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Entry Strategies and the Potential of International Travel Market: Perceptions and Practices of Macedonian Travel Agencies

Author

Listed:
  • Hristova Snezhana

    (School of Business Economics and Management, University American College Skopje, Skopje, Republic of North Macedonia)

  • Efremov Krum

    (School of Business Economics and Management, University American College Skopje, Skopje, Republic of North Macedonia)

  • Filipova Klaudija

    (School of Business Economics and Management, University American College Skopje, Skopje, Republic of North Macedonia)

Abstract

Having in mind that the tourism industry has been seen as highly complex and competitive, which is driven also by the rapid change in technology, the paper examines the perceptions and practices of Macedonian travel agencies that have intentions to boost their international exposure and find new strategies to perform. Data were collected from 96 employees’ responses to identify external macro and competitive environment factors as well as to further investigate of the patterns and perceptions regarding their international strategy practices. Two considerations are taken into the discussion. What travel agencies might do in view of changes in the global environment and in view of its abilities and what entry mode is most suitable. Hence, the findings from the paper support the notion for greater internationalization and for encouraging travel agencies to establish new strategic alliances. Also, it can provide relevant and useful information for the policy makers which can be used for improving the overall tourism country internationalization efforts.

Suggested Citation

  • Hristova Snezhana & Efremov Krum & Filipova Klaudija, 2022. "Entry Strategies and the Potential of International Travel Market: Perceptions and Practices of Macedonian Travel Agencies," Czech Journal of Tourism, Sciendo, vol. 11(1-2), pages 42-59, December.
    • Handle: RePEc:vrs:cjotou:v:11:y:2022:i:1-2:p:42-59:n:3
    DOI: 10.2478/cjot-2022-0004
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    References listed on IDEAS

    as
    1. Ron Kemp & Marco Mosselman & Jasper Blees & Jeroen Maas, 2003. "Barriers to Entry," Scales Research Reports H200301, EIM Business and Policy Research.
    2. Pitt, Leyland & Berthon, Pierre & Berthon, Jean-Paul, 1999. "Changing channels: The impact of the internet on distribution strategy," Business Horizons, Elsevier, vol. 42(2), pages 19-28.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    market agencies; entry strategies; tourism sector; internationalization;
    All these keywords.

    JEL classification:

    • L17 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Open Source Products and Markets
    • L21 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Business Objectives of the Firm
    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure

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