This study researched marketing strategies of travel agencies in recession periods. By making survey of 70 travel agencies, their marketing strategies were described and analyzed. Based on the results of survey research, we explored the way to overcome the slump. At last, practical implications of the study were discussed.
This research lead to growth and development of travel agencies in recession periods. Marketing activities of travel agencies consists of positive sales, fixed transactions, good reputation. Solutions to recession situation is as followings. 1. strengthen marketing of clean and safety destination 2. benchmarking of east-south asia plan copy with SARS 3. countermeasure in a whole company structure 4. manage the minimum structure and system 5. guarantee system of tour products 6. recognition of brand and intensification of customer's loyalty 7. strengthening of strategic alliance with competitors 8. change from popular & general service to individual & high-tech, high sensitivity service. eventually, unique competitive advantage lead to successful management.