The purpose of this study is to find out advertising and PR practices in travel industry. Because it is difficult to find past researches that systematically investigated these subjects, this study is performed in terms of exploration.
Major matters for investigation are as follows. First, in comparison to other factors in their promotional mix relative importance of advertising was measured. Second, ad activities to promote tour products and to create awareness and image for travel agencies were investigated. Third, communication activities using various media including broadcasting, print, outdoor, DM and web were also investigated. Finally, brochure, poster, and leaflet are essential promotion tools in the industry. So, how these materials are produced and applied were investigated.
The data were collected from 73 travel agencies which are located in seoul. The findings of the data analysis were summarized, and implications of these findings were discussed. At last, the limitations of this study and future research directions were suggested.