oa Journal of Management & Administration - A marketing framework to increase sales during the off peak season : the case of travel agencies in Mauritius : research
|Article Title||A marketing framework to increase sales during the off peak season : the case of travel agencies in Mauritius : research|
|© Publisher:||Management College of Southern Africa (MANCOSA)|
|Journal||Journal of Management & Administration|
|Affiliations||1 YK Business School, Mauritius, 2 MANCOSA and 3 MANCOSA|
|Publication Date||Jan 2012|
|Pages||1 - 36|
The purpose of this paper is to investigate the effectiveness of marketing mix strategies used by travel agencies in Mauritius during off peak seasons, in order to determine how to stimulate demand for international travel services and thus maximise the organisation's revenue. This study explores the impact of off peak season on marketing mix strategies of travel agencies in Mauritius. The researcher adopted a quantitative research method. The target population comprised of 91 licensed travel agencies in Mauritius and the factor analysis carried out in the survey enabled the identification of latent factors that could affect the performance of travel agencies. The results of the findings led to the development of a marketing framework that travel agencies could consider in order to maximize their profitability during low seasons.
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