Purpose of the study: The purpose of the study is to analyze the current adoption and use of Marketing Performance Assessment Systems (MPAs) by travel agencies operating in Italy. Moreover, the paper intends to test the link between the use of (general and industry specific) marketing metrics and the overall performance improvement of travel agencies. Design/methodology/approach: A cross-section approach is applied. Data are collected, through an online questionnaire, from a sample list of 1,000 travel agencies operating in Italy. Data analysis will be based both on descriptive statistics and, depending on sample adequacy, on structural equation modeling. Findings: Currently available findings suggest that, on average, some indicators (e.g., sales/margins and customer satisfaction indicators) are largely diffused, but a comprehensive marketing performance assessment systems is often missing. Originality/value: Overall, only a few studies have specifically investigated marketing performance measurement in tourism. To the authors’ knowledge, none of them is focused on the travel agencies’ sector. This study will contribute to fill this gap. In addition, the findings will provide evidences to understand whether the adoption of MPAs is linked to the overall performance of travel agencies. Research limitations/implications: The cross-sectional approach overlooks the processes behind Marketing Performance Assessment Systems’ (MPAs) adoption and use. New studies taking a longitudinal perspective would be particularly valuable to reinforce our findings. Practical implications: The findings provide travel agencies both with an overview of Marketing Performance Assessment Systems’ (MPAs) adoption in their sector and with evidences about the impact of MPAs overall on performance.
Adoption and impact of marketing performance assessment systems among travel agencies in Italy
CASSIA, FABIO
2014-01-01
Abstract
Purpose of the study: The purpose of the study is to analyze the current adoption and use of Marketing Performance Assessment Systems (MPAs) by travel agencies operating in Italy. Moreover, the paper intends to test the link between the use of (general and industry specific) marketing metrics and the overall performance improvement of travel agencies. Design/methodology/approach: A cross-section approach is applied. Data are collected, through an online questionnaire, from a sample list of 1,000 travel agencies operating in Italy. Data analysis will be based both on descriptive statistics and, depending on sample adequacy, on structural equation modeling. Findings: Currently available findings suggest that, on average, some indicators (e.g., sales/margins and customer satisfaction indicators) are largely diffused, but a comprehensive marketing performance assessment systems is often missing. Originality/value: Overall, only a few studies have specifically investigated marketing performance measurement in tourism. To the authors’ knowledge, none of them is focused on the travel agencies’ sector. This study will contribute to fill this gap. In addition, the findings will provide evidences to understand whether the adoption of MPAs is linked to the overall performance of travel agencies. Research limitations/implications: The cross-sectional approach overlooks the processes behind Marketing Performance Assessment Systems’ (MPAs) adoption and use. New studies taking a longitudinal perspective would be particularly valuable to reinforce our findings. Practical implications: The findings provide travel agencies both with an overview of Marketing Performance Assessment Systems’ (MPAs) adoption in their sector and with evidences about the impact of MPAs overall on performance.
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