Market Value Chain and Web Marketing in Tourism Context

Abstract

Web marketing refers to a broad category of advertising that takes many different forms, but generally involves any marketing activity conducted online.Information and communication technology (ICT) developments are permeating every aspect of tourism marketing. This paper proposes a methodological framework, which will enable tourism businesses to develop and implement their electronic marketing and commerce activities. This paper initially reviews the e-business models literature. In the second section ICT implications in marketing and tourism are discussed. Then it presents the e-tourism business models and subsequently proposes a framework contributing to the planning and implementation of e-commerce initiatives. This methodological framework might also be used to analyse electronic applications in tourism.

Keywords: Tourism and Travel industry, Market value chain, web marketing, Business models, Management & Reengineering.