Globalization of Travel Agencies Towards Improved Marketing Strategies

Abstract

This study evaluated the digitalization and globalization of travel agencies toward improved marketing strategies. It sought answers to the following problems regarding the extent of the digitalization efforts of the travel agencies practiced in the areas of reservation and booking processes, communication, marketing, data management, and technology and equipment upgrades. It asked about the extent of the profiles moderating the digitalization efforts of the travel agencies. It probed the extent of the innovations of the travel agencies in practicing hiring personnel from different countries, setting up branches or partnerships in other countries, and employee training and orientation. It also determined the extent of the effect of the digitalization efforts of the travel agencies. The main output was the digitalization and globalization framework for improved marketing strategy. The extent of practice of the digitalization efforts of the travel agencies ranged from high to very high extent. Category, gender, age, education, and years in the industry did not make a significant difference in the assessment of the digitalization efforts. The extent of the practice of innovations of the travel agencies ranges from low to moderate only. The digitalization of travel agencies has a very high impact on their operations. The digitalization and globalization framework for an improved marketing strategy is aimed at strengthening travel agencies amidst growing competition. The study recommended looking for innovations in every aspect of travel agencies' digitalization and enhancing the implementation of digitalization practices by training both old and young personnel. Global innovation must be given attention to maximize customer numbers and profit. One must look for other aspects of digitalization that could further impact the sales of travel agencies. The digitalization and globalization framework for improved marketing strategy must be present to all travel agencies in the country.