Expert Journal of Marketing (Oct 2018)
The Internet as an Important Tool in the Tourism Industry and its Use in Customer Service
Abstract
The tourism sector is one of the most important business sectors in Greece. The term “online travel agency” refers to the transfer to the Internet of all or part of the tourism services offered by a real travel agency. The purpose of this study was to discuss the role of the Internet as an important tool in the tourism industry by presenting the ways it is used in customer service. The study focuses on an online travel agency. The methodology of the study was based on the collection of secondary data, which was collected through articles in journals as well as through official web sites. Specifically, the study discussed the use of the Internet and its importance in the field of tourism, and presented and analyzed the features and functions of an online travel agency, focusing on the basic services of an online travel agency, the subsystem of the customers, the provider’s subsystem and the subsystem of the intermediaries. In addition, a standardized online travel agency system was presented and finally an online travel guide was analyzed. The study concluded that tourism marketing is a necessary tool to be used in the management of all tourism businesses in order to achieve the planned marketing goals.
