Exploring the major factors influencing consumer selection of travel agencies in a regional setting

Article


Ng, Eric, Cassidy, Frances and Brown, Les. 2006. "Exploring the major factors influencing consumer selection of travel agencies in a regional setting." Journal of Hospitality and Tourism Management. 13 (1), pp. 75-84.
Article Title

Exploring the major factors influencing consumer selection of travel agencies in a regional setting

ERA Journal ID19653
Article CategoryArticle
AuthorsNg, Eric (Author), Cassidy, Frances (Author) and Brown, Les (Author)
Journal TitleJournal of Hospitality and Tourism Management
Journal Citation13 (1), pp. 75-84
Number of Pages10
Year2006
Place of PublicationAustralia
ISSN1320-5161
1447-6770
Abstract

The research reported in this paper explores why consumers choose to book their travel arrangements with travel agencies in regional settings. Consumers can now access on-line bookings for airlines, accommodation, transportation, sightseeing 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 agency or consultant and determines the relative importance of these in their selection process. The research was conducted in two stages. The first stage was a series of in-depth interviews with 10 travel agency users and three travel consultants. The second stage was a mail-out survey of 400 users of travel agencies in the Darling Downs area of Queensland, Australia. Despite its regionality, the region is a significant consumer of travel with approximately eight agencies in the city of Toowoomba alone. The in-depth interviews highlighted the need to de-emphasize two particular agency attributes, i.e. agency promotion and adequate brochure provision from the research questions and replace these with parking and travel reward programs as factors worthy of investigation. Survey results revealed that there were 12 significant attributes impacting on consumer selection and of these, the most important were firstly, the knowledge and experience of consultants, and secondly, the helpfulness and friendliness of consultants. Of particular note was that these attributes related to the consultant and not the agency per se. Travel reward programs were seen as the least influential in this research.

KeywordsRegional Australia, travel agency, selection attribution, travel agency user, online reservations
ANZSRC Field of Research 2020350806. Tourist behaviour and visitor experience
350804. Tourism marketing
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Byline AffiliationsSchool of Management and Marketing
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Cassidy, Frances, Brown, Les and Prideaux, Bruce. 2006. "Why are the outer islands in the South Pacific popular with some tourists and not with others? The Vanuatu example." Ogunmokun, Gabriel, Gabbay, Rony and Rose, Janelle (ed.) 2nd Biennial Conference of the Academy of World Business, Marketing and Management Development: Business Across Borders in the 21st Century. Paris, France 10 - 13 Jul 2006
An exploratory study on consumer travel agency information sources: an Australian regional analysis
Ng, Eric, Cassidy, Frances and Brown, Les. 2006. "An exploratory study on consumer travel agency information sources: an Australian regional analysis." 2006 International Conference on Business and Information (BAI 2006). Singapore 12 - 14 Jul 2006 Taiwan.
What motivates event tourists?
Cassidy, Frances. 2006. "What motivates event tourists?" 2006 International Conference on Business and Information (BAI 2006). Singapore 12 - 14 Jul 2006 Taiwan.
Supplier selection in industrial supply-chains: the case of Taiwanese agribusiness
Ng, Eric, Brown, Les, Hastings, Kathy and Cassidy, Frances. 2006. "Supplier selection in industrial supply-chains: the case of Taiwanese agribusiness." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
Knowledge integrator nodes in teams or networks in multinational enterprises
Erwee, Ronel, Brown, Les and Poh, Lee-Guan. 2002. "Knowledge integrator nodes in teams or networks in multinational enterprises." IMP Group Asia Conference (2002). Perth, Australia 11 - 13 Dec 2002
What future the cane industry: is training a vehicle for change?
Brown, Les, Cruickshank, Margaret and Johnston, Debra. 2005. "What future the cane industry: is training a vehicle for change?" Drew, R. (ed.) International Symposium on Harnessing the Potential of Horticulture in the Asian-Pacific Region (2005). Coolum, Australia 01 - 03 Sep 2004 Belgium.
Building supply networks: how growers gain their marketing edge
Brown, Les, Cruickshank, Margaret and Johnston, Debra. 2005. "Building supply networks: how growers gain their marketing edge." Drew, R. (ed.) International Symposium on Harnessing the Potential of Horticulture in the Asian-Pacific Region (2005). Coolum, Australia 01 - 03 Sep 2004 Belgium.
What motivates sports event tourists?: a synthesis of three disciplines
Cassidy, Frances. 2005. "What motivates sports event tourists?: a synthesis of three disciplines." Richardson, Jeni, Richardson, Kristy, Rogers, Margaret and Walker, Sandra (ed.) Women in Research Conference 2005: Women Doing research. Gladstone, Australia 24 - 25 Nov 2005 Rockhampton.
Satisfaction of Australian grey tourists to the Great Barrier Reef islands of Queensland
Cassidy, Frances. 2005. "Satisfaction of Australian grey tourists to the Great Barrier Reef islands of Queensland." Boyle, Alicia and Tremblay, Pascal (ed.) 2005 Council for Australian Tourism and Hospitality Education: Sharing Tourism Knowledge. Alice Springs, Australia 01 - 05 Feb 2005 Darwin, Australia.
Types of B2B e-business model commonly used: an empirical study on Australian agribusiness firms
Ng, Eric. 2005. "Types of B2B e-business model commonly used: an empirical study on Australian agribusiness firms." Australasian Agribusiness Review. 13, pp. 1-13.
An empirical framework developed for selecting B2B e-business models: the case of Australian agribusiness firms
Ng, Eric. 2005. "An empirical framework developed for selecting B2B e-business models: the case of Australian agribusiness firms." Journal of Business and Industrial Marketing. 20 (4/5), pp. 218-225. https://doi.org/10.1108/08858620510603891