Buhalis Dimitrios E Tourism Information

CTR
CONTEMPORARY TOURISM REVIEWS
E-Tourism
Dimitrios Buhalis, Ph.D.,
International Centre for Tourism and Hospitality Research,
Bournemouth University, UK
Soo Hyun Jun, Ph.D.,

Tourism Management and Marketing, School of Services Management,
Bournemouth University, UK.
Contemporary Tourism Reviews

Series Editor: Chris Cooper
Published by Goodfellow Publishers Limited, Woodeaton, Oxford, OX3 9TJ
(G) http://www.goodfellowpublishers.com
Copyright © Goodfellow Publishers Ltd 2011
All rights reserved by Goodfellow Publishers Limited. The text of this publication, or any part thereof, may
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Design and setting by P.K. McBride

2 E-Tourism
About the authors

Professor Dimitrios Buhalis is a Strategic Management and Marketing expert with
specialisation in Technology and Tourism. He is currently Established Chair in Tourism and
Deputy Director of the International Centre for Tourism and Hospitality Research (ICTHR)
and Director of the John Kent Institute in Tourism at the School of Tourism at Bournemouth
University and Professorial Observer at the Bournemouth University Senate. He is also the
President of the International Federation of Information Technology for Travel and Tourism
(IFITT). He previously worked at the Universities of Surrey, Westminster and the Aegean whilst
he had visiting appointments at ESSEC in France, Hong Kong Polytechnic University, China
University of Aveiro, Portugal, and the Modul University in Vienna, Austria. He is regarded
as an expert in the impacts of ICTs in the tourism industry, the management of tourism
distribution channels as well as in strategic tourism marketing and management. He has
worked around the world and has written 14 books and more than 100 articles. Dimitrios has
been involved with a number of European Commission FP5 and FP6 projects and regularly
advises the World Tourism Organisation, the World Tourism and Travel Council and the
European Commission on eTourism.
For more information see http://www.buhalis.com
Email: dbuhalis@bournemouth.ac.uk (Corresponding author)
Soo Hyun Jun is Lecturer in the School of Tourism at Bournemouth University. Her current
research interests are consumer behaviour, information-processing strategies, information
and communication technology, and strategic marketing for tourism and hospitality. Her
works appear in Journal of Travel Research, Journal of Travel and Tourism Marketing, Parks
and Recreation, and several referred conference proceedings. Before moving to USA and UK,
Soo worked for the Division of Corporate Strategic Planning at CJ Corporation in Seoul, Korea,
which focuses on food services and entertainment businesses; and the Division of Marketing
at CJmall.com.
(G) © Goodfellow Publishers Ltd

E-Tourism 3
1.0. Introduction
The Internet is the most important innovation since the development of the printing press
(Hoffman, 2000). There have been signiicant innovations, such as the railroad, electricity, the
telephone, the automobile, the airplane, radio and television, which had widespread impact
on both business and everyday life (Barwise, Elberse, & Hammond, 2006). However, the Internet
combines many of the features of existing media with new capabilities of interactivity and ad-
dressability; thus, it transforms not only the way individuals conduct their business with each
other, but also the very essence of what it means to be a human being in society (Barwise et
al., 2006). Nowadays, millions of people worldwide rely on the Internet for working, learning,
socializing, entertainment, leisure and shopping.
In 2009, worldwide Internet users reached 1.8 billion (27% of the population worldwide) in-
cluding 360.0 million Internet users in China (27% of its population) and 227.7 million users
in the US (74% of its population) (www.internetworldstats.com). This statistic represents an
increase of 399% compared to year 2000. With the continuous growth in Internet penetration,
demographic characteristics of online population are getting to resemble the general popula-
tion. The average age of Internet users is rising in tandem with that of the general population,
and racial and ethnic characteristics are more closely mirroring those in the ofline population
(eMarketer, 2010). More interesting is the fact that over 90% of people between age of ive and
17 use the Internet on a regular basis (Turban, King, McKay, Marshall, Lee, & Viehland, 2008).
These younger people are more familiar with the Internet than other media such as radio and
television. When they grow into the economically active population, the Internet will be the
most inluential medium in business.
Since the emergence of the Internet, travel planning (e.g., travel information search and
booking) has always been one of the main reasons that people use the Internet. The top ive
most popular online purchases were books (66%), clothes (57%), travel arrangements (57%),
gifts (51%) and CDs (45%) in the US in 2007 (Center for the Digital Future, 2008). A study con-
ducted in Britain (Dutton & Helsper, 2007) also found that respondents’ most search activity
conducted online was making travel plans (84%), followed by getting information about local
events (77%), looking for news (69%) and inding information about health or medical care
(68%) in 2007. The revolution of the Internet and information and communication technolo-
gies (ICTs) has had already profound implications for the tourism industry. A whole system
of ICTs and the Internet has been rapidly diffused throughout tourism sectors (Buhalis, 2004;
Buhalis & Law, 2008; Poon, 1993; Werthner & Klein, 1999). Subsequently, online travel bookings
and associated travel services are recognized as one of the most successful e-commerce imple-
mentations, with estimates of sales of $73.4 billion in 2006 (Turban et al., 2008).
It is evident that e-business is an essential prerequisites for successful organisations in the
emerging, globally networked, internet-empowered business environment, especially for the
tourism industry. Many tourism-related organisations had to go through a major business
processes re-engineering to take advantage of the emerging technologies in order to trans-
form their processes and data handling as well as their ability to operate and to compete in the
emerging global marketplace (Laudon & Laudon, 2007).
The purpose of this review is to provide essential knowledge related to ICT developments and
main implications of ICT in tourism. It illuminates the complexity of the various types of systems

4 E-Tourism
and demonstrates how they it together in the production, distribution and delivery of tourism
products. In addition, the utilisation of ICTs and the Internet by different functions and sectors of
the industry is examined and conclusions for the future impact of ICTs are outlined.
Website Links
Internet World Stats: http://www.internetworldstats.com/stats.htm
eMarketer: http://www.emarketer.com/Products/Reports.aspx
Center for the Digital Future: http://www.digitalcenter.org/pages/site_content.
asp?intGlobalId=22
Oxford Internet Institute: http://www.oii.ox.ac.uk/
2. Information and Communication Technologies (ICTs) in

Tourism
Tourism has closely been connected to progress of ICTs for over 30 years. The establishments
of the Computer Reservation Systems (CRSs) in the 1970s, Global Distribution Systems (GDSs)
in the late 1980s and the Internet in the late 1990s have transformed operational and strate-
gic practices dramatically in tourism (Buhalis, 2003; Buhalis & Law, 2008). The tourism indus-
try at irst focused on utilizing computerized systems (e.g., CRS, GDS) to increase eficiency
in processing of internal information and managing distribution. Nowadays, the Internet and
ICTs are relevant on all operative, structural, strategic and marketing levels to facilitate global
interaction among suppliers, intermediaries and consumers around the world (Buhalis & Law,
2008; Egger & Buhalis, 2008).
In this section, we irst provide the concepts and deinitions of the key terms related to the
Internet and ICTs. Then we discuss beneits and limitations of the Internet and ICTs.
2.1. Deinitions and Concepts

World Wide Web (WWW or the Web): a multimedia protocol which uses the Internet to enable
the near instant distribution of media-rich documents (e.g., textual data, graphics, pictures,
video, sounds) and to revolutionise the interactivity between computer users and servers.
Internet: the network of all networks. Nyheim, McFadden, and Connolly (2005) deined the
Internet as a network which links multiple networks and users around the globe and a network
that no one owns outright. The terms, the Web and the Internet, have often been used inter-
changeably; however, the Web is part of the Internet as a communication tool on the Internet
(Nyheim et al., 2005). Additionally, the terms, the Internet and ICTs, are often utilized in parallel;
however, rigorously speaking, the Internet is part of ICTs.
Intranet: a corporate or government network that uses Internet tools, such as Web browsers
and Internet protocols (Turban et al., 2008). Intranets are “closed,”“secured” or “ire walled” net-
works within organisations to harness the needs of internal business users, by using a single
controlled, user-friendly interface to support all company data handling and processes.
Extranet: a network that uses the Internet to link multiple intranets (Turban et al., 2008). Increas-
ingly enterprises need to formulate close partnerships with other members of the value-chain

E-Tourism 5
for the production of goods and services. As a result, extranets utilise the same principle and
computer networks to enhance the interactivity and transparency between organisations and
their trusted partners. This facilitates the linking and sharing of data and processes between
organisations to maximise the effectiveness of the entire network.
Information and communication technologies (ICTs): ICTs include not only the hardware and
software required but also the groupware, netware and the intellectual capacity (humanware)
to develop, program and maintain equipment (Buhalis, 2003) (Figure 1). Synergies emerging
from the use of these systems effectively mean that information is widely available and acces-
sible through a variety of media and locations. In addition, users can use mobile devices such
as portable computers, mobile phones as well as digital television and self serviced terminals/
kiosks to interact and perform several functions. This convergence of ICTs effectively integrates
the entire range of hardware, software, groupware, netware and humanware and blurs the
boundaries between equipment and software (Werthner & Klein, 1999).
According to Buhalis (2003), ICTs include “the entire range of electronic tools, which facilitate
the operational and strategic management of organisations by enabling them to manage their
information, functions and processes as well as to communicate interactively with their stake-
holders for achieving their mission and objectives.” Thus, ICTs emerge as an integrated system
of networked equipment and software, which enables effective data processing and commu-
nication for organisational beneit towards transforming organisations to e-businesses.
Hardware: Physical equipment such as mechanical, magnetic, electrical, electronic or

optical devices (as opposed to computer programmes or method of use).
Software: Prewritten detailed instructions that control the operation of a computer system
or of an electronic device. Software co-ordinates the work of hardware components in
an information system. Software may incorporate standard software such as operating
systems or applications, software processes, artiicial intelligence and intelligent agents,
and user interfaces.
Telecommunications: The transmission of signals over long distances, including not
only data communications but also the transmission of images and voices using radio,
television, telephony and other communication technologies.
Netware: Equipment and software required to develop and support a network or an
interconnected system of computers, terminals and communication channels and devices.
Groupware: communication tools, such as email, voice mail, fax, videoconferencing that
foster electronic communication and collaboration among groups.
“Humanware”: the intellect required for the development, programming, maintenance and
operation of technological development. Humanware incorporates the knowledge and
expertise pool of the society
Adapted from: Gupta (1996); O’Brien (1996); Laudon & Laudon (2002); Werthner & Klein (1999)
Figure 1:. Information and Communication Technologies
Electronic commerce (e-commerce) and electronic business (e-business): E-commerce is

deined as the process of buying, selling, or exchanging products, services, or information via
computer networks, including the Internet (Turban et al., 2008). In this review, the terms are
used interchangeably. E-business includes not only buying and selling of goods and services,

