Pricing Traditional Travel Agency Services: A Theatre-Based Experimental Study
Giuseppe Catenazzo, Emmanuel Fragnière
DOI: 10.4236/jssm.2010.32034   PDF    HTML     8,604 Downloads   14,824 Views   Citations


Airline commissions’ cuts and the use of Internet for bookings have severely affected traditional (physical) travel agencies. To survive, travel agents are redesigning their job as to become travel consultants. However, customers seem not to be willing to pay for the service provided and current fees are not representative of its perceived value. We have designed a theatre-based experiment to discover the Willingness-To-Pay for a travel agency service experience. Results show that individuals are not willing to pay anything for an unpleasant experience. By contrast, only 1/3 of the sample would pay enough for an outstanding service experience to make such a business sustainable.

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Catenazzo, G. and Fragnière, E. (2010) Pricing Traditional Travel Agency Services: A Theatre-Based Experimental Study. Journal of Service Science and Management, 3, 272-280. doi: 10.4236/jssm.2010.32034.

Conflicts of Interest

The authors declare no conflicts of interest.


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