Internal Marketing Factors and the Performance of Travel Agencies∗

Abstract

As participants in creating a tourism offering and as initiators of tourist demand, travel agencies represent a key segment of the tourist market. Hence, the business results of these tourism companies will have a direct impact on realising tourism traffic in destinations. This makes it essential to analyse the business results achieved and the performance of travel agencies. The outcome of the analysis of business results and performance, together with the weaknesses and strengths identified in the operations of travel agencies based on an analysis of internal marketing factors, represent a basis for managers in making business decisions, as well as in carrying out analysis and research aimed at achieving enhanced business results and greater performance of travel agencies.