Exploring the Factors Influencing the Selection of Traditional Travel Agencies: A Case of Banjarmasin, Indonesia

Abstract

Highly developed online facilities by travel agents have grown drastically over the past years. Internet is taking over the businesses of traditional travel agents in their existing as well as emerging markets. Due to the dynamic and diverse nature of technology, the travellers are seeking to optimize their travel attitude in an effective manner while implicating several threats. Amidst all changes, this study investigated the attitude of Indonesian travellers visiting traditional travel agents. A self-administrated online survey was used to collect the data from local travellers of Banjarmasin, Indonesia. A sample of 277 respondents showed a significant relationship between the expertise of travel agents, handling capacity, technological adoption towards visiting traditional travel agents. Interestingly, the social interaction factor has no significant influence. Further, the analysis identified that secure transaction shows a partial mediating effect between travellers visiting traditional travel agents and their habitual selection behaviour. The results of the study indicate that Indonesian travellers have an overall positive attitude towards traditional travel agencies due to their expertise and handling capacity of travel services. An important finding reveals transactional security as a vital factor in habitual selection behaviour of Indonesian travellers. In future, there is a necessity for a holistic approach towards the understanding of both demand and supply perspectives of travel services.

In-store technologies to improve customer experience and interaction: an exploratory investigation in Italian travel agencies

“…, 2020; Shi and Hu, 2020; Brun et al. , 2020; Barnett and Standing, 2001), but also to offer an effective strategic response to the power wielded by big online players (Kumar et al. , 2021; Kim et al.…”

“…Therefore, it becomes paramount for TAs to not only adapt their retail approaches to new market trends, by combining their historical strengths with the new possibilities offered by technology (Sharma et al, 2020;Shi and Hu, 2020;Brun et al, 2020;Barnett and Standing, 2001), but also to offer an effective strategic response to the power wielded by big online players (Kumar et al, 2021;Kim et al, 2020). Until a few decades ago, the travel catalogue was the only tool traditional agencies could use to interact with the customer (Novak and Schwabe, 2009;€ Ozturan and Roney, 2004), but nowadays, the challenge is to integrate sales channels through ICT tools and physical layouts that will increase the customer's value experience and loyalty Rossato and Castellani, 2020;Mahrous and Hassan, 2017;Lai, 2014).…”

Exploring usage, expected benefits and perceived usefulness of social media in travel agencies: an empirical investigation in Italy

“…Despite having historically focused their competitive advantage on off-line aspects, like travel agent expertise and handling capacity (Kumar et al ., 2021; Aguiar-Quintana et al ., 2016; Marinković et al ., 2013; Fang et al. , 2020; Huang, 2012), tourist intermediaries such as TAs are facing a digital transformation as SM tools have become pervasive, affecting their strategies as a consequence.…”

“…Literature review and research objectives 2.1 Social media usage in travel agencies Social media (SM) have had a very strong impact on the tourism intermediation industry, mostly because of how they have transformed the whole decision-making process of potential travellers (Xiang et al, 2015;Mar G alvez-Rodr ıguez et al, 2020;Asongu and Odhiambo, 2019;Fotis et al, 2012). Despite having historically focused their competitive advantage on off-line aspects, like travel agent expertise and handling capacity (Kumar et al, 2021;Aguiar-Quintana et al, 2016;Marinkovi c et al, 2013;Fang et al, 2020;Huang, 2012), tourist intermediaries such as TAs are facing a digital transformation as SM tools have become pervasive, affecting their strategies as a consequence. The importance of SM for TAs goes far beyond the influence they can exert on the choice process, extending to the processes of co-creation of value and the customer's increasingly important role (Yang et al, 2014;Dolan et al, 2019).…”