This study is developed the issue round travel agents regarding to the strategic marketing of tourism industry and surveyed the marketing mix strategy regarding to the possibility that 4p's mix strategy round the existing traditional material body may be applied to a service industry, in particular the tourism industry.
This study, carried out by the method of studying literatures not by that of laboratory work, investigated the concept and the feature of tourism industry and tried to graft the general marketing elements, 4p's-product price, advertisement and distribution-onto the tourism industry.
This study aims at working out a marketing strategy for tourism industry and suggesting a basic direction, enabling to improve the business environment of tourism industry.