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Internship Report: Effective Marketing Within Travel Industry

Autor:   •  October 13, 2015  •  Essay  •  9,155 Words (37 Pages)  •  1,137 Views

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Internship Exam

Effective marketing within the travel industry

How can online travel agencies create an emotional connection with their customers in order to drive loyalty and stand out from the competition?

Sara-Elena Constantinescu

186228

IBM A

TEKO VIA University College, October 2013

Problem statement:

How can online travel agencies create an emotional connection with their customers in order to drive loyalty and stand out from the competition?

Sub-questions

  • What are the main trends influencing consumer behaviour within the travel industry?
  • How can mobile-optimized solutions enhance customer satisfaction?
  • Is incentive marketing beneficial or detrimental to companies aiming at gaining a competitive advantage within the market?

TABLE OF CONTENTS

EXECUTIVE SUMMARY        

INTRODUCTION        

LITERATURE REVIEW        

METHODOLOGY        

COMPANY PROFILE        

E-MARKETING, FROM VIRTUAL TO REAL EMOTIONS        

How can online travel agencies create an emotional connection with their customers in order to drive loyalty and stand out from the competition?        

What are the main trends influencing consumer behaviour within the travel industry?        

SOCIAL MEDIA-THE ROUTE TO EMOTIONAL INTERACTION        

COMMUNICATION IS KEY!        

MOBILE TRAVELER        

How can mobile-optimized solutions enhance customer satisfaction?        

Is incentive marketing beneficial or detrimental to companies aiming at gaining a competitive advantage within the market?        

CONCLUSIONS        

RECOMMENDATIONS        

WORK EXPERIENCE REFLECTION & SELF-EVALUATION        

REFERENCES        

Executive Summary

This report aims to dissect the current trend in the travel industry focused on emotional and incentive marketing.

The data gathered within this paper, is intended to answer the main problem statement- “How can online travel agencies create an emotional connection with their customers in order to drive loyalty and stand out from the competition?”. For a better understanding of the topic, three sub-questions have been developed, aimed at: identifying the main trends impacting consumer behaviour within the travel industry, finding mobile-friendly solutions linked to the social media and mobility trends that have the potential to enhance loyalty and finally, discussing the moot topic of incentive marketing in order to determine its potential benefits or drawbacks upon the study-case company.

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