Joan S. and her husband are planning a vacation to a destination about which they know very little. They have seen an exciting ad for this area in a travel magazine. They respond to the ad, and subsequently they receive a group of fascinating brochures describing all the attractions, accommodations, shops, climate, and other allures. In the same magazine they saw an ad for an airline that serves this destination, including an 800 telephone number for reservations. Why should they seek the help of a travel agency?