Role of Communication Networks in Enhancing Sales Performance and Sustainability in the Tourism Industry

Abstract

Communication network is very essential for maintaining consumer awareness and sales success since the tourism sector is purely information driven and it is service oriented. Travellers rely mostly on these communication networks for collecting information, decision making and building trust because these products are highly intangible. The study focus on how these internal and external communication sources might improve the sales hike in travel and tourism industry. It focusses mainly on how these digital platforms and organisational communication boost customer engagement and enhance service coordination and thereby increase customer satisfaction and booking efficiency. With particular reference to tourism business in Alapuzha district, Kerala the study focusses on how these communication network will improve and increase the sales performance in the tourism sector. Efficient communication is very essential in creating the customers impressions, trust and purchase decision because these products are intangible. Using a structured questionnaire 50 workers from travel agencies, tour operators, house boat services provides primary data for the study. The study also reveals how these communication network improves and increase coordination, customer satisfaction and sales proceeds in tourism firms by focussing on the internal and external communication networks, digital networks, response to customer queries and information exchange