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.