Travel Agencies: From online channel conflict to multi-channel harmony

• Author(s): Salvado, Josefina ; Ferreira, Ana ; Costa, Carlos
• Date: 2012
• Persistent ID: http://hdl.handle.net/10174/8494
• Origin: Repositório Científico da Universidade de Évora
• Subject(s): tourism distribution,; travel agencies; online channel,; multi-channel distribution.
• Document Type: Article
• Language: Portuguese
• Editor(s): Costa, Carlos; Silva, João Albino; Malta, Paula

Description

The adoption of Internet as a distribution channel and a privileged e-commerce tool has pressed Travel Agencies (TAs) to a latent channel conflict. Our main interest is to understand how the traditional independent travel agencies in Portugal deal with the online channel. We suggest that TAs have to develop an innovative business model based on the online and offline complementary channels, in order to achieve a multi-channel harmony.