Abstract

RODRIGUEZ PALLAS, Ángel. Spanish brick-and-mortar and their future projectiion: the consumers’ perspective. Universidad y Sociedad [online]. 2024, vol.16, n.1, pp. 163-173.  Epub Feb 28, 2024. ISSN 2218-3620.

The future projection of brick-and-mortar travel agencies is addressed based on the perspective of both online and traditional travel agency users. The study aimed to investigate if traditional agencies are technologically prepared to meet the requests of online consumers, finding out how travel agency consumers value their shopping experience both for the virtual and face-to-face channels and to determine the future of traditional agencies in Spain. After the literature review, a quantitative survey was conducted, and 879 survey forms were collected from travel agency consumers who during 2019 had purchased at least one product and/or service using a travel agency in Spain. After performing statistical data analysis using IBM SPSS; it is concluded that brick-and-mortar agencies should consider all existing sales channels so as not to be displaced and should develop omnichannel strategies. Regarding the evaluation of the consumer's shopping experience; the personalized treatment, the advice and the degree of comfort and security that traditional agencies provide are decisive; without considering the economic cost. Although OTA booking has become the most used booking channel; brick-and-mortar travel agencies have a future projection if they implement technology, specializing in niche markets to meet new consumer profiles.

Keywords : Brick-and-mortar travel agencies; Online travel agencies, Future, Customer, Tourism intermediation.

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