CHARACTERISTICS AND PERSPECTIVES OF TRAVEL AGENCIES FRANCHISES: THE CASE OF THE SPANISH MARKET
Keywords:
travel agency, franchising, strategic group, SpainAbstract
Tourism is one of the most attractive activities and has the greatest potential in many national economies. The travel agencies industry is closely related to tourism. Despite the world financial crisis, the franchise is still a good refuge for many travel agencies projects. The goal of this work is to analyze the current situation and possible tendencies of the travel agencies industry operating under the franchise system, trying to identify the own characteristics and new marketing strategies of its products and services. Another aim of this work is to identify possible strategic groups within the industry of travel agencies under franchise. A study in Spain was made to show some interesting results about travel agencies franchises.
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