This paper discusses the changing role of Brick and mortar travel agents due to Internet. It is a fact that the popularity of the Internet and the Wide Web has provided a whole new virtual platform to conduct business called E-Business, and created both opportunities and threats for brick and mortar travel agencies in the tourism industry. For travel agencies, understanding the perceptions of travel agents regarding computer usage and the important elements of functional websites is necessary to ensure success when adopting E-Business. Questionnaire investigation and statistical analysis were applied in conducting and analyzing this research and see what strategies the conventional travel agencies should adopt to not only survive but also to grow in the present circumstances. This paper has great value not only to travel industry but also to many other similar industries facing threat of internet revolution like book and music stores, etc.
|Title of host publication||Information and Communication Technologies in Tourism 2014|
|Subtitle of host publication||eProceedings of the ENTER 2014 PhD Workshop in Dublin, Ireland|
|Editors||Rodolfo Baggio, Marianna Sigala, Alessandro Inversini, Juho Pesonen|
|Place of Publication||Innsbruck, Austria|
|Publisher||International Federation for Information Technology and Travel & Tourism (IFITT)|
|Number of pages||17|
|Publication status||Published - 2014|
|Event||Information and Communication Technologies in Tourism 2014 - Dublin, Ireland|
Duration: 21 Jan 2014 → 21 Jan 2014
|Conference||Information and Communication Technologies in Tourism 2014|
|Period||21/01/14 → 21/01/14|
Kayani, K. (2014). Impact of internet communication technology on bricks & mortar travel agents and changes in supply chain positioning. In R. Baggio, M. Sigala, A. Inversini, & J. Pesonen (Eds.), Information and Communication Technologies in Tourism 2014: eProceedings of the ENTER 2014 PhD Workshop in Dublin, Ireland (pp. 40-56). Innsbruck, Austria: International Federation for Information Technology and Travel & Tourism (IFITT).