Abstract
Marketing, both as a business philosophy and a set of activities, is widely applicable to the tourism and travel retailer (the travel agent). The level of marketing's application to the travel agent does not appear to depend on the size or independence of the agent. The level of acceptance of marketing does, however, depend on internal factors, such as the nature of the owner/manager, and external factors, such as the state of the economy. The research carried out in the thesis shows that, in general, marketing is not widely accepted and applied by travel agents. Travel agents exhibit symptoms of low marketing orientation as well as behaving in a passive manner as regards their role in the industry. Although the thesis analyses how marketing can be, and is, applied, it is apparent that individual travel agents seem to be impeded in fully applying marketing to their business. These barriers are examined in the thesis with the aim of explaining the difference between the applicability and actual level of application of marketing amongst travel agents. The findings of the thesis have implications for the travel industry. The range of marketing activities that may be applied to the travel agent, show him what is possible and what barriers may exist to impede his attempts to become more marketing oriented. Furthermore the agent - principal relationship greatly depends on the actual and potential scope of the travel agent's marketing. This agent - principal relationship, and the agent - client relationship are affected by the marketing approach adopted by the individual travel agent. The thesis sheds light on the behaviour of different types of travel agents and suggests that small/independent agents are equally able to apply marketing as other types of agents. Marketing, as an emerging business area, is applicable to the service sector, as well as the retailing and small business areas of which the travel agent is often a good example. Having indicated the applicability, the way lies open for the application of marketing by tourism and travel retailers.