UK Tour Operators and Consumer Responsiveness

Abstract

This article investigates the level of the tour operators' responsiveness to its consumers. The issue is considered in relation to National Consumer Council criteria. The deduction is that while most consumers may be satisfied by the products received at present, changes in consumer preferences have been largely ignored due to the degree of industry in-fighting and competitive activity. It is suggested that if unchecked, this process will lead to decreased product quality and overall responsiveness to consumers. Over a more long-term period it is expected that the industry will stabilise both in terms of responsiveness and in the numbers and size of operators and that this structure will be more beneficial to consumers than that existing at present.