Cybermediation in the Tourism and Travel Industries

Abstract

Travel and tourism are second only to pornography in adopting Internet-based technologies to intermediate between those supplying the total travel experience, and those seeking to satisfy leisure needs by engaging in tourism. From Thomas Cook in the 1800s, traditional ‘travel trade networks’ have provided the components of the travel experience: transport, accommodation and attractions. However, the Internet has encouraged customer self-service, and on-going debate regarding the future of traditional travel trade intermediaries. The intermediation debate suggests the emergence of ‘hybrid’ intermediation systems combining customer self-service with face-to-face customer contacts characteristic of traditional travel agents. A focus group investigation identified profiles and motives of customers using the Internet to make holiday arrangements. Potential cost savings are a primary motivation for customer self-service. Using the Internet for travel and tourism is becoming commonplace among older travellers as well as younger people. In gathering information before making holiday decisions, potential tourists also engage in a Web 2.0 environment where family and friends, not established intermediaries, provide reliable and authentic information via their individual blogs.