• Research Paper on:
    Using the Gap Model in the Travel Industry

    Number of Pages: 13


    Summary of the research paper:

    This 13 page paper uses the Gap model to examine the travel and tourism industry in Australia. The paper starts with a literature review on the use of the model and the position and performance of the travel agents and travel industry in Australia. The paper then looks at Flight Centre; Australia's largest travel agent performing a SWOT analysis on the company looking at the strengths, weaknesses, opportunities and threats. The paper then uses a micro and macro factor analysis to bring together the company position and the use of a gap model in order to help the company decide how to develop in the future and suggest the direction future research should take. The bibliography cites 17 sources.

    Name of Research Paper File: TS14_TEflightcen.rtf

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    Unformatted Sample Text from the Research Paper:
    THE GAP MODEL 10 6. MACRO/MICRO ANALYSIS 12 7. FUTURE RESEARCH 13 1. Introduction The Australian travel industry has seen some volatile years with a fall  in demand and falling prices as well as increased competition companies such as The Flight Centre have had to adapt and change in order to grow. To appreciate the position  of this company we can look at how customer satisfaction is measured in this industry and the actual industry before considering the way in which the Flight Centre has chosen  to compete. 2. Literature Review 2.1 Gap Model The way in which services are measured in terms of customer satisfaction look to the experience that the customer is expecting and  how this compares to the service they actually receive. It is known that for every complaint that is made regarding poor services there may be up to ten more complaints  that remain unexpressed to the supplier (Kotler, 2003). A model of measuring this type of satisfaction is known as the Gap Model and was developed by Anderson (1973). The gap  model is as it sound, one that measures the gap between the service that is provided and the service that the customer expects (Anderson, 1973). Therefore this is a model  that is suitable to be used in any industry where there are there are human services (Selber and Streeter, 2000). With this model the important aspect is to establish what  the customer expectations are and any gap in the provision and the expectations may not only be due to a simple failure to provide, but may not have even  been identified as needing to be provided (Selber and Streeter, 2000). The idea of the Gap Model and the way it can be utilised has been widely used, the basic 

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