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Journal of Travel Research
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Databased Marketing by Travel Agencies

Martin Oppermann

Databased marketing, understood as a comprehensive marketing strategy based on a memory of business transactions with customers, is a crucial step toward gaining competitive advantage in this rapidly changing world and industry. This article discusses the concept of databased marketing and presents the results of a survey of travel agencies in New Zealand. It shows that the travel agencies are involved only to a limited extent in the three identified areas of databased marketing: customer retention, product promotion, and customer creation. Especially in the areas of product promotion and customer creation, considerable opportunities exist to maximize the returns and effectiveness of the existing databases.

Journal of Travel Research, Vol. 37, No. 3, 231-237 (1999)
DOI: 10.1177/004728759903700303
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