Internet marketing strategy of a wholesale tour agency in Korea: Case of Hana Tour

摘要

This study reviews the Internet marketing strategy of Hana Tour, a wholesale tour agency in Korea. The Internet marketing mix of Hana Tour is successful in carrying out its vision and mission by using a 7P’s model, the combination of McCarthy’s 4P’s, ‘partnership’ and ‘person’ in Morrison’s 8P’s, and ‘process’ in Booms’ 7P’s. Particularly, this article presents a useful strategy to overcome the limitation of traditional offline sales channel and suggests a sales-orientated B2B2C business model through the Internet as a new channel.