An investigation into how Edinburgh Travel Agents, are remaining competitive in a fast changing; technically driven market.

The aim of this research is to investigate how Edinburgh Travel Agents are remaining competitive in a fast changing; technically driven market. There is a gap in the research, due to the limited amount of literature on travel agent's perception's in relation to the future of high street travel agents. With the current market becoming more technically driven it is important to see how travel agents are remaining successful, given that recent figures show high street travel agents are diminishing. The primary research was collected by interviewing 10 high street travel agents around Edinburgh. Independent, specialised and multi-chain travel agents were interviewed in order to gain the most representative data possible. Semi-structured interviews were chosen as it allowed themes to emerge which the researcher may not have accounted for, as well as gaining in-depth information regarding the research question. The findings were then coded and analysed. Two travel agents interviewed, stated how their companies do not use online methods, therefore, showing that they are managing to stay competitive in a technically driven market. Furthermore, they are expanding, suggesting that there is still a demand for high street travel agents. In addition, all bar one of the respondents said that they would choose to go to a high street travel agent rather than using online methods. One of the main outcomes from this study is that high street travel agents are still seen as popular and in demand by consumers. They continue to be vital in the hospitality and tourism industry, despite the advancing technically driven market.bah_ihtunpub2586_ethesesunpu