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美国作业代写:Hong Kong tourism

2017-11-16 来源: 51due教员组 类别: Paper范文

下面为大家整理一篇优秀的paper代写范文- Hong Kong tourism,供大家参考学习,这篇论文讨论了香港旅游业。香港的旅游业是一个竞争激烈的市场。随着电子商务的发展,香港的传统旅行社受到了非常大的影响。大多数传统旅行社都在销售包含餐饮、交通、酒店住宿、观光活动的全包套餐旅游,有时还会提供陪同或导游的旅游路线。但如今的人们却都是通过O2O的形式去消费,让传统的旅游社不得不发展自己的销售模式。

Hong Kong tourism,香港旅游业,essay代写,paper代写,美国作业代写

Report published by the Hong Kong Tourism Board showed that there were more than 7.1 million Hong Kong residents traveled for oversea destinations in 2011, not included those who traveled to Mainland China and Macau. The number of outbound travelers increased 16% between year 2007 and 2011, this number is more than 97% of Hong Kong's population.

According to the Travel industry council, there are approximately 1,676 travel agencies that included online and retail store which were established in Hong Kong. Hong Kong travel industry is in a highly competitive market place today.

Concerning the increasing number of Internet users, the nature of distribution channels in the retail industry has been changed. The development of E-commerce has challenge towards the business model of traditional retailers.

Traditionally, the major role of travel agencies worked as an intermediate for the airlines and hotel companies by reservations, selling airline tickets and booking hotel accommodations. They also worked as connection between suppliers and customers (Barnett and Standing, 2001). The role of travel agencies were quite a different distribution pattern with other industries, it mainly provide intangible products rather than deal with physical products to customers (Cheung and Lam, 2009). However, In Hong Kong, most of the traditional travel agencies were selling all-inclusive package tours which combined with meals, transportation, hotel accommodation, sightseeing activities and sometimes provide with escort or tour guide in one group tour itinerary and price (Lo and Lam, 2004). In many Asian countries, such as Taiwan, Japan, Korea and China, etc., the all-inclusive package tours was one of the main modes of outbound travel (Nozawa, 1992; Huang, C.T. et al, 1996; Wang and Sheldon, 1996; Prideaux, 1997). It was also found that more than 80% of Hong Kong outbound travelers were joining all-inclusive package tours travel to Asian destination or other countries (UNWTO, 2006).

The Internet technology has been rapidly growth in the past decade. The number of Internet users in the World 2012 is more than 5.66 times as large as it was in 2000; the penetration of population was accounted for 75% in Hong Kong (Internet World stats, 2012).

10 most likely to shop online (Table 1), it shows that many consumers intend to purchase products or services online, surfing the web purchase air tickets and book tours/hotel reservation are their major purpose. It is placed at the top one and two of the consumers behaviors to shop at the Internet, there are 35 percentages and 29 percentages respectively (Nielsen, 2010).

In the consideration on for distribution cost and dependence on intermediaries, many airlines and hotel companies developed their own websites to sell the products and offer their services directly with consumers (Buhalis, 2004; Law and Leung, 2000). Other than website development, airlines also offered numerous discounts and loyalty program to encourage customers to book online. Therefore, airline companies can gradually reduce or eliminate commission rates to retail travel agencies (Alamdari and Mason, 2006). In addition, the online travel agencies such as Priceline.com and Zuji.com, they provide the convenience of booking service 24 hours a day and allow customers access anywhere to purchase travel products or request information (Olmeda and Sheldon, 2001). In accordance with the development of huge numbers of website and online travel agencies, there has been a huge explosion in the use of the Internet among tourism and travel. The Internet technology also affected the customer shopping behaviour, knowledge and attitudes (Wang et al., 2000). In spite of the fact that, Walle (1996) argued that the development of online distribution channel may not completely replace all the feature of the traditional distribution channel, travelers still interested in seeking professional advice, knowledge and services on their trips by traditional travel agencies. The airlines, hotel companies and online travel agencies will not always provide better travel solutions and recommendations than using traditional travel agencies.

Internet technology has dramatically changed the business model of the tourism industry. E-commerce widely used in the tourism industry and constantly growing popularity of tourist activities. Customers can directly through the internet to search tourism information and carry out a transaction for air ticket and hotel accommodation to bypass travel agencies. It makes the great challenge and potential replacing the intermediation of travel agencies by using traditional distribution channel (Buhalis, 1998; Law et al., 2001; Cheyne et al., 2006).

Although some tourism researchers have challenged the survival of traditional travel agencies, these agencies are still in an important role of the tourism market. Law et. al. (2004) showed that there are equal numbers of travel reservations that purchase their trips through traditional travel agencies as well as Internet.

As mentioned above Hong Kong travel agencies faced with high competition, since there are more than sixteen hundred travel agencies. Therefore, travel agencies have to understand their customer behavior and to identify their right target segment in order to make effective action and enhance their business competitive advantages (Lin, 2002). Kotler (2008) suggested that, "Markets consist of buyers, and buyers differ in one or more ways. They may differ in their wants, resources, locations, buying attitudes and buying practices. Through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs" (Kotler and Armstrong, 2008, p.173).

Understanding customer buying behaviour and decision making process are vital for travel agencies in determining market segments and in selecting the most effective positioning strategy on their target market that can able to capture more travelers. The purpose of this study is to understand the Hong Kong outbound travelers' shopping behaviour on distribution channel.

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