ULUSLARARASI DAĞITIM TURİZM KANALI DEĞER ZİNCİRİNE İNTERNETİN KATKISI: FIRSATLAR VE TEHDİTLERE DAYALI BİR DEĞERLENDİRME

Abstract

This study is proposed to investigate the potential contribution of the internet to international tourism distribution channel value chain and its poetntial opportunities and threats in the light of the current literature. The evaluation has revealed that the internet creates two basic contribution to the tourism distribution channel value chain: (a) it increases the productivity of touristic product by decreasing the costs; (b) it can be used as a new and alternative distribution channel in the processes of making reservations and collecting information on the destinations where tourist may wish to travel. The study makes the evaluations on the base of the potential opportunities and threats the internet creates. These evaluations may help the potential researchers, the industry representatives and the students to gain a better understanding on the topic studied. Moreover, by determining the opportunities and the threats caused by internet on international tourism, it might guide the electronic marketing activity of the firms in this sector and let them get ready for the possible opportunities and threats

Keywords

• International tourism, internet, distribution channel, electronic marketing

ULUSLARARASI DAĞITIM TURİZM KANALI DEĞER ZİNCİRİNE İNTERNETİN KATKISI: FIRSATLAR VE TEHDİTLERE DAYALI BİR DEĞERLENDİRME

Abstract

Bu çalýþma, internetin uluslararasý turizm daðýtým kanalý deðer zincirine olan katkýlarýný potansiyel fýrsat ve tehditlere baðlý olarak ikincil veriler ýþýðýnda incelemek amacýyla hazýrlanmýþtýr. Özellikle iletiþimi kolaylaþtýrýcý özelliði sayesinde internet, uluslararasý turizm daðýtým kanalý üzerinde iki temel etkiye neden olmaktadýr. Bu temel etkilerden birincisi, maliyetleri düþürüp, turistik ürünün etkenliðini artýrmasý, ikincisi ise, gidilecek yerler hakkýnda bilgi edinilmesi, rezervasyonlar ve gidilecek yerin araþtýrýlmasý gibi bazý iþlemler için, yeni ve alternatif bir daðýtým kanalý olarak kullanýlabilmesidir. Daðýtým kanalýna olan bu tür katkýlarý nedeniyle internet, turizm sektöründeki iþletmeler açýsýndan bazý tehdit ve fýrsatlarý da beraberinde sunmaktadýr. Ýnternetin uluslararasý turizm üzerindeki, mevcut ve muhtemel etkilerinin bilinmesi sayesinde, internet ile ilgili alýnan kararlarýn, çok daha isabetli olmasý mümkün olabilecektir. Ayrýca, uluslararasý turizmde, internetin neden olduðu tehdit ve fýrsatlarýn tespit edilmesi, bu alanda faaliyet gösteren iþletmelerin elektronik pazarlama faaliyetlerine yön verebilecek ve muhtemel tehdit ve fýrsatlar karþýsýnda daha hazýrlýklý olmalarýný saðlayabilecektir

Keywords

• Uluslararasý turizm, internet, daðýtým kanalý, elektronik pazarlama

References

1. Aksu Akýn ve Ebru Tarcan (2002) “The Internet and Five-Star Hotels: A Case Study From the Antalya Region in Turkey”, International Journal of Contemporary Hospitality Management, 14(2), 94-97.
2. Aladwani, Adel M. (2006) “An Empirical Test Of The Link Between Web Site Quality and Forward Enterprise Integration With Web Consumers”, Business Process Management Journal, 12(2), 178-190.
3. Anckar Bill ve Pirkko Walden (2001) “Introducing Web Technology in a Small Peripheral Hospitality Organization”, International Journal of Contemporary Hospitality Management, 13(5), 241-250.
4. Bauer, Hans H., Maik Hammerschmidt ve Tomas Falk (2005) “Measuring the Quality of E-Banking Portals”, International Journal of Bank Marketing, 23(2), 153-175.
5. Bernstein Judith ve Susan C. Awe (1999) “Wired Travelers: Travel and Tourism Web Sites”, Reference Services Review, 27(4), 364-375
6. Coathup David C. (1999) “Dominant Actors in International Tourism”, International Journal of Contemporary Hospitality Management, 11(2/3), 69–72.
7. Cristobal, Eduard, Carlos Flavia´n ve Miguel Guinalý´u (2007) “Perceived E- Service Quality (PeSQ) Measurement Validation and Effects on Consumer Satisfaction and Web Site Loyalty”, Managing Service Quality, 17(3), 317-340.
8. Fesenmaier Danielle ve Uysal Muzaffer (1990) “The Tourism System: Levels of Economic and Human Behavior”, Tourism and Leisure: Dynamics and Diversity, J. B. Zeiger ve L.M. Caneday (Derleyenler), Alexandria, Va.: NRPA, 27-35.

