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Regardless of the low response rate, this process yielded a convenience sample of 19 Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services agencies that clearly stood out as self-reporting strong performers when compared against the assessment of negative gross sales and revenues for the sector as a whole over that period (personal communication, ASTA executives). As further revealed in Table 1, the sample is diverse in terms of size and geographical location (see above). In-depth interviews were conducted with top executives from each of these agencies during the first half of 2006.

TABLE 1 Characteristics of Participating Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services Agencies.

Interviews and Grounded Theory :

The semi-structured interviews took place in the work environment of the agencies and averaged one hour. With permission, all interviews were recorded to expedite communication and facilitate post-interview analysis. Topics were sent to the owners in advance and focused on a SWOT analysis, with the opportunities and threats components being applied to the sector as a whole rather than just the target agency. The strengths, applied to each individual agency, are reported in Weaver and Lawton (2008) and referred to below as warranted.

Underlying the study both conceptually and methodologically is grounded theory, which harbors no preconceived notions about the relevant threats and opportunities, but allows theory to emerge from the interview data as it is systematically collected and analyzed (Glaser & Strauss, 1967, Glaser, 1998). Grounded theory methods yield ‘thick description’ of the target topic, building the theory through a successive process of open coding (i.e., identifying basic categories and subcategories), axial coding (i.e., identifying apparent relationships among the categories and subcategories) and selective coding (i.e., identifying core themes and their relationship to the categories) as the interviewing process continues.

The probability of obtaining trustworthy outcomes in grounded theory is increased through constant comparison, wherein emerging patterns from previous interviews inform subsequent interviews to substantiate the relevance of those patterns (Decrop, 2004). In addition, sample diversity is desirable to increase the likelihood that all underlying themes and sub-themes emerge from the data. Also crucial is monitoring for theoretical saturation, which is the point when new interviews no longer yield new themes (McCracken, 1988).

If the 19 scheduled interviews did not produce theoretical saturation, then the authors were prepared to identify additional candidate agencies through laddering (i.e., asking interviewees for the names of owners of other highly successful Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services agencies).

While no new themes in fact emerged after the first 14 interviews, the remaining five interviews were still valuable as sources of data/pattern enrichment. Within the field of tourism studies, grounded theory is increasingly being employed as a qualitative antidote to the limitations of survey-based quantitative research (see for example Decrop & Snelders, 2005; Han & Mills, 2006; Jennings, 2005; Jordan & Gibson, 2004; Woodside, MacDonald, & Burford, 2004).

Opportunities:

The external themes that emerged in relation to threats to the sector are unfavorable public perceptions about conventional Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services agencies, disadvantageous relations with some vendors, and geopolitical and economic uncertainty. Illustrative interview excerpts are provided, and the number following each is referenced against the identifiers in Table 1. Threats are described first because of the tendency of the interviewees to emphasize how these same threats could also be perceived as opportunities and/or their proclivity to follow up discussions of threats with thoughts as to what opportunities could be pursued by way of mitigation.

Unfavorable Public Perceptions about Conventional Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services Agencies

Negative perceptions about traditional Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services agencies were by far the most common threat theme invoked by the interviewed owners. Constituent sub-themes that contributed to these perceptions were related to the role of the Internet as a viable competitor, the negative impact of unqualified Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services agents (e.g., those receiving qualifications through ‘card mills’), consistently negative mass media coverage, and failure to attract young new agents.

The internet :

There was consensus, not surprisingly, that quality traditional Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services agencies provide value for money. However, this was accompanied by a high level of concern that many consumers were gravitating to the Internet to book their Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services under the allegedly erroneous impression that it provides a more efficient and less expensive means for doing so:

“The general public is under the impression that you can find lower fares on the Internet, and I am not saying that that is not always true, but most of the Internet sites that I have found … they still pull from the same fares that we do.” (5)

“Our biggest challenge really is the perception that there is not any value in using a Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services agency.” (2)

“… every [study] has shown that the Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services agencies do a better job. But the perception by the public is that it's the opposite way around. So, we've got a big job ahead of us to make sure that, for the kinds of business that we want to do, that people understand that there's value there.” (12)

“… the biggest weakness still is perception by the public.” (10)

“… perception is 90% reality, that the Internet is cheaper.” (1)

The owners without exception did concede that the Internet was useful for handling simple bookings such as a single-leg airfare between two major airports:

“It is a threat on the low end business; in fact, it has basically taken most of the low end business.” (4)

However, they were adamant that traditional agents are far more efficient and cost-effective in arranging more complex modes of Travel Agents in Multan[Best Travel agencies in Multan for best services] Agents in Multan, Best Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies in Multan for best services experience. The success of the cybermediaries in attracting business was attributed by several owners to effective marketing campaigns:

“They [the cybermediaries] get these people so addicted, almost like they're drugged, to the Internet that they convince these people that's the cheapest way to do it.” (17)

Unqualified Travel Agents in Multan[Best Travel agencies in Multan for best services] agents

Public Services:

