3.2.3 Flexibility : getting a wide and updated range of
information
Obviously, a Website is a more flexible marketing
medium if we consider the traditional mass medias. A web page can be
used as an electronic billboard, an electronic advertisement or an electronic
catalogue providing information about products or services. In addition, it
ensures contact information for the interested consumers. To that
regard, virtual advertisements or catalogues are much more flexible than
physical ones. It is easier to update information which can evolve with the
customers feedback given. The virtual catalogue can also be organised
according to the needs and wants of consumers. Through a Website, consumers can
be constantly informed about the company's new product offerings, price changes
and sales promotion.
Tour operators usually launch their main summer holiday
brochures 10 months in advance. In addition, they must print the supplements
which adjust prices and availability. We must keep in mind that up to 40% of
these brochures are not used. The printing process is expensive and
time consuming whereas electronic brochures can be up dated for little cost and
almost instantly. In addition, websites offer linking possibilities
with the inventory data so that the customer is enabled to know whether or not
a particular holiday is available. In addition, the electronic brochure can be
indexed in order to be user friendly meaning that items can be located quickly
through search facilities.
3.2.4 Accessibility : everywhere and at any time improving
service quality
Accessibility is one of the key features of Internet as its
permanently exposed to a global market reach. An efficient web site
enables the company to be on business on a 24 hours a day, 365 days a year
basis. From the user point of view, the web site access is ideal as he
can get informations anywhere and at any time. With regard to the international
trade and the different time zones, the web access is highly valuable.
We must keep in mind that until the middle of the
1990s tourism destinations were depending on promotion agencies in tourism.
Thanks to the Web, tourism destinations are able to market themselves.
They can design their websites and promote themselves efficiently. From a
regulatory point of view, the Web avoids regulations such as restriction
conditions in some countries. With regard to the advertising space, there is
not limitation at all apart from the level of «bytes» of data which
can be hold by the online database.
As a customer interaction tool, Internet must be
considered as a way of improving service quality. Firstly, the
customer gets a larger accessible choice set through the vast
set of product options and service options which are displayed. Secondly,
automatic processing such as cybercash or credit card chargers
fasten the payment process. Thirdly, the delivery time
is reduced. Fourthly, the support literature is more available.
The Internet use can be considered as a
«revolution» in the tourism sector. It was the latest great
change in the tourism industry as the access to information is transparent and
easy. E-customers are able to compare a great bulk of information among a wide
variety of choices of destinations, holiday,
packages, flights, lodging and leisure services. Thanks to the
quasi immediate confirmation and speedy information, the last minute bookings
are possible.
As a consequence, we can say that the relevance and
promptness of tourism information are the one key driver of the consumer
satisfaction. Customers are more and more concerned with the time
consuming and accuracy of the information they can get. The wide access to
information had a great impact on all the aspects of tourist activities. As a
result, marketers are enabled to provide a personalised services at the same
level as the standard packages.
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