The Impact of Technology on Tourism Marketing, E-Commerce and Database Marketing
What impact will technology have on future competitive strategy in the travel, tourism and hospitality industries? What sustainable strategic benefits can technology deliver? In attempting to answer these questions, this section will focus largely on the customer. In other words, how will technology be leveraged to add customer value, both within a business—consumer and business—business context?
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References and Further Reading
- Connolly, D., Olsen, M. and Moore, R. (1998) ‘The internet as a distribution channel’, Cornell Hotel and Restaurant Administration Quarterly, August.Google Scholar
- Direct Response (1998) Interview with Deborah Merrifield of Thomson Holidays, 18(7): July.Google Scholar
- Fletcher, K. (1995) Marketing Management and Information Technology, 2nd edn, Prentice-Hall: Hemel Hempstead.Google Scholar
- Mintel (1996) Database Marketing, January.Google Scholar
- Morrell, P. (1998) ‘Airline sales and distribution channels: the impact of new technology’, Tourism Economics, 4(1): 5–19.Google Scholar
- Opperman, M. (1997) ‘Using databased marketing in the tourism industry — gaining competitive advantage’, Turizam, 45(1–2): 13–28.Google Scholar
- Porter, M. (1985) Competitive Advantage. Free Press: New York.Google Scholar
- Shaw, R. and Stone, M. (1988) Database Marketing, Gower: Aldershot.Google Scholar
- Wardell, D. (1998) ‘The impact of electronic distribution on travel agents’, Travel and Tourism Analyst, 2.Google Scholar