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

Yıl 2015, Cilt: 4 Sayı: 3, 595 - 611, 09.07.2015

Savaş Yıldız Zafer Yıldız

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

Cited By: 4

Öz

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.           

Anahtar Kelimeler

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

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

Öz

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.

Anahtar Kelimeler

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

Kaynakça

• Abernathy William, Kim B. Clark (1984), Innovation: Mapping The Winds of Creative Destruction. Research Policy. 14(1). pp. 3-22.
• Amiling, S., Koch, V., Ringbeck J. and Stroh S. (2007). Take a Trip into the Future:Technology-Based Business Innovation in a Changing Global Travel Distribution Market. Booz Allen Hamilton. pp. 1-9.
• Applegate, L. M., Piccoli, G. and Brohman, K. (2008). TripIt: The traveler’s agent. Boston: Harvard Business Publishing
• Beech, J. and Chadwick, S. (2006). The Business of Tourism Management. New Jersey: Pearson Education Limited.
• Bennett, M. and Buhalis, D. (2003). The Future for Internet Travel Distribution: the travel agent perspective, Insights. English Tourism Council. (January). pp. 25-30.
• Betz, F. (2010). Yönetim Stratejisi- Stratejik Yönetim ve Enformasyon Teknolojisi, çev: Ümit Şensoy. Ankara: Tübitak Popüler Bilim Kitapları
• Brandenburger, A. M. and Nalebuff, B. J. (1996). Co-Opetition: A revolution mindset that combines competition and cooperation: The game theory strategy that’s changing the game of business. New York, NY: Bantam Doubleday Dell Publishing Group.
• Brohman, M. K., Piccoli, G., Martin, P., Zulkernine, F., Parasuraman, A. and Watson, R. T. (2009). A design theory approach to building strategic net-based customer service systems. Decision Sciences. 40(3). pp. 403-430.
• Buhalis, D. (1998). Startegic Use of Information Technologies in Tourism Industry. Tourism Management. 19(5). pp. 409-421
• Buhalis, D. and Costa, C. (2006b). Tourism management dynamics trends, management and tools. Oxford: Elsevier Butterworth Heinemann
• Buhalis, D. and Jun, H. S. (2011). Contemporary Tourism Reviews- E-Tourism. Oxford: Goodfellows Pub.
• Buhalis, D. and Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet -The state of eTourism research. Tourism Management. 29 (4). pp.609-623.
• Buhalis, D. and Laws E. (2001). Tourism Distribution Channels: Patterns, Practices and Challenge. London: Thompson
• Buhalis, D. and Licata, M. C. (2002). The future of eTourism intermediaries. Tourism Management. 23(3). pp. 207-220.
• Buhalis, D. O’connor, P. (2005). Information Communication Technology Revolutionizing Tourism. Tourism Recreation Research. 30(3). pp. 7-16
• Cheung, R. and Lam, P. (2009). How Travel Agency Survive in e-Business World?. Communications of the IBIMA. 10. pp. 85-92.
• Cheyne, J., Downes M. and Legg, S. (2005). Travel agent vs. Internet: What Influences Consumer Choices?. Journal of Vacation Marketing. 12 (Jan). pp. 41-57.
• Cho, Y., Wang, Y. and Fesenmaier, D.R. (2002). Searching for experiences: The web-based virtual tour in tourism marketing. Journal of Travel & Tourism Marketing. 12(4). pp. 1-17.
• Cova, B. and Salle, R. (2008). Marketing solutions in accordance with the S-D logic: Co-creating value with customer network actors. Industrial Marketing Management. (37). pp. 270–277.
• Dolnicar, S. and Laesser, C. (200). Travel Agency Marketing Strategy: Insights from Switzerland. Journal of Travel Research. 46(2). pp. 133-146.
• Emeksiz, M. (2000). Otel İşletmelerinde İçsel ve Dışsal Bilgi Sistemleri: Beş Yıldızlı Uluslararası Bir Zincir Otelin Dışsal Bilgi Sistemleri ile İletişiminin İncelenmesi. Anatolia: Turizm Araştırmaları Dergisi. 11 (Eylül-Aralık). ss. 34-43.
• Etgar, M. (2008). A descriptive model of the consumer co-production process. Journal of the Academy of Marketing Science. 36(1). pp. 97-108.
• Geray, H. (1994). Yeni İletişim Teknolojileri, Toplumsal Bir Yaklaşım. Ankara.
• Grönroos, C. (1997). Value-driven relational marketing: from products to resources and competencies. Journal of Marketing Management. 13. pp. 407-419.
• Gummesson, E. (2008). Extending the service dominant logic: From customer centricity to balanced centricity. Journal of the Academy of Marketing Science. 36(1). pp. 15–17.
• İge, P. (2005). Turizm Endüstrisinde E-Ticaret. Ekonomik ve Sosyal Araştırmalar Dergisi. Sayı: 1. ss. 28-55.
• Jeong, M. and Gregoire, O. H. (2003). Conceptualizing Web Site Quality And its Consequences in The Lodging Industry. Hospitality Management. 22. pp. 161-175.
• Jirinova, K. and Kolis, K. (2013). Differences Between B2b And B2c Customer Relationship Management. Findings From The Czech Republic. European Scientific Journal. 4 (special ed). pp. 22-27.
• Jung, S. K., Choe, H. and Byun J. W. (2009). Internet Marketing Strategy of a Wholesale Tour Agency in Korea : Case of Hana Tour. Journal of Service Science. 1. pp. 83-104.
• Kırcova, İ. (2005). İnternette Pazarlama. İstanbul: Beta Yayınları.
• Kotler, P. (1998). Marketing Management. (9th ed.). Prag: Grada Publishing
