Consumers, travel and technology: A bright future for the Web or television shopping?

While there remain a number of significant challenges to be faced by Web designers and marketers if the medium is to fulfil its promised potential as a channel for travel service distribution, television travel shopping is currently being readily embraced by consumers of all ages.

Abstract

The international tourism system is dependant on information technology for its future growth, competitiveness and long-term survival—particularly in terms of tourism marketing and distribution. This study evaluates consumer perceptions of two of the more prominent technological innovations impacting on these aspects of the tourism industry: the World Wide Web (WWW) and television shopping via digital television. The paper begins by reviewing extant work on the expansion of the WWW and television shopping into travel distribution, before focusing on the results of the consumer research and discussing the findings' implications for tourism marketers. Based on focus group discussions, the study suggests that while there remain a number of significant challenges to be faced by Web designers and marketers if the medium is to fulfil its promised potential as a channel for travel service distribution, television travel shopping is currently being readily embraced by consumers of all ages. The paper concludes by highlighting online tourism organisations' need to confront the problems of converting Web browsers into buyers, and outlines an agenda for future research.