| Abstract: | In‐depth interviews with owners of 19 exceptionally successful US‐based travel agencies were analyzed using a ground theory approach to reveal customer service excellence, employee enrichment and effective networking as three core perceived strengths that comprise a theme of ‘relationship building’. The latter is supported by a theme of ‘facilitation’ entailing diligent client selection, a culture of learning, high adaptability (related to technology and product realignment), scale, adherence to business basics, and owner optimism. Together, both themes suggest a macro‐theme of ‘deep commitment’. The results provide guidelines for aspiring travel agency owners. Copyright © 2007 John Wiley & Sons, Ltd. |
