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

Authors

DOI:

https://doi.org/10.5614/ajht.2021.19.2.05

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.

Author Biographies

Jeetesh Kumar, Taylor's University

Dr. Jeetesh Kumar is Senior Lecturer at School of Hospitality, Tourism and Events; Associate Director for Information Management & Documentation at Centre for Research, and Innovation in Tourism (CRiT), Taylor’s University, Malaysia. His doctorate is from the Taylor’s University in Hospitality and Tourism, with research on Economic Impacts of Business Events in Malaysia. He has two postgraduate degree specialities; Professional Master’s in Hospitality Management and International Tourism from University of Toulouse, France and the other in Business Administration (MBA - Marketing) from Hamdard University, Pakistan. His research areas include Economic Impacts, Economic Modelling, MICE, Medical Tourism, Behavioural Studies. He has worked on consultancy and research projects at the national/ international level and authored 45 publications including research articles and book chapters. 12 Postgraduate students have been graduated under his supervision and currently he is supervising 5 PhD scholars. Along with an active member of several national and international associations, conferences, and journals, he is also serving as an associate editor for Asia-Pacific Journal Innovation in Hospitality and Tourism (APJIHT). Recently he has offered webinars/ guest speeches for universities in the Philippines, India, Japan, Indonesia, China, Australia, and Pakistan.

Rupam Konar, Tourism and Events Taylor’s University,

School of Hospitality, Tourism and Events Taylor’s University, Malaysia

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Published

2021-09-08

How to Cite

Kumar, J., Shreya, V. S. S., & Konar, R. . (2021). Exploring the Factors Influencing the Selection of Traditional Travel Agencies: A Case of Banjarmasin, Indonesia. ASEAN Journal on Hospitality and Tourism, 19(2), 142-157. https://doi.org/10.5614/ajht.2021.19.2.05

Issue

Vol. 19 No. 2 (2021)

Section

Articles

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