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Travel agent vs internet: What influences travel consumer choices?

Massey University, Palmerston North, New Zealand j.m.cheyne{at}massey.ac.nz

Mary Downes

National Student Administration and Teaching Support at Massey University

Stephen Legg

Centre for Ergonomics, Occupational Safety and Health in the Department of Human Resource Management at Massey University

Until relatively recently, travel agents have been the key intermediary between travel suppliers and consumers, with information as their primary stock in trade. However, changes to information technology and the advent of the internet have the potential to allow travel suppliers and consumers to interact directly, thus threatening the existence of the traditional travel agent. This paper examines the factors that influence travel consumers' choices between using a travel agent and/or the internet when planning and arranging their overseas holidays. Research employing a questionnaire survey and focus groups was conducted in a small New Zealand city. Findings from this exploratory study indicated the importance of a number of service dimensions, in particular: reliability, handling complexity, assurance, good deals and security. Other findings suggested that travel agents could become more competitive through more effective use of information technology and that the perceived value of the services required can influence consumer choices.

Key Words: travel • service • intermediary • quality • internet

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