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German Customer Acquisition Strategy

Focusing on the use of innovative Online-Marketing-Tools designed for the Tour Operator Luis Tipan Travel, Ecuador

Rechten: Alle rechten voorbehouden

German Customer Acquisition Strategy

Focusing on the use of innovative Online-Marketing-Tools designed for the Tour Operator Luis Tipan Travel, Ecuador

Rechten: Alle rechten voorbehouden

Samenvatting

This research thesis was compiled by Manuel Rosenthal, a student who is studying Vitality Management and Tourism at the HZ University of applied Sciences Zeeland in Vlissingen, the Netherlands. The student carried out his internship at Luis Tipan Travel Cia. Ltd., a tour operator located in Quito, Ecuador.
The purpose of this research was to develop a feasible customer acquisition strategy by making use of innovative online-marketing tools in order to contribute to the clients’ main objective of reaching and attracting German tourists. The rise of the internet and the rapid increasing technological advancements create plentiful opportunities for tour operators to communicate, promote, attract and gain access directly to potential customers. Therefore, an extensive theoretical framework has been conducted in order to set the context for the research.
Furthermore, tourists increasingly use social media sites such as Facebook, Twitter, and YouTube as well as experience sharing platforms such as Trip Advisor to exchange experiences or gain knowledge on a specific destination or travel package. As a consequence, consumers gained considerable power over promoting or degrading a destination. This is an important factor to realize since online-marketers in the tourism industry have access to consumers’ ideas, preferences and visions and thus, by using this newly unique set of information, are able to position itself ahead of their competition by offering individual and tailor-made products for its customers.
Nowadays, companies operate during the age of information. The ones who understand the important possibilities the internet creates as well as following the societal marketing approach, will have higher chances of succeeding compared to the ones who are not familiar with the use of the online environment. In light of this, the research investigates this contemporary and relevant subject further. The plan includes the following analyses of the 5 constructs namely:
 German tourism market
 German consumer behaviour
 Ecuadorian tour operators
 Internal environment
 Online-marketing tools
The findings show that Germany has the most outbound travel trips worldwide. Consequently, German tourists are a profitable group to target. The competitor’s analysis revealed that the client’s rivals do not use the full potential of online-tools where its visitors can create their own tours as well as making them visible to other visitors in order for them to join. In light of this, the research revealed that an implementation of an optimized online-tool would provide the client with a unique selling point.

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OrganisatieHZ University of Applied Sciences
OpleidingVitaliteitsmanagement & Toerisme
AfdelingScaldis Academy
PartnersLuis Tipan Travel, Quito (Ecuador)
Datum2015-06-30
TypeBachelor
TaalEngels

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