• Kotler, P., Bowen, J. and Makens, J. (1999). Marketing for hospitality and tourism (2nd ed.). Upper Saddle River. NJ : Prentice Hall.
• Kracht, J. and Wang, Y. (2010). Examining the tourism distribution channel: evolution and transformation. International Journal of Contemporary Hospitality Management. 22 (5). pp. 736 -757.
• Kristensson, P., Matthing, J. ve Johansson, N. (2008). Key strategies for the successful involvement of customers in the co-creation of new technology-based services. International Journal of Service Industry Management. 19 (4). pp. 474-491.
• Law, R. and Jogaratnam, G. (2005). A study if hotel information technology applications. International Journal of Contemporary Hospitality Management. 17(2). pp. 170-180.
• Law, R., Leung, R. and Buhalis, D. (2009). Information Technology Applications In Hospitality and Tourism: A Review Of Publications From 2005 to 2007. Journal of Travel & Tourism Marketing. 26. pp. 599–623.
• Lee, J., Soutar, G. and Daly, T. (2007). Tourists’ search for different types of information: A cross national study. Information Technology &Tourism. 9(3-4). pp. 165-176.
• Lin, L. (2005). Internet as a distribution channel of travel information: A case study. Consortium Journal of Hospitality & Tourism. 9(2). pp. 49-57.
• Livi, E. (2008). Information Technology and New Business Models in the Tourism Industry. 8th. Global Conference on Business and Economics. Florance University, Italy. 18-19. 10. 2008
• Lubbe, B. (2000) The changing role of the travel intermediary. South African Journal of Economic and Management Sciences. 3(2). pp. 273-289.
• Lusch, R.F. and Vargo, S.L. (2006). Service-dominant logic: reactions, reflections, and refinements. Marketing Theory. 6 (3). pp. 281-288.
• Lusch, R.F., Vargo, S.L. and O’Brien, M. (2007). Competing through service: insights from service-dominant logic. Journal of Retailing. 83 (1). pp. 5–18.
• McGaughey, R. E. and Mason, K. H. (1998). The Internet as a marketing tool. Journal of Marketing Theory and Practice. (6). pp.1-11.
• Mills, J. and Law, R. (2004). Handbook of Consumer Behaviour, Tourism and the Internet. New York: Harworth Hospitality Press.
• Noti, E. (2013). Web 2.0 and the its influence in the tourism sector. European Scientific Journal. 9(20). pp. 115-123.
• Özcan, O. S. (2010). İnternet Pazarlama Faaliyetlerinde Tüketici Satın Alma Karar Süreci. İnternet Uygulamaları ve Yönetimi Dergisi. 1(2). ss. 31-39.
• Page, S. J. (2007). Tourism Management: Managing for Change(2nd Ed.). Oxford: Butterworth Heinemann.
• Pine, B. J. and Gilmore, J. (1998). Welcome to the experience economy. Harvard Business Review. 76. pp. 97-105.
• Poon, A. (2002). Tourism, Technology and Competitive Strategies. Oxford: CAB International.
• Prahalad, C.K. and Ramaswamy, V. (2004). Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing. 18 (3). pp. 5–14.
• Salvado, J. O. M. G., Ferrira, A. M. A. P. and Costa, C. M. M. (2012). Travel Agencies: From online channel conflict to multi-channel harmony. Revista Turizmo & Desenvolvimento. (17-18). pp. 957-974.
• Seabra, C., Abrantes, J. L. and Lages, L. F. (2007). The impact of using non-media information sources on the future use of mass media information sources: The mediating role of expectations fulfillment. Tourism Management. 28(6). pp. 1541-1554.
• Shaw, G., Bailey, A., and Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: examples from the hotel industry. Tourism Management. 32(2). pp. 207-214.
• Spohrer, J. and Maglio, P.P. (2008). The emergence of service science: toward systematic service innovations to accelerate co-creation of value. Production & Operations Management. 17 (3). pp. 238–246.
• Tsaur, S. H., Yung C. Y., and Lin, J. H. (2006). The Relational Behavior between Wholesaler and Retailer Travel Agencies: Evidence from Taiwan. Journal of Hospitality & Tourism Research. 30(3). pp. 333-353.
• -
• Turizm&Yatırım Dergisi (2015). E-ticarette En Büyük Payı Tatil ve Seyahat Harcamaları Alıyor, Mayıs, s.10.
• Ünüvar Ş. (2008), Turizm Sektöründe Bilgi İletişim Teknolojilerinin Kullanımı, Selçuk Üniv. Sosyal Bilimler MYO Dergisi. 11(1-2). ss. 597-618.
• Vargo, S.L. and Lusch, R.F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing. 68(January). pp. 1–17.
• Vargo, S.L. and Lusch, R.F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of Marketing Science. 36. pp. 1-10.
• Vargo, S.L. and Lusch, R.F. (2008). Why ‘‘service”? Journal of the Academy of Marketing Science. 36. pp. 25-38.
• Vargo, S.L., Maglio, P.P. and Akaka, M.A. (2008). On value and value co-creation: a service systems and service logic perspective. European Management Journal. 26 (3). pp 145-152.
• Walls, A.R., Okumus, F., Wang, Y., and Kwun, D.J.-W. (2011) . An epistemological view of consumer experiences. International Journal of Hospitality Management. 30 (1). pp. 10-21.
• Wang, Y., and Fesenmaier, D. R. (2004). Towards understanding members’ general participation in and active contribution to an online travel community. Tourism Management. 25(6). pp. 709-722.
• Woodside, A.G., Vicente, R. M. and Duque, M. (2010). Tourism’s destination dominance and marketing website usefulness. International Journal of Contemporary Hospitality Management. 23(4). pp. 552-564.