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| Author: | González, M.V. |
| Title: | A new environment for coherent heterogeneity: commercialization and management of tourist destinations within intermediate regions |
| Journal: | Journal of Travel & Tourism Marketing
2006 : VOL. 20:1, p. 33-44 |
| Index terms: | commercialization promotion tourist industry |
| Language: | eng |
| Abstract: | Usually, a distribution channel is in charge of the packaged tours, but due to the concentration of distribution companies, and the tangential position of the intermediate regions, there is a lack of interest to commercialize the fragmented tourist offer in these regions. In such an environment, IT offers the possibility to implement reticular integration strategies without business concentration or homogenization, in order to facilitate the commercialization of intermediate regions. This paper suggests that in order to facilitate a more effective transition to complexity management IT is the suitable tool foe a joint management of the small tourist business, not only in commercialization, but in the fields of customer relationship management (CRM), suppliers management, marketing, quality and economic resources planning (ERP), making available the migration from the actual "incoherent homogeneity" to the "coherent heterogeneity" |
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