Uluslararası Turizm Dağıtım Kanalı Değer Zincirine İnternetin Katkısı: Fırsatlar ve Tehditlere Dayalı Bir Değerlendirme

Bu çalışma, internetin uluslararası turizm dağıtım kanalı değer zincirine olan katkılarını potansiyel fırsat ve tehditlere bağlı olarak ikincil veriler ışığında incelemek amacıyla hazırlanmıştır. Özellikle iletişimi kolaylaştırıcı özelliği sayesinde internet, uluslararası turizm dağıtım kanalı üzerinde iki temel etkiye neden olmaktadır. Bu temel etkilerden birincisi, maliyetleri düşürüp, turistik ürünün etkenliğini artırması, ikincisi ise, gidilecek yerler hakkında bilgi edinilmesi, rezervasyonlar ve gidilecek yerin araştırılması gibi bazı işlemler için, yeni ve alternatif bir dağıtım kanalı olarak kullanılabilmesidir. Dağıtım kanalına olan bu tür katkıları nedeniyle internet, turizm sektöründeki işletmeler açısından bazı tehdit ve fırsatları da beraberinde sunmaktadır. İnternetin uluslararası turizm üzerindeki, mevcut ve muhtemel etkilerinin bilinmesi sayesinde, internet ile ilgili alınan kararların, çok daha isabetli olması mümkün olabilecektir. Ayrıca, uluslararası turizmde, internetin neden olduğu tehdit ve fırsatların tespit edilmesi, bu alanda faaliyet gösteren işletmelerin elektronik pazarlama faaliyetlerine yön verebilecek ve muhtemel tehdit ve fırsatlar karşısında daha hazırlıklı olmalarını sağlayabilecektir.

Contribution of the Internet to International Tourism Distribution Channel Value Chain: An Evaluation Based on Opportunities and Threats

This study is proposed to investigate the potential contribution of the internet to international tourism distribution channel value chain and its poetntial opportunities and threats in the light of the current literature. The evaluation has revealed that the internet creates two basic contribution to the tourism distribution channel value chain: (a) it increases the productivity of touristic product by decreasing the costs; (b) it can be used as a new and alternative distribution channel in the processes of making reservations and collecting information on the destinations where tourist may wish to travel. The study makes the evaluations on the base of the potential opportunities and threats the internet creates. These evaluations may help the potential researchers, the industry representatives and the students to gain a better understanding on the topic studied. Moreover, by determining the opportunities and the threats caused by internet on international tourism, it might guide the electronic marketing activity of the firms in this sector and let them get ready for the possible opportunities and threats.

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