Data were collected on consumers'responses to travel advertising, their travel patterns and travel agent usage, and their perceived importance of physical needs and information expectations for travel agents. Consumers' ability to discriminate between travel agencies also was examined. Consumers did not respond to travel ads differentially for common and uncommon destinations, and there were few differences between clientele travel patterns except for business trips. Information expectations of consumers were rated as more important than physical needs with respect to travel agent facilities. Some evidence suggests that consumers can and do distinguish among travel agents.
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