دانلود مقاله ISI انگلیسی شماره 84627
ترجمه فارسی عنوان مقاله

استراتژی های بازاریابی اپراتورهای توریستی و تاثیر آنها بر قیمت تعطیلات بسته خورشید و ساحل

عنوان انگلیسی
Tour operators' marketing strategies and their impact on prices of sun and beach package holidays
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
84627 2018 12 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Hospitality and Tourism Management, Volume 35, June 2018, Pages 17-28

ترجمه کلمات کلیدی
بسته تعطیلات، برگزار کننده تور، قیمت هیدونیک، مذاکره، مقصد برندها،
کلمات کلیدی انگلیسی
Holiday packages; Tour operators; Hedonic prices; Negotiation; Destinations; Brands;
پیش نمایش مقاله
پیش نمایش مقاله  استراتژی های بازاریابی اپراتورهای توریستی و تاثیر آنها بر قیمت تعطیلات بسته خورشید و ساحل

چکیده انگلیسی

The aim of this article is to quantify the impact of tour operators' marketing strategies on the price of sun and beach package holidays. The published information of 15 tourist destinations in Spain, Turkey, Egypt, Malta, and Cyprus, was examined from a hedonic price perspective. The analysis included 5789 holiday packages advertised in the brochures of the most relevant European holiday groups ‒ TUI and Thomas Cook. The variables were divided into: country and destination variables, specific accommodation variables, and tour operator variables. The results confirmed the impact of tour operators' variables on price through their brands, ownership of accommodations, specific segments they target, awards and incentives, promotional space, and pictorial elements in their brochures. Besides, some accommodation elements that have been under-researched: Wi-Fi, water parks, or independent awards, were also significant. Finally, significant differences were found among the analysed destinations. The study could be relevant for tour operators, accommodations and destinations alike, in order to improve their negotiation and promotion.