Channel Choice Behaviour of Travelers

What is it about?

Channel Choice Behaviour of the tourists and how they choose between offline travel agents and online travel agents. The paper shows the factors which influence the tourists in choosing the best channel for them.

Featured Image

Why is it important?

This study is contributing to a growing stream of literature about the factors associated with channel choice in the travel and tourism market. We know that the multichannel retail platform in travel industry has given customers a wide scope to switch among channels according their preferences.The discussion with the customers and retailers has reflected upon the pressure that the retailers possess. The role of retailer is not just confined to a service provider but as a facilitator to create a value throughout the buying process. This indicates a tremendous opportunity for the budding retailers, which can be leveraged to create healthy relationship with the customers

Perspectives