Abstract
Travellers can plan and arrange holidays themselves online or through the supplier, or use the services of a travel organizer, such as a travel agent. Consumers of travel services will seek to optimize choices by selecting a distribution channel which will provide them with the greatest perceived value. The primary goal of this study is to explore the underlying factors that influence consumer behaviour in making travel decisions, with specific reference to choosing between booking through a travel agent or online. Research with a perspective on travel decision-making in South Africa is limited. This study surveyed 408 respondents residing in South Africa using a structured questionnaire examining preference in booking holiday flights or accommodation through a travel agent or Internet. Exploratory factor analysis was used to identify factors influencing traveller decision-making. Factors that influence travel decision-making were identified to include ‘trust’, ‘convenience and adoption of technology’, ‘best deal and price’, and ‘personal contact’. Travellers who preferred booking through the Internet found the potential of technology to save time and effort and to be convenient, due to the Internet being available day and night, important advantages of booking online. Travellers who preferred booking through a travel agent placed a premium on personal contact and social interaction between traveller and travel agent. They further valued the travel experience and ability of the travel agent to group transactions.
Highlights
Distribution in the travel industry involves getting travellers and service offerings together
Four main factors were identified as having an impact on traveller decision-making: a) trust, b) convenience and technological adoption, c) best deals and price and d) personal contact
The issue of trust constantly ranks amongst some of the most important factors in travel decision-making and was examined in the study with specific purpose – that of determining whether trust is important in travellers choosing between travel agent and Internet when making bookings
Summary
Distribution in the travel industry involves getting travellers and service offerings together. Information such as the way in which travellers make travel decisions - their preference of distribution channel or intermediary, is of immense value. Travel agents have been traditionally seen as the key intermediary between suppliers of travel services and the consumer. Their roles include serving as information centres and being a point of sale for suppliers of travel services to the public (Burkart & Medlik, 1981). Travellers will investigate and choose a distribution channel according to the choice that will provide them with the greatest perceived value (Izquierdo-Yusta & Martinez-Ruiz, 2011). Travellers will investigate and choose a distribution channel according to the choice that will provide them with the greatest perceived value (Izquierdo-Yusta & Martinez-Ruiz, 2011). Anckar (2003) agree, by postulating that consumers choose a distribution channel based on perceived net value of channel, seen as a trade-off between overall benefits and overall barriers to using them
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
