Huella Online Travel free essay sample

Travel faces several challenges in penetrating the Hong Kong market. While Hong Kong enjoys one of the highest Internet penetration rate in the world, its tech-savvy people are perplexingly wary of transacting business online. Huella situates itself in this kind of market, where people generally shun e-businesses, including air travel bookings, for perceiving it as a high-risk trade to seeing it as second only to the traditional marketplace. Initial qualitative survey results culled from a focus group discussion showed that respondents never heard of the Huella brand in Hong Kong, or to a few, a vague impression of what it is. Validating earlier surveys on online transactions, respondents also perceived Huella as a risky, unreliable brand, and voiced out security concerns on Huella’s website. Huella might take comfort of the fact that such concerns were not solely directed to the company but to Internet transactions in general. Moreover, people felt that risks are too high for any potential benefits, and that Huella was seen to be in the league of online travel agencies and not with the traditional brick-’n-mortar agents. Those who I feel will provide increased value to the study will meet the following criteria: Greater than 18 years old Frequent internet user Frequent online shopper Frequent traveler Recently traveled within the last year Experienced with both traditional travel agents as well as online travel services General Topics In construction of the study, the four main topics should mirror those discussed in the MGO focus groups. Those four topics again are: -Brand Awareness -Brand Image -Brand Positioning -Usage Pattern The information provided by these four topics best fit the goal of Huella’s efforts to increase market share in Hong Kong. Because these topics are also the same topics used in MGO’s qualitative study, they will provide statistical data leading to accept or reject MGO’s findings. A quantitative study of these four topics, coupled with key demographic questions, will only provide Huella with greater insight into the Hong Kong market. Demographic Questions In the creation of this quantitative study it is important to collect demographic data from the respondents. This data will prove important as the statistical analysis is performed. In both correlative and regression analysis these demographic questions provide us with the independent variables need to gain insight into who Huella is having success with and who they need to focus on to increase their market share. -Age -Gender -Income -Frequency of Travel -Reasons for Travel -Frequency of Internet Use -Frequency of Online Purchases Conclusion With the combination of the qualitative study performed by MGO and the quantitative study to be performed by MarketSpace, I am sure Huella will have the appropriate data to perform accurate analysis of the online travel market in Hong Kong. The analysis of this data will allow Huella to confidently move forward with a marketing strategy to gain a greater market share in Hong Kong.