Marketing Strategies : the situation and development suggestions for small and medium-sized travel agencies in China's Hainan province

Abstract: Purpose/aim: This paper research to help SME travel agencies make ticket pricing strategy and choose the reasonable age group for publicity. Design/methodology/approach: This thesis will use SWOT to analyze the strength, weakness, opportunity and threat of Hainan’s SME travel agencies, and also the marketing theory and human resource management. Through discussion and research we will analyze the connection between the influencing factors for travel agencies. The data has been collected through questionnaires. The analysis includes a description of the samples and statistical tests in form of regressions. Findings: The analysis showed that there is a connection between the frequency of travel and the age of the travelers. There are also connections between the select ticket price and different cities. It is important for SME travel agencies make a ticket price strategy. Originality/value: According to this thesis, it is obvious that SME travel agencies have more problems with travelers and an unreasonable strategy in Hainan. Based on these findings we would argue that small and medium sized travel agencies should choose a group consisting of young and middle aged adults when they advertise, decide their ticket pricing strategy and when they develop new tourism products. This study has a value when it comes to analyzing the situation and develop suggestions for SME travel agencies in Hainan.