9. Gharavi Hosein ve Roger M.D. Sor (2006) “Population Ecology, Institutionalism and the Internet: Travel Agencies Evolving into Middlemen”, Journal of Organizational Change Management, 19(2), 104-118
10. Gross, M. J. ve Brown, G. (2006) “Tourism Experiences in a Lifestyle Destination Setting: The Roles of Ýnvolvement and Place Attachment”, Journal of Business Research, 59(6), 696-700.
11. Hoti, S., McAleer, M ve Shareet, R. (2007) “Modelling International Tourism and Country Risk Spillovers for Cyprus and Malta”, Tourism Management, 28(6), 1472-1484.
12. Karamustafa, Kurtulus (2000), "Marketing-channel Relationships: Turkey's Resort Purveyors' Interractions with International Tour Operators", The Cornell Hotel and Restaurant Administration Quarterly, 41(4), 21-31.
13. Karamustafa, Kurtuluþ (2002) "Türkiye'de Ýç Turizm Açýsýndan Ýnternet Kullanýmý", Pazarlama Dünyasý, 16(4), 38-45.
14. Karamustafa, Kurtuluþ, Mehmet Biçkes ve Þevki Ulama (2002) “Türkiye'deki Konaklama Ýþletmelerinin Ýnternet Web Sitelerini Deðerlendirmeye Yönelik Bir Çalýþma”, Erciyes Üniversitesi Ýktisadi ve Ýdari Bilimler Fakültesi Dergisi, 19, 51-92.
15. Kýrcova Ýbrahim (2002) Ýnternette Pazarlama. Ýstanbul: Beta Yayýncýlýk.
16. Kuþluvan Salih ve Kurtulus Karamustafa (2001) “Multinational Hotel Development in Developing Countries: an Exploratory Analysis of Critical Political Issues”, The International Journal of Tourism Research, 3(3), 179- 197.
17. Kuþluvan Salih ve Kurtulus Karamustafa (2001) “Türkiye'de Dýþ Aktif Turizmin Geliþmesinde Yabancý Tur Operatörlerinin Rolü”, Pazarlama Dünyasý, 16(05), 18-28.
18. Law Rob ve Cathy H.C. Hsu (2005) “Customers' Perceptions on the Importance of Hotel Web Site Dimensions and Attributes”, International Journal of Contemporary Hospitality Management, 17(6), 493-503.
19. Law Rob, Leung, K. ve Wong, R. J. (2004) “The Impact of the Internet an Travel Agencies”, International Journal of Contemporary Hospitality Management, 16(2), 100-107.
20. Law, Rob, Ivy Chan ve Carey Goh (2007) “Where To Find the Lowest Hotel Room Rates on the Internet? The Case of Hong Kong”, International Journal of Contemporary Hospitality Management, 19(6), 495-506.
21. Melewar T. C. ve Nichola Smith (2003) “The Internet Revolution: Some Global Marketing Implications”, Marketing Intelligence & Planning, 21(6), 363-369.
22. Öncü Fatih (2002) ePazarlama. Ýstanbul: Literatür yayýncýlýk.
23. Palmer Adrian ve Patrick McCole (2000) “The Role of Electronic Commerce in Creating Virtual Tourism Destination Marketing Organisations”, International Journal of Contemporary Hospitality Management, 12(3), ss. 198-204
24. Rachman, Z. M. ve Richins, H. (1997) “The Status of New Zealand Tour Operator Web Site”, The Journal of Tourism Studies, 8(2),62-83.
25. Uysal Muzaffer (1998) “Determinants of Tourism Demand: A Theoretical Perspective”, The Economic Geography of the Tourist Industry: A Supply-Side Analysis, D. Ionnides ve K. G. Debbage (Derleyenler), Routledge, New York, 79-95.
26. Vrana Vasiliki ve Costas Zafiropoulos (2006) “Tourism Agents' Attitudes on Iinternet Adoption: an Analysis From Greece”, International Journal of Contemporary Hospitality Management, 18(7), 601-608.
27. Wynne Clive (2001) “The Impact of the Internet on the Distribution Value Chain: The Case of the South African Tourism Industry”, International Marketing Review, 18(4), 420-431.
28. Yoon, Y. ve Uysal Muzaffer (2005) “An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty: a Structural Model”, Tourism Management, 26(1), 45-56.
29. Zafiropoulos Costas (2006) “The Internet Practices of Hotel Companies: An Analysis From Greece”, International Journal of Contemporary Hospitality Management, 18(2), 156-163.