The Impact of the Internet on Consideration Sets — the case of International Tourist Destinations
The tourism industry is experiencing rapid adoption of Internet technology. The nature and characteristics of the industry expose potential tourists to an array of destinations (brands) to visit, together with places to stay and things to see at each destination. Tourists now have the ability to efficiently access and evaluate more competitive offers about brands at the aggregate level of destination(s) or disaggregated to discrete components (accommodation, etc) within the tourism system supporting each destination.
This work in progress report reviews this interactive environment for globalised hypercompetitive offers, and expects to establish that the size of the Awareness sets and the shape of the overall Consideration Sets of brands for tourists significantly increases as Internet usage increases. The implications of this are that individual domestic economies will reduce if they cannot control the balance between inbound and outbound tourism.
KeywordsInternational Tourist Internet Communication Strategic Maneuvering International Destination Domestic Tourism
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