Potential & challenges for brick & mortar travel agents to go online.

Abstract

In line with the travel industry, this paper will investigate the market opportunity for travel agencies and whether or not it will be feasible for brick-and-mortar travel agencies to go online. It also investigates what factors affect the online purchasing behaviour of consumers, their preferences on travel products available and whether the supply factors tally with the demand factors. The findings suggest that there is a potential market for online travel purchase in Singapore as consumers prefer to purchase online rather than at the brick-and-mortar travel agencies. Seeing the need for traditional travel agencies to go online in order to remain competitive in the industry, the paper will propose ways in which these travel agencies can take to go online.