This final thesis deals with the process of transforming of the selected travel agency VS Tours into a touroperator. All formalities and practical steps that are necessary for a successful process are analyzed and evaluated. In the first part general legal conditions for tourism industry in the Czech Republic as well as the formal transformation process are described. The second part first introduces the existing travel agency VS Tours and deals further with practical aspects of its transformation into a touroperator, including drafts of the necessary documents. The third part solves purely the practical aspects of the matter. A proposal for a profile product of the new touroperator, its marketing strategy and revenue calculations are presented. The work as a whole proposes a complex plan for transforming the travel agency VS Tours into a touroperator. The work can also be generally seen as a guide for any other travel agency planning a similar step.

近年來國人旅遊風氣盛行，旅遊產業規模日益增大也帶動了住宿業的商機。根據中華民國交通部觀光局的統計，2015年國人國內平均旅遊次數為8.5次，國外旅遊平均為0.56次。與2014年相比，國內旅遊總旅次成長了14.25%，國外總旅次則成長11.3%；旅遊總費用亦有可觀的成長，其中住宿又是主要的支出項目，約占旅遊總支出的33%。隨著網際網路的發達，消費者對旅遊規劃的自主性提高，帶動自由行的風潮，也讓訂房網站得以快速擴張。然而訂房網站面對的是一群價格敏感度較高的消費者，同時產業內多元的競爭者也讓網站業者面臨更激烈的價格競爭，大多以強調低價為主要的行銷手段。本研究欲探討訂房網站行銷4P策略，特別是價格策略，對顧客滿意度與忠誠度之影響，以及影響訂房網站滿意度之消費者心理因素。 本研究透過文獻探討決定研究變數並建立研究架構，再以問卷調查的方式蒐集初級樣本資料，共蒐集295份有效問卷，並以敘述性統計及迴歸分析等方法進行假設驗證。 研究結果發現低價策略及價格/非價格促銷策略皆無法讓消費者同時達到行為及態度忠誠。網站品質、關係行銷策略以及主打經驗性的品牌形象可以透過提升滿意度進而達到顧客忠誠。然而本研究發現當消費者有安全或隱私風險的疑慮時，會對常態性低價策略及短期的價格促銷的滿意度造成不同的影響。本研究認為訂房網站必須跳脫價格競爭的泥淖，做出差異化的策略，同時保障消費者個資以及交易安全，才能確保永續經營的優勢。 / The expansion of tourism industry has thrived the online accommodation reservation market. The increased popularity of Internet has lowered the cost of information search and inspired people to become more willing to arrange their tours online. Consumers who reserve accommodation online are considered more price sensitive than those who do so through the offline channel. In order to attract consumers, online travel agencies (OTA) use different marketing tools, and put special emphasis on providing price incentives such as EDLP strategy or temporary price discount. In this study, we investigate how OTAs’ marketing strategies (including product attributes, price strategy, website quality, promtions and brand image) influence customer satisfaction and loyalty. Also, we will find out whether consumers’ perceived risk will influence the effectiveness of OTAs’ pricing strategy. A total number of 295 samples were obtained through Internet questionnaire conducted by the study. It was found that 1. EDLP has significantly positive effect on satisfaction while temporary price promotion doesn’t. However, both pricing strategies aren’t able to achieve complete customer loyalty, which is comprised of behavioral and attitual dimension. 2. The loyalty program of OTA has significantly negative effect on satisfaction. 3. Enhancing website quality, conducting relationship marketing and creating experiential brand image have significantly positive effect on both satisfaction and loyalty. 4. Consumers’ perceived risk will pose different effect on EDLP and temporary price promotion.

This diploma thesis focuses on insurance against failure of travel agencies, more precisely on the problems aroused on the Czech insurance market. The main problem is a gap in the law 159/1999 Coll., which should be amended in the future. However, this thesis should highlight these problems, assess them and find a sufficient solution to them, or eventually, find someone responsible for this situation. Shortcomings are investigated from several perspectives - from the point of view of the travel agencies, insurance companies, Ministry of Regional Development as well as from the point of view of the clients of these travel agencies.

In my thesis, I will entertain the issue of a travel agency, which will target Chinese tourists. Travel agency will be called Golden Dragon and will be offering two products - classic tour and vaccation where consumers will be able to choose everything from the menu. The thesis will first focus on the theoretical basis on how to prepare a business plan and then I will apply the theory to design a travel agency. Then I will analyze the market of tourism from China leading shopping behavior of Chinese tourists, trends in the industry and the provinces which leaves most tourists abroad. I will also address the competition of Czech travel agencies, but mainly large Chinese tour operators, who in the Czech Republic carries 90% of travelers. The aim is to evaluate the success of the project agency for Chinese tourists, especially after reading the financial plan shows that the project is viable. Expected project success is also due to the fact that we speak directly to Chinese tourists through partner in China, so we have higher margin on each trip than the competition, which has a long distribution chain. We also offer a unique product to individual tourists, the tourism sector, which is growing a year by tens of percent and to promote our services and products we use very popular Chinese social networks.

The topic of this master thesis are information systems in turism. The author focuses mostly on reservations systems as an essential information systems for travel agencies. This thesis examines such systems in the context of the Internet and the model of software as a service. The Internet has become a necessary for operating these systems and it has influenced the field as a whole. The thesis has three main chapters. The first chapter is a theoretical one, where the author investigates the mechanics of information systems in turism. He attempts to formalize information systems in general and he seeks their role in organizations. Additionally, he explains how these systems work and what functionallity can be expected from them. In the second chapter, which moves between theory and practice, the author analyzes the current market situation of these systems. Next, he defines requirements on a system tailored for one specific bussiness plan. Using these requirements multi-criteria decision analysis is performed, selecting the system which best matches the chosen criteria. The last chapter is a practical one and it is concern with deploying selected system from the previous chapter and all aspects of this process. The goal of this thesis is to realize information system part of the Internet-based travel agency project and at the same time search for theoretical conclusions about these systems. The conclusions are then compiled into methodological manual for ASW application in the Internet-based travel agencies segment.

