Customers purchasing directly from tour operators valued experience with the tour company and personal recommendations in decision making. Agency clients valued the ease of booking through agents along with information from guidebooks and tourist bureaus. Domestic travelers were more often operator clients, and foreign travelers were more often agency clients. Differences are discussed in terms of different segments of customers within the channel of distribution.
CITATION STYLE
Duke, C. R., & Persia, M. A. (2015). Purchasing Issue Importance in Service Channels of Distribution: Tour Operators and Travel Agents. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 405–408). Springer Nature. https://doi.org/10.1007/978-3-319-13159-7_92
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