Interpreting Franchisors' Preferences in the Travel Agency Industry: The Case of Spain
Travel agency industry is one of the most important and relevant activities of franchise in many countries. One key aspect necessary for the suitable development of the franchise system in any country is the expansion of the franchisors. For this challenge to be a success, the franchisors
must select the franchisees correctly. In this work the characteristics of potential franchisees preferred by franchisors are analyzed. A study was made in one of the most dynamic and important industries of the franchise system, that of travel agencies, and it used a combination of the methodologies
of conjoint analysis and principal component analysis. The results show the profile preferred by the franchisors and give a ranking of the most important characteristics that the franchisors look for in travel agency franchisees.
Keywords: CONJOINT ANALYSIS; FRANCHISING; PREFERENCES; PRINCIPAL COMPONENT ANALYSIS; TRAVEL AGENCY
Document Type: Research Article
Publication date: 01 October 2011
- Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.
Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.
Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
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