Abstract
M.A. (Tourism and Hospitality Management)
Travel agents have been traditionally seen as the key intermediary between suppliers of travel services and the traveller. Developments in the field of information technology offer consumers an alternative to booking via a travel agent - the option to plan and arrange holidays online. Due to the ever developing nature of technology, travellers have the luxury of a multitude of choices in their everyday life - particularly so in making decisions regarding travel. Travellers will seek to optimise choices by selecting a distribution channel which will provide them with the greatest perceived value. The primary goal of the study is to explore the underlying factors that influence consumer behaviour in making travel decisions, with specific reference to choosing between booking through a travel agent or online. Research with a perspective on travel decision-making in South Africa is limited. In attempting to fill the void, this study surveyed 408 respondents residing in South Africa using a structured questionnaire, and examined preference in booking holiday flights or accommodation travel through a travel agent or Internet. A literature review was embarked upon to create a framework for this study and to recognise previous research related to travel decision-making. Exploratory factor analysis was used to identify factors influencing traveller decision-making. Statistical tests, such as Chi-square and correlation tests, were further used to examine the degree of relationship and significance between items and factors. Factors that influence travel decision-making were identified, namely trust and financial risk perception, convenience and adoption of technology, price, personal contact or empathy and the role of demographic factors such as age, income and ethnicity...