Selling Tourism on the Internet: Analysis of the Balance of Power Between Seller and Consumer During Information Exchange and Negotiation

Abstract

Business on the Internet is experiencing rapid development. Numerous companies in the tourism industry are setting up sites on the “World Wide Web” in order to create virtual shopping, to promote their product lines and to offer a service or to make direct sales. However, the exploitation of this new communication medium works regardless of the consequences of such an evolution on consumer behavior, in particular during the phase of commercial research and negotiation. This article is an analysis of the balance of power between seller and consumer within the framework of Computer-Mediated Communication. The result of this commercial research will make it possible to assess the different degrees of influence on retailers that are competing within the framework of network communication. Recommendations regarding the development of direct sales on the Web will be made.

Key Words:

• Internet
• tourism marketing
• selling