Affiliate marketing in online tourism industry and its impact on consumer trust

• Номер работы:
  371688
• Раздел:
  Все работы   →   Дипломы MBA (Master of Business Administration)   →   Маркетинг и рекламная деятельность (PR)
• Год добавления:
  01.12.2015 г.
• Объем работы:
  93 стр.
• Содержание:
  TABLE OF CONTENTS
  
  DECLARATION FORM 2
  THE ABSTRACT 3
  1. INTRODUCTION 7
  1.1. Background and overview 7
  1.2. Problem definition 9
  1.3. Research purpose 11
  1.4. Research question 11
  1.5. Problems and limitations 12
  1.6. Disposition 13
  2. LITERATURE REVIEW 14
  2.1 Concept and organization of affiliate marketing 14
  2.2 Terminology of affiliate marketing 17
  2.3 Types of affiliate programs 18
  2.4 E-commerce in Europe 20
  2.5 European Online Tourism 22
  2.6 Models of consumer behavior in the online environment 24
  2.7 Consumer trust: concept and features 30
  2.8 The indicators of trustworthy of online services 35
  3. RESEARCH METHODOLOGY 41
  3.1 Research strategy 41
  3.2 Research approach 43
  3.3 Description of the model according to which the analysis will be proceed 44
  3.3.1 Consumer trust model 44
  3.3.2 Data collection methods 44
  3.5 Analysis of data 47
  3.6 Research credibility 48
  4. ANALYSIS OF IMPACT OF AFFILIATE MARKETING IN ONLINE TOURISM INDUSTRY ON CONSUMER TRUST AND ITS RESULTS 50
  4.1 Description of the sample 50
  4.2 Research of factors of consumer trust 57
  4.3 Identify criteria for assessing the consumer trust 60
  4.4 Analysis of the consumer trust based on Experiential Focus Group Interviews 65
  4.5 Identify dependencies between region of residence and the level of consumer trust based on cluster analysis 68
  4.6 Determination dependencies between factors of consumer trust based on neural networks model 70
  5. CONCLUSION AND RECOMMENDATIONS 72
  REFERENCES 79
  TIMETABLE 88
  APPENDICES 89
  
  LIST OF FIGURES
  Figure 2.1: The affiliate marketing model 15
  Figure 2.3: Affiliate marketing Spending 2007-2014 17
  Figure 2.4: E-commerce Data of Goods and Services 20
  Figure 2.5: The Trust Pyramid 27
  Figure 3.1: Consumer trust model 33
  Figure 4.1 – Pie/ polar Graph of SPSS data of the spreading of respondents' gender 39
  Figure 4.2 – Pie/ polar Graph of SPSS data of the spreading of respondents' age 40
  Figure 4.3 – Pie/ polar Graph of SPSS data of the spreading of respondents' occupation 41
  Figure 4.4 – Pie/ polar Graph of SPSS data of the spreading of respondents' occupation 42
  Figure 4.5 – Pie/ polar Graph of SPSS data of the spreading of respondents' frequency of travel 43
  Figure 4.6 – Pie/ polar Graph of SPSS data of the spreading of respondents' number of the made purchases on affiliate online-tourism services 45
  Figure 4.7 – Histogram Pyramid of SPSS data of the dependence between frequency of travel and number of the made purchases on affiliate online-tourism services 45
  Figure 4.8 – Scree Plot 48
  Figure 4.9 – Component Plot in Rotated Space 51
  Figure 4.10 – Take Tours website 55
  Figure 4.11 – Visit Britain Shop 56
  Figure 4.12 – Tree Diagram 57
  Figure 4.13 – Independent Variable Importance Chart 58
  
  LIST OF TABLES
  Table 2.1 - Tourist accommodation establishments 22
  Table 4.1 – Output of SPSS data of the spreading of respondents' gender 39
  Table 4.2 – Output of SPSS data of the spreading of respondents' age 40
  Table 4.3 – Output of SPSS data of the spreading of respondents' occupation 41
  Table 4.4 – Output of SPSS data of the spreading of respondents' country of living 42
  Table 4.5 – Output of SPSS data of the spreading of respondents' frequency of travel 43
  Table 4.6 – Output of SPSS data of the spreading of respondents' number of the made purchases on affiliate online-tourism services 44
  Table 4.7 – The spreading of average estimates of variables 46
  Table 4.8 – Conclusion of a package of data of SPSS of dispersion percent 47
  Table 4.9 – Communalities 49
  Table 4.10 – Component Matrix 50
  Table 4.11 – Component Transformation Matrix: Distribution of interrelation between factors 50
  Table 4.12 – Correlation Matrix 52
  Table 4.13 – KMO and Bartlett’s Test 53
  Table 4.14 – Classification 58
  Table 4.15 – Classification according the neural networks model 59
  
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  1. INTRODUCTION
  
  1.1. Background and overview
  
  Affiliate marketing is one of instruments of internet marketing, and it is considered as a one of the most effective methods of promotion. Affiliate marketing is the environment in which the online store (also known as an advertiser) receives leads, or sales, by means of placement of advertizing materials on websites, also known as affiliates (Hamilton R., 2015). In affiliate marketing there are a lot of original ideas, new technologies and ways to motivate audience to buy various goods and services. Online-tourism favorably differs from other business areas that can be promoted with the help of affiliate marketing (Walker, 2010). In online tourism there is a huge amount of content with which it is possible to work and constancy, the list of the popular directions and destinations almost doesn't change (Goeldner, Brent, 2011). Moreover, the online-tourism is Europe is constantly growing (Anderson, 2015).
  The Internet, being one of the integral components of modern life, has significant impact on the market of tourist services, tourist branch and tourism as a type of leisure in general. One of obvious consequences of distribution of tourist online services is considerable simplification of process of the independent organization of a trip (Carty, 2015). Any person, without leaving the house, can receive detailed information on a place of the planned trip, carry out the analysis of price proposals of tour operators, and pick up optimum option of the tour on one of the sites aggregators, reserve hotel, pay for an air/train ticket, order and pay for excursions (Carty, 2015). Thus, the Internet is the second most important source of information for the preparation of a tourist trip, second only to the more traditional and affordable way to get information - opinions and reviews of friends and relatives. However the Internet is not only a way of obtaining information, but also the useful instrument of planning and the organization of tourist trips (Zito, 2015).
  Affiliate marketing (AM) has recently become a very emerging topic. It is described as an online act of promoting and advertising someone else's products or services in order to make income as a percentage gained from each sale or lead generated (Hofmann, Novak 2000, p. 44). The main objective for AM is to advertise and drive sales of products by getting Internet traffic to affiliates on commission basis (Malaga, 2007, p. 112).
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