An exploratory study on online social network marketing in the Singapore travel agent industry.

• Main Authors: Chan, Shu Ling., Koh, Lydia Hui Lun., Tan, Si Wei.
• Other Authors: Gerard Dionicio Gonzales
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Marketing::Internet; DRNTU::Business::Industries and labor
• Online Access: http://hdl.handle.net/10356/15391
• Institution: Nanyang Technological University

The travel agent industry is a crucial, if not often overlooked, component of Singapore’s travel industry. The advent of Web 2.0 technologies has allowed their travel suppliers to market their products independently online, diminishing the traditional role of travel agents as middle-men. Regrettably, despite the presence of viable marketing tools, local travel agents have been slow to adopt online social network marketing (OSNM). In light of the growing phenomenon of online social networks (OSN) as part of the modern lifestyle, this exploratory research seeks to understand consumers’ receptiveness to the use of OSN for travel-related purposes, in order to make recommendations as to whether travel agents should consider the adoption of OSNM. A two-pronged approach of depth interviews and questionnaires were utilized to understand both the consumer’s and travel agent’s perceptions and motivations for usage of OSNs. The findings from this exploratory research show that travel agents should engage in OSNM, specifically Travel-Specific Social Networks such as TripAdvisor and Asia Rooms, as their main form. In addition, Virtually Socially Based Generalist Communities should not be discounted as it drives traffic to smaller niche social networks such as Travel-Specific social networks.