Marketing Strategies of Small Traditional Travel Agencies in a Technology-Driven World

133 Pages·2017·1.26 MB·English

Walden University
ScholarWorks
Walden Dissertations and Doctoral Studies
Walden Dissertations and Doctoral Studies
Collection
2016
Marketing Strategies of Small Traditional Travel
Agencies in a Technology-Driven World
Charice Hayes
Walden University
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Walden University

College of Management and Technology

This is to certify that the doctoral study by

Charice Hayes

has been found to be complete and satisfactory in all respects,
and that any and all revisions required by
the review committee have been made.

Review Committee
Dr. Jorge Gaytan, Committee Chairperson, Doctor of Business Administration Faculty

Dr. Erik Shefsky, Committee Member, Doctor of Business Administration Faculty

Dr. Alen Badal, University Reviewer, Doctor of Business Administration Faculty

Chief Academic Officer
Eric Riedel, Ph.D.

Walden University
2016
Abstract
Marketing Strategies of Small Traditional Travel Agencies in a Technology-Driven
World
by
Charice S. Hayes

MS, Kaplan University, 2010
BA, Morgan State University, 1998

Doctoral Study Submitted in Partial Fulfillment
of the Requirements for the Degree of
Doctor of Business Administration

Walden University
December 2016
Abstract
In 2012, there was a 70% increase in online travel booking, resulting in small traditional
brick-and-mortar travel agencies having serious difficulties with obtaining and retaining
customers. The purpose of this case study was to explore online marketing strategies that
leaders of small traditional travel agencies have used to successfully obtain and retain
customers. Technology disruption theory was the conceptual framework of this study.
Using criterion sampling, the population for this study consisted of 3 leaders of small
traditional travel agencies located in the state of Maryland. Data collection consisted of
interviews, observations, and review of documentation, such as displays, websites,
business cards, and email campaigns. Data were analyzed using methodological
triangulation through inductive coding of phrases and words. The following 4 themes
emerged: company threats, online marketing strategies, various marketing strategies for
improvement, and ways to compete with Internet-based travel agencies. Results indicated
that 66% of participants believed that Internet-based travel agencies were threats. All of
the participants used a form of online marketing and believed that customer loyalty
helped to compete with Internet-based travel agencies. Positive social change may result
when leaders of small traditional travel agencies increase their knowledge of online
marketing strategies to obtain and retain customers, thereby leading to greater access to
online travel opportunities for all, including physically challenged individuals often
confined to their living areas.
Marketing Strategies of Small Traditional Travel Agencies in a Technology-Driven
World
by
Charice S. Hayes

MS, Kaplan University, 2010
BA, Morgan State University, 1998

Doctoral Study Submitted in Partial Fulfillment
of the Requirements for the Degree of
Doctor of Business Administration

Walden University
December 2016
Dedication
I dedicate this study to those who had an instrumental hand with the progress and
completion of this study. I would also like to dedicate this study to the memory of my
nephew, Jeffrey Alan Matthews, Jr. Many thanks to my family and friends who have seen
me work endlessly until I achieved this milestone. Thank you.
Acknowledgments
I would not have made it through this process without the grace of God. I would
like to give thanks to God for giving me the strength to make it through this process. I
would also like to thank my committee members, Dr. Jorge Gaytan, Dr. Erik Shefsky,
and Dr. Alen Badal, for their professional guidance.
Table of Contents
List of Tables ..................................................................................................................... iv
List of Figures ......................................................................................................................v
Section 1: Foundation of the Study ......................................................................................1
Background of the Problem ...........................................................................................2
Problem Statement .........................................................................................................3
Purpose Statement ..........................................................................................................3
Nature of the Study ........................................................................................................4
Research Question .........................................................................................................5
Interview Questions .......................................................................................................5
Conceptual Framework ..................................................................................................7
Operational Definitions ..................................................................................................8
Assumptions, Limitations, and Delimitations ................................................................8
Assumptions ............................................................................................................ 8
Limitations .............................................................................................................. 9
Delimitations ........................................................................................................... 9
Significance of the Study ...............................................................................................9
A Review of the Professional and Academic Literature ..............................................10
Concept of Small Business ....................................................................................13
Disruptive Innovation ...........................................................................................16
Marketing Strategies of Small Businesses ............................................................17
Market-Driven Strategies ......................................................................................23
i
Marketing Mix .......................................................................................................23
Traditional Travel Agencies ..................................................................................26
Disruption or Marketing Mix? ...............................................................................31
Traditional Travel Agency Marketing ...................................................................34
Travel Distribution Channel ..................................................................................39
Transition and Summary ..............................................................................................41
Section 2: The Project ........................................................................................................43
Purpose Statement ........................................................................................................43
Role of the Researcher .................................................................................................44
Participants ...................................................................................................................46
Research Method and Design ......................................................................................47
Research Method .................................................................................................. 47
Research Design.................................................................................................... 49
Population and Sampling .............................................................................................51
Ethical Reasearch .........................................................................................................54
Data Collection Instruments ........................................................................................55
Data Collection Technique ................................................................................... 57
Data Organization Techniques .............................................................................. 58
Data Analysis ...............................................................................................................59
Reliability and Validity ................................................................................................61
Reliability .............................................................................................................. 61
Validity ................................................................................................................. 62
ii
Transition and Summary ..............................................................................................64
Section 3: Application to Professional Practice and Implications for Change ..................65
Introduction ..................................................................................................................65
Presentation of the Findings.........................................................................................65
Theme 1: Company Threats .................................................................................. 66
Theme 2: Online Marketing Strategies ................................................................. 68
Theme 3: Various Marketing Strategies for Improvement ................................... 73
Theme 4: Ways to Compete with Internet-Based Travel Agencies ...................... 75
Applications to Professional Practice ..........................................................................80
Implications for Social Change ....................................................................................82
Recommendations for Action ......................................................................................84
Recommendations for Further Study ...........................................................................85
Reflections ...................................................................................................................85
Conclusion ...................................................................................................................86
References ..........................................................................................................................88
Appendix A: Appendix C: Interview Protocol ................................................................118
Appendix B: Document Review Protocol ........................................................................120
Appendix C: Observation Protocol ..................................................................................121

iii