Acta academica karviniensia 2017, 17(4):69-76 | DOI: 10.25142/aak.2017.031

CONSUMER BEHAVIOUR OF THE TRAVEL AGENCIES' CUSTOMERS IN THE SEGMENT OF SEASIDE HOLIDAY

Lena Malačka1, Jitka Veselá2
1 Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky, Mostní. 5139, 760 00 Zlín
2 Soukromá vysoká škola ekonomická Znojmo s.r.o., Loucká 21, 669 02 Znojmo

Presented paper deals with the topic of consumer behaviour of the travel agencies' customers and their specific requirements when they buy the seaside holiday. The research was conducted on the base of qualitative research and the method used in the research was focus groups. The Internet, word of mouth, social networks (as Facebook or Twitter) and TV commercials are mentioned as the most frequently used source of information which influence the most the customers opinion by both groups of respondents according to the result part. The examined groups do not have the same features in the area of holiday selection process. This topic is a relevant topic in comparison with authors all over the world and has the potential for future research.

Keywords: focus groups, promotion, promotional materials, qualitative research, tourism, travel agency
JEL classification: L83, M31, M37

Received: August 3, 2018; Revised: November 30, 1999; Accepted: November 21, 2018; Published: December 30, 2017  Show citation

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Malačka L, Veselá J. CONSUMER BEHAVIOUR OF THE TRAVEL AGENCIES' CUSTOMERS IN THE SEGMENT OF SEASIDE HOLIDAY. Acta academica karviniensia. 2017;17(4):69-76. doi: 10.25142/aak.2017.031.
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