Title: ANALYSIS OF FACTORS INFLUENCING TOURISTS’ REPURCHASE INTENTION TO PURCHASE TOUR PACKAGES FROM CONVENTIONAL TOUR AND TRAVEL AGENCIES
Authors:
Hanny and Rahmat Ingkadijaya
Abstract:
Travel agencies, commonly known as travel agents, have been proliferating and facing intense competition. In this modern era, advancements in digitalisation have led to the emergence of online travel agencies, making it easier for consumers to conduct transactions. Despite a decline in usage, conventional travel agents remain popular due to the ability for customers to meet directly with agents, providing a sense of safety and trust in planning their trips. This research analyses the factors influencing tourists’ repurchase intention for tour packages from conventional travel agencies. Specifically, the study examines the impact of service quality, brand trust, and satisfaction on repurchase intention. The research uses a quantitative approach, collecting data through surveys distributed to customers of conventional travel agencies. The findings of this study are expected to contribute to a better understanding of how traditional travel agents can retain their customers amid the growing competition from online travel agencies. Additionally, the results provide insights for conventional travel agents on enhancing service strategies and strengthening long-term customer relationships.
Keywords: Repurchase Intention, Service Quality, Brand Trust, Customer Satisfaction, Customer Retention.
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