6 E-Tourism
but also servicing customers, collaborating with business partners, conducting e-learning, and
conducting electronic transactions within an organization (Turban et al., 2008).
Electronic tourism (e-tourism): the application of ICTs on the tourism industry (Buhalis, 2003).
Buhalis (2003) suggests that e-tourism relects the digitisation of all processes and value chains
in the tourism, travel, hospitality and catering industries. At the tactical level, it includes e-com-
merce and applies ICTs for maximising the eficiency and effectiveness of the tourism organi-
sation. At the strategic level, e-tourism revolutionises all business processes, the entire value
chain as well as the strategic relationships of tourism organisations with all their stakeholders.
E-tourism determines the competitiveness of the organisation by taking advantage of intranets
for reorganising internal processes, extranets for developing transactions with trusted partners
and the Internet for interacting with all its stakeholders and customers. The e-tourism concept
includes all business functions (i.e., e-commerce, e-marketing, e-inance and e-accounting,
eHRM, e-procurement, eR&D, e-production) as well as e-strategy, e-planning and e-management
for all sectors of the tourism industry, including tourism, travel, transport, leisure, hospitality,
principals, intermediaries and public sector organisations. Hence, e-tourism bundles together
three distinctive disciplines: business management, information systems and management,
and tourism.
Computer reservation system (CRS): a database which enables a tourism organisation to
manage its inventory and make it accessible to its partners. Principals utilise CRSs to manage
their inventory and distribute their capacity as well as to manage the drastic expansion of global
tourism. CRSs often charge competitive commission rates while enabling lexible pricing and
capacity alterations, to adjust supply to demand luctuations. Airlines pioneered this technology,
although hotel chains and tour operators followed by developing centralised reservation
systems. CRSs can be characterised as the “circulation system” of the tourism product.
Global distribution systems (GDSs): Since the mid 1980s, airline CRSs developed into GDSs by
gradually expanding their geographical coverage as well as by integrating both horizontally,
with other airline systems, and vertically by incorporating the entire range of principals, such
as accommodation, car rentals, train and ferry ticketing, entertainment and other provisions.
In the early 1990s, GDSs emerged as the major driver of ICTs, as well as the backbone of the
tourism industry and the single most important facilitator of ICTs globalisation (Sheldon, 1993).
In essence, GDSs matured from their original development as airline CRSs to travel supermar-
kets. Since the late 1990s GDSs have emerged as business in their own right, specialising in
travel distribution. SABRE, GALILEO, AMADEUS and WORLDSPAN are currently the strongest
GDSs in the marketplace.
Intermediaries: Intermediaries (brokers) play an important role in commerce by providing
value-added activities and services to buyers and sellers (Turban et al., 2008). The most
well-known intermediaries in the physical world are wholesalers and retailers. Traditionally,
intermediaries of the travel industry have been outbound and inbound travel agencies and
tour operators (Egger & Buhalis, 2008). However, the Internet restructured the entire touristic
value chain, forcing the existing intermediaries to take up the new medium and to develop
corresponding business models (Egger & Buhalis, 2008). Intermediaries in the cyber-world refer
to organizations/companies that facilitate transactions between buyers and sellers and receive
a percentage of the transaction’s value (Turban et al., 2008). Expedia, a system developed by
Microsoft, has had a very rapid growth, demonstrating that the new major e-mediaries constitute

E-Tourism 7
not only a stronger competition but are also able to displace many companies with years of
experiences in tourism, such as American Express and Rosenbluth Travel (Buhalis, 2003).
Infomediaries: an electronic intermediary that provides and/or controls information low in
cyberspace, often aggregating information and selling it to others (Turban et al., 2008). The
most well-known infomediaries in the tourism industry are TripAdvisor and HolidayCheck
which successfully implement a Web 2.0 approach and integrate the users as producers of
trusted content (Egger & Buhalis, 2008). Metamediaries like travel meta-search engines (TSEs)
appear between suppliers and consumers to aggregate and ilter out relevant and pertinent
information from the wealth of material (Egger & Buhalis, 2008). TSEs like Sidestep, Mobissimo
and Kayak enable customers to compare offers and prices by carrying out live queries to
suppliers, consolidators and online agencies and presenting the results transparently.
Web 2.0: coined by O’Reilly Media at the Web 2.0 Conference held in San Francisco in 2004,
refers to “the second-generation of Internet-based services that let people collaborate and
share information online in perceived new ways-such as social networking sites, blogs, wikis,
communication tools, and folksonomies” (Turban et al., 2008). A Web 2.0 website may feature
a number of the following techniques: Rich Internet application techniques, optionally Ajax-
based; Cascading Style Sheets (CSS); Semantically valid XHTML markup and the use of Micro-
formats; Syndication and aggregation of data in Really Simple Syndication (RSS/Atom; Clean
and meaningful URLs; Extensive use of folksonomies (in the form of tags or tagclouds, for
example); Use of wiki software; Weblog publishing; and Mashups and REST or XML Webservice
APIs. Increasingly the Internet is becoming a platform of data/views/knowledge creation and
sharing which harness the network to get better information to all users.
Figure 2 illustrates differences between Web 2.0 and the previous generation, referred to as
Web 1.0. The igure indicates how the Web 2.0 emphasizes online collaboration and sharing
among users via various Internet application tools.
Web 1.0 Web 2.0
DoubleClick Google AdSense
Ofoto Flickr
Akamai BitTorrent
mp3.com Napster
Britannica Online Wikipedia
personal Web sites blogging
Evite upcoming.org and EVDB
domain name speculation search engine optimization
page views cost per click
screen scraping Web services
publishing participation
multimap Google Earth with content layers
content management systems wikis
directories (taxonomy) tagging (“folksonomy”)
stickiness syndication
Figure 2: Examples to Illustrate Differences between Web 1.0 and Web 2.0.
Source: O’Reilly, T. (2005). What Is Web 2.0: Design Patterns and Business Models for the Next Generation of
Software. Retrieved from http://www.oreillynet.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html.

8 E-Tourism
Social media: Social media is deined as the online platform and tools that people use to share
opinions and experiences, including photos, videos, music, insights, and perceptions with each
other (Turban et al., 2008) (Figure 3). As a powerful democratization force, social media enables
people, rather than organizations, to control and use various media with ease at little or no
cost; consequently, it enables communication and collaboration on a massive scale (Turban et
al., 2008).
Communication
Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox, Xanga
Micro-blogging/Presence applications: FMyLife, Jaiku, Plurk, Twitter, Tumblr, Posterous
Social networking: Facebook, Geni.com, Hi5, LinkedIn, MySpace, Ning, Orkut, Skyrock, Qzone, Vkontakte, RenRen,
Kaixin, ASmallWorld, studivz, Xing, RunAlong.se, Bebo, BigTent, Elgg, Hyves, Flirtomatic
Social network aggregation: NutshellMail, FriendFeed,dillidost.com
Events: Upcoming, Eventful, Meetup.com
Collaboration
Wikis: Wikimedia, PBworks, Wetpaint
Social bookmarking (or social tagging): Delicious, StumbleUpon, Google Reader, CiteULike
Social news: Digg, Mixx, Reddit, NowPublic
Multimedia
Photography and art sharing: deviantArt, Flickr, Photobucket, Picasa, SmugMug, Zooomr
Video sharing: YouTube, Viddler, Vimeo, sevenload, Zideo
Livecasting: Ustream.tv, Justin.tv, Stickam, Skype, OpenCU
Music and audio sharing: MySpace Music, The Hype Machine, Last.fm, ccMixter,
Presentation sharing: slideshare, scribd
Reviews and opinions
Product reviews: epinions.com, MouthShut.com
Business reviews: Customer Lobby, yelp.com
Community Q&A: Yahoo! Answers, WikiAnswers, Askville, Google Answers
Entertainment
Media and entertainment platforms: Cisco Eos
Virtual worlds: Second Life, The Sims Online, Forterra
Game sharing: Miniclip, Kongregate
Brand monitoring
Social media monitoring: Attensity Voice of the Customer, Sysomos Heartbeat
Social media analytics: Sysomos MAP
Other
Information Aggregators: Netvibes, Twine (website)
Figure 3.:Examples of Social Media Software Applications

Source: Wikipedia (2010). Social Media Software Applications. Retrieved 04/01/2010 from http://en.wikipedia.
org/wiki/Social_media.
Social network: a place where people create their own space, or home page, on which they
write blogs (Web logs); post pictures, videos or music; share ideas; and link to other Web loca-
tions they ind interesting (Turban et al., 2008). Using the Web 2.0 application tools, individuals
tag contents they post with keywords they choose themselves and this process makes their
contents searchable through the Internet. According to the social network theory, a social

E-Tourism 9
network is a social structure made of nodes and ties (Turban et al., 2008). Nodes are the indi-
vidual actors within the networks, and ties are the relationships between the actors (Figure 4).
Social networking indicates the ways in which individuals are connected through various social
familiarities ranging from casual acquaintance to close familial bonds (Turban et al., 2008).
Figure 4: A Social Network Diagram

Source: Wikipedia (2010). Screenshot of free software taken by User: DarwinPeacock. Retrieved 04/01/2010 from
http://en.wikipedia.org/wiki/File:Sna_large.png.
Website Links
SABRE Holdings: http://www.sabre-holdings.com/index.html
Travel Port (GALILEO and WORLDSPAN): http://www.travelport.com/uk/sitecore/content/
Corporate/about.aspx
AMADEUS: http://www.amadeus.com/
Expedia: http://www.expedia.com/daily/service/about.asp?rfrr=-950
American Express Travel and Vacation Services: https://www134.americanexpress.com/
consumertravel/travel.do?a=book-lights
Rosenbluth Travel: http://www.rvacations.com/about/
TripAdvisor: http://www.tripadvisor.co.uk/pages/about_us.html
HolidayCheck: http://www.holidaycheck.com/aboutus.php
Kayak and SideStep: http://www.sidestep.com/help/kayak-sidestep.html
Mobissimo: http://www.mobissimo.com/company/about.html
O’Reilly Media: http://oreilly.com/archive.html

