UK travel agents’ evaluation of eLearning courses offered by destinations : An exploratory study

This study aims to develop an understanding of the use of e-learning courses created for travel agents by Destination Management Organizations (DMOs). It explores agents’ perceptions of such courses. The research examines the views of 304 UK-based travel agents using online survey and investigates whether age, sex, type of agency, work experience, and educational level have influence on e-learning uptake. The satisfaction of travel agents with DMO e-learning is also assessed and found to depend on the number of courses previously attended, knowledge acquired, change in beliefs about the destination, and increased confidence in serving potential tourists.