RESEARCH NOTE: THE ROLE AND POTENTIAL OF TRAVEL AGENCY STAFF AS A MARKETING COMMUNICATIONS TOOL

Abstract

This article explores the role and potential of travel agency staff as a marketing communications tool in marketing package holidays. A number of data collection methods were used to provide in-depth information. They ranged from initial exploratory interviews with tourists, key informant interviews with managers at travel agencies, observations at travel agencies, focus group studies with tourists, and final interviews with tourists. All explored the role and potential of travel agency staff as a marketing communications tool. The findings of the primary research indicate that there is a disparity of perception between the management of travel agencies and domestic tourists in Turkey as to the role of travel agency sales staff in marketing domestic holidays. The research shows that the sales staff at travel agencies are not used effectively as a marketing communications tool. The research findings are believed to be relevant for other services industries as well as tourism and service sector businesses in other countries.