Abstract
This study investigated effective measures that traditional travel agencies can take to encourage customers to visit their real stores. The background of this study is that while real stores are being reevaluated in other industries, they have not been discussed in practical terms or in research. Therefore, it was considered that the lack of online communication directly related to encouraging visits to real stores is hindering the solution of the problem and examined effective measures in online communication for inducing visits to real stores. Based on the quantitative analysis, the conclusion is that “the development of online communication that can be anticipated in advance to create a sense of similarity among consumers with any ʻculture view of self,ʼ with employees who engage in interactions at the travel companyʼs physical stores and other customers inside the store”. Marketers need to communicate through a variety of digital communications that consumers can perceive their own similarities to in-store employees and other customers when they visit a store. Through my research, I want to convey the message that travel agencies should not wait for customers to arrive at the store but should venture out while their bodies are still inside the store. In other words, they need to change the very concept of customer service in real stores.
