An exploratory study on consumers' selection of Australian regional travel agencies

Paper

Ng, Eric and Cassidy, Frances. 2005. "An exploratory study on consumers' selection of Australian regional travel agencies." Purchase, Sharon (ed.) Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries. Fremantle, Australia 05 - 07 Dec 2005 Fremantle, Western Australia.
Paper/Presentation Title

An exploratory study on consumers' selection of Australian regional travel agencies

Presentation TypePaper
AuthorsNg, Eric (Author) and Cassidy, Frances (Author)
EditorsPurchase, Sharon
Journal or Proceedings TitleProceedings of the 2005 Australian and New Zealand Marketing Academy Conference (ANZMAC 2005)
Number of Pages7
Year2005
Place of PublicationFremantle, Western Australia
ISBN064645546X
Web Address (URL) of Paperhttp://www.anzmac.org/conf2005
Web Address (URL) of Conference Proceedingshttp://anzmac2005.conf.uwa.edu.au
Conference/EventAustralian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries
Event Details
Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries
Parent
ANZMAC Conference
Event Date
05 to end of 07 Dec 2005
Event Location
Fremantle, Australia
Abstract

The research reported in this paper explores why regional consumers choose to book their
travel arrangements with travel agencies. Consumers can now access on-line bookings for
airlines, accommodation, transportation, sightseeings tours and other related products so why
do they still go to travel agencies for reservations? This paper identifies the attributes which
consumers seek in a travel agent or consultant and determines the relative importance of these
in their selection process. The research will be conducted in two stages. The first stage has
been completed and was a series of in-depth interviews with 10 users of regional travel
agencies and three travel agency consultants. The second stage will be a mail-out survey of
travel agencies in the Darling Downs area of Queensland, Australia. Despite its locality, the
region is a significant consumer of travel with approximately eight retail travel agencies in the
city of Toowoomba alone. The in-depth interviews highlighted the need to de-emphasize two
particular agency attributes considered for inclusion in the survey for stage two. They were,
agency promotion and adequate brochure provision which were deleted from the intended
survey and replaced with parking and travel reward programs as factors worthy of
investigation.

Keywordsregional travel agencies, travel agent, travel agencies
ANZSRC Field of Research 2020350806. Tourist behaviour and visitor experience
Public Notes

Copyright retained by author

Byline AffiliationsSchool of Management and Marketing
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