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.
Keywords Internet marketing - B2B2C - Wholesale
Sam-Kwon Jung is now teaching at Hotel and Tourism Management, YuHan University, the Republic of Korea. His main research area is tourism
and the application of IT to hospitality industry. he is working to produce synergy through interdisciplinary research encompassing
tourism, hospitality, and IT. He is working to Management Information System(MIS) software development of tourism industry
from 1988 to 2008.
Hyung-ihn Choe received her MBA degree in international business from University of Miami. She is an Assistant Professor and Department
Chair of Airline Service Department at Korea Tourism College. Her research interests include multi-service channel, consumer
behavior, and brand image in hospitality and airline industry. She is a member of Korea Academic Society of Hospitality Administration
and The Korea Academic Society of Tourism and Leisure.
Jeoung-Woo Byun is now teaching at the College of Hotel and Tourism Management, Kyung Hee University, the Republic of Korea. His main research
area is tourism and the application of IT to hospitality industry; he is working to produce synergy through interdisciplinary
research encompassing tourism, hospitality, and IT. He is vice-president of Service Science Association and he is also participating
in several government projects, as the chair of the tourism section for the Evaluation Committee of the Ministry of Culture,
Sports, and Tourism.