Marketing channels for a resort property in Surabaya (a case study on travel agent's performance)

Olivia, Astrid (2006) Marketing channels for a resort property in Surabaya (a case study on travel agent's performance). Bachelor thesis, Petra Christian University.

Abstract

Ciputra Water Park is a private-owned resort property in Surabaya. As a new player in Indonesian tourism business, Ciputra Water Park carries a burden to rapidly penetrating the market in competition with the other amusing parks and recreational spots in East Java. Part of its marketing strategy is to develop a distributuon channel which consists of travel agents, who are expected to bring groups of customers in the form of city tour groups. However, as time went by, travel agents only contributed individual/walk in guest, and never contributed groups of customers to Ciputra Water Park. This report is going to analyse the reasons behind travel agents' failure in hitting the right target market by using both quantitative and qualitative research methods. The writer employed case study as the main research method by doing personal interviews to nine collaborating travel agents, documentations and literature reviews. In order to support the case study, the writer also made a back up data by employing cross tabulation research method which mainly analysed the correlation between travel agents' sales and four determinants of successful business relationships.

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