach The proposed model is empirically evaluated through an online survey of 406 Indonesian OTA users. Partial least squares structural equation modeling analysis was used to assess the model. Findings The findings reveal that gamification boosts emotional and social brand engagement, while achievement improves cognitive brand engagement. Cognitive brand engagement only affects brand loyalty, excluding brand awareness; however, emotional and social brand engagement substantially impact brand awareness and loyalty. Originality/value This study addresses the gap in the limited empirical studies on gamification in the tourism and hospitality industries, with a particular focus on OTAs.

Assessment of universities that provide education in the field of health tourism in Türkiye in the light of current data

Introduction: Health tourism, defined as travels aimed to improve the physical and mental health of individuals, is growing day by day in parallel with developing technology and transportation. Factors influencing the preference of Türkiye in health tourism include cost, tourism opportunities, and cultural characteristics, as well as health facilities, staff, doctors, and the quality level of service. Due to the focus of human health, the service delivery which is very sensitive should be carried out by qualified workforce. With their role in protecting patients from unnecessary tests and treatments and facilitating effective participation in clinical decision-making processes, family physicians are also involved in the health tourism process and advocate. It is aimed to improve the service provision both qualitatively and quantitatively to meet the predicted increase in the health tourism sector in our country. In line with the realization of these goals, education and training activities offered by higher education institutions come into prominence. It’s aimed in our study to quantitatively investigate the adequacy of education in the field of health tourism in our country and to assess it in light of current data. Methods: The data of the cross-sectional and descriptive study were collected during the 2023-2024 academic years. Education programs and the number of students in the field of health tourism between 2018-2023 at 18 institutions under the Council of Higher Education (YOK) and The Measuring, Selection and Placement Center (OSYM) were examined. Obtained data were brought together with health tourism data published by the Turkish Statistical Institute (TUIK), the International Health Services Inc. (USHAS), and the Association of Turkish Travel Agencies (TURSAB). Results: In Türkiye, for the first time in 2014, associate degree education started to be provided in the " Health Tourism Business" department within the Vocational School. This department, which is available in 9 universities today, has the highest percentage among associate degree preferences. Master's degree program level trainings in health tourism continue in 9 universities across 3 different departments: "Health Tourism", " Health Tourism Business " and "Health Tourism Management". Doctoral level education is provided in 1 university in the department of "Health Tourism". It is observed that the number of students and graduates enrolled in education programs in the field of health tourism is increasing every year. On the other hand, there is still no undergraduate program in this field in Türkiye. According to the data published by TUIK and USHAS, the number of visitors coming to our country for health tourism and the value of income is increasing every year. On the contrary, the number of students and graduates has not increased at the same rate in recent years. Conclusions: The number of programs and quotas in the field of health tourism opened in universities is gradually increasing. However, when evaluated together with the increase in the number of visitors coming to our country for health tourism over the years, it has been revealed that the number of qualified staff trained to meet the increasing need is still not at the desired level.

Psychological empowerment and employee resilience in travel agencies and hotels

Purpose Responding to the need for exploration of psychological predictors influencing innovation, this study aims to examine the impact of psychological ownership (PO) in employee innovation behavior (EIB) with a focus on psychological empowerment (PE) and employee resilience (ER) as mediators. Design/methodology/approach Data was collected from full-time employees working in travel agencies and five-star hotels in Egypt. A Partial Least Squares Structural Equation Modeling analysis was performed on 409 valid responses. Findings The findings of this study revealed PO has a positive effect on EIB. Such relationship is partially mediated by PE and ER. Originality/value Theoretically, this study offers valuable insights into the underlying mechanisms that elucidate how PO influences employees' innovation behavior and resilience, while aligning with the principles of self-determination theory.

