The Value of Trust for Travel Agencies in Achieving Customers' Attitudinal Loyalty

The emergence of e-commerce in the tourism sector has triggered profound changes in the sector's structure. Travel agencies, as the final link in the distribution chain, have been most affected. The globalization of tourism service distributors via the internet has caused competition to intensify and has had strong repercussions. Nevertheless, many travel agencies that also offer online services remain competitive and maintain a loyal customer base. Drawing on data from customers used to purchasing tourism services over the internet, this study analyzed changes in these customers' perceptions of the value offered by traditional travel agencies. Considering the loyalty of clients as a key el…