Open AccessRevisiting the role of incoming tour operators (ITOs): initial findings from Eastern Norway
Author(s) -
Mei XiangYing
Publication year - 2014
Publication title -
european journal of tourism research
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.467
H-Index - 16
eISSN - 1314-0817
pISSN - 1994-7658
DOI - 10.54055/ejtr.v8i.155
Subject(s) - tourism , intermediary , customer base , marketing , business , order (exchange) , industrial organization , distribution (mathematics) , competitive advantage , computer science , political science , