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Service attributes of travel agencies: A comparative perspective of users and providers

School of Tourism and Hotel Management, Griffith University, Gold Coast, PMB 50 Gold Coast Mail Centre, Queensland 9726, Australia

This study compares residents' perception of travel agency service attributes' importance with travel agents' beliefs as to what their customers find important. Based on the responses from 266 travel agents and 405 New Zealand residents, the study concludes that there is a wide gap between residents' perceptions and travel agents' beliefs. It is argued that travel agents need to be more aware of what their clients actually want in order to remain competitive and to ensure their long-term viability. Few significant differences were found between different types of travel agencies. However, the segmentation of residents into users and non-users yielded a large number of significant differences based on the mean score results but few differences in attribute rank order.

Key Words: travel agency • travel agency user • service attribute importance • New Zealand

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