Wizerunek biura turystycznego a postrzegane przez klientów ryzyko związane z organizacją podróży
The image of a travel agency and customers’ perception of risk connected with organizing trips

Summary/Abstract: The aim of the paper is, basing on the conducted research, indicating the image factors determining clients’ decisions concerning the choice of a travel agency. The paper aims also at establishing whether the level of risk perceived by clients depends on the characteristics of the respondents or on the type of the image. The survey included 264 respondents from Lubelskie voivodeship. The analysis revealed the most important factors influencing the choice of a travel agency by consumers. Additionally, statistically significant correlations were revealed between such characteristics as gender, age, level of education, family size and income, and the meaning of particular factors in the decision processes of the respondents. Moreover, the analysis helped to identify two groups of respondents with different profiles of stimuli influencing the way travel agencies are perceived

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