THE USE OF E-BUSINESS IN SERBIAN TRAVEL AGENCIES: DEVELOPMENT OF THE EBusTour MODEL
Sažetak
Conducting business by using the internet has become an everyday occurrence in all spheres of economy, as well as in the tourism sector. There is an increasing number of agencies in the world that conduct their business almost completely on-line. The aim of this research was to examine what characterizes the process of implementation of electronic business with tourist agencies in Serbia on the sample of 65 companies, and whether it differs depending on certain business characteristics. For that purpose, EBusTour model was developed that consists of 14 items grouped into four categories: online communication, online promotion, impact on sales and working hours reduction vs. sales improvement. As far as tourist agencies in Serbia are concerned, the results of the application of EBusTour model show that the most common activity in this field is basic online promotion (website implementation), followed by effects on sales. The paper also investigates whether there are differences in e-business implementation in relation to the characteristics such as: years in business, the type of licence (tour operator or sales agent) and the type of market (incoming, outgoing or combined).
Reference
Amadeus. (2007). Service Fees and Commission Cuts: Opportunities and Best Practices for Travel Agencies. Amadeus.
Andreu, L., Aldas, J., Bigne, J., & Mattila, A. (2010). An analysis of e-business adoption and its impact on relational quality in travel agency-supplier relationships. Tourism Management, 31, 777-787.
Buhalis, D., & Licata, M. (2001). The Future eTourism intermediaries. ENTER2001 conference. Montreal. Retrieved June 8, 2015, from http://epubs.surrey.ac.uk/1126/1/fulltext.pdf
Bush, M. (2000). Internet will not replace traditional reservation systems. Hotel and Motel Management, 215(17), 31.
Bush, M. (2001). Travel agents might be more important tha ever. Hotel and Motel Management, 216(19), 30.
Chu, R. (2001). What online Hong Kong travelers look for on airline/travel websites? International Journal of Hospitality Management, 20(1), 95-100.
Đelić, J. (2015, May 26). http://www.naslovi.net/2015-05-26/ekapija. Retrieved September 14, 2015, from naslovi.net: http://www.naslovi.net/2015-05-26/ekapija/internet-menja-redove-i-tone-papira-elektronsko-poslovanje-u-porastu-nedostaju-jasni-zakonski-okviri/14782641
Đelić, T. (2004). Internet i redefinisanje sistema distribucije u turizmu. Marketing, 35(3), 143-148.
Heung, V. (2003). Internet usage by international travellers: reasons and barriers. Journal of Contemporary Hospitality Management, 15(7), 370 - 378.
hospitalitynet. (2002, May 1). hospitalitynet. Retrieved June 8, 2015, from http://www.hospitalitynet.org/news/4011708.html
Kim, C. (2004). An innovative approach for the small and medium-sized tourism enterprises (SMTEs) in Korea. OECD.
Krasulja, N., Zubović, J., & Radojević, I. (2014). Work-from-Home Impact on Income Satisfaction. Industrija, 42(3), 129-140.
Lin, H., & Lee, G. (2005). Impact of organizational learning and knowledge management factors on e-business adoption. Management Decision, 43(2), 171-188.
May, K. (2015, April 2). Tnooz. Retrieved April 03, 2015, from Tnooz: http://www.tnooz.com/article/online-travel-agency-frenemies/#utm_source=Tnooz+Mailing+List&utm_medium=email&utm_campaign=b5dd42b227-RSS_EMAIL_CAMPAIGN&utm_term=0_c691357c4
Mišković, I. (2015). Komunikacija sa potrošačima u digitalnoj eri. U V. Zubanov, Procesi komunikacija sa potrošačima (str. 224-240). Novi Sad: Fakultet za sport i turizam.
Morgan , N., Pritchard, A., & Pride, R. (2011). Destination Brands. Routledge.
Organization for Economic Co-operation and Development (OECD). (2000). Realizing the potential of electronic commerce for SMEs in the glogal economy. Conference for Ministers responsible for SMEs and Industry Ministers. Bologna.
Radivojević, N. (2014, November 07). http://e-zanimljivosti.weebly.com/e-svet. Retrieved September 15, 2015, from e-zanimljivosti: http://e-zanimljivosti.weebly.com/e-svet/elektronsko-poslovanje-je-nedovoljno-razvijeno-u-srbiji
Roger-Monzo, V., Marti-Sanchez, M., & Guijarro-Garcia, M. (2015). Using online consumer loyalty to gain competitive advantage in travel agencies. Journal of Business Research, 68, 1638-1640.
Suarez, L., Diaz, A., & Vazquez, R. (2007). Relationship marketing and information technologies: analysis of retail travel agencies. Journal of Travel Research, 45(5), 453-463.
Štetić, S., & Dragičević, V. (2011). Evaluacija turističkih agencija u Srbiji. Ekonomske teme, 1, 71-81.
Travel Agent. (2012, November 1). Travel Agent. Retrieved July 2, 2015, from Travel Agent: http://baptistebuonomo.blogspot.com/2012/11/different-types-of-travel-agencies.html
Tsai, H.-T., Huang, L., & Lin, C.-G. (2005). Emerging e-commerce development for Taiwanese travel agencies. Tourism Management, 26, 787-796.
World Tourism Organization (WTO). (2001). E-business For Tourism, Practical Guideline For Tourism Destination and Business. UNWTO.
Yoeman, I. (2008). Tomorrow`s tourist. Oxford: Elsevier.
Yoeman, I., & McMahon-Beattie, U. (2006). Tomorrow`s tourist and an information society. Journal of Vacation Marketing, 12(3), 269-291.
Yoeman, I., & McMahon-Beattie, U. (2015). Budući izazovi. U N. Morgan, A. Pritchard, & R. Pride, Destinacija kao brend (str. 202-217). Beograd: Clio.
- Autori zadržavaju autorska prava i pružaju časopisu pravo prvog objavljivanja rada i licenciraju ga "Creative Commons Attribution licencom" koja omogućava drugima da dele rad, uz uslov navođenja autorstva i izvornog objavljivanja u ovom časopisu.
- Autori mogu izraditi zasebne, ugovorne aranžmane za neekskluzivnu distribuciju članka objavljenog u časopisu (npr. postavljanje u institucionalni repozitorijum ili objavljivanje u knjizi), uz navođenje da je članak izvorno objavljen u ovom časopisu.
- Autorima je dozvoljeno i podstiču se da postave objavljeni članak onlajn (npr. u institucionalni repozitorijum ili na svoju internet stranicu) pre ili tokom postupka prijave rukopisa, s obzirom da takav postupak može voditi produktivnoj razmeni ideja i ranijoj i većoj citiranosti objavljenog članka (Vidi Efekti otvorenog pristupa).