Using Information Technology to Access Overseas Markets
The paper reviews how IT developments such as On-line services, Internet and Distributed Product Databases can be co-ordinated to enable tourism suppliers in Canada to access the UK market. Having analysed the use of IT and training by UK travel agents, the authors conclude that the Canadian Tourism Commission must be proactive in taking an IT-based training initiative to members of their travel agency network. An integrated IT training product will enable groups of small and medium suppliers in Canada to distribute branded products to the UK market, while at the same time creating strong partnerships in their own region.
KeywordsTravel Agent Tourism Product Conservation Authority North American Market Leisure Travel
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