Journal of the Korea Institute of Information and Communication Engineering (한국정보통신학회논문지)

The Korea Institute of Information and Commucation Engineering (한국정보통신학회)
권호 표지
DOI QR코드

DOI QR Code

The Critical Role of ICT and Core Strategies: The Case of Korean Travel Agencies

ICT가 여행사 경영환경에 미친 영향과 대응방안: 한국 여행사를 중심으로

  • Kim, Nan-young (Department of Global Leisure & Tourism, Sunmoon University)
  • Received : 2018.05.10
  • Accepted : 2018.06.13
  • Published : 2018.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

Korean travel agencies that have been utilizing the Internet passively feel threatened as global online travel agencies are quickly permeating the Korean travel market. Under these circumstances, this study conducted a focused analysis on how ICT affects the business environment of travel agencies. Based on the analyzed data, it also presents coping strategies for the Korean travel agencies. First, it is imperative to accelerate platform development to counteract the distribution structure of global tourism products. Second, it is essential that travel agencies actively utilize big data, the new paradigm of technology where data are generated at high speed, high volume, and for numerous purposes. Third, it is necessary to actively utilize a travel blog marketing strategy. As a communication tool for travel agencies, the continuing development of the Internet highlights the usefulness of marketing activities using blogs. Finally, it is essential to provide each customer more specialized travel consultancy.

여행사를 둘러싼 경영환경은 급속도로 변화하여 왔으며 이는 정보통신기술의 성장과 무관하지 않다. 특히, 최근까지 인터넷을 다소 소극적 차원에서 활용했던 한국의 여행사들은 글로벌 온라인 여행사들이 한국 여행시장을 빠르게 잠식해나가는 것에 큰 위협을 느끼고 있다. 이러한 상황을 고려하여 본 연구에서는 정보통신기술이 한국 여행사 경영환경에 미치는 영향력을 중점적으로 분석하고 이러한 분석을 토대로 한국 여행사의 전략적 대응방안을 제시해 보았다. 첫째, 글로벌 관광상품 유통구조에 대응한 플랫폼 개발에 박차를 가해야 한다. 둘째, 빅 데이터를 여행사 경영에 적극적으로 활용할 필요성이 있다. 셋째, 관광 블로그 마케팅 전략을 적극적으로 활용한다. 마지막으로 고객 개인별 더 전문화된 관광 컨설팅 서버스를 제공함으로써 현재 직시한 문제점들을 풀어나가야 할 것이다.

Keywords

References

  1. S. T. Nam, C. Y. Jin, and J. Sim, "A Meta-analysis of the Relationship between Mediator Factors and Purchasing Intention in E-commerce Studies," Journal of Information and Communication Convergence Engineering, vol. 12, no. 4, pp.257-262, Dec. 2014. https://doi.org/10.6109/jicce.2014.12.4.257
  2. C. Ip, C.R. Law, and H. A. Lee, "A Review of website evaluation studies in the tourism and hospitality fields from 1996 to 2009," International Journal of Tourism Research, vol. 13, no. 3, pp. 234-265, Nov. 2010. https://doi.org/10.1002/jtr.815
  3. M. Hatton, "Redefining the relationship-the future of travel agencies and the global agency contract in a changing distribution system," Journal of Vacation Marketing, vol. 10, pp. 101-108, Apr. 2004. https://doi.org/10.1177/135676670401000201
  4. H. J. Kim, Impact of Foreign OTA's Entry to Korean Market and the Response, Korea Culture and Tourism Institute, Creepr Co. Ltd., Seoul, 2017.
  5. R. Law, A. Law, and E. Wai, "The impact of the internet on travel agencies in Hong Kong," Journal of Travel & Marketing, vol. 11, no. 2-3, pp. 105-126, Apr. 2002. https://doi.org/10.1300/J073v11n02_06
  6. M. M. Bennett and C. W. K, Lai, "The impact of the internet on travel agencies in Taiwan," Tourism and Hospitality Research, vol. 6, no. 1, pp. 8-23, May 2005. https://doi.org/10.1057/palgrave.thr.6040041
  7. R. Law and J. Wong, "Successful factors for a travel website: Perceptions of online purchasers in Hong Kong," Journal of Hospitality & Tourism Research, vol. 27, no. 1, pp. 118-24, Feb. 2003. https://doi.org/10.1177/1096348002238884
  8. L. S. Alvarez, A. M. D. Martin, and R. V. Casielles, "Relationship marketing and information and communication technologies analysis of retail travel agencies," Journal of Travel Research, vol. 45, no.4, pp. 453-463, May 2007. https://doi.org/10.1177/0047287507299593
  9. Statista, Global digital travel sales 2014-2020 [Internet, Available: https://www.statista.com/statistics/499694/forecast-of-online-travel-sales-worldwide/.
  10. Statistics Korea, Online Shopping Trends, 2017. [Internet], Available: http://kosis.kr/search/search.do
  11. R. M. Vanessa, M. S. Myriam, and G. G. Maria, "Using online consumer loyalty to gain competitive advantage in travel agencies," Journal of Business Research, vol. 68, pp. 1638-1640, Feb. 2015. https://doi.org/10.1016/j.jbusres.2015.02.009
  12. Statista, Revenue of Expedia Inc. worldwide from 2007 to 2016 [Internet], Available: https://www.statista.com/statistics/269387/revenue-of-expedia/.
  13. Statista, Gross bookings of Expedia, Inc. worldwide from 2005 and 2016 [Internet], Available: https://www.statista.com/statistics/269386/gross-bookings-of-expedia/
  14. Ministry of Culture, Sports and Tourism, The Census on Basic Characteristics of Tourism Establishments, Creepr Co. Ltd., Seoul, 2017.
  15. K. Tauscher and S. M. Laudien, "Understanding platform business models: A mixed methods study of marketplaces," European Management Journal, vol.36, no.3, pp. 319-329, Jun. 2018. https://doi.org/10.1016/j.emj.2017.06.005
  16. W. Marshall, V. Alstyne, G. G. Parker, and S. P. Choudary, "Pipelines, platforms, and the new rules of strategy," Harvard Business Review, vol. 94, no. 4, pp. 54-62, Apr. 2016.
  17. Lee, "Big data: Dimensions, evolution, impacts, and challenges," Business Horizons, vol. 60, pp. 293-303, Feb. 2017. https://doi.org/10.1016/j.bushor.2017.01.004
  18. T. H. Davenport, Big data at work: Dispelling the Myths, Uncovering the Opportunities. Boston: Harvard Business Review Press, Mar. 2014.
  19. L. Huang, C. Y. Yung, and E. Yang, "How do travel agencies obtain a competitive advantage?: Through a travel blog marketing channel," Journal of Vacation Marketing, vol. 17, no. 2, pp. 139-149, May 2011. https://doi.org/10.1177/1356766710392737
  20. H. K. Gee and H. K. Choi, "The Effect of Perceived Usefulness and Perceived Easy of Use on the Use of Social Networking Service (SNS) among Korean Adult Consumers," Asia-pacific Journal of Multimedia Services Convergent with Art, Humanities, and Sociology. vol. 5, no. 3, pp. 11-18, Jun. 2015.
  21. J. Cheyne, M. Downes, and S. Legg, "Travel agent vs internet: What influences travel consumer choices?," Journal of Vacation Marketing, vol. 12, no. 1, pp. 41-57, Jun. 2006. https://doi.org/10.1177/1356766706059307