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Title: Factors affecting consumers' choice of a travel agency: The case of Singapore
Authors: Hui, T.K. 
Wan, D. 
Keywords: Consumer choice
Customer perceptions
Service quality
Travel agencies
Issue Date: 2006
Citation: Hui, T.K.,Wan, D. (2006). Factors affecting consumers' choice of a travel agency: The case of Singapore. Journal of Travel and Tourism Marketing 19 (4) : 1-12. ScholarBank@NUS Repository.
Abstract: This study aims to identify the most important factors in selecting a travel agency as perceived by Singaporeans. Based on a sample of 184 respondents, this study showed that "value for money of the tour package" was the most important factor affecting one's choice of a travel agency, followed by "reputation of the travel agency." Nine factors were derived from 27 attributes using factor analysis. With the factor scores and the parametric (t-test and one-way ANOVA) or non-parametric tests (Mann-Whitney test and Kruskal-Wallis test), the study also showed that when selecting travel agencies, females attached more importance on the Image factor than their male counterparts. In addition, contingency analysis further revealed that age and income levels had significant influences on the choice of preferred travel agencies. Copyright © by The Haworth Press, Inc. All rights reserved.
Source Title: Journal of Travel and Tourism Marketing
ISSN: 10548408
DOI: 10.1300/J073v19n04_01
Appears in Collections:Staff Publications

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