THE ROLE OF THE INTERNET AS AN SST - AN ONLINE BOOKING SERVICE

Sammanfattning: The Internet presents a great possibility for the tourism industry to sell and market their services online. Travel agents used to be the main provider of booking systems but with the development of information technology, this trend has shifted and booking systems are now accessible to the consumers themselves. Because of this development and the growth of self-service technology (SST), the customer has gained greater power and insight in the booking procedure. Today, consumers are truly in the tourism driving-seat. This research investigates the role of the Internet used as an SST in an online booking service. The study shows to what extent and to what purpose the customers actually use the online service and how they perceive Internet as an information tool. Suggestions on how the service could be developed and improved are also provided. Results of the study indicate a diminishing importance of tourist offices and telephone services as traditional, human interaction-based booking channels regarding this type of service. Instead, their role will be to support the online business with qualified information and customer-oriented advice.