Abstract

We know of the development of the online channel in the tourism distribution system, due to the intensive application of ICT. This seems announce like a revolution in the industry, with structural changes in production, and in the behaviour of the involved agents. However, more advances in the literature are needed in order to gain theories to the body of knowledge. With this aim, qualitative research is done through in-depth interviews driven to a selection of experts in the field; managers of multi-channel distribution systems as well as of online channel in exclusive. Applying the triangulation of data methodology provides results which reveal certain types of changes, derived from the adoption of ICT, that tourism companies adopters consider as significant competitive advantages, with capability to affect companies’ results and increase its power within the distribution channel. This offers great potential for the future development of the online channel and for the companies that use it exclusively.

Highlights

  • Tourism is one of the most productive service activities

  • From a revision of the specialized literature, we analyze the effect of technology on the tourism distribution system in terms of process changes, agreements, and relationships of power among its members, as well as on the productivity of operations carried out by tourist companies affected by the significant and active role taken by the consumer in the production-distribution chain

  • Analysis of the answers provided by the expert interviewees chosen allows us to observe common patterns in the responses to certain questions and/or differences, depending on whether they operate exclusively online or in a multi-channel distribution system with off and online channel, as described below

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Summary

Introduction

Tourism is one of the most productive service activities. In 2014, 1.138 tourists travelled everywhere of the world (4,7% more than previous year). From a revision of the specialized literature, we analyze the effect of technology on the tourism distribution system in terms of process changes, agreements, and relationships of power among its members, as well as on the productivity of operations carried out by tourist companies affected by the significant and active role taken by the consumer in the production-distribution chain They are potential factors to justify the developping of the online channel. New marketing intermediaries formats have been announced as well as the emergence of an open and flexible multidimensional model, where the number of participants and interactions will be wider [19] In this sense, currently the consumer maintains a very active role on the Internet, interacting and collaborating with other users, sharing knowledge and experiences through online channels, and using technology in a productive way. The participation of the user (tourism consumer) in the different phases of the production and commercialisation of the tourism product is greater than in the offline channels and is noticeably changing the role of the rest of the members of the distribution system

Research design
Country Manager
Results of the investigation
Online xxxxxxxx
Full Text
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