The consumer marketing revolution: the impact of IT on tourism

Abstract

The combined forces of the information superhighway and multimedia technology are presenting new opportunities for communicating with the consumer. The inherent characteristics of the tourism product render it an amenable candidate for new channels of distribution. Interactive television, PC-activated on-line networks and multimedia kiosks are just some of the ways in which information can be filtered directly to the consumer. Indeed such is the growth of these developments that many commentators have referred to a revolution taking place. This paper explores these developments in the context of tourism by presenting a series of examples. In conclusion it is found that the process of change is evolutionary in nature.