Information and communication technology (ICT)
developments are permeating every aspect of tourism marketing. This paper
proposes a methodological framework, which will enable tourism businesses to
develop and implement their electronic marketing and commerce activities.
The paper initially reviews the e-business models
literature. In the second section ICT implications in marketing and tourism are
discussed. Then it presents the e-tourism business models and subsequently
proposes a framework contributing to the planning and implementation of
e-commerce initiatives. This methodological framework might also be used to
analyse electronic applications in tourism.
It is suggested that a comprehensive
strategic approach could allow travel and tourism businesses to overcome the challenges and exploit the opportunities
presented by ICT.
Key words: E-marketing, E-commerce, Business models, Tourism and Travel industry,
Methodological framework.
The rapid advancement of information technology, notably the Internet
and the World Wide Web, has created challenges and opportunities for the
tourism industry. ICT has considerably changed the role of each player in the
value-creation process of the industry. Evidence indicates that effective use
of information technology is crucial for tourism businesses' competitiveness
and prosperity, as it influences their ability to differentiate their offerings
as well as their production and delivery costs.
Barnett & Standing (2001) argue that a rapidly
changing business environment, largely brought about by the Internet, requires
companies to quickly implement new business methods, develop new networks and
alliances, and be creative in their marketing. ICT stimulates
radical changes in the operation, distribution and structure of the tourism
industry (Buhalis, 2000). Structural
changes in the tourism industry involve the necessity to elaborate an
appropriate response to communication and transaction needs within a given
nexus of market forces and opportunities.
Therefore, there is an imperative need for tourism businesses to actively
select between business models or frameworks that can best support an effective
online strategy.
From a marketing perspective, the Web gives rise to a new and very
effective tool and changes the way marketers define marketing mix variables
(Kotler, 2003; Siegel, 2003). A plethora of tourism products and
services are easily available over the Web. However, tourism is a highly
competitive industry and consumers have many choices as to how and where they
allocate time and money to their preferences.
This paper initially reviews the e-business models
literature. In the second section ICT influences in marketing and tourism are
discussed. Then it presents the e-tourism business models and subsequently suggests a framework, which will enable tourism businesses to plan and
implement effective electronic marketing and commerce activities.
