Barriers of online marketing for travel agencies

39 deliver information and sell their products and services to customers directly through their websites. As a consequence of the online travel developments, business competition for traditional travel agencies has increased. Poon 2001 argues that relying more heavily on the internet gives suppliers a new independence that will gradually decrease their dependence on, and their commission payable to, travel agencies. Similarly, travelers may buy more directly from suppliers, thus bypassing travel agencies. Inevitably, travel agencies traditional intermediary role as a distribution channel has changed Buhalis, 1998, leading to the possible ultimate disintermediation of travel agencies. In the past, whenever someone wanted to plan a trip or vacation, they would probably contact a traditional travel agent. As shown in the figure, the travel agent was the one who held the necessary knowledge and could provide a complete package service for the consuming public through personalized, one-to-one interaction with the customer. This process usually took place over the phone, or in person. Customer’s wants tailored service and contact the necessary brokers to obtain the desired products. Travel agents generally use global distribution system GDS to search for tickets. Although travel agents could also contact suppliers directly to procure tickets, typically agents are especially helpful with complex travel needs Lewis et al. 1998; Patrick et al. 2001. However, with the advent of e-commerce and the rampant growth of online marketing, many traditional travel agents are forced to either change their methods of business or simply close down their businesses. With the recent trend towards internet related travel sites, many travel agencies are consolidating to adapt to the changing landscape of e-travel realities.