Relational content of travel and tourism websites

The empirical research results show the role the internet plays in increasing sales and how companies use different relational tools to gain consumer trust and commitment.

Abstract

Developments in information technologies are having a far-reaching impact on the travel and tourism industry. This paper analyses the use of the internet as a relational tool for travel and tourism companies providing air travel and rent-a-car services. The empirical research results show the role the internet plays in increasing sales and how companies use different relational tools to gain consumer trust and commitment.