Abstract
This study reviews the Internet marketing strategy of Hana Tour, a wholesale tour agency in Korea. The Internet marketing mix of Hana Tour is successful in carrying out its vision and mission by using a 7P’s model, the combination of McCarthy’s 4P’s, ‘partnership’ and ‘person’ in Morrison’s 8P’s, and ‘process’ in Booms’ 7P’s. Particularly, this article presents a useful strategy to overcome the limitation of traditional offline sales channel and suggests a sales-orientated B2B2C business model through the Internet as a new channel.
Article PDF
Similar content being viewed by others
References
Buhalis D (2000) Tourism and Information technologies: Past, present and future, Tourism Recreation Research, 25(1), 41–58
Buhalis D, & Laws E (2001) Tourism distribution channels, London: Continuum.
Buhalis D, & Licata MC (2002) The future of eTourism and intermediaries, Tourism Management, 23, 207–220
Hana Tour (www.hanatour.com 2008.9)
Hana Tour company introduction (www.hanatourcompany.com 2008.9)
Hana Tour (2007) Investor Relations: Korea Representative Travel Company, Jun 2007
Jung SK, Lee HK, & Byun JW (2007) A factor influencing the travelers’ psychological price when making travel decisions, Korea Journal of Tourism and Hospitality Research, 21(3), 137–152
Jung SK, Seo HS, & Byun JW (2007) Users’ satisfactions and loyalty on travel agencies’ website, Tourism Research Journal, 21(2), 19–38
Kim AK (2006) A Study on Effects of Internet marketing Performed by Travel Agent, Mater’s thesis, Kwangju University, Kwangju
Kim HC (1997) Tourism Marketing Management: Theory and Cases, Seoul Dunam Publishing
Kim JI (2003) The Influence of Website Character on Customer’s Interest in Travel Products in Travel Agency’s Electronic Commerce, Master’s thesis, Keimyung University, Daegu
Kim JI, Kim JK, & Kim DH (2005) Korea Airline Internet Marketing Strategy, Korea Marketing Journal, 7(3), 143–159
Kim JJ (2001) Case Study on Building of Cooperative B2B2C E-Commerce, Master’s thesis, Honam University, Kwangju
Korea Internet Marketing Research (2006) Internet Marketing, 2nd edition, Seoul Samwoosa
Korea Travel Information Times (2007.12.28) Issues in 2007, Hot Topics in Tourism Industry
Korea Travel Information Times (2007.6.15) Severe competition of travel agents Korea Travel Information Times (2007.6.22) First attempt of PI and ERP system of Hana Tour
Korea Travel Information Times (2007.8.10) Continuing internal M&A of tourism industry
Korea Travel Information Times (2007.8.3) Hana Tour launched the messenger system — HanaTONG
Lee JK (1994) Diagnosis of company and management, EM Publication, Seoul, Korea Economic Newspaper
Lee UK, Lee DM, & Kwak KY (2005) Internet and Business Management, Seoul, Samwoosa
Oh YH (2004) A study on internet marketing strategy of internet travel agencies, Master’s thesis, Jeounju University, Jeoungju
Park SH, Kim JS, & Byun JW (2007) A study on customer management by internet at retail travel industry, Hotel Management Research, 16(1), 217–232
Porter M (2001) Strategy and the internet, Harvard Business Review, 79(3), 63–78
Shim BK, Lee JK, & Seo SY (1988) Finance Management, Seoul Parkyoungsa Travel manager (manager.hanatour.com)
UNWTO (2007) Tourism Highlights(2007.1)
Yoo JH (2005) A study on crisis analysis of travel tangencies, Tourism Journal Research, 19(3), 509–522
Author information
Authors and Affiliations
Corresponding authors
Additional information
Sam-Kwon Jung is now teaching at Hotel and Tourism Management, YuHan University, the Republic of Korea. His main research area is tourism and the application of IT to hospitality industry. he is working to produce synergy through interdisciplinary research encompassing tourism, hospitality, and IT. He is working to Management Information System(MIS) software development of tourism industry from 1988 to 2008.
Hyung-ihn Choe received her MBA degree in international business from University of Miami. She is an Assistant Professor and Department Chair of Airline Service Department at Korea Tourism College. Her research interests include multi-service channel, consumer behavior, and brand image in hospitality and airline industry. She is a member of Korea Academic Society of Hospitality Administration and The Korea Academic Society of Tourism and Leisure.
Jeoung-Woo Byun is now teaching at the College of Hotel and Tourism Management, Kyung Hee University, the Republic of Korea. His main research area is tourism and the application of IT to hospitality industry; he is working to produce synergy through interdisciplinary research encompassing tourism, hospitality, and IT. He is vice-president of Service Science Association and he is also participating in several government projects, as the chair of the tourism section for the Evaluation Committee of the Ministry of Culture, Sports, and Tourism.
Rights and permissions
About this article
Cite this article
Jung, SK., Choe, Hi. & Byun, JW. Internet marketing strategy of a wholesale tour agency in Korea: Case of Hana Tour. J Serv Sci 1, 83–104 (2009). https://doi.org/10.1007/s12927-009-0005-z
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s12927-009-0005-z