10 E-Tourism
2.2. Beneits of the Internet and ICTs

The development of the Internet and ICTs has made many signiicant impacts on the opera-
tion, structure and strategy of organisations, as well as communication with consumers. The
enhancements in ICTs capabilities, in combination with the decrease of the size of equipment and
ICTs costs, improved the reliability, compatibility and inter-connectivity of numerous terminals
and applications (Gupta, 2000). The emergence and mainstreaming of the Internet empowered
the global networking of computers, enabling individuals and organisations to access a plethora
of multimedia information and knowledge sources, regardless of their location or ownership, often
free of charge. Figure 5, summarized by Turban et al. (2008), displays beneits of e-commerce to
organizations and individual customers.
Beneits to Organizations
• Locating customers and/or suppliers worldwide, at reasonable cost and fast
• Reduce cost of information processing, storage, distribution
• Reduce delays, inventories, and cost through supply chain improvements
• Business always open (24/7/365); no over time or other cost
• Customization/personalization at a reasonable cost
• Seller can specialize in a narrow ield, yet make money
• Facilitate innovation and enable unique business models
• Rapid time-to-market and increased speed
• Lower communication cost
• Saves time and reduces cost by enabling e-procurement
• Improve customer service and relationship through direct interactions with customers
• May need fewer permits in business and be able to avoid sales tax
• All distributed material is up-to-date
• E-commerce may help small companies to compete against large ones by using special business
models
• Using customization inventories can be minimized
• Reduce distributing cost by deliver online
Beneits to Consumers
• Can shop any time from any place because of ubiquity
• Large selection to choose from a variety of channels (e.g., vendor, products, styles)
• Can customize many products and/or services
• Can compare and shop for lowest prices
• Digitized products can be downloaded immediately upon payment
• Easy inding what you need, with details, demos, etc.
• Do auctions any time and from any place
• Sometimes no sales tax
• Can work or study at home
• Can socialize online in communities yet be at home
• Can ind unique products/items
Figure 5: Beneits of Electronic Commerce
Source: Turban et al. (2008)

E-Tourism 11
The Internet and ICTs have enabled tourism organisations to develop their processes and adapt
their management to take advantage of the emerging digital tools and mechanisms to:
Increase their internal eficiency and manage their capacity and yields better. For
example an airline’s reservations system allows the company to manage their inventory
more eficiently and the managers to increase occupancy levels. They also incorporate
sophisticated yield management systems that support organisations to adjust their pricing
to demand luctuations in order to maximise their proitability (Buhalis, 2004).
Interact effectively with consumers and personalise the product. For example, British
Airways has launched the Customer Enabled BA (ceBA) strategy to enable passengers to
undertake a number of processes, including booking, ticketing, check-in and seat and meal
selection, from the convenience of their computer.
Revolutionise tourism intermediation and increase the points of sale. For example, Expedia,
Travelocity, Lastminute, Orbitz and Opodo have emerged as some of the most dominant
global electronic travel agencies, offering an one-stop-shop for consumers.
Empower consumers to communicate with other consumers. For example www.
tripadvisor.com, www.virtualtourist.com or www.igougo.com supports the exchange of
destination information and tips, whilst www.untied.com or www.alitaliasucks.com enables
dissatisied customers to make their views available.
Provide Location Based Services by incorporating data, content and multimedia
information on Google Maps and Google Earth.
Support eficient cooperation between partners in the value system. For example Pegasus
enables independent hotels to distribute their availability through their web sites and
other partners online whilst an extranet allows hoteliers to constantly change availability
and pricing.
Enhance the operational and geographic scope by offering strategic tools for global
expansion.
Website Links
Customer-enabled British Airways (ceBA): http://www.hotelmarketing.com/index.php/
content/article/me_british_airways_starts_online_booking/
Lastminute: http://www.lastminute.com/
Orbitz: http://www.orbitz.com/
Opodo: http://www.opodo.com/
TripAdvisor: www.tripadvisor.com
VirtualTourist: www.virtualtourist.com
IgoUgo: www.igougo.com
Dissatisied customers’ review for United Airlines: www.untied.com
Dissatisied customers’ review for Alitalia: http://www.alitaliasucks.com/index.html
Google Maps: http://maps.google.co.uk/
Google Earth: http://earth.google.co.uk/
Pegasus: http://www.lypgs.com
Pegasus Solutions, Inc: http://www.pegs.com/

12 E-Tourism
2.3. Limitations of the Internet and ICTs

As discussed above, the Internet and ICTs provide numerous beneits to individuals and or-
ganizations. However, there are also limitations and barriers in utilizing the Internet and ICTs.
Turban et al. (2008) classiied barriers to e-commerce as either technological or nontechnologi-
cal (Figure 6).
Technological Limitations
• Lack of universal standards for quality, security, and reliability
• The telecommunications bandwidth is insuficient, especially for m-commerce
• Software development tools are still evolving
• It is dificult to integrate Internet and e-commerce software with some existing (especially legacy)
applications and databases
• Special web servers are needed in addition to the network servers, which add to the cost of e-
commerce
• Internet accessibility is still expensive and/or inconvenient
• Order fulilment of large-scale B2C requires special automated warehouses
Nontechnological Limitations
• Security and privacy concerns deter customers from buying
• Lack of trust in e-commerce and in unknown sellers hinders buying
• People do not yet suficiently trust paperless, faceless transactions
• Many legal and public policy issues, including taxation, have not yet been resolved or are not clear
• National and international government regulations sometimes get in the way
• It is dificult to measure some of the beneits of e-commerce, such as online advertising. Mature
measurement methodologies are not yet available
• Some customers like to feel and touch products. Also, customers are resistant to the change from
shopping at a brick-and-mortar store to a virtual store
• In many cases, the number of sellers and buyers that are needed for proitable e-commerce opera-
tions is insuficient
• Online fraud is increasing
• It is dificult to obtain venture capital due to the failure of many dot-coms
Figure 6: Limitations of Electronic Commerce
Source: Turban et al. (2008)
One of the most concerned technological barriers is a lack of global standards for quality, secu-
rity, and reliability (Turban et al., 2008; Van Toorn, Bunker, Yee, & Smith, 2006). The lack of stand-
ards in technology and its applications eventually increases the cost of system integration for
effective and eficient management in distribution, operation and communication worldwide.
Large hospitality corporations have invested to transform their systems into a total netware
system; however, small and medium-sized tourism enterprises (SMEs) struggle to integrate the
systems due to a shortage of inancial sources. Consequently, SMEs are at a competitive disad-
vantage and ind it increasingly dificult to maintain their position in the marketplace.
Payment security and privacy concerns are one of the major nontechnological barriers that
prevent consumers from completing transactions online (Buhalis & Law, 2008). Business organ-
izations must therefore pay more attention to protect themselves and their customers from

E-Tourism 13
losses due to cyber-crimes, such as auction fraud, vacation fraud, gaming fraud, spamming,
identity theft and hacking booking details (e.g., credit card numbers and card-veriication
codes) (Buhalis & Law, 2008; Mills, Ismail, Werner, & Hackshaw, 2002).
Additionally, the recent surge of Internet usage and availability has caused overwhelming
volumes of information, some of which is inaccurate or misleading (Jun, Vogt, & MacKay, in
press; Susskind, Bonn, & Dev, 2003). For this reason, the Internet has lead to a decrease in the
eficient search for information (Allen & Shoard, 2005; Farhoomand & Drury, 2002; Lurie, 2004).
From the consumer perspective, the increasing number of alternatives or attributes in a choice
set increases uncertainties and risks in consumer choices (Bettman, Luce, & Payne, 1998; Lurie,
2004) and entails higher transaction costs, such as search costs for identifying alternatives,
learning costs associated with familiarizing oneself with alternatives, and activity costs involved
in motivating a change (Jun et al., in press; Schweitzer, 1994).
Using ICTs as a stand-alone initiative is inadequate and has to be coupled with a redesign of
processes, structures and management control systems. ICTs can support business success
when rational and innovative planning and management is exercised constantly and consist-
ently. Corporations should be able to respond to current and future challenges, by having the
resources and expertise to design new processes from scratch, in a timely fashion. As a result
of the rapid ICT developments, corporations need to convert their operations from business
functions to business processes, as well as re-conceive their distribution channels strategy, and
even more importantly, their corporate values and culture (Tapscott, 1996). Perhaps the great-
est challenge organisations face is to identify and train managers who will be effective and
innovative users of ICTs and would lead technology based-decision making. Intellect therefore
becomes a critical asset, while continuous education and training are instrumental for the in-
novative use of ICTs and the competitiveness of tourism organisations.
Website Links
News articles about hacking of customers’ booking details:
http://news.cnet.com/8301-1009_3-10028291-83.html
http://www.tomsguide.com/us/Radisson-Hotel-Hacked-credit-cards,news-4478.html
3. E-Tourism: Supply and Demand

In this section, we provide a comprehensive review of e-tourism within two themes: supply
(e.g., tourism industry sectors) and demand (e.g., consumers).
3.1. Supply: The Tourism Industry Sectors

E-tourism provides opportunities for business expansion in all geographical, marketing and
operational senses. As a result of Internet developments, a number of new players have come
into the tourism marketplace. Perhaps the most signiicant change was the proliferation of
low-frills airlines that use the Internet as a main distribution mechanism for direct sales. This
development has educated consumers that they can only ind cheap fares if they go direct to
the carrier online threatening both traditional/lag carriers as well as their entire distribution
system (e.g., GDSs and travel agencies). Equally the development of major eTravel agencies

14 E-Tourism
such as Expedia, Travelocity, Lastminute, Orbitz and Opodo has created powerful “travel
supermarkets” for consumers. They provide integrated travel solutions and a whole range of
value added services, such as destination guides, weather reports and insurance. By adopting
dynamic packaging (i.e., the ability to package customised trips based on bundling individual
components at a discounted total price), they effectively threaten the role of tour operators
and other aggregators.
A thorough analysis of the various sectors of the tourism industry demonstrates the key devel-
opments and the inluence of ICTs and the Internet for their internal organisation, their rela-
tionships with partners and the interaction with consumers and stakeholders.
3.1.1. eAirlines
Due to the complexity of their operations, airlines realised quite early the need for eficient,
quick, inexpensive and accurate handling of their inventory and internal organisation. Origi-
nally, reservations were made on manual display boards, where passengers were listed. Travel
agencies had to locate the best routes and fares in manuals and then check availability and
make reservation by phone, before issuing a ticket manually.
In 1962, American Airlines introduced the SABRE CRS as an alternative to expand its Boeing
707 leet by 50%. The growth of air trafic and air transportation deregulation stimulated the
expansion of CRSs to gigantic computerised networks. As prices, schedules and routes were
liberated, airlines could change them indeinitely, while new airlines entered the market. CRSs
enabled airlines to compete by adapting their schedule and fares to demand. To increase com-
petitiveness, airlines developed the “hub and spoke” systems, while their pricing became very
complex and lexible. “Fare wars” multiplied the fare structures and increased the computing
and communication needs, while most major CRSs installed terminals in agencies to facilitate
distribution. In addition, vendor airlines biased their CRSs screens in order to give higher display
priority to their lights rather to their competitors. The remote printing of travel documents,
such as tickets and boarding passes, itineraries and invoices, as well as the sale settlements
between airlines and travel agencies, and the partnership marketing through frequent lyer
programmes were invaluable beneits supported by the emerging ICTs.
CRSs were developed to GDSs and re-engineered the entire marketing and distribution proc-
esses of airlines. They essentially became strategic business units (SBU) in their own right due
to their ability to generate income and to boost airlines’ sales at the expense of their com-
petitors. Many airlines sold their interests in GDSs enabling them to operate as independent
distribution companies.
Distribution is a crucial element of airlines’ strategy and competitiveness, as it determines the
cost and the ability to access consumers. The cost of distribution is increasing considerably and
airlines ind it dificult to control. Nowadays ICTs and internal CRSs are used heavily to support
the Internet distribution of airline seats. These systems are at the heart of airline operational and
strategic agendas (Buhalis, 2004). This is particularly the case for smaller and regional carriers as
well as no-frills airlines which cannot afford GDSs’ fees and aim to sell their seats at competitive
prices. This has forced even traditional/full-service/lag airlines, such as British Airways and Air
Lingus, to recognise the need for re-engineering the distribution processes, costs and pricing
structures. Hence, they use the Internet for:

