Reseföretag i dagens digitala samhälle
En studie om hur reseföretag anpassar och fortsätter marknadsföra sig i dagens digitala samhälle
Purpose: The purpose of this study is to examine how travel companies have adapted to a digital society and how they use the Internet as a marketing channel.Problem: How have current travel companies adapted to the development of the Internet and how do they use Internet as a marketing channel? Are there any differences in the marketing strategies of different types of travel companies and does the clientele have any impact on the selected marketing method?Method: This study has been formed by a qualitative approach. Interviews have been conducted with employees at different travel companies across Sweden. The qualitative approach has been chosen to create a deeper understanding and give a broader knowledge to our study.Conclusion: Companies today use the Internet as one of their primary marketing channels, these are mainly websites and social media. The companies agree that aligning themselves after a digital society and new innovations is key to compete in the market. Depending on the clientele and target audience the companies? marketing strategies may differ, the results show that there is a clear difference between niche and non-niche travel companies.