The development of an optimal multiple channel strategy model for travel agencies' tourism business excellence |
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| Authors: | Leo Huang |
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| Institution: | 1. School of Tourism and Professor and Director of The Graduate Institute of Travel &2. Tourism Management , National Kaohsiung University of Hospitality and Tourism , Kaohsiung , Taiwan , ROC |
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| Abstract: | Research explaining how respective reasons for multiple channel strategies emerge in the travel agency industry is lacking. The study addresses this problem by considering internal organizing motivations and external environment uncertainties, exploring prevalent channel selection and performance techniques, and setting up indices for an optimal channel strategy model useful to travel agencies. From qualitative in-depth interviews with 15 experts and quantitative surveys of 304 travel agencies, we found that environmental uncertainty and organizational motivation crucially affect the intention of multiple channel selection that results in expected channel performance. There is an imperative need for Taiwan's travel agency industry to have a multiple channel strategy model. |
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| Keywords: | Multiple channels channel management expected channel performance travel agencies |
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