Abstract
Technology is having a dramatic impact on everything from the pre-purchase to post-purchase process in virtually all areas of the hospitality, travel and tourism sectors. This article examines how technological advances are likely to impact the consumption process. It further looks into how technology and marketing have the potential to improve customer service and bring dollars to the bottom line. The article identifies five overriding “driving forces” which support the changes technology offers. It further suggests five key criteria technology must meet to be embraced by marketing and operations. Finally, it provides implications for marketing, operations, and the consumer.
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