Indholdsfortegnelse
Task 1 – Characterize the Danish Package Tour Market
Task 2 – Analyze 2-3 Relevant Factors in the Independent Macro Environment Which Influences the Danish Package Tour Companies
- Socio-economic Factors
- Technological Factors
- Cultural Factors
- Conclusion
Task 3 – Analyse the Buying Behavior for Buying a Package Tour
- Problem Recognition
- Information Search
- Evaluation of Alternatives
- Purchase Decision
- Post-purchase Evaluation
- the Buying Roles
Task 4 – Discuss the Following Statements:
The Company Primo Tours Applies the Competitve Strategy of Cost Focus
Package Tours Are Currently on the Decline Stage of the Plc Curve
The Best Method for Analyzing the Travel Habits of the Danes Is a Qualitative Data Collection Method
Task 5 – Identify a Challenge for Primo Tours on the Danish Package Tour Market. Discuss Potential Solution(S
Optimer dit sprog - Læs vores guide og scor topkarakter
Uddrag
TASK 1 – CHARACTERIZE THE DANISH PACKAGE TOUR MARKET
A package tour is a package holiday where plane tickets, transfer, hotel accommodation, travel guide etc. have been arranged by a travel agency in advance.
The package tour industry operates on the consumer market. The amount of package tour travelers out of Denmark decreased by 5,4% or 61.600 people from 2019-2018.
The 3 biggest operators on the market, Spies, Apollo, and TUI have all seen a decrease in their package tour sales since 2017.
The package tour industry has seemed to get less and less popular due to a change in consumer behavior.
The record high temperatures in Denmark during the summer of 2018 changed consumer behavior among consumers.
The industry is also bleeding under the climate consciousness movement. Air travels account for 2-4% of the worlds entire CO2 admissions and many Danes often say that they will use reduced flights pr. person as their way to spare the environment of CO2 admissions.
This have and will continue damage the flight industry and thereby, the package tour industry as consumers especially the younger generations will demand a sustainable flight industry.
The market also suffers from the development in technology that has been rapid the previous decade. It is easier than ever and often the cheaper option to plan your vacation yourself, instead of purchasing a package tour.
The package tour market suffers from lack of differentiation opportunities. If the consumers are not aware, they cannot tell if a package tour holiday is arranged by Spies, Apollo, or TUI.
This means the consumers preferences are low because the providers offer almost the same thing making package tours a relatively homogenous product. When a product is homogenous the providers often compete on price parameters.
This makes the industry very price competitive and competition is harsh, especially as consumer demand decreases.
The market for package tours is dominated by 4 big companies: Spies, Apollo, TUI and Bravo Tours/Sun Tours.
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I will identify the buying behavior of the consumers on behalf on an analysis of the buying behavior in connection to the purchase of a package tour.
I have chosen to focus on purchase types, buying behavior and the decision-making process. When talking about the decision-making process when purchasing a package tour, I will include the participants in the process.
A package tour holiday is a considered purchase that involves a long decision-making process.
The type of behavior for a package tour purchase is a mix of a high-involvement product with a small perceived brand differences also called ‘dissonance-reducing purchasing behavior’.
A package tour is a considered purchase as when purchased it often will take up most of the consumers disposable income.
The package tour companies differentiate very little from each other – they offer the same service.
This means that the consumers themselves have very little preferences, but often will go through with research or ask acquaintances for their opinion or experiences.
Now I will analyze the consumer purchase decision-making process for a package tour. I have come up with a fictive modern nuclear family.
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