Principal–Agent Relationship Within a Cruise Supply Chain Model for China

Changes in travelers’ booking habits and the evolution of technology have come to threaten existence traditional travel agents (TAs). However, cruise industry still relies heavily on TAs as its main distribution channel. A qualitative study was conducted investigate networks, relationships, power between companies using a triangulation method via tourism supply chain model. Principal–agent (P-A) theory taken framework describe various parties’ relationships roles. Several TA business models were identified, including group blocks (i.e., guaranteed nonguaranteed) charter cruises retail for resale corporate; meetings, incentives, conferences, exhibitions). Results show an imbalance parties due unique practices customer preferences Mainland China. Principals companies) found rely excessively TAs) create demand, with growing number lines leading overpower principals. The alliance among further affected principal–agent relationship. refined model tailored is thus proposed herein; this simplifies complicated network