ABSTRACT
Attributes important to escorted tour participants were used to explore the differences between clients of tour operators and clients of travel agents. Customers purchasing directly from operators valued experience with the tour company and personal recommendations. Agency clients valued the ease of booking through agents along with information from guidebooks and tourist bureaus. Domestic travelers were more often operator clients, and foreign travelers were more often agency clients. Differences are discussed in terms of different segments of customers within the channel of distribution.
