Preference for Travel Agencies over Independent Travelling in Lagos state, Nigeria

Abstract Attractive packages and quality services provided by a travel agency may not only determine travelers’ preference but also encourage satisfaction and improves the reuse of travel agency. This study thus was aimed at determining the factors motivating preference, travelers’ awareness and perception regarding travelling independently and using travel agent services. A total number of 300 samples of questionnaire were administered purposively to travelers. The data obtained was analysed through the use of Statistical Package for Social Sciences (SPSS version 21) while result presentation was done descriptively and inferentially. Result indicated that equal number of male and female respondents participated in the study. Also, this study revealed most respondents were aware of travel agencies and they chose travel agencies because it saves their time. The respondents claimed they are satisfied with travel agency services and are willing to use their services. However, they opined that Increased rate of fraudsters on the internet is a major challenge in using travel agency services. Furthermore, there is a significant relationship in the age, occupation, gender, marital status, religion, income of the respondents and their willingness to use travel agencies (P<0.05). Thus, travel agencies should improve their services and awareness among travellers to ease the burden of having to travel independently. Keywords: Traveller, Awareness, Tourism, Motivation, Satisfaction