항공사의 항공권판매 변화에 따른 여행사 전략 연구

The Study on Travel Agency Strategy subsequent to Change of Air Ticket Selling: Focus on Wholesaler Travel Agency

This study is aimed at inquiring into what effect of the environmental changes of airlines have on wholesale travel agencies and suggesting the strategy of wholesale travel agencies to cope00000 with such effects. As for the factors in environmental changes of airlines, this study, on the basis of the preceding research, elicited the three factors web site ticketing sales, reduction and abolition of commission, and e-ticket, etc. By making Exploratory Factor Analysis; as for the factors in travel agencies' strategy elicited the four factors, such as strategic alliance, service fee, development of specialized travel products, and volume incentive. As a result of empirical analysis, the Web site ticketing sales was found to have an effect on strategic alliance, service fee, development of specialized travel products, and volume incentives. Reduction & abolition of commission was found to have no effect on all four factors- strategic alliance, service fee, specialized travel products, and volume incentives e-ticket factor was found to have a significant effect on items of service fee and volume incentives but no significant effect on strategic alliance and development of specialized travel products. This study suggested that the most important strategies of travel agencies include continuous development of a new business profit model in package tours, non-aviation fields, and mergers, or making their business scale into a bigger one through the expansion of distribution networks based on the securement of franchises.