THE IMPACTS OF ELECTRONIC DISTRIBUTION CHANNELS AND INFORMATION TECHNOLOGY ON THE TRAVEL AGENCIES SECTOR
DOI:
https://doi.org/10.21837/pm.v23i38.1847Keywords:
Benefits, Challenges, Impact, Travel Agency, Surviving, Internet EraAbstract
This study endeavors to explore the resilience of travel agencies in the Digital Age, addressing the phenomenon of disintermediation. It examines the ramifications and challenges posed by e-commerce and the efficacy of internet technology on traditional travel agencies. The research is grounded in data collected from Bukit Mertajam and Seberang Perai, utilizing judgment sampling to select respondents and qualitative data derived from 15 semi-structured interviews with travel agents. Findings from the interviews revealed that the current strategies and policies employed to fortify travel agencies encompass (1) the roles and functions of electronic distribution channels, (2) supportive strategies within tourism policies and the government's role in tourism policy-making concerning travel agencies, and (3) the advantages of electronic distribution channels, alongside the challenges and adverse effects associated with these channels, as well as the perceptions of travel agencies regarding electronic distribution channels, all of which are pivotal in determining the survival of travel agencies. The conclusion drawn indicates that internet technology and tourism policies serve as significant indicators of success.
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