The Introduction To The Human Touch Tourism Essay Example

Positive outcomes and improved customer experiences can be achieved through fostering human energy and connection (Kaufman, 2012). The significance of personal interaction between customers and frontline service employees is increasingly recognized by scholars in marketing and organizational behavior (Mattsson, 1994). Personal interaction is considered essential in both business and industrial marketing as it facilitates the exchange of social values and diminishes the influence of price on behavior (Mainela & Ulkuniemi, 2012). Pinnington & Scanlon (2009) emphasize that individuals manage business relationships which involve extensive personal interaction.Recent research by Nguyen & Nguyen (2011) suggests a shift from transactional relationships to relational ones. They argue that committed relationships are highly durable and difficult for competitors to imitate or relocate. Scholars and practitioners unanimously agree that mutual relationships between buyers and sellers provide a competitive advantage (Nguyen & Nguyen, 2011).

Despite being perceived as outdated, travel agents have not only survived but also succeeded, similar to lift operators and milkmen. The February/March issue of ShopSmart magazine (Williams, 2008) discusses the superiority of travel agents over online travel services. An article titled "Travel agents: Hong Kongers prefer the real thing" highlights that Hong Kong travelers believe in the importance of contacting travel agents for a more authentic holiday experience (Li, 2012). According to Li (2012), even though Hong Kong is not a large city, individuals find it appropriate to establish direct contact with travel agents as offline advisors offer expertise and support that add extra value to vacations.

Travel agents ensure that your trip is unforgettable and demonstrate enthusiasm in providing the best holiday experience possible for their clients (Bow, 2012). They are personally invested in ensuring the success of your

trip.Booking online alone can be a monotonous experience; however, interacting with live agents adds a personal touch to the process (Bow, 2012). When you book with a travel agent, it establishes both a personal and business connection. In case of any issues, your travel agent serves as your representative and is dedicated to resolving problems to ensure your satisfaction (Morris, 2012). Despite living in a technology-driven world, travel agents are still valuable because they offer assistance and advice that websites cannot provide. If you have concerns about last-minute changes to your flight or travel plans, a travel agent can directly communicate with airlines and eliminate those worries (Geoff Williams, 2008). Experts believe that the human touch will always be necessary despite the increasing reliance on technology (The Sydney Morning Herald, 2007). Naisbitt (2001) refers to this personalized service as "high-touch" and considers it essential alongside the "high-tech" aspects of travel planning. To meet future clients' needs satisfactorily, agencies must adopt a strategy that combines high-tech solutions with high-touch services (Naisbitt, 2001). McNally (2007) stresses that websites cannot replicate the level of assistance and personal touch provided by travel agents during the planning process. Mary O'Haver, a technology consultant affirms that the experience and personal touch offered by travel agents are invaluable.According to Hoffman (2012), people will always desire personal service and are more likely to seek out an experienced agent for complex trips. An agent can guide an inexperienced traveler in foreign travel or travel to unfamiliar destinations. Travel agents may have more knowledge about less developed tourist destinations, making them a valuable resource (Morris, 2012). Complex arrangements such as multiple destinations on one ticket

or group travel can become difficult, but an experienced agent can assist with these challenges (Morris, 2012). Dynamic agents bring personal connections and influence to the table, which is advantageous according to Olmsted (2012). If problems arise during your trip, your travel agent is there to help resolve your concerns. Booking with a travel agency reduces the likelihood of experiencing flight, city, or accommodation changes by the tour company since they know the agent will be there for support (Travel Cafe Inc., 2012). In case adjustments need to be made before traveling, your travel agency can assist you in completing all necessary steps without hassle or confusion (McNally, 2007). By taking care of all travel details from booking tickets to reserving hotels, travel agencies provide tourists ample time to plan their trips (McNally, 2007).According to Donvan & Lieberman (2011), travel agents differentiate themselves by providing personalized assistance when things go wrong with our trips. Unlike individuals who book online, travel agents offer real information and personal experience about destinations along with exclusive travel tips. If errors occur during online bookings, individuals are responsible for resolving them on their own. However, travel agents take care of any issues to meet the specific needs of their clients. Additionally, travel agents specialize in areas such as visas, insurance, currency exchange, and customs regulations at a destination. They can help arrange necessary official documents for international travel and direct individuals to their local passport office. Moreover, travel agents offer additional services not available through online bookings. Online travel agencies excel in providing unique and diverse experiences and assisting in booking hard-to-find restaurants (Talwar, 2011).According to McNally (2007), a travel

agent provides personal assistance and support during your trip, unlike an online travel agency that may not be easily accessible by phone. This personal relationship with the agent gives you confidence in their expertise and assurance that they will assist you in finding solutions regardless of the situation (Bow, 2012). Additionally, if you have any questions after booking your trip, contacting your travel agent is much easier than navigating through a website's FAQ section (McNally, 2007). These personalized services are crucial for the success and longevity of travel agencies. As mentioned by Geoff Williams in his article from 2007, customers faced with growing choices between helpful human agents or indifferent websites prioritize trust when making their decision (Williams, 2007). Smart Money magazine also emphasizes on their June 2007 cover that "FORGET ONLINE! Travel AGENTS GET BETTER DEALS."