Effects of Information Technologies on Changes of Tourism Marketing, Distribution and Travel Agencies’ Business Models

Year 2015, Volume: 4 Issue: 3, 595 - 611, 09.07.2015

Savaş Yıldız , Zafer Yıldız

https://doi.org/10.15869/itobiad.30354

Cited By: 4

Abstract

Advances in information and communications technology, eliminate economic boundaries and create a new market order. Increasing internet usage cause radical changes in marketing strategies and tourism sector has been affected by this change and developments, too. Advances in information and technologies reduces cost of sharing information as it also converts local marketing into global marketing. Beside, consumer’s posts in social media about touristic destinations, hotels, service quality, etc. has become an important factor in tourism marketing. Therefore tourism has started to become customized activity rather than massive one. Increasing information and communication technologies usage in tourism sector has changed both tourism distribution systems depending on tourism marketing and business models of travel agencies. Objective of this study, based on a broad literature review, is to analyze how the development of information and communication technologies affects and changes tourism sector in context of marketing, distribution systems and travel agencies’ business models.           

Keywords

Tourism Marketing, Information and Tourism, Business Models, Distribution Systems

Bilişim Teknolojilerinin Turizm Pazarlaması, Dağıtım Sistemi ve Seyahat Acentelerinin İş Modeli Değişimine Etkisi

Abstract

Bilgi ve iletişim teknolojilerindeki gelişmeler, ekonomik sınırları ortadan kaldırmış ve yeni bir piyasa düzeni oluşturmuştur. Özellikle internet kullanımının artmasıyla, pazarlama stratejilerinde köklü değişiklikler ortaya çıkmıştır ve turizm sektörü de bundan etkilenmiştir. Bilgi ve iletişim teknolojisindeki ilerlemeler, bilginin paylaşılma maliyetlerinin düşürürken bunun yanında pazarlamayı bölgesel olmaktan çıkarıp küresel boyuta taşımıştır. Bunun yanında turistik destinasyonlar, konaklama tesisleri, hizmet kalitesi vs. konularda tüketicilerin bilgi paylaşımı da, turistik pazarlamanın önemli unsurlarından biri haline gelmiştir. Bu durum turizm hareketini kitlesel olmaktan çıkarmış ve kişiye özel hale getirmiştir. Bilgi ve iletişim teknolojilerinin turizm sektöründe kullanımının yaygınlaşması, hem turizm pazarlamasının ve buna bağlı olarak turizm dağıtım sisteminin hem de seyahat acentelerinin iş modellerini önemli derecede değiştirmiştir. Geniş kapsamda literatür taraması temelli olan bu çalışma ile bilgi ve iletişim teknolojilerindeki gelişmenin turizm sektörünü pazarlama, dağıtım sistemi ve seyahat acenteleri iş modelleri bağlamında nasıl etkilediği ve değiştirdiğinin irdelenmesi amaçlanmaktadır.

Keywords

Turizm Pazarlama, Bilişim ve Turizm, İş Modelleri, Dağıtım Sistemi

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