Abstract

The evolution of traditional marketing to e-marketing has been achieved due to the arrival of new information and communication technologies, which have had an impact on the marketing strategies used by companies. The main target of this empirical study is to quantify the level of use of internet promotion strategies. The travel agency sector is selected due to its high level of investment in internet marketing. Results and study limitations are discussed and future lines of research are proposed. Conclusions can be useful to managers and marketing specialists.

Abstract

"jats:p"The performance of tourism supply chains depends on the efficiency of all members involved, including the travel agencies. The paper addresses the analysis of relationships between the agencies’ external integration with other supply chain members on one side, and the efficiency of the agencies on the other. The data envelopment analysis is applied for the estimation of efficiencies, while the structural equation modelling (SEM) is conducted for identification of possible integration impacts on the efficiency. Results show that integration with other supply chain members indeed has some positive impacts on the agencies’ efficiency. Also, the developed SEM model implies that in-depth forms of collaboration would enable more effective exploitation of the identified relations between the integration and efficiency of the agencies. This finding could be an important guideline for the agencies’ management in the sense of achieving more satisfied customers and bigger profits, as well as reduced operational costs. Document type: Article