Bridging tourist services and clients: A personal networks-based description of the roles of travel agents

Abstract

In this study, we analyse the professional role of a group of 28 travel agents in the Russian tourism market. By breaking down the role into basic activities and evaluating the exchanges with personal contacts regarding the performance of each of these activities, we show the centrality of these agents in the tourism supply chain, as well as their mediating role between suppliers and customers. Agents perform tasks in the management of the trip and assistance to the tourist, by participating in contexts of interaction in which processes of interdependence and coordination of activities are generated. The results also serve to illustrate the combination of qualitative analysis and personal network analysis in a context of formal and informal relationships that reveal the exchange that occurs among tourism service provision professionals.