E-Commerce In Hospitality Industry Essay
1. Introduction:
Technology develops super rapidly in recent years, especially in the 21st century. Business environment become more and more competitive with the increasing of “on-line internet transaction and e-commerce by the national and multinational companies of their products and services” (Khanfar, Gouher, 2014). ‘e-commerce’ can also rephrase as ‘e-marketing’, defined as any process of electronic commerce activities with exchanging business information and transaction (Rainer & Cegielski, 2011, p. 201). As the number of ‘netizens’ increase, e-marketing become a very important channel of allowing business to communicate with the outside world. Among different types of business, hospitality industry is one of the biggest industries that have been affected the most. Since hospitality industry is one of the fastest developed industries
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Electronic system in hospitality industry was firstly developed in the late 20th Century. With the rapidly development and improvement of information technology, statistic states that the number of online hotel reservation enhance from around 20 million in 1994, accelerated to 50 million in 2002 (O’Connor, 2004, p. 174). The number rises more than double in less than ten years, and is estimated it will continually increasing in the future years. Thence, it becomes more important for hospitality industry to develop more different electronic distribution channels to draw customer’s attention. There are mainly two types of electronic distribution channels: a) direct distribution channel, where the company communicate with the customers directly; b) indirect distribution channel, where the company communicate with the customers indirectly or through the third party. At the below paragraph, analysis has been done for comparing different advantages of different distribution
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