Socio-demographic variables' relationships in choosing between travel agencies and the Internet for leisure travel arrangements: the case of South Africa

Traditionally, travel agents have been seen as the key intermediary between suppliers of travel services and the traveller. Consumers of travel services can plan and arrange holidays themselves (online or directly through the supplier) or use the services of a travel organiser, such as a travel agent. Travellers will seek to optimise choices by selecting a distribution channel which will provide them with the greatest perceived value. The goal of this study is to investigate the role of socio-demographic variables in influencing consumer behaviour when making travel decisions, with specific reference to choosing between bookings through a travel agent or online. 408 South African residents were surveyed using a structured questionnaire, in examining possible relationships between travellers‟socio-demographic characteristics and preferences in booking holiday flights or accommodation through a travel agent or Internet.Travellers were sampled using a non-probabilistic convenience sampling method. Descriptive andBivariate analyses of the data collected were done. Pearson Chi-Square test checked for relationships between variables. This study made an interesting finding that unlike popular belief; the age of travellers does not relate to choice of booking via the Internet or travel agent. However statistically significant relationships were found between travellers‟ income level and race, on the one hand; and booking domestic flights online or through a travel agent, on the other hand

Socio-demographic variables' relationships in choosing between travel agencies and the Internet for leisure travel arrangements: the case of South Africa

Abstract Traditionally, travel agents have been seen as the key intermediary between suppliers of travel services and the traveller. Consumers of travel services can plan and arrange holidays themselves (online or directly through the supplier) or use the services of a travel organiser, such as a travel agent. Travellers will seek to optimise choices by selecting a distribution channel which will provide them with the greatest perceived value. The goal of this study is to investigate the role of socio-demographic variables in influencing consumer behaviour when making travel decisions, with specific reference to choosing between bookings through a travel agent or online. 408 South African residents were surveyed using a structured questionnaire, in examining possible relationships between travellers' socio-demographic characteristics and preferences in booking holiday flights or accommodation through a travel agent or Internet. Travellers were sampled using a non-probabilistic convenience sampling method. This study made an interesting finding that unlike popular belief; the age of travellers does not relate to choice of booking via the Internet or travel agent. However statistically significant relationships were found between travellers' income level and race, on the one hand; and booking domestic flights online or through a travel agent, on the other hand

Choosing between travel agencies and the Internet

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..

Socio-demographic variables" relationships in choosing between travel agencies and the Internet for leisure travel arrangements: the case of South Africa

Abstract Traditionally, travel agents have been seen as the key intermediary between suppliers of travel services and the traveller. Consumers of travel services can plan and arrange holidays themselves (online or directly through the supplier) or use the services of a travel organiser, such as a travel agent. Travellers will seek to optimise choices by selecting a distribution channel which will provide them with the greatest perceived value. The goal of this study is to investigate the role of socio-demographic variables in influencing consumer behaviour when making travel decisions, with specific reference to choosing between bookings through a travel agent or online. 408 South African residents were surveyed using a structured questionnaire, in examining possible relationships between travellers"socio-demographic characteristics and preferences in booking holiday flights or accommodation through a travel agent or Internet.Travellers were sampled using a non-probabilistic convenience sampling method. Descriptive andBivariate analyses of the data collected were done. Pearson Chi-Square test checked for relationships between variables. This study made an interesting finding that unlike popular belief; the age of travellers does not relate to choice of booking via the Internet or travel agent. However statistically significant relationships were found between travellers" income level and race, on the one hand; and booking domestic flights online or through a travel agent, on the other hand

Quest Volume 2 Number 2

Contents: SALT "gigantic African eye" - How the largest single optical telescope in the southern hemisphere was built: Observing the Universe - Revelations from spectacular skies over southern Africa -The distance scale of the Universe - Light echoes reveal the structure of interstellar space - Borderline between neutron stars and black holes. Phil Charles -the next Galactic supernova?- Clusters and superclusters of galaxies -First science with SALT: Views from space: Earth observation - Satellites and the electromagnetic spectrum: African starlore - Traditions from southern Africa: New era for southern African astronomy - Through SALT to a bright future: What is happening to the Earth's magnetic field? - Space weather, auroras, and the Earth's magnetic shield: The energetic Universe in gamma rays - Supernovas. cosmic rays. and new shapes in the Milky Way: Planning the Karoo Array Telescope - Bold new project for radio astronomy: Fact file SALT: empowering facts - More about SALT • A day in the life of SALT • Astronomy to empower the country: Science news - A South African first for TB research - Lessons from cyclones: Careers In astronomy, the sky's the limit!: Your questions answered - Hurricanes: Viewpoint Interview On project management: The S& T tourist Gateways to the Universe - Visit planetariums - and Sutherland too: Books Africa's Giant Eye: Building the Southern African Large Telescope:The Department of Science and Technology: Academy of Science of South Afric