The travel industry is characterised by fierce rivalry, high threat of entry by would-be competitors, high supplier and consumer power and a developing threat of substitutes (especially online). However, despite this, Flight Centre, an Australian travel agency, has managed to achieve an...

Our study of the travel agency Flight Centre began as a case study of a company that appears to be a 'success story' in what is a highly competitive industry. In the course of our study we found that inscribed in Flight Centre were two, differing discourses which appear to co-exist in creative...