Subject Of Civil Liability For Tourist Services Containing Package Tour

The article is devoted to the issue of determining the appropriate subject of civil liability for the provision of tourist services included in package tours. The article aims to propose a preferable model of the subject of liability based on the analysis of the main models of the subject of responsibility for tourism services existing in world practice, as well as the peculiarities of contractual relations between subjects of tourism activities and suppliers of tourism services that arise regarding the formation of package tours. In order to eliminate the existing contradictory practice regarding the subject of liability in the conditions of various modes of interaction between subjects of tourism activities and suppliers of tourism services, the article proposes to stipulate a clear model of liability for services included in package tours, which will henceforth allow forming contractual relations in the field of tourism on the basis of this model. In particular, taking into account the fact that the tour operator forms package tours and, within the framework of the latter, separately and/or together with the travel agent, organizes the travel of the consumer, it is suggested to determine mechanism of liability of the subjects of tourism activities for the provision of these services- as more effective and most consistent with the essence of the contractual relations of suppliers and subjects of tourism activities, except from those tourism services, for which the law provides for the liability of the service provider.

Group Package Tour Playfulness Climate: Scale Development and Validation

The purpose of this study is to establish the constructs and scale of Group Package Tour Playfulness Climate (GPT-PC). Study 1, in-depth interviews of 25 tour conductors and tour members in overseas GPTs were conducted. The initial items were determined by content analysis at this stage. Study 2, involved scale development based on a sample of 350 tour members experienced in short-term GPTs. Five factors were extracted through exploratory factor analysis, including: information sharing, group travel interest, perception of consonance, group climate, and group cooperation. Study 3, 369 tour members who had long-distance GPTs experience were used as a sample to re-test the reliability and validity of the scale. The research results can fill in the gaps in GPTs academic research, and it can provide tour conductors as a reference for mastering the quality of tour groups, and as a reference index for travel agencies to train tour conductors.

Estudo do impacto da co-criação no processo de inovação das empresas, na satisfação e na fidelização do cliente: o caso das agências de viagens

The growth of global markets seen in recent years has led companies, namely travel agencies, to reinvent their goods and services through the implementation of co-creation processes. The existence of a collaborative process between the company and the customer, or even other interested parties, streamlines and enhances customer satisfaction as well as their loyalty. Based on this assumption and on the existing literature, the main objective of this work is to study the impact of co-creation on the companies’ innovation process, on customer satisfaction and on their loyalty, taking into account the companies that provide travel services. According to the study carried out, it was possible to confirm that the co-creation process is positively associated with innovation, satisfaction and customer loyalty, so that companies that are committed to developing co-creation processes with its customers are more likely to develop innovative activities in addition to contributing to increased customer satisfaction and loyalty.

Risk Management and Service Management Strategies for Car Rental in Improving Vehicle Security Quality for the Company

The shift in tourist interest from initially using transportation services through travel agents to now preferring to rent vehicles themselves has become evident. With the increasing number of consumers requiring car rental services and companies expanding their fleet sizes, it is undeniable that the associated risks also increase each year. Therefore, the purpose of this research is to explore the complex risks to vehicle units in car rental companies in Bali and to determine strategies and steps to improve the security quality of vehicle units in these companies. This study employs a descriptive qualitative method with an enterprise risk management approach, which includes risk identification, risk analysis, risk assessment, risk management, and risk monitoring. The research results, using the likelihood impact matrix technique on five car rental companies in Bali, identified four common risks: operational risk, financial risk, human resources risk, and external risk, with varying levels of risk from low risk, medium risk, to high risk. Strategies for managing these risks include mitigating medium risks and accepting low risks. The policies derived from this study are in the form of risk analysis and risk management strategies for car rental companies in Bali to enhance the security quality of their vehicle units.

The Role of Individual Performance in the Influence of Innovation Culture and Quality of Work Life On Competitive Advantage

Providing empirical evidence of the role of individual performance on the influence of innovation culture and quality of work life to increase competitive advantage is the aim of this study. This study takes the tourism sector as an object with SME employee respondents working in the tourism sector, such as travel agents, hotels, tourist attractions, restaurants, transportation, souvenir shops, etc. in the Jakarta area, Indonesia. On the basis of convenience sample selection, 528 respondents were obtained. The analysis tool in this study uses SEM-PLS. The research results show that individual performance plays a mediating role in the influence of innovation culture and quality of work life on competitive advantage. The theoretical implication of this research is to strengthen contingency theory, which is associated with competitive advantage, individual performance, innovation culture, and quality of work life. The practical implication of this study is the importance of a culture of innovation, quality of work life and individual performance to increase competitive advantage in the SME tourism sector so that they are able to win business competition and maintain the sustainability of the SME business.