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

Year 2008, Issue: 21, - , 20.06.2015

Kurtuluş Karamustafa Mustafa Öz

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

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