We know of the development of the online channel in the tourism distribution system, due to the intensive\napplication of ICT. This seems announce like a revolution in the industry, with structural changes in production, and in\nthe behaviour of the involved agents. However, more advances in the literature are needed in order to gain theories\nto the body of knowledge. With this aim, qualitative research is done through in-depth interviews driven to a selection\nof experts in the field; managers of multi-channel distribution systems as well as of online channel in exclusive.\nApplying the triangulation of data methodology provides results which reveal certain types of changes, derived from\nthe adoption of ICT, that tourism companies adopters consider as significant competitive advantages, with capability\nto affect companies� results and increase its power within the distribution channel. This offers great potential for the\nfuture development of the online channel and for the companies that use it exclusively.
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