The Role(s) Of The International Travel Agent In The Travel Decision Process Of Client Families

Abstract

Traditionally, travel promoters seeking to market their products to an international clientele have engaged the services of selected local travel agents already serving the pro moters' target customers. It is commonly assumed that these local representatives are knowledgeable about their clients' concerns and preferences and can use this information to benefit the promoters' marketing efforts. This study presents evidence which challenges these widely held beliefs. These data suggest that international travel agents are actually unfamiliar with the travel behaviors of their clients and therefore are less than effective it? their market intermediary roles.