E-Tourism 15
enhancing interactivity and building relationships with consumers and partners;

on-line reservations;
electronic ticketing;
yield management;
electronic auctions for last minute available seats;
disintermediation and redesign of agency commission schemes; and
maximising the productivity of the new electronic distribution media (Buhalis, 2004).
The Airline IT Survey 2006 demonstrates that the vast majority of airlines have a 3-year IT strat-
egy that aims to reduce costs and increase eficiency. Between 1999 and 2006 on average air-
lines spend between 2 and 3% of their revenue on ICTs investment. As demonstrated on Figure
7, on average 21.5% of airline bookings take place on own airline website, and 29.7% on all
online sales (SITA, 2006). Airlines are investing heavily in direct sales which coupled with ‘cus-
tomer relations management (CRM)’ and ‘revenue management systems (RMSs)’ will enable
them to better control their distribution and strategic marketing.
Figure 7: Online Sales and eTickets for Airlines

Source: SITA (2006)
Website Links
SITA: http://www.sita.aero/
About SITA: http://www.airport-technology.com/contractors/trafic/sita/
3.1.2. eHospitality
Hotels use ICTs in order to improve their operations, manage their inventory and maximise
their proitability. Their systems facilitate both in-house management and distribution through
electronic media.‘Property management systems (PMSs)’ coordinate front ofice, sales, planning
and operational functions by administrating reservations and managing the hotel inventory.

16 E-Tourism
Moreover, PMSs integrate the “back” and “front” of the house management and improve general
administration functions such as accounting and inance; marketing research and planning;
forecasting and yield management; payroll and personnel; and purchasing. Understandably,
hotel chains gain more beneits from PMSs, as they can introduce a uniied system for planning,
budgeting and controlling and coordinating their properties centrally.
Hotels also utilise ICTs and the Internet extensively for their distribution and marketing func-
tions. Global presence is essential in order to enable both individual customers and the travel
trade to access accurate information on availability and to provide easy, eficient, inexpensive
and reliable ways of making and conirming reservations. Although Central Reservation Ofices
(CROs) introduced central reservations in the 1970s, it was not until the expansion of airline
CRSs and the recent ICT developments that forced hotels to develop hotel CRSs in order to
expand their distribution, improve eficiency, facilitate control, empower yield management,
reduce labour costs and enable rapid response time to both customers and management re-
quests. Following the development of hotel CRSs by most chains, the issue of interconnectivity
with other CRSs and the Internet emerged. As a result, ‘switch companies,’ such as THISCO and
WIZCOM, emerged to provide an interface between the various systems and enable a certain
degree of transparency. This reduces both set-up and reservation costs, whilst facilitates res-
ervations through several distribution channels (Emmer, Tauck, Wilkinson, & Moore, 1993;
O’Connor, 2000).
One of the most promising developments in hospitality is ‘application service providers (ASPs)’.
ASPs will be increasingly more involved in hosting a number of business applications for hos-
pitality organisations. Hotels will ‘rent’ the same software for a fee and will use it across the
Internet. For example, some hotel irms may ‘rent’ their PMS software application from supplier
Micros/Fidelio. ASPs are ideal for hotels, especially for smaller- to mid-sized ones, that want to
leverage the best vertical and enterprise support applications on the market without having
to deal with the technology or pay for more functionality than needed. As they do not have
extensive ICT departments and expertise, they can easily access up-to-date applications and
beneit from the collective knowledge accumulated by ASP providers without having to invest
extensively in technology or expertise building (Paraskevas & Buhalis, 2002).
The development of the Internet has provided more beneits as it reduces the capital and
operational costs required for the representation and promotion of hotels. For example the
cost per individual booking can be reduced from US$10-15 for voice-based reservations, to
US$7.50-3.50 for reservations through GDSs, to US$0.25 through the WWW. Savings can also be
achieved in printing, storing, administrating and posting promotional material.
Chan and Law (2006) suggest that hotel websites are a basic requirement to an increasing
number of communication and business strategies. The usability of a website, effectiveness of
its interface, as well as its amount of information, ease of navigation, and user friendliness of its
functions, are central to the success of these strategies and an Automatic Website Evaluation
System (AWES) can provide objective and quantitative guidance to website design. However,
many small and medium sized, independent, seasonal and family hotels, ind it extremely dif-
icult to utilise ICTs due to:
lack of capital for purchasing hardware and software;
lack of standardisation and professionalism;

E-Tourism 17
insuficient marketing and technology training and understanding;

small size which multiplies the administration required by CRSs to deal with each property;
and inally,
the unwillingness of proprietors to lose control over their property.
As it is estimated that one-third of bookings in hospitality in the U.S. will be generated from the
Internet and another third will be directly inluenced by online research, but booked ofline,
hoteliers gradually explore online marketing to increase their market awareness and to attract
more guests and higher revenues. HeBS (2007) demonstrate that they use techniques like
website design, search engine optimization, paid search marketing and email blasts. In their
benchmark survey of hospitality executives worldwide, including general managers, revenue
managers, sales and marketing managers, and other industry professionals, they found that:
In 2007, a remarkable 68% of hoteliers will be shifting their budgets from ofline to online
marketing activities, representing a huge shift from traditional methods.
US properties rely more on direct to consumer bookings via their stand-alone websites
compared to intermediary sites as a percentage of their overall Internet business (20.7%
and 16.6%, respectively) than do their international counterparts (15.3% and 17%,
respectively) who are still receiving, on average, more of their Internet bookings from
intermediaries.
The top three Internet marketing formats hoteliers believe produce the highest ROIs are
website optimization, Search Optimization + Organic Search, and website re-design.
Interestingly enough, more hoteliers believe new media formats as consumer generated
media and blogs will generate better ROIs than traditional banner advertising.
An average of 16.2% of Internet transactions occur through intermediary websites.
US hotels rely more heavily on keyword search marketing (PPC) and search engine
optimization (SEO) that their international counterparts who favour website re-design and
optimization, and strategic linking.
Franchised hotels seem to rely more heavily on the chain websites (HeBS, 2007).
HeBS (2007) concludes that hoteliers have gradually matured and now understand that long-
term, strategic objectives and formats (e.g., website re-designs and optimizations, email mar-
keting and strategic linking) produce higher Return on Investment than “quick ix” solutions
(e.g., Search Engine Optimisation, Pay Per Click Strategies).
Finally two main strategies issues emerged on online distribution for hospitality, namely price
parity and brand integrity. Post Sept 11th, many hotels around the globe were having problems
illing their rooms. In combination with the development of on-line intermediaries (e.g., Hotels.
com, Expedia) that were using the merchant model of contracting at the time, it meant that
many hotels were unable to control their price effectively on the various online outlets. This
not only caused revenue loss because prospective customers were shopping around, but also
damaged their brands. Over a period of time major branded properties realised that control
over pricing should be central to the marketing proposition and hence undertook a number
of measures to address that. Key indings of O’Connor’s (2002) study include that brands use
multiple simultaneous routes to the marketplace, and that the rates offered over alternative
routes have equalised.

18 E-Tourism
Website Links
Formation of THISCO: http://www.hospitalitynet.org/news/4012295.search?query=thisco
News article related to WizCom: http://www.hotel-online.com/News/PressReleases
1999_2nd/June99_WIZCOMTenOnline.html
WizCom International, Ltd.( Pegasus Solutions Inc.): http://www.wizcom.com/
Micros/Fidelio: http://www.micros.com/
HeBS (Hospitality eBusiness Strategies): http://www.hospitalityebusiness.com/
3.1.3. eTour operators

Leisure travellers often purchase “packages,” consisting of charter lights and accommodation,
arranged by tour operators. Tour operators tend to pre-book these products and distribute
them through brochures displayed in travel agencies. Hence, until recently in northern Euro-
pean countries, where tour operators dominate the leisure market, airline and hotel CRSs were
rarely utilised for leisure travel. In the early 1980s, tour operators realised the beneits of ICTs
in organising, promoting, distributing and coordinating their packages. Thomson’s Open-line
Programme (TOP) was the irst real-time computer-based central reservation ofice in 1976.
It introduced direct communication with travel agencies in 1982, and announced that reser-
vations for Thomson Holidays would only be accepted through TOP in 1986. This move was
the critical point for altering the communication processes between tour operators and travel
agencies. Gradually, all major tour operators developed or acquired databases and established
electronic links with travel agencies, aiming to reduce their information handling costs and
increase the speed of information transfer and retrieval. This improved their productivity and
capacity management whilst enhancing their services to agencies and consumers. Tour opera-
tors also utilised their CRSs for market intelligence, in order to adjust their supply to demand
luctuations, as well as to monitor the booking progress and productivity of travel agencies
(Karcher, 1996).
Tour operators have been reluctant to focus on ICTs through their strategic planning. Few realise
the major transformation of the marketplace, while the majority regard ICTs exclusively as a
facilitator of their current operations, and as a tool to reduce their costs. However, several tour
operators in Germany, Scandinavia and the UK have moved towards electronic brochures and
developed their online strategies. Successful operators report that up to 25% of their packages
are booked directly by consumers online. This enables them to concentrate on niche markets
by:
offering customised packages;
up date their brochures regularly;
save the 10-20% commission and reduce the costs of incentives, bonus and educational
trips for travel agencies; and
save the cost for developing, printing, storing, distributing conventional brochures which is
estimated to be approximately £20 per booking.
Although a partial disintermediation seems inevitable, there will always be suficient
market share for tour operators who can add value to the tourism product and deliver

