Factors Affecting Choice of a Travel Agency for Domestic Tourism

Abstract

The primary purpose of this study is to explore the important factors affecting Shanghai residents' selection of a travel agency for domestic tours. Through a survey of 493 Shanghai residents, the study identified “Tour security and safety” as the most important attribute in the selection of a travel agency, followed by “Credibility of the travel agency” and “Agency reputation.” Six factors of travel agency selection were derived: Interactive ability, guest satisfaction, service quality, tour facility estimation, travel agency image and service characteristics. The relationships among demographics and the six factors were examined. Results reveal that the six travel agency selection factors are found to have significant differences in relation to five demographic characteristics: gender, marital status, age, occupation and general household income level. It is suggested that travel agencies in China can make use of this information to formulate appropriate marketing strategies to cater for their customers and succeed in an increasingly competitive environment.