The Tourism Agency: The Role Of A Travel Agency

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who links the traveler and the travel service provider while promoting travel related services and products on behalf of a travel supplier, hence, unlike general retail business process, they do not hold physical goods or stock. Usually the travel agency does not purchase any form of a ticket in advance such as air tickets, entrance tickets to varies sites, amusement parks etc unless the client request in writing or make an advance payment for the relevant purchase of the tickets. Travel agency receives special rates from the travel service suppliers therefore the published rate of any given service in the holiday package would be higher than the special rate offered to the travel agency, which make the travel agency sell the holiday package …show more content…

However, this role more or less made invisible due to the mass market holiday package process, and several travel agency giants developed a "holiday supermarket" concept, where the traveler has an option to select the holiday package from printed brochures on racks or even on the computer and then reserve the preferred holiday package at the same time from the counter. Furthermore the concept of low cost airlines which are commonly described as no-frills also made a considerable social and economical impact which has created a gap between the travel agencies and the travelers.

2.2.2 Role of a Travel Agency

“Travel agent is defined as a person who undertakes a job for another person, who is the 'principal'. The principal in such a relationship not only sets the goals of the job, such as selling tickets, but may also control the means and manner in which the job is done” (Cheung & Lam, 2009).

Generally Travel agencies act as intermediaries between customers (Travelers) and the service suppliers such as Cruise Ships, Airlines, Accommodation Service Providers (Hotels, Motels, Hostels, Guesthouses, Home stays etc). Travel Agents are mainly create a link between the traveler and the travel service provider as an intermediary, hence they don’t possess any physical products for the traveler to choose but they do possess a lot of information about the products which would be provided to the traveler in order to make their travel plan

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