Tourist decision-making: selecting a travel agency in Iran

Abstract

This paper identifies factors that influence the decision to select a travel agency when purchasing domestic package tours in Iran. The analysis of 176 questionnaires reveals the relative importance placed on “product features”, “service delivery”, “price”, “advertising”, and “image and accessibility of travel agency”. It is found that females attach more importance to “product features” while retirees place more emphasis on “service delivery” compared to other groups. Comparison of questionnaires completed by managers and tourists indicates significant differences in the effectiveness of seven attributes. Travel agencies can use the findings to more effectively meet the needs of tourist markets.

Keywords::

• decision-making
• travel agencies
• domestic tourism
• package tours
• tourism marketing