Yo Hong Kong Travel – An evaluation of the feasibility in setting up an internet travel agency in Hong Kong
Li, Hiu Ching
University of Wales
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This enterprise project aims to investigate the feasibility of developing an internet based travel agency in Hong Kong - Yo Hong Kong Travel. The business is concentrating in selling self- customized package for Mainland Chinese. The objective of the enterprise project is to evaluate the relevant literature about online travel agency practices, Chinese tourist behavior and their buying habit. In addition, carry out research on whether a gap in the tourism market exists by analyzing existing competitors. As well as to verify target segments and examine their behavior by conducting primary research of distributing questionnaires about their interest in purchasing self- customized package on the internet. A SWOT analysis was indicated to assess the internal and external factors in setting up the internet based travel agency business. The research identified the demand of self- customizing package when Mainland Chinese choosing Hong Kong as a destination, whether the target market thinks the self- customized package service is important. The result section of the enterprise project indicated that the business will obtain favorable return after adopting suitable marketing strategy.
BA Enterprise Project
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