The purchase of a very expensive, complex holiday requires a great deal of information and reliable expert advice. The risks involved in such a purchase are substantial. Industry opinion leaders believe that consumers will continue to take advice from a human sales consultant before purchasing, with the exception of major corporate bookings and simple point to point bookings. This paper investigates the likely disintermediation effects of electronic commerce on Retail Travel Agents. It provides the basis for the development of a strategic framework for intermediaries that can be used to enhance business performance. The findings of exploratory interviews with travel industry opinion leaders are presented, together with recommended strategic responses for Retail Travel Agents.
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