The purpose of the Article is to underline the role of travel agencies in sustaining tourism development in India. The main objective of the article is to investigate the customer market practices of travel agencies in India and to make recommendations regarding the improved application of the principles of relationship marketing to the customer market of travel agencies in the province. Complex, dynamic and competitive environment has posed many challenges to travel agencies regarding maintaining competitive advantages and it is imperative that the Travel agencies must have the marketing dynamic capabilities to quickly respond the changes taking place in the market.
Based on the theory of marketing dynamic capabilities and the problems being faced by the travel agencies. Travel agencies are expected to be able to advise travelers about their destinations, such as the weather conditions, local ordinances and customs, attractions, and exhibitions. For those traveling internationally, agents also provide information on customs regulations, required documents (passports, visas, and certificates of inoculation), travel advisories, and currency exchange rates. The travel agencies play an important role in tourism development. CRSs and the internet offer travel agents tremendous opportunities to package holidays flexibly, according to the specific needs and preferences of each customer. Travel agencies operating both locally as well as nationally and internationally, should be encouraged to provide tourism products in the county. For travelers, the internet allows direct communication with tourism suppliers facilitating requests for information, and allowing services and products to be purchased at any time and any place.
Travel agencies as the major intermediaries in tourism are faced with a significant challenge. With the social and economic development and people’s living standards, travel service become a popular leisure time has come. Travel agencies are very sensitive services company because the customer wants the high quality of services to enjoy their travel. With the social development, tourism has become one of the industries with strongest development momentum and largest scale in global economy. Industry position and economic function of tourism in urban economic development strengthened gradually and function of pulling urban economy, driving social employment and promoting the culture and environment showed gradually. Historically booking travel was largely the scope of travel agents who had specialized systems and the connections to book the travel as well as accommodations. They also made the effort to know destinations so could make recommendations for their clients.
While travel agents are still active and still provide value, much of what agents have done can be done by individuals sitting at their computers, and now travel related commerce accounts for a large percentage of ebusiness. The development, maintenance and strengthening of a relationship with customers will depend on the customers’ perception of the importance of key relationship dimensions. These dimensions will eventually influence the relationship learning of customers towards the establishment of a long-term relationship with the business. It becomes important for travel agencies to implement customer marketing strategies based on the customers’ experience with the travel agency through their level of relationship commitment, product quality and service delivery.