They will also take advantage of lean and flexible organisational frameworks advanced technology interactive and innovative marketing and management rapid reaction to market requests as well as effective networking and partnerships in order to provide more benefits for all stakeholders. They will produce cost-effective, instantaneous, mass-customised goods and services develop dynamic interfaces with suppliers and consumers and constantly reform their structures in order to satisfy consumer needs. Ultimately virtual enterprises will dominate the tourism industry. The tourism industry, therefore, emerges as a very dynamic one and prospects are really exciting for professionals and researchers. Non-tourism organisations also take advantage of the technological developments and launch services for tourism consumers and suppliers, increasing the competition for traditional operators.
However, technology threatens traditional distribution channels with disintermediation. Encouragingly tourism organisations respond to the challenges and a large number of principals use technology in both operational and strategic functions.
Business processes re-engineering is essential therefore throughout the tourism industry. It is quite evident that tourism organisations which fail to take advantage of the emergent opportunities introduced by technology will lose considerable market share and suffer strategic disadvantages. Information and Telecommunication Technologies increasingly propel the tourism industry and have become one of the most important determinants of the competitiveness for both the public and the private sectors.
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