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The development of information and communication technology, especially internet network technology in recent decades has helped to encourage the growth of the creative industry which also increased significantly (Mietzner & Kamprath, 2013). Creative economy era is a new era that intensifies information and creativity by relying on ideas and knowledge as well as its human resources as a factor of productivity in economic activity. According to Department of Tourism and Creative Economy (2015), there are 16 creative economic sub-sectors that contribute substantially to the Indonesian
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The factors which contributed to the advancement were led by technological advancement, introduction of WWW, easy access of internet by the customers and the rise of competition in the hospitality industry. E-commerce mainly helps in the generation of leads, presenting information about the tourism product to its customers and facilitating the transaction process electronically through World Wide Web”.  A hotels actual usage of internet varies on the basis of internet ability to help hotels to connect to more customers and thereby increasing the sales and profits. Due to various reasons, if the internet cannot contribute significantly in this direction, the hotel would rely more on other sources like travel agents or telephone enquiries for attracting customers. E-commerce website should offer stimulating experiences with reliable information that could motivate the customer.
The emergence of e-commerce has created a new business model particularly important aspect of this is the new business paradigm which impact on marketing channels. E-commerce defines as the business of buying and selling goods and services on the internet (IDM, 2012). E-commerce may employ some activities such as online shopping web sites for retail sales direct to consumers, business-to-business (B2B) buying and selling, and B2B electronic data interchange. Therefore e-commerce business is particularly powerful in certain segments of the service industry, including tourism where internet has steadily gained popularity during the past two decades (Buhalis and Law, 2008). Furthermore, the perspectives of e-business from the supply chain management (SCM) point of view are in attention.