GLOBALIZATION AND CHANGES IN CONSUMER BEHAVIOR - IMPACT ON TRAVEL AGENCIES

The development of globalization process has influenced tourism to become the industry with a fierce competition, both among tourism destinations, and tourism enterprises. The increase in the number of participants in the global tourism market triggers numerous changes in market approach of travel agencies. They are required to adapt to a new consumer profile in tourism, new tourist expectations in terms of technology and environmental protection, to the demand for new tourism products etc.
The analysis of globalization process in the world tourism market and competitive marketing responses in business of travel agencies, are in the focus of this research. The research results should propose necessary marketing performances for better understanding of consumers and improving competitiveness in travel agencies in Serbia. The research methodology is based on the questionnaire and secondary research (desk research).