E-Tourism 19
innovative, personalised and competitive holiday packages. As ICTs will determine the future
competitiveness of the industry, the distribution channel leadership and power of tour operators
may be challenged, should other channel members or newcomers utilise ICTs effectively to
package and distribute either unique or cheaper tourism products. However, many key players
including TUI have started disintegrating their packages and selling individual components
directly to the consumers. In this sense they will be able to re-intermediate, by offering their
vast networks of suppliers through their channels.
Innovative tour operators use the Internet extensively to promote their products and to attract
direct customers. They also use the Internet to de-compose their packages and sell individual
products. Thomson.co.uk for example has developed a comprehensive online strategy to
provide media rich information on its web site. The company supports podcasting and vide-
ocasting and also has integrated Goggle Earth geographical information data on its website.
It also distributes branded content on a wide range of Internet sites such as youtube.com to
attract consumers to its web site and to encourage them to book. In January 2007 a total of 5.5
million people visited the Thomson.co.uk website demonstrating that the customer acquisi-
tion strategy used is effective. It is evident therefore that tour operators that will use technol-
ogy innovatively will be able to provide value to their clientele and safeguard their position in
the marketplace.
Website Links
Thomson Holidays: www.thomson.co.uk
TUI Travel PLC: http://www.tuitravelplc.com
3.1.4. eTravel agencies

ICTs are irreplaceable tools for travel agencies as they provide information and reservation
facilities and support the intermediation between consumers and principals. Travel agencies
operate various reservation systems, which mainly enable them to check availability and make
reservations for tourism products. Until recently GDSs have been critical for business travel
agencies to access information and make reservations on scheduled airlines, hotel chains, car
rentals and a variety of ancillary services. GDSs help construct complicated itineraries, while
they provide up-to-date schedules, prices and availability information, as well as an effective
reservation method. In addition, they offered internal management modules integrating the
“back ofice” (accounting, commission monitor, personnel) and “front ofice” (customers’ history,
itinerary construction, ticketing and communication with suppliers). Multiple travel agencies
in particular experience more beneits by achieving better coordination and control between
their remote branches and headquarters. Transactions can provide invaluable data for inancial
and operational control as well as for marketing research, which can analyze the market luc-
tuations and improve tactical decisions.
The vast majority of leisure travel agencies used ‘videotext networks’ to access tour operator
and the reservation systems of other suppliers such as ferry operators, railways and insurance
companies. On the plus side, Videotext systems are relatively inexpensive to purchase and
operate, require little training and expertise and are fairly reliable. However on the minus side,
they are slow; data has to be retyped for each individual database searched; they fail to integrate

20 E-Tourism
with the back ofice; cannot interface with multimedia applications; and are unable to take
advantage of the emergent ICTs. Effectively, the type of agency and its clientele determine the
type of ICTs utilised. Typically business travel agencies are more GDSs dependent, whilst leisure
agencies and holiday shops are more likely to use videotext systems (Inkpen, 1998).
The Internet has revolutionised the travel agency industry as for the irst time ever. Agencies
had the ability to reach travel inventory directly without having to invest in time and costs for
acquiring GDSs. They are able to search and book suppliers such as airlines and hotels online,
increasing their bookable inventory. They also have the tools to sell their own services and to
promote their organisations. However, until recently travel agencies have been reluctant to
take full advantage of the ICTs, mainly due to:
a limited strategic scope;
deicient ICTs expertise and understanding;
low proit margins which prevents investments; and
focus on human interaction with consumers.
This has resulted in a low level of integration of ICTs and capitalisation on the Internet’s poten-
tial. Many agencies still do not have Internet access and are unable to access online information
or suppliers. As a result many agencies lack access to the variety of information and reservation
facilities readily available to consumers and therefore their credibility in the marketplace is
severely reduced. This may jeopardise their ability to maintain their competitiveness and con-
sequently, they may be threatened by disintermediation. Several forces intensify this threat:
Consumers increasingly search information and make reservations on-line;
principals aim to control distribution costs by communicating directly with consumers and
by developing customer relationship management;
commission cuts; and
travel agencies have limited expertise as they employ inadequately trained personnel.
Gradually it is becoming evident that travel agencies around the world not only will have to
utilise the Internet to access travel suppliers and information online but will also have to rely on
the media to communicate with their clientele, to put the offerings forward to the marketplace
and to attract business. Traditional travel agencies can use the Internet to provide extra value
to their clientele by integrating additional products and services to their core products. In addi-
tion, they may use the internet to specialise to particular niche markets and to offer specialised
services to those markets.
In contrast, new players (e.g., Expedia, Travelocity, Orbitz, Lastminute, Opodo) have already
achieved a high penetration the marketplace and grown spectacularly. Through a number
of mergers and acquisitions, there are effectively 5 major groups that have emerged in the
marketplace: 1) Amadeus IT Group includes Vacation.com, Opodo and TravelTainment; 2) the
Expedia group includes Expedia.com, Hotels.com, Anyway.com (Expedia.fr), Egencia (formerly
Expedia Corporate Travel), Travelnow.com, Hotwire.com, Venere.com, ClassicVacations.com,
eLong.net, TripAdvisor and SeatGuru.com; 3) the Orbitz group includes Orbitz, CheapTickets,
ebookers, HotelClub, RatesToGo, the Away Network, Asia hotels, and corporate travel brand
Orbitz for Business; 4) Priceline includes Priceline.com, Active Hotels.com, Booking.com and
Agoda.com; and 5) the Sabre group (Sabre Holdings or Sabre, Inc.) includes Travelocity.com,
Sabre Travel Network, Sabre Airline Solutions, Sabre Hospitality Solutions, Cubeless, GetThere,

E-Tourism 21
Holidayautos.com, IgoUgo, Lastminute.com, Moneydirect, Nexion, Trams, Travelguru, Traveloc-

ity Business, World Choice Travel and Zuji.
Interestingly even in areas with low Internet penetration, online travel agencies have taken
off. The Chinese market is one of those markets which are growing rapidly (Li & Buhalis, 2006).
For example in early 2007 Ctrip.com posted impressive results demonstrating both the po-
tential and the growth of the Chinese eTourism market. Chinese online travel service provider
Ctrip.com (CTRP) announced that for the full year ended December 31, 2006, total revenues
were RMB834 million, representing a 49% increase from 2005. Hotel reservation revenues were
RMB476 million, a 31% increase from 2005. The hotel reservation revenues accounted for 57%
of the total revenues in 2006, compared to 65% in 2005. The total number of hotel room nights
booked was approximately 6.84 million in 2006, compared to approximately 5.45 million
booked in 2005. Air ticket booking revenues were RMB303 million, an 83% increase from 2005.
The air ticket booking revenues accounted for 36% of the total revenues in 2006, compared
to 30% in 2005. The total number of air tickets sold was approximately 6.39 million in 2006,
compared to approximately 3.67 million air tickets sold in 2005. Packaged tour revenues were
RMB42 million, an 83% increase from 2005. The packaged tour revenues accounted for 5%
of the total revenues in 2006. For the full year ended December 31, 2006, net revenues were
RMB780 million, a 49% increase from 2005 whilst gross margin was 80%, compared to 83% in
2005. For the full year 2007, Ctrip expects to continue the year-on-year net revenue growth at
a rate of approximately 30%. Before share-based compensation charges, the company expects
operating margin to be approximately 35%. This demonstrates clearly not only the size of the
Chinese market and the huge potential but also the fact that even markets with low internet
penetration experience a dramatic growth of eTourism (ChinaTechNews.com Editor, 2007).
As location becomes less signiicant electronic travel agents will dominate global travel retail-
ing. Already in the USA more than 80% of online travel retailing is concentrated in the top ive
players. Therefore, the future of travel agencies will depend on their ability to utilise ICTs in
order to increase the added-value to the inal tourism product and to serve their customer.
Agencies which simply act as booking ofices for tourism products will probably face severe
inancial dificulties in the future. In contrast, knowledgeable and innovative agencies which
utilise the entire range of technologies in order to provide suitable integrated tourism solu-
tions will add value to the tourist experience and increase their competitiveness. Traditional
travel agencies will have to compete on both price and service with both suppliers and online
travel agencies and will only be able to survive if they offer superior service.
Website Links
Amadeus IT Group: http://www.amadeus.com/
Vacation.com: http://vacation.com/
Opodo: http://www.opodo.com/
TravelTainment: http://www.traveltainment-group.com/
Priceline: : http://www.priceline.com/
ActiveHotels.com: http://www.activehotels.com/
Booking.com: http://www.booking.com/
Agoda.com: http://www.agoda.com/

22 E-Tourism
Expedia group
Expedia.com: http://www.expedia.com
Hotels.com: http://www.hotels.com/
Anyway.com (Expedia.fr): http://voyages.anyway.com
Egencia (formerly Expedia Corporate Travel): http://www.egencia.com/
Travelnow.com: http://www.travelnow.com/
Hotwire.com: http://www.hotwire.com/
Venere.com: http://www.venere.com
ClassicVacations.com: http://www.classicvacations.com/
eLong.net: http://www.elong.net/
TripAdvisor: http://www.tripadvisor.com
SeatGuru.com: http://www.seatguru.com/
Sabre group (Sabre Holdings or Sabre, Inc.): http://www.sabre-holdings.com
Travelocity.com: http://www.travelocity.com/
Sabre Travel Network: http://www.sabretravelnetwork.com
Sabre Airline Solutions: http://www.sabreairlinesolutions.com/
Sabre Hospitality Solutions: http://www.sabrehospitality.com/
Cubeless: www.cubeless.com
GetThere: www.getthere.com
Holidayautos.com: www.holidayautos.com
IgoUgo: www.igougo.com
Lastminute.com: www.lastminute.com
Moneydirect: www.moneydirect.com
Nexion: www.nexion.com
Trams: www.trams.com
Travelguru: www.travelguru.com
Travelocity Business: www.travelocitybusiness.com
World Choice Travel: www.wctravel.com
Zuji: www.zuji.com
Orbitz Worldwide: http://corp.orbitz.com/
Orbitz: http://www.orbitz.com/
CheapTickets: http://www.cheaptickets.com/
ebookers: http://www.ebookers.com/
HotelClub: http://www.ebookers.com/
RatesToGo: http://www.ratestogo.com/
Away Network: http://away.com/
Asia hotels: http://www.asiahotels.com/
Orbitz for Business: http://www.orbitzforbusiness.com/
Ctrip.com: http://english.ctrip.com/