Negative public perceptions were also seen to be caused by a proliferation of ‘Travel Agents in Multan[Best Travel agencies in Multan for best services] agents’ with questionable credentials obtained through so-called ‘card mills’. The latter are businesses that sell misleading identification cards and training materials to individuals, giving the false impression that the purchaser is a certified Travel Agents in Multan[Best Travel agencies in Multan for best services] agent entitled to discounts, airline upgrades, and/or commissions from Travel Agents in Multan[Best Travel agencies in Multan for best services] suppliers that are normally reserved for legitimate Travel Agents in Multan[Best Travel agencies in Multan for best services] agents (ASTA, 2005):

“The only thing they want to do is Travel Agents in Multan[Best Travel agencies in Multan for best services] at a discount – and if you go on some of these fam [familiarization] trips where you have some of these people on them, it's a whole different caliber. They're going for the wrong reasons … I don't think they ought to be allowed to do that. I think it's a dishonest business.” (14)

“It's the Mary Kay idea of ‘Come on board, and then go sell your family and friends,’ you know. And, that's not really fair because now you have somebody who is not trained, who has no knowledge of the destination, who's not experienced – probably hasn't even been to that destination – out there trying to sell their family and friends on places to go and places to be …” (7)

Thus the unsuspecting public is dealing with poorly trained and unprofessional Travel Agents in Multan[Best Travel agencies in Multan for best services] agents who are unlikely to hold any errors and omissions insurance or surety bonds carried by professional Travel Agents in Multan[Best Travel agencies in Multan for best services] agents to protect themselves, suppliers and clients (Dickerson, 1997). Consumers who have bad experiences with such agencies are attracted even more to the cybermediaries in so far as many associate this poor quality of service with the Travel Agents in Multan[Best Travel agencies in Multan for best services] agency sector in general. The long term consequences are indicated in the following quote:

“… in the short run it besmirches the reputation of all Travel Agents in Multan[Best Travel agencies in Multan for best services] agencies, and it dents our professionalism, but in the long run, it will take those people that have been burnt by those [unqualified] home-based agencies, and take them out of the Travel Agents in Multan[Best Travel agencies in Multan for best services]ing [through conventional agencies] pool …” (6)

The owners felt that this problem could be overcome to some extent by ensuring that the credentials of reputable agencies are clearly differentiated from those associated with the card mills. However, this solution was thought to be limited by the fact that most Americans are unfamiliar with Travel Agents in Multan[Best Travel agencies in Multan for best services] agency-related criteria, and more generally do not recognize agents as professionals in the same sense as doctors, lawyers or engineers.

Mass media coverage

Many owners believe that the mass media contributes to negative public image, sometimes directly through negative coverage of conventional agencies:

“The main problem that we have as an industry is the perception that the new media or the press continues to give us. They will never report a good story, they will always report the negatives … do you ever hear anything really positive about shopping at a Travel Agents in Multan[Best Travel agencies in Multan for best services] agency?” (2)

This sometimes involves on-line media coverage of the cybermediators:

“Well, the media for one [is a threat]. It is just every time you hear anyone, any guru out there is always talking about the Internet, it kind of writes us off.” (4)More prevalent is indirect negative publicity generated by saturated and sensationalist coverage of unusual events associated with strategically critical suppliers such as the cruise lines. Examples include the 2006 Star Princess cigarette fire which quickly spread smoke throughout the entire ship, resulting in one fatality, another eleven passenger injuries, and damage to 150 cabins (Lim, 2006), the 70-foot high rogue wave which smashed into Norwegian Caribbean Line's Norwegian Dawn on its return trip from the Bahamas (Lemire, 2005); and unexplained cruise passenger disappearances (Topham, 2007):

“Unfortunately, you see 20/20 and somebody has pushed somebody off the back of a ship. And then the poor guy at RCCL gets interviewed and they want to know why cruising is so dangerous.” (4)

While owners were referring mainly to traditional mass media outlets, several mentioned the role of online Travel Agents in Multan[Best Travel agencies in Multan for best services] sites and blogs in conveying bad reviews of products (e.g., hotels) that may or may not be warranted.

Failure to attract the young

Many of the owners were concerned that negative public perceptions were discouraging promising young school-leavers and budding entrepreneurs from entering the Travel Agents in Multan[Best Travel agencies in Multan for best services] agency field, and that the industry was doing nothing to address this situation:

“There's no new blood getting into the business …” (8)

“You know, the young people are going to have to take over the industry. If we're not trying to attract them, then there's not going to be anyone to do it.” (10)

One owner implicated the higher education system for encouraging negative attitudes:

“We just recently hired a young girl from University ‘x’ who majored in Tourism and Hospitality. Her professors gave her no hope for this particular job. You know, go work for the hotels, go work for this, go work for that, but there is no future here.” (2)

A variant in this sub-theme is the belief that the few young ‘Gen-X and Y’ entrants who are attracted tend to lack enthusiasm, a strong work ethic, and sense of commitment, which thereby threatens to erode the quality of the work force and the capacity of agencies to become more successful and expand:

“If we could get good personnel who would really stick with us, we'd be ten times the size as we are now. We would be the biggest and the best going … we just don't have the workforce to support it.” (15)

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