Tam Metin

ABSTRACT
SALES PROMOTION ACTIVITIES IN TRAVEL AGENCIES:
A CASE STUDY TOWARDS “A” GROUP TRAVEL ACENCIES IN
ISTANBUL
KAFA, Neşe
Master’s Thesis, Department of Tourism and Hotel Management,
Adviser: Prof. Dr. Necdet HACIOĞLU
2010, 119 pages
While nowadays competition is increasing with globalization, tourism
establishments are also trying to increase their sales. Because of having
similar qualifications, travel agencies need to create demands by providing
discrepancies and variations during sales activities. At this point, sales
promotion, one of the most effective methods in order to increase sales, is
usually used by travel agencies. Consequently travel agencies use sales
promotion in order to increase not only their sales and demands but also their
market share in tourism sector.
The aim of the study is to determine sales promotion activities which
are used by travel agencies in Turkey. In this context the study contains three
parts.
In the first part of the study, the historical development of travel
agency, its importance and classifications were given.
In the second part of the study, travel agencies’ importance in sales
promotion activities was mentioned. Then, their sales promotion activities
towards their consumers, intermediary agents and sale staffs were
examined. Also planning process of sales promotion and, positive and
negative results of the activities were mentioned.In the last part of the study,
the results of research which was done on travel agencies in Istanbul in order
to determine their sales promotion activities were given. In this frame the