Solicitud de embargo por publicación en revista indexada. / En la actualidad, se han venido desarrollando cada vez más plataformas de agencias de viajes online, debido a que el turismo y la compra online han ido creciendo durante los últimos años. Sin embargo, existen factores de la adquisición de productos y servicios por este medio que pueden afectar positiva o negativamente a la satisfacción del usuario en cuestión, lo cual puede afectar su decisión de utilizar dicha plataforma para concretar su compra. Este estudio buscó analizar las principales variables influyentes en los consumidores digitales dentro del rubro de turismo y agencias, enfocados desde el concepto de marketing de contenido, basándose en el uso de herramientas cuantitativas como la encuesta online, aplicada dentro de Lima Metropolitana. Ante esto, se recaudó información imprescindible para valorar el nivel de importancia e influencia de cada uno de estos factores con respecto a los individuos, además de confirmar o descartar la relación entre estos. / Nowadays, more and more online travel agency platforms have been developed, due to the fact that tourism and online shopping have been growing in recent years. However, there are factors in the acquisition of products and services by this means that can positively or negatively affect the satisfaction of the user in question, which may affect their decision to use said platform to complete their purchase. This study sought to analyze the main variables influencing digital consumers within the tourism and agencies sector, focused from the concept of content marketing, based on the use of quantitative tools such as the online survey, applied within Metropolitan Lima. Given this, essential information was collected to assess the level of importance and influence of each of these factors with respect to individuals, in addition to confirming or ruling out the relationship between them. / Trabajo de investigación

Objetivo - El objetivo de esta investigación es comprobar si la satisfacción de los usuarios de las agencias de viajes online se ve influida por la disponibilidad y precisión de la información, el riesgo percibido, la calidad de la plataforma web y los hábitos y rutinas del consumidor. Diseño / Metodología - Se realizó una encuesta en línea a usuarios de plataformas de agencias de viajes en línea con una muestra de 124 encuestados. El instrumento se dividió en dos partes: perfil demográfico y evaluación de los constructos. Estos fueron medidos utilizando una escala Likert de cinco puntos. Los resultados se analizaron mediante la realización de una regresión lineal múltiple utilizando el software IBM-SPSS-26. Resultados - Los resultados muestran que la calidad de la plataforma web, la disponibilidad y precisión de la información, así como los hábitos y rutinas de los usuarios contribuyen a obtener la satisfacción de los usuarios de las agencias de viajes online. También se encontró que el riesgo percibido no tiene relación negativa ni positiva con la satisfacción. Originalidad / valor - Los resultados contribuyen a incrementar el conocimiento del e-commerce en el sector turístico, permitiendo reconocer los puntos clave en los que las agencias de viajes online deben enfocarse para fortalecer e incrementar su nivel de satisfacción de los usuarios. Para esto, los resultados muestran que deberán enfocarse en reforzar la calidad de la plataforma, la disponibilidad de información, y considerar los hábitos y rutinas de los usuarios. Tipo de artículo - Artículo de investigación / Objective - The aim of this research is to test whether online travel agency user satisfaction is influenced by the availability and accuracy of information, perceived risk, the quality of the web platform and the consumer's habits and routines. Design-methodology - An online survey of users of online travel agency platforms was conducted with a sample of 124 respondents. The instrument was divided into two parts: demographic profile and evaluation of the constructs. The constructs were measured using a Likert five points scale. The results were analysed by performing a multiple linear regression using IBM-SPSS-26 software. Results - The results show that the quality of the web-platform, the availability and accuracy of information, as well as the habits and routines of users contribute to obtaining the satisfaction of online travel agency users. It was also found that perceived risk has neither a negative nor a positive relationship with satisfaction. Originality/value - The results contribute to increasing the knowledge of e-commerce in the tourism sector, allowing the recognition of the key points that online travel agencies should focus on in order to strengthen and increase their level of user satisfaction. Moreover, the results show that online travel agencies should focus on reinforcing the platform quality, availability of information and consider the user's habits and routines to increase the users' satisfaction. As a result, the perceived risk does not have a negative effect on the user's satisfaction as previous researches showed. Type of article – research article. / Tesis / PE

The masters´s thesis deals with the establishment of a travel agency focused on corporate travel. The thesis is based od the theoretical knowledge gained through study, practice and market analysis are being taken the steps to set up a business.

This thesis focuses on increasing the customer satisfaction of travel agency. Customer satisfaction is a key component for maintaining market position, company reputation and its growth. Client satisfaction is especially important in the area of services, including travel agencies. Based on a questionnaire survey among customers, using the NPS method and the KANO model, measures are designed for increasing it. Also the suggestions are obtained to improve company promotion with the use of customer survey.

The subject of the diploma thesis „Performance evaluation of a travel agency“ is to analyze the performance of a company providing tourism services. The theoretical part defines the basic concepts and bases for the activities of travel agency and methods of performance evaluation. The analytical part deals with the analysis of the activities of the travel agency including comparison of financial indicators with the competition and industry and evaluation of the performance within the identified activities of the company. In the final part is suggested a way how to increase the performance of the travel agency.