The use of technology and the internet in the adaptive business and marketing strategies for the sustainability of small to medium sized travel agencies

Technology and the Internet have brought on monumental changes in how we live, learn, communicate, shop and travel. Businesses that have been around for decades have evaporated as a result of the expansion and growth of the Internet. In the travel and tourism industry, travel agencies are seen as middlemen, and it makes sense that efficiencies could be gained by removing them. The Internet has enabled the supplier to reach the consumer directly, and the consumer can go directly to the source. This notion has been brought up many times over the past ten to fifteen years, and yet travel agencies are still around. Various studies show that there still exists value for agencies. Customer service, custom products, education and consultation are all resources and capabilities valued in travel agencies. If a travel agency can differentiate itself through its value proposition and value chain, provide custom products and services to its clients, align itself strategically with other industry players, and brand and market itself through carefully evaluated and selected channels, it will not only survive in the industry but can thrive as well. --Leaf ii.