NICHE MARKETS FOR TRADITIONAL TRAVEL AGENCIES IN CHINA

Abstract

Social media is becoming more and more important in our daily life as it influences the ways people live and how they think. For example, people no longer just rely on traditional travel agencies for travelling. Thus, how traditional travel agencies survive in such transformation is crucial. In order to find connections between social media and travel agencies marketing strategies, quantitative research was introduced to encourage and help the traditional travel agencies to find their niche market by using social medias. The empirical part of deducting the research is to design a survey questionnaire, which was based on several important theory frameworks, such as the characteristics affecting consumer behavior and the big-five-personality model. By analyzing the results of our survey, we found the connection between social media and travel agencies, and that is the niche markets do exist. For instance, young people are more enthusiastic in finding new ways to travel, for example personal designed tourism products.