Interpreting Franchisors' Preferences in the Travel Agency Industry: The Case of Spain

Abstract

Travel agency industry is one of the most important and relevant activities of franchise in many countries. One key aspect necessary for the suitable development of the franchise system in any country is the expansion of the franchisors. For this challenge to be a success, the franchisors must select the franchisees correctly. In this work the characteristics of potential franchisees preferred by franchisors are analyzed. A study was made in one of the most dynamic and important industries of the franchise system, that of travel agencies, and it used a combination of the methodologies of conjoint analysis and principal component analysis. The results show the profile preferred by the franchisors and give a ranking of the most important characteristics that the franchisors look for in travel agency franchisees.