ABSTRACT
Literature stresses the growing competition of the online tourism industry, specifically referring to destinations and organizations who contest for the attention of consumers with access to various distribution channels. It is further indicated that these developments have the ability to influence organizational structures, as destinations and companies are being pushed towards disintermediation, re-intermediation and collaborations. This phenomenon is evident in the tourism-related industries, drastically changing online distribution channels. The main reason for this restructuring is the swift increase in electronic intermediaries.
Within this digital context, this chapter takes a destination and business perspective with the aim to analyze the changes brought about by the technological advances in the field of tourism distribution. The specific objectives are threefold: (i) to explore the role of online intermediaries as a distribution channel; (ii) to outline and highlight the main trends in the business environment; and (iii) to examine whether there is disintermediation and/or re-intermediation. The chapter is completed by suggesting a series of marketing strategies for tourism businesses and destination marketing organizations (DMOs).
