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

Ng, Eric and Cassidy, Frances (2005) An exploratory study on consumers' selection of Australian regional travel agencies. In: ANZMAC 2005: Broadening the Boundaries, 05-07 Dec 2005, Fremantle, Western Australia.

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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

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Copyright retained by author. Conference website:
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 11 Oct 2007 00:20
Last Modified: 02 Jul 2013 22:32
Uncontrolled Keywords: regional travel agencies, travel agent, travel agencies
Fields of Research : 15 Commerce, Management, Tourism and Services > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience

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