Abstract
The primary aim of the thesis is to "examine the role of the travel agent as a distributive channel for the travel and tourism product" and to challenge the notion that "direct marketing linked to new technology will reduce the need for them". The hypothesis is therefore that "the travel agent has a secure future to the Year 2000". The choice of topic came about as a result of the author's experience in the travel business, subsequent teaching of travel and tourism to both further and higher education students and recommendations from the University. The thesis identifies and distinguishes the major players in the industry within a distribution framework, defines their role and function and quantifies their markets. To appreciate the present day industry structure, an historic overview is given. Distribution options for each product area is investigated with evidence from suppliers on channel effectiveness and efficiency. The work is underpinned and related to travel by a review of current literature on distribution, retailing theory and consumer behaviour. Supplier/agent/customer relationships are examined, linked to new technological developments. The investigations have revealed that the travel agent operates within a distribution system similar in many ways to those found in other manufacturing and services industries though they are fundamentally not retailers. Their channel enjoys having the lion's share of the major travel products. They exist because of the historic need from suppliers and consumers for a convenient place to transact business. Distribution channels are different for each product area and can be complex. On balance, although expressing some dissatisfaction, suppliers found the agent the most efficient and cost effective way of getting the product to the ____ consumer. They did not believe that direct marketing and new technology would change supplier/agent relationships in the 1990s.