Tour Operators Overcoming of Intangibility and Perishability by Using the Internet

1859 Words May 5th, 2008 8 Pages
How can tour operators use the internet to overcome the problems of intangibility and perishability in selling holiday packages? Use examples of good practice.

A famous person once said and I quote, “Follow your dreams”. Holidays are dreams which people perceive and Tourism is all about selling those “far-fetched dreams” and bridging the gap between ‘fantasy and reality’. Tour operators use the internet to portray a “picturesque description” of a “dream destination” which we as tourists are lured to follow. Tourism can be viewed as an unforeseen, unpredictable service industry which offers an intangible and perishable yet desirable experience to the consumer. It can be defined as a multifaceted, multidimensional activity which touches
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These tailor-made online packages save the customer the time he would traditionally waste on waiting for brochures in travel agencies. He has speedy access to the online brochures which offers tips on how to best allocate his available time and money on his prospective holiday by providing a detailed itinerary of his day to day schedule. Thus even before reaching the place, the tourist gets a somewhat vague idea of what his holiday is likely to be. He can thus make impromptu reservations in the hotel of his choice and take the flight to his dream destination. (Buhalis Dimitrios, 2003)
By browsing through the web sites the customer can get a vivid visual description of the destination and relevant information pertaining to the place such as the climate, festivals, culture, language and religion of the place. Various travel tips, visa related information and emergency contacts are also given on the web sites. All these tips help the consumers to be at ease and bring them closer to their respective chosen destinations.
Some websites like Thomson holidays and Portland Direct provide short visuals or 360 degree panoramic video tours of the places that can be visited. It also includes a search engine locating destinations according to criteria, comments from previous customers as well as loyalty card scheme. These techniques help the consumers to distinguish between information and reality. Various choices of holidays

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