Abstract
The price appeal type course of the overseas package tour is usually released as the additional product after the release of the annual standard course. The purpose of this price appeal type course is to generate the demand that may not normally occur based on the annual standard course. However the price appeal type course consequently forces the severe low price competition among the travel agencies and brings the low profit structure to the travel agencies. Therefore the all travel agencies have been trying to build up their own brand that is strong enough to create a demand with or without 'price appeal courses' for a long time. Unfortunately, such a brand has yet to be built up. Additionally the low-priced brands, equated to operation at a lower cost, has become a norm where customers expect price-reduced tours. This study is to verify that the structure of the product based on the cause of this phenomenon and to consider the future direction.
