Characteristics and perspectives of travel agencies franchises: the case of the spanish market

tourism is one of the main economic drivers for many countries. the travel agency industry is closely related to tourism. this industry is greatly affected by the global economic crisis. therefore, it is necessary to establish new forms of marketing in order to overcome the crisis. franchising is a good option for many firms who want to overcome the crisis by the expansion of their brand. the main goal of this study is to analyze the current situation and possible tendencies of the travel agencies franchises. also, another goal of this study is to identify possible strategic groups within the travel agency industry, operating under the franchise system. for this purpose we focus on a developed franchise system, as is the case of the spanish market. some interesting results are obtained from this study.