Abstract
The travel industry always adopted new and advanced technologies easily and rapidly due to convenience. Revolution in e-commerce has changed the modus operandi of the industry. Tourism stakeholders are also adopting such technologies not only out of the self-convenience but also due to the increasing demand from consumers. Online search and purchase of travel services are common phenomenon nowadays which has affected travel agents massively. Notably, extremely limited studies have investigated the agencies' perspectives on such an effect. In this vein, the present study surveyed 189 travel agents of Aurangabad, a non-metro city prominently known as the tourism capital of the state of Maharashtra, through the online and offline distribution of questionnaires. Descriptive analysis was performed to analyse the primary data. The survey revealed the positive attitude of the travel agents towards this development. Further, they observed that easy information availability increased enquiries and sales of travel services. At the same time, it is evident that they have already started adopting such online services and, in the future, these technologies will become ubiquitous in the industry. Thus, the study suggested that there is a need for a proper mixture of technology and human assistance to have a bright future for travel agencies.
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