A Pattern of Travel Agency Choice

Document Type : Research Paper

Author

Associate Professor, Allameh Tabatabai’ University

Abstract

This study attempts to achieve two main objectives. The first one is to offera pattern of travel agency choice by focusing on recreational tours. The second one is to compare important factors, with demographic attributes (such as sex, marital status, age, education, occupation and revenue). Results relevant to first objective, using cluster sampling, among the managers of travel agencies, and by receiving also the results of 98% of distributed questionnaires among the domestic tourist, as well as applying factor analysis and Freed man tests, shows that from domestic tourists perspective, there are five factors affecting  on Tehran's travel agency choice. These factors are: product attributes; packaged tours by travel agency; employees' service delivery; price, advertisement and finally physical evidences, as well as the location of travel agency and tourists' sources of information. Findings for second objective, by using the t student and one way analysis of variance (ANOVA), shows that there are only sex and occupation which are significant at 95 % confidence interval.

Keywords

References

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