The Analysis of Consumer Attitudes toward the Travel Agent Business in the Face of Emerging tourism Marketplace
The first purpose of the research First, to identify factors that influencing the attitude of Jo Travels consumers toward the attributes of Travel Agent Serviceutilizing Fishbein Model.Second, to analyze the implication of the consumer attitude for developing the marketing strategy for Jo Travel Agent. to support this thesis, researcher handed 97 questionnaire to consumers of Jo travel Service. the result of this research found that the attributes of attitude (online service, ambiance, location and tour price) are very crucial to purchase intention. the result also shown that attribute of tour price is the most influencing in consumer perception and online service becoming the influencing in consumers belief in Jo Travel.
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