Abstract
Identifies and discusses modes of collective consumer pressure that might affect tourism quality in a comprehensive way. Organised tourists are empowered tourists, and as such can provide a needed incentive to improve standards. Discusses: intermediating tour operators; consumer organisations; controlled certification systems; public regulation; and anarchic Internet‐based consumer networks. Suggests that only transnational organisations are able to take full advantage of the potential benefits to the industry of consumer empowerment. Finally, puts forward possible policy actions in the European Union, as well as issues for further research.
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