An Exploratory Study on Corporate Social Responsibility and New Strategic Management of Small Travel Agencies in Korea: Focusing on Types of CSR and Marketing Activities

Min Woong Ki; Kim, Nam Jo

doi:10.170861/JTS.2015.39.1.229

The study pays attention to the change of business environment that companies should consider social and public value in their operation beyond making profits. It is difficult for small travel agencies to promote the public interest in their operation because they are too small to implement the management strategy of CSR except to make profit. Among structural problems of travel market, the opaque fixed price of travel products discourage consumers from trusting in travel agencies that implement CSR while economies of scale prevent small travel agencies from implementing CSR properly compared to major competitors. Accordingly small travel agencies should build new management strategies, develop new differentiated travel products, establish a network to communicate with distribution channels, segment a market, build a brand strategy. Finally, small travel agencies in Korea need to apply the management strategy of CSR to secure public value demanded by more consumers.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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