Reasons for the Development of New System Strategies

Abstract

A key assumption of the argumentation presented in Chapters 5 to 7 is that the new system strategies (and corresponding co-ordination strategies) of tour operators are (with minor exceptions) not a consequence of the availability of new technologies to tour operators. Instead, the new strategies are a result of other developments in the package holiday business (and the travel and tourism industry). This assumption is based on the observation that core technologies which tour operators are adopting as part of their new system strategies have been available to them for a number of years. Relational databases, electronic data interchange (EDI), and (intra- and inter-organisational) computer integration existed during the 1980’s (Alt and Zbomik, 1993; Bar et al., 1989; Morgan and Davis, 1989; Niketic and Mules, 1993, p. 11; Stahlknecht, 1990; Wieland, 1989), as did fully transparent links to GDSs (Ellis, 1992). Despite the availability of these technologies (and sufficient capital), most tour operators did not see the need to implement these technologies. Therefore, it is argued that the new decisions of tour operators are a consequence of other developments, most of all those described in this chapter.