The positioning of small- and medium-sized retail travel agencies in Hong Kong
Author(s)
Sun, Edic Yuk Shing
Author(s)
Mak, B.
Date Issued
2017
Related Publication(s)
Proceedings of the 7th Advances in Hospitality and Tourism Marketing and Management (AHTMM) Conference
Start page
283
End page
294
Abstract
Travel agencies are significantly affected by the changing economic, technical, and social environments. Are small- and medium-sized travel agencies in Hong Kong able to adopt and benefit from strategies suggested by Buhalis (1998) and Tse (2003)? 11 in-depth interviews with owners/managers of small and medium enterprises (SMEs) were conducted. Results revealed that micro-sized agencies mainly contribute to primary activities by adding value to sales, marketing, and servicing activities. The limited resources of such agencies restrict them from fully benefiting by adopting either a cost leadership or differentiation strategy under Porter's (1985) generic strategy framework.
SFU Affiliated Publication
No
Availability at SFU Library
No database links found.