A Study on Travel Agency Brand Management - Based on the Questionnaire of Beijing Customers

With the fierce market competition, brand management has become an important job for the travel agency\´s survival and development. In this paper, four components of brand management were proposed based on the "brand equity drivers" of David A. Aaker. The questionnaire survey of 102 Beijing consumers showed that travel agency should be from brand awareness, perceived brand quality, brand association¿Abrand satisfaction and loyalty to strengthen brand management. Meanwhile, the paper gave some advices according to the travel agency\´s shortcoming about four components of brand management.