Examining The Websites of Travel Agencies: The Case of Ankara

Abstract

Websites have an important place in the marketing activities of travel agencies. Websites allow travel agencies to reach their consumers directly, while increasing their cost and efficiency. Consumers seek accurate, high-quality, comprehensive and personalized information on their websites and they make their purchasing decisions accordingly. In this research, the websites of travel agencies operating in the province of Ankara were examined by content analysis method. In the research, the websites of 870 travel agencies that can be reached were evaluated by dividing into various categories and subcategories. According to the results of the research, it has been determined that travel agencies are insufficient in offering different language options to their consumers, they use social media tools to support their websites, and they give more place to campaigns and discounts in sales promotion tools. It has been determined that they give very little space to website applications such as “live assistant”, “user reviews” and “FAQs”.