E-Tourism 23
3.1.5. eDestinations
Destinations are amalgams of tourism products, facilities and services which compose the total
tourism expertise under one brand name. Traditionally the planning, management and coordi-
nation functions of destinations have been undertaken by either the public sector (at national,
regional or local level) or by partnerships between stakeholders of the local tourism industry.
They usually:
provide information and undertake some marketing activities through mass media
advertising;
provide advisory service for consumers and the travel trade;
design and distribute brochures, lealets and guides; and
coordinate local initiatives.
Although ICTs were never regarded as a critical instrument for the development and manage-
ment of destinations, increasingly ‘destination management organisations’ (DMOs) use ICTs in
order to facilitate the tourist experience before, during and after the visit, as well as for coordi-
nating all partners involved in the production and delivery of tourism. Thus, not only do DMOs
attempt to provide information and accept reservations for local enterprises as well as coordi-
nate their facilities, but they also utilise ICTs to promote their tourism policy, coordinate their
operational functions, increase the expenditure of tourists, and boost the multiplier effects in
the local economy.
Despite the fact that studies on destination-oriented CRSs have been traced back to as early
as 1968, it was not until the early 1990s that the concept of ‘destination management systems’
(DMSs) emerged. Even at this stage however most DMSs are mere facilitators of the conven-
tional activities of tourism boards, such as information dissemination or local bookings. Several
planned DMSs have failed in their development phase, mainly due to:
inadequate inancial support;
lack of long term vision of the developers;
lack of understanding of industry mechanisms and the interest groups;
expensive and inappropriate technological solutions; and
IT leading rather following tourism marketing.
This has discouraged DMO managers to further invest in the development of suitable systems
(Buhalis, 1997). However, by 2004 most destinations around the world had recognised the value
of the DMS concept and had some type of system offering information about their region. In
the last few years, DMOs have realised that it is critical for their competitiveness to develop
their online presence. To the degree that tourists increasingly research their holidays online
DMOs realise the need to have an inspirational web site that can encourage and facilitate
tourist visitation. Most importantly several DMS system providers - including Tiscover (Figure
8), World.net, Integra, and New Vision - have emerged as the leading suppliers in the market-
place. Interesting destinations are coming together to coopete- compete and collaborate at the
same time. As demonstrated in Figure 9, the European Portal visitEurope.com brings together
34 European destinations and creates a virtual window to the world where each destination
both competes and collaborates online.

24 E-Tourism
Figure 8: Tiscover.com
Figure 9: The European Travel Commission Portal: VisitEurope.com

E-Tourism 25
Using the emergent opportunities for multimedia distribution, DMSs increasingly utilise the
Internet to provide interactive demonstrations of local amenities and attractions and to enable
consumers to build their own itinerary based on their interests, requirements and constraints.
In addition, DMSs are utilised to facilitate the management of DMOs, as well as the coordina-
tion of the local suppliers at the destination level. DMSs are particularly signiicant for SMEs
which lack the capital and expertise to undertake a comprehensive marketing strategy and
rely on destination authorities and intermediaries for the promotion and coordination of their
products (Frew & O’Connor, 1999; WTO, 2001). Interestingly it is not only DMOs that provide
destination information online but a wide range of players (Buhalis & Deimezi 2004). Govers
and Go (2006) demonstrate how destination identity can be projected only through the use
of photographic imagery and narratives in an online environment in the context of marketing
a fast growing tourist destination such as Dubai. They conclude that private sector organiza-
tions, in particular hospitality and transport, are product oriented and projected images relate
primarily to the speciic facilities and tourist activities on offer. In contrast, the destination mar-
keting organization focuses on the projection of cultural identity and heritage.
Advanced DMSs would enable destinations to achieve differentiation by theming their products
and targeting niche markets. Providing accurate and realistic information would also improve
the balance between the expectations and the perceived experiences for both tourists and
locals, improving their interaction. This would enable destinations to integrate their offering
and satisfy the needs of both indigenous people and visitors. In addition, DMSs can increase
the bargaining power of local enterprises with tourism intermediaries as they enable them to
explore new and innovative distribution channels. The illustration of environmentally sensitive
areas as well as the demonstration of socio-cultural rituals would enable a better understand-
ing by locals and tourists and therefore would improve the tourism impacts in the area. DMOs
should beneit by implementing advanced DMSs (or Destination Integrated Computer Infor-
mation Reservation Management Systems).
Gretzel and Fesenmaier (2003) suggest that the development of knowledge-based tourism
business-to-business (B2B) communities requires the adoption of a multidimensional, multi-
level perspective on system design that incorporates processes of knowledge creation and
transformation and takes organizational stages of effective technology use into consideration.
Integrating the management of information and knowledge lows can foster capacity build-
ing among community members towards strengthening the collective competitiveness of
destinations. DICIRMS can rationalise destination management and marketing by supporting
their promotion, distribution and operations and also by offering innovative tools for strategic
management and amelioration of tourism impacts (Buhalis, 2003; Buhalis & Spada, 2000; WTO,
2001).
Website Links
Tiscover: http://www.tiscover.com/
World.net: http://www.world.net/
New Vision Group: http://www.newvisiongroup.co.uk/
The European Travel Commission Portal: http://www.visiteurope.com/

26 E-Tourism
3.2. Demand: Travel Markets and Consumers

Travellers have heavily relied on the Internet because of the information-intensive characteristic
of travel products. Travel products are generally intangible (e.g., products cannot be touched
nor returned), inseparable (e.g., products must be produced and consumed simultaneously
although they are often paid for in advance), heterogeneous (e.g., products are dificult to
standardize) and perishable (e.g., products cannot be stocked) (Edgett & Parkinson, 1993; Flipo,
1988; Mattila, 2001; Tarn, 2005; Zeithaml, Parasuraman, & Berry, 1985). Thus, travel products are
normally purchased before the time of use, consumed (i.e., experienced) after arriving at the
travel site, and best evaluated after consumed. Because of all these unique characteristics, pur-
chasing travel products is associated with a higher level of perceived risks compared to tangi-
ble products. Consumers, therefore, search for a greater amount of information via the Internet
to reduce the risks.
The Internet enables travellers to access reliable and accurate information as well as to under-
take reservations in a fraction of the time, cost and inconvenience required by conventional
methods. Thus, they improve the service quality and contribute to a higher tourist satisfaction.
Additionally, the Internet provides access to transparent and easy to compare information on
destinations, holiday packages, travel, lodging and leisure services, as well as about their real-
time prices and availability. Increasingly consumers utilise commercial and non-commercial In-
ternet sites for planning, searching, reserving, purchasing and amending their tourism products.
They can also get immediate conirmation and speedy travel documents, enabling prospective
travellers to book at the “last minute.” Experienced travellers are empowered by ICTs and use
information and booking systems to improve their personal eficiency and competencies. A
number of new organisations, such as Expedia, Travelocity, and Lastminute, emerged in the late
1990s on-line, empowering consumers to research their travel requirements. They gradually
assumed a leading intermediation role on a global basis.
The Internet has enabled consumers to access this information rapidly and increasingly the
development of domain speciic search engines and meta-search engines such as Kelkoo and
Kayak have introduced utter transparency in the marketplace (Wöber, 2006). In addition con-
sumer generated content, through review portals such as TripAdvisor, multimedia sharing such
as Panoramio.com, and blogs also create accessible content that increase the level of information
available on a global basis.
The use of ICTs is therefore driven by the development of complex demand requests, as well as by
the rapid expansion and sophistication of new products, which tend to address niche market seg-
ments. There is evidence that e-tourism has already taken off in several countries. In Europe, the
Internet is now more than twice as important as travel agents as an information source, although
the travel trade is still very important in terms of travel distribution, according to IPK Interna-
tional’s European Travel Monitor in 2006 the iinformation sources used by European outbound
travelers where:
Internet: 45%
Travel agency: 20%
Friends/relatives: 17%
Travel guide: 8%
Travel brochure: 7%

E-Tourism 27
Newspaper: 3%
Tourist ofice: 2%
TV: 2%
Other: 5%
Marcussen (2009) demonstrates that the Internet European Market has increased dramatically
since 1998 and in 2009 it is expected to be accounted for 25.7% of the total market as demon-
strated in Table 1. The UK accounted for 30% of the European online travel market in 2008, with
Germany in second place at 18% (Figure 10). The direct sellers accounted for 64% of online sales
in the European market in 2008, followed by intermediaries 36% (Figure 11).
Table 1: Trends in overall online travel market size - Europe 1998 - 2008 with projections to 2009
Europe Market Internet sales Internet sales Internet sales

Year (billion E.) (billion E) in % of market increase %
1998 200 0.2 0.1% N.A.
1999 212 0.8 0.4% 257%
2000 227 2.5 1.1% 216%
2001 223 5.0 2.3% 99%
2002 221 8.9 4.0% 77%
2003 215 14.0 6.5% 57%
2004 220 21.2 9.6% 51%
2005 235 30.4 12.9% 43%
2006 247 40.3 16.3% 32%
2007 254 49.8 19.6% 24%
2008 260 58.4 22.5% 17%
2009 254 65.2 25.7% 12%
Source: Marcussen C. (2009). Internet Distribution of European Travel and Tourism Services. Centre for Regional
and Tourism Research, Denmark. Retrieved from http://www.crt.dk/UK/staff/chm/trends.htm
Figure 10:. Trends in the European Online Travel Market by Country/Region

Source: Marcussen, C. (2009). Internet distribution of European travel and tourism services. Denmark: Centre for
Regional and Tourism Research. Retrieved from http://www.crt.dk/UK/staff/chm/trends.htm.

28 E-Tourism
Figure 11: Trends in the European Online Travel Market by Channel

Source: Marcussen, C. (2009). Internet distribution of European travel and tourism services. Denmark: Centre for
The Internet and ICTs have furthermore changed travel markets from a customer-centric
market to a customer-driven market in which consumers play a stronger role in creating and
sharing travel information through community/networking websites and review websites
using Web 2.0 (Egger & Buhalis, 2008; Jun et al., in press). Product information has traditionally
been produced, distributed and controlled by suppliers to promote their products. Information
is now easily created/recreated, distributed and fortiied by consumers through the network-
ing/review websites (e.g., TripAdvisor, Twitter) exempliied by Web 2.0. Consumers are more
likely to trust information generated by consumers rather than product suppliers (Figure 12).
The tourism industry is required to treat consumers as “co-producers” and leverage network
resources to successfully operate their businesses in this consumer-centric era.
Figure 12: Consumers’ Degree of Trust in the Different Forms of Advertising

Source: The Nielsen Company (2009). Personal recommendations and consumer opinions posted online are the most
trusted forms of advertising globally. New York, NY: www.nielsen.com. Retrieved 04/01/2010 from http://blog.nielsen.
com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/.

E-Tourism 29
Looking forward, successful tourism organisations will increasingly need to rapidly identify
consumer needs and to interact with prospective clients by using comprehensive, personal-
ised and up-to-date communication media for the design of products which satisfy tourism
demand. Thus, destinations and principals need to utilise innovative communication methods
in order to maintain and increase their competitiveness. They also increasingly need to engage
in to Web 2.0 activities and engage dynamically with all stakeholders that generate content for
their regions and organisations.
The ICT developments have introduced new best strategic and operational management prac-
tices that lead organisations to shift their orientation from product-orientation to a consumer-
orientation that customises products and services and adopt lexible and responsive practices
to the marketplace. Success will increasingly depend on sensing and responding to rapidly
changing customer needs and using ICTs for delivering the right product, at the right time,
at the right price, for the right customer. To the degree that ICTs can contribute to the value
chain of products and services, by either improving their cost position or differentiation, they
reshape competitiveness and thus have strategic implications for the prosperity of the organi-
sation (Porter, 1985, 2001). The competitiveness of both tourism enterprises and destinations
will increasingly therefore depend on the ability of those organisations to use ICTs strategically
and tactically for improving their positioning.
Website Links
Kelkoo: http://www.kelkoo.co.uk/
Kayak: http://www.kayak.com/
TripAdvisor: http://www.tripadvisor.com/
Panoramio.com: http://www.panoramio.com/
IPK International’s European Travel Monitor: http://www.ipkinternational.com/
Twitter: http://twitter.com/
4. e-Tourism and the Future

E-tourism represents the paradigm-shift experienced in the tourism industry as a result of
the adoption of ICTs and the Internet. It is evident that all best business practices have been
transformed as a result, and that the each stakeholder in the marketplace is going through a
redeinition of their role and scope. There are both challenges and opportunities emerging
but the competitiveness of all tourism enterprises and destinations has been altered dramati-
cally. It is evident that the “only constant is change.” Organisations which compute will be able
to compete in the future. Although ICTs can introduce great beneits, especially in eficiency,
coordination, differentiation, and cost reduction, they are not a universal remedy and require
a pervasive re-engineering of business processes, as well as strategic management vision and
commitment in order to achieve their objectives.
Using Porter’s ive forces framework Buhalis and Zoge (2007) illustrate that the emergence
of the Internet altered the structure of the travel industry. Overall, consumers beneited the
most as their bargaining power increased due to their ability to access accurate and relevant

30 E-Tourism
information instantly and to communicate directly with suppliers, while beneiting from lower
switching costs. The Internet led to the intensiication of rivalry among tourism suppliers as it
introduced transparency, speed, convenience and a wide range of choice and lexibility in the
marketplace.
Transparency enabled buyers to increase their bargaining power by facilitating price compari-
sons and access to instant, inexpensive and accurate information but reduced the bargaining
power of suppliers. Rivalry was further intensiied because of lowered barriers to entry and
because of the possibility of equal representation of small businesses. Innovative suppliers
increasingly use advanced CRM to gather information on consumers’ proile and to offer tai-
lored and value added products whilst expanding their distribution mix widely to harness the
marketplace. Suppliers should enhance their direct communications with end consumers and
online intermediaries to save on costs, increase proitability and enhance their eficiency. Real
time representation facilitated instant distribution and led to bypassing the traditional dis-
tribution channels. This not only changed the structure of the tourism value system but also
raised challenges for traditional intermediaries.
The need for traditional intermediaries to shift their role to consumer advisors is becoming
evident and unless TAs and TOs utilise internet tools for building and delivering personalised
tourism products they will be unable to compete in the future. Although the tourism industry
structure has been altered dramatically it is evident that both tourism suppliers and online
intermediaries should apply constant innovation, in terms of marketing techniques and tech-
nological advancements, in order to be able to offer differentiated, personalised, tailored and
value added products. The key point for sustaining their competitive advantage is to focus on
their core competencies and to exploit the opportunities that technology offers to improve
their strategic position in the tourism value system.
ICTs provide innovative strategic tools for tourism organisations and destinations to improve
both their operations and positioning. Hence, the visibility and competitiveness of principals
and destinations in the marketplace will increasingly be a function of the technologies and
networks utilised to interact with individual and institutional customers. Unless the current
tourism sector utilises the emergent ICTs, and develops a multi-channel and multi-platform
strategy they will be unable to take full advantage of the emerging opportunities (Buhalis
& Licata, 2002). It is safe to assume that only creative and innovative principals and destina-
tions which apply continues innovation in using intelligent e-tourism applications and adopt
their processes accordingly will be able to achieve sustainable competitive advantages in the
future.

E-Tourism 31
Annotated Further Reading

I. Books
Buhalis, D. (2003). eTourism: Information Technology for Strategic Tourism Management. London, UK: Pearson
(Financial Times/Prentice Hall). (ISBN: 0582357403)
Comprehensive coverage of eTourism from a strategic perspective
Egger, R., and Buhalis, D. (2008). eTourism Case Studies: Management and Marketing Issues. Burlington, MA:
Elsevier Ltd. (ISBN: 9780750686679)
Comprehensive coverage of eTourism case studies
Turban, E., King, D., McKay, J., Marshall, P., Lee, J., and Viehland, D. (2008). Electronic Commerce: A Managerial
Perspective. Upper Saddle River, NJ: Pearson-Prentice Hall. (ISBN: 0132243318)
Comprehensive coverage of e-commerce from a managerial perspective
Mills, M. and Law, R. (2005). Handbook of Consumer Behaviour, Tourism and the Internet. London, UK: Haworth
Press Inc. (ISBN: 078902599X)
Focuses on online consumer behaviour and the emerging trends in online contexts
Nyheim, P., McFadden, F., and Connolly, D. (2005). Technology Strategies for the Hospitality Industry. Upper
Saddle River, NJ: Pearson-Prentice Hall. (ISBN: 013030549)
Focuses on technology the Internet and the hospitality industry
O’Connor, P. (1999). Electronic Information Distribution in Tourism and Hospitality. Oxford, UK: CAB
International.
Focuses on the Internet and the emerging trends
O’Connor, P. (2004). Using Computers in Hospitality. London, UK: Thomson Learning. (ISBN: 1844800458)
Focuses on technology the Internet and the hospitality industry
Poon, A. (1993). Tourism, Technology and Competitive Strategies. Oxford, UK: CAB International.
Strategic thinking and vision towards the new tourism
Sheldon, P. (1997). Information Technologies for Tourism. Oxford, UK: CAB International.
Overview of systems used in the tourism industry
Werthner, H., and Klein, S. (1999). Information Technology and Tourism: A Challenging Relationship. New York,
NY: Springer.
Comprehensive coverage of eTourism from a technology and management techniques perspective
WTO (1999). Marketing Tourism Destinations Online: Strategies for the Information Age. Madrid, Spain: World
Tourism Organization.
Focuses on technology the Internet and Destination Management Organisations
WTO (2001). eBusiness for Tourism: Practical Guidelines for Destinations and Businesses. Madrid, Spain: World
Tourism Organisation.
Focuses on technology the Internet and Destination Management Organisations
II. ENTER Conference Proceedings: Wide Range of Papers on ICTs and Tourism
Buhalis, D., Tjoa, A. M., and Jafari, J. (1998). Information and Communication Technologies in Tourism, ENTER
1998 Conference Proceedings, Istanbul, Springer-Verlag, Wien-New York.
Buhalis, D., and Schertler, W. (1999). Information and Communication Technologies in Tourism, ENTER 1999,
Springer-Verlag, Wien-New York, ISBN3211832580.
Fesenmaier D., Klein, S., and Buhalis, D. (2000). Information & Communication Technologies in tourism,
ENTER’2000, Springer-Verlag, Wien-New York, ISBN3211834834.
Fesenmaier, D., Werthner, H., and Wober, K. (2006). Destination Recommendation Systems: Behavioural
Foundations and Applications HB 0851990231, CABI, London.

32 E-Tourism
Frew A., O’Connor P, and Hitz M. (2003). Information and Communication Technologies in Tourism,Springer-
Verlag Vienna ISBN: 3211839100
Frew A. (2004). Information and Communication Technologies in Tourism 2004, Springer-Verlag Vienna
ISBN: 3211206698
Frew A. (2005). Information and Communication Technologies in Tourism: Proceedings of the International
Conference in Innsbruck, Austria, Springer-Verlag Vienna ISBN: 3211241485
Sheldon, P.J. Wöber,K., and Fesenmaier D. R. (2001). Information and Communication Technologies in
Tourism 2001: Proceedings of the International Conference in Montreal, Canada, 2001: Springer-Verlag
Vienna ISBN: 3211836497
Wöber, K. W., Frew, A. J., and Hitz, M. (2002). Information and Communication Technologies in Tourism
2002:Springer-Verlag Vienna ISBN: 3211837809
III. Useful Links

Organizations URL Description
BTNonline http://www.btnonline.com/ Newsletters and new develop-
ments
Electronic Tourism http://www.electronic-tourism.com Newsletters and new develop-
ments and white papers
European Travel http://www.etcnewmedia.com/review/de- New media group collecting
Commission fault.asp?SectionID=10 statistics
Eye for Travel http://www.eyefortravel.com/ Commercial web sites with

news and white papers
Forrester http://www.forrester.com/ Internet Statistics
Genesys http://www.genesys.net/ Information on Tour Operators
and Travel Agencies
Hotel Online http://www.hotel-online.com Newsletters and new develop-
ments on eHospitality
HotelMarketing.com http://www.hotelmarketing.com Monitoring eTourism news
IFITT http://www.iitt.org/ IFITT’s web site

International Hotel http://www.ih-ra.com/ International Hotel Restaurant
Restaurant Associaton Associaton
Internet World www.internetworldstats.com Internet Statistics
Statistics
Phocuswright http://www.phocuswright.com Commercial web sites with
news and white papers
Rene Waksburg’s http://www.waksberg.com/ Tourism Research Resources
wonderful resources
StarUK http://www.staruk.org.uk Tourism Statistics in the UK
TIA http://www.tia.org/ Information on Travel develop-
ments in the USA
Travel Daily News http://www.traveldailynews.com Newsletters and new develop-
ments
Travelmole http://www.travelmole.com Newsletters and new develop-
ments
World Tourism http://www.world-tourism.org/ World Tourism Organisation
Organisation
World Tourism Travel http://www.wttc.org World Tourism Travel Council
Council

E-Tourism 33
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36 E-Tourism
Glossary
Computer Reservation System (CRS): a database which enables a tourism organisation to

manage its inventory and make it accessible to its partners. Principals utilise CRSs to manage
their inventory and distribute their capacity as well as to manage the drastic expansion of global
tourism. CRSs often charge competitive commission rates while enabling lexible pricing and
capacity alterations, in order to adjust supply to demand luctuations. Airlines pioneered this
technology, although hotel chains and tour operators followed by developing centralised res-
ervation systems. CRSs can therefore be characterised as the “circulation system” of the tourism
product.
Destination Management Organisations (DMOs): also called as Destination Marketing Organi-
sations.These are organisations that undertake tourism destination management.This can include
national tourist organisation, regional, provincial or state tourist ofices or a convention or visitor
bureau. They are the principle organisations that coordinate and monitor tourism development
and marketing for a destination.
Destination Management Systems (DMSs): act as a source of information for managers includ-
ing an inventory of resources occupancy levels, reservations, and visitor numbers.
Electronic commerce (e-commerce) and electronic business (e-business): the process of
buying, selling, or exchanging products, services, or information via computer networks, in-
cluding the Internet (Turban et al., 2008). In this review, the terms are used interchangeably.
E-business includes not only buying and selling of goods and services, but also servicing cus-
tomers, collaborating with business partners, conducting e-learning, and conducting electronic
transactions within an organization (Turban et al., 2008).
Electronic tourism (e-tourism): the application of ICTs on the tourism industry (Buhalis, 2003).
Buhalis (2003) suggests that e-tourism relects the digitisation of all processes and value chains
in the tourism, travel, hospitality and catering industries. At the tactical level, it includes e-com-
merce and applies ICTs for maximising the eficiency and effectiveness of the tourism organi-
sation. At the strategic level, e-tourism revolutionises all business processes, the entire value
chain as well as the strategic relationships of tourism organisations with all their stakeholders.
Extranet: a network that uses the Internet to link multiple intranets (Turban et al., 2008). Increas-
ingly enterprises need to formulate close partnerships with other members of the value-chain
for the production of goods and services. As a result, extranets utilise the same principle and
computer networks to enhance the interactivity and transparency between organisations and
their trusted partners. This facilitates the linking and sharing of data and processes between
organisations to maximise the effectiveness of the entire network.
Global Distribution Systems (GDSs): Since the mid 1980s, airline CRSs developed into GDSs
by gradually expanding their geographical coverage as well as by integrating both horizontally,
with other airline systems, and vertically by incorporating the entire range of principals, such as
accommodation, car rentals, train and ferry ticketing, entertainment and other provisions. In the
early 1990s, GDSs emerged as the major driver of ICTs, as well as the backbone of the tourism
industry and the single most important facilitator of ICTs globalisation (Sheldon, 1993). In
essence, GDSs matured from their original development as airline CRSs to travel supermarkets.

E-Tourism 37
Since the late 1990s GDSs have emerged as business in their own right, specialising in travel
distribution. SABRE, GALILEO, AMADEUS and WORLDSPAN are currently the strongest GDSs in
the marketplace.
Infomediary: the electronic intermediary that provides and/or controls information low in cy-
berspace, often aggregating information and selling it to others (Turban et al., 2008). The most
well-known infomediaries in the tourism industry are TripAdvisor and HolidayCheck which
successfully implement a Web 2.0 approach and integrate the users as producers of trusted
content (Egger & Buhalis, 2008). Metamediaries like travel meta-search engines (TSEs) appear
between suppliers and consumers to aggregate and ilter out relevant and pertinent informa-
tion from the wealth of material (Egger & Buhalis, 2008). TSEs like Sidestep, Mobissimo and
Kayak enable customers to compare offers and prices by carrying out live queries to suppliers,
consolidators and online agencies and presenting the results transparently.
Information and Communication Technologies (ICTs): include not only the hardware and
software required but also the groupware, netware and the intellectual capacity (humanware)
to develop, program and maintain equipment (Buhalis, 2003). Synergies emerging from the use
of these systems effectively mean that information is widely available and accessible through a
variety of media and locations. In addition, users can use mobile devices such as portable com-
puters, mobile phones as well as digital television and self serviced terminals/kiosks to interact
and perform several functions. This convergence of ICTs effectively integrates the entire range
of hardware, software, groupware, netware and humanware and blurs the boundaries between
equipment and software (Werthner & Klein, 1999).
Intermediaries (brokers): play an important role in commerce by providing value-added ac-
tivities and services to buyers and sellers (Turban et al., 2008). The most well-known interme-
diaries in the physical world are wholesalers and retailers. Traditionally, intermediaries of the
travel industry have been outbound and inbound travel agencies and tour operators (Egger
& Buhalis, 2008). However, the Internet restructured the entire touristic value chain, forcing
the existing intermediaries to take up the new medium and to develop corresponding busi-
ness models (Egger & Buhalis, 2008). Intermediaries in the cyber-world refer to organizations/
companies that facilitate transactions between buyers and sellers and receive a percentage
of the transaction’s value (Turban et al., 2008). Expedia, a system developed by Microsoft, has
had a very rapid growth, demonstrating that the new major e-mediaries constitute not only a
stronger competition but are also able to displace many companies with years of experiences
in tourism, such as American Express and Rosenbluth Travel (Buhalis, 2003).
Internet: the network of all networks. Nyheim, McFadden, and Connolly (2005) deined the
Internet as a network which links multiple networks and users around the globe and a network
that no one owns outright. The terms, the Web and the Internet, have often been used inter-
changeably; however, the Web is part of the Internet as a communication tool on the Internet
(Nyheim et al., 2005). Additionally, the terms, the Internet and ICTs, are often utilized in parallel;
however, rigorously speaking, the Internet is part of ICTs.
Intranet: a corporate or government network that uses Internet tools, such as Web browsers
and Internet protocols (Turban et al., 2008). Intranets are “closed,”“secured” or “ire walled” net-
works within organisations to harness the needs of internal business users, by using a single
controlled, user-friendly interface to support all company data handling and processes.

38 E-Tourism
Online Travel Bookings: the process of consumers booking travel products over the Internet.
Property management systems (PMSs): part of hospitality information systems. They provide
an accounting function, record keeping, guest history, housekeeping data and revenue data for
operating departments.
Social media: the online platform and tools that people use to share opinions and experiences,
including photos, videos, music, insights, and perceptions with each other (Turban et al., 2008)
(Figure 3). As a powerful democratization force, social media enables people, rather than organi-
zations, to control and use various media with ease at little or no cost; consequently, it enables
communication and collaboration on a massive scale (Turban et al., 2008).
Social network: a place where people create their own space, or home page, on which they write
blogs (Web logs); post pictures, videos or music; share ideas; and link to other Web locations they
ind interesting (Turban et al., 2008). Using the Web 2.0 application tools, individuals tag contents
they post with keywords they choose themselves and this process makes their contents search-
able through the Internet. According to the social network theory, a social network is a social
structure made of nodes and ties (Turban et al., 2008). Nodes are the individual actors within the
networks, and ties are the relationships between the actors (Figure 4). Social networking indicates
the ways in which individuals are connected through various social familiarities ranging from
casual acquaintance to close familial bonds (Turban et al., 2008).
Web 2.0: coined by O’Reilly Media at the Web 2.0 Conference held in San Francisco in 2004,
refers to “the second-generation of Internet-based services that let people collaborate and share
information online in perceived new ways-such as social networking sites, blogs, wikis, communi-
cation tools, and folksonomies” (Turban et al., 2008). A Web 2.0 website may feature a number of
the following techniques: Rich Internet application techniques, optionally Ajax-based; Cascading
Style Sheets (CSS); Semantically valid XHTML markup and the use of Microformats; Syndication
and aggregation of data in Really Simple Syndication (RSS/Atom; Clean and meaningful URLs;
Extensive use of folksonomies (in the form of tags or tagclouds, for example); Use of wiki software;
Weblog publishing; and Mashups and REST or XML Webservice APIs. Increasingly the Internet is
becoming a platform of data/views/knowledge creation and sharing which harness the network
to get better information to all users. Figure 2 illustrates differences between Web 2.0 and the pre-
vious generation, referred to as Web 1.0. The igure indicates how the Web 2.0 emphasizes online
collaboration and sharing among users via various Internet application tools.
World Wide Web (WWW or the Web): a multimedia protocol which uses the Internet to enable
the near instant distribution of media-rich documents (e.g., textual data, graphics, pictures,
video, sounds) and to revolutionise the interactivity between computer users and servers.

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CONTEMPORARY TOURISM REVIEWS

Soo Hyun Jun, Ph.D.,

Contemporary Tourism Reviews

Published by Goodfellow Publishers Limited, Woodeaton, Oxford, OX3 9TJ

Design and setting by P.K. McBride

About the authors

(G) © Goodfellow Publishers Ltd

(G) © Goodfellow Publishers Ltd

2. Information and Communication Technologies (ICTs) in

2.1. Deinitions and Concepts

(G) © Goodfellow Publishers Ltd

Hardware: Physical equipment such as mechanical, magnetic, electrical, electronic or

Figure 1:. Information and Communication Technologies

Electronic commerce (e-commerce) and electronic business (e-business): E-commerce is

(G) © Goodfellow Publishers Ltd

(G) © Goodfellow Publishers Ltd

(G) © Goodfellow Publishers Ltd

Figure 3.:Examples of Social Media Software Applications

(G) © Goodfellow Publishers Ltd

Figure 4: A Social Network Diagram

(G) © Goodfellow Publishers Ltd

2.2. Beneits of the Internet and ICTs

(G) © Goodfellow Publishers Ltd

(G) © Goodfellow Publishers Ltd

2.3. Limitations of the Internet and ICTs

(G) © Goodfellow Publishers Ltd

3. E-Tourism: Supply and Demand

3.1. Supply: The Tourism Industry Sectors

(G) © Goodfellow Publishers Ltd

(G) © Goodfellow Publishers Ltd

enhancing interactivity and building relationships with consumers and partners;

Figure 7: Online Sales and eTickets for Airlines

(G) © Goodfellow Publishers Ltd

(G) © Goodfellow Publishers Ltd

insuficient marketing and technology training and understanding;

(G) © Goodfellow Publishers Ltd

3.1.3. eTour operators

(G) © Goodfellow Publishers Ltd

3.1.4. eTravel agencies

(G) © Goodfellow Publishers Ltd

(G) © Goodfellow Publishers Ltd

Holidayautos.com, IgoUgo, Lastminute.com, Moneydirect, Nexion, Trams, Travelguru, Traveloc-

(G) © Goodfellow Publishers Ltd

(G) © Goodfellow Publishers Ltd

(G) © Goodfellow Publishers Ltd

Figure 9: The European Travel Commission Portal: VisitEurope.com

(G) © Goodfellow Publishers Ltd

(G) © Goodfellow Publishers Ltd

3.2. Demand: Travel Markets and Consumers

(G) © Goodfellow Publishers Ltd

Europe Market Internet sales Internet sales Internet sales

Figure 10:. Trends in the European Online Travel Market by Country/Region

(G) © Goodfellow Publishers Ltd

Figure 11: Trends in the European Online Travel Market by Channel

Figure 12: Consumers’ Degree of Trust in the Different Forms of Advertising

(G) © Goodfellow Publishers Ltd

4. e-Tourism and the Future

(G) © Goodfellow Publishers Ltd

Hardware: Physical equipment such as mechanical, magnetic, electrical, electronic or

enhancing interactivity and building relationships with consumers and partners;

insuficient marketing and technology training and understanding;