A STUDY OF THE FACTORS OF CONSUMER BEHAVIOUR ...

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advantage of smart cards is their ability to provide information,
which could be accessed at suitable points such as airports,
railway stations and hotels. The process of 'check-in' could be
speeded up, which will benefit consumers. British Airways
introduced a 'Blue Chip' card which will speed up check-in and
supply information about passengers to a BA database capable of
keeping track of 50,000 frequent travellers (TTG, 18 May 1989).
In this way, information can be provided for, and about the
consumer. The supplier will be able to monitor the success or
failure of these product purchasing methods. As Welburn (1987)
points out, opinion is split over the likely use of these cards
by business travellers. Some would welcome the opportunity they
give for direct purchase, whereas others 'ia1'e their c'Trre'nt
method of utilizing travel agents.
The trend towards 'self-service' looks set to continue. In the
hotel industry, self check-in and check-out has grown in
acceptance with the wider use of credit card payment. The use
of public access ticketing machines for example at airports,
railway stations or libraries will be appropriate for some
markets. British Airways is considering curb-side, computerised
check-in. However, the consumer will have to be confident that
the information provided for the transaOtion will be
comprehensive, accurate and reliable. As these systems are
developed they will become more 'user friendly' and as such they
will lead to the impetus to buy direct.
Future developments in cable and satellite television could help
to widen product distribution. Cable television offers two way
communication and could be used to supply travel information,
which the consumer could respond to directly at home. Booth
(1983) suggested the development of interactive teletext and
mentioned the possibility of having reservation facilities at the
end of a TV holiday commercial. This would encourage impulse
buying of bargain holidays and may provide an outlet for selling
special interest holidays.