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Offline vs. Online: Who buys where? A customer segmentation study of travel agencies
Högskolan i Jönköping, Internationella Handelshögskolan.
Högskolan i Jönköping, Internationella Handelshögskolan.
Högskolan i Jönköping, Internationella Handelshögskolan.
2012 (Engelska)Självständigt arbete på grundnivå (kandidatexamen), 10 poäng / 15 hpStudentuppsats (Examensarbete)
Abstract [en]

Background: It has been shown that people travel much more nowadays than ever before. Since the Internet and the e-commerce have been developed the ability to book trips online has been enabled. There are now two dominant ways of buying trips, online or offline. The survival of traditional travel agencies has been questioned and some thinks that there will be no need for them in the future. Therefore it would be interesting to see who books trips at traditional and online travel agencies. 

Purpose: The purpose with this study is to understand which segments that are purchasing travels at traditional travel agencies and online travel agencies by examine demographic, psychographic and behaviouristic segmentation in the region of Jönköping. Further, in the region of Jönköping, examine advantages and disadvantages of buying trips at an online versus offline travel agency. 

Method: In order to fulfil the purpose and answer the research questions the authors will use a quantitative method. The quantitative data will be gathered through a questionnaire after pilot studies have been conducted. SPSS 19.0 will be used in order to analyse the data from the questionnaires. 

Conclusion: The segment of traditional travel agencies is older people with high income while the segment of online travel agencies is younger people with lower income. Advantages of traditional travel agencies are their ability to provide service, customize a trip and give expert advice. Online travel agencies have its availability, price comparison service and comfortable way to buying trips as their advantages 

Ort, förlag, år, upplaga, sidor
2012. , s. 68
Nyckelord [en]
Online travel agency, Traditional travel agency, Market segmentation
Nationell ämneskategori
Företagsekonomi
Identifikatorer
URN: urn:nbn:se:hj:diva-18315OAI: oai:DiVA.org:hj-18315DiVA, id: diva2:531383
Ämne / kurs
IHH, Företagsekonomi
Uppsök
samhälle/juridik
Handledare
Examinatorer
Tillgänglig från: 2012-06-13 Skapad: 2012-06-07 Senast uppdaterad: 2012-06-13Bibliografiskt granskad

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