Abstract
The objective of this study was to understand the factors that influence travel agency recommendations in the United Kingdom. This was achieved using a mixture of focus groups, interviews, and “mystery shoppers.” Exploration into the process of choosing a holiday showed that the brochure plays an important role for many consumers. However, for the travel agent the brochure is low priority, and even when the brochure is used the travel agent often has a considerable amount of influence on consumer decision making. Whether the agency is vertically integrated has considerable influence on the recommendation process. Based on analysis of the interviews and focus groups, a model was developed and tested using mystery shoppers. Results from investigating 156 travel agents across the United Kingdom indicate that the majority of travel agents owned by large tour operators will attempt to push the holidays of their parent company rather than give impartial advice to consumers. Theoretical and practical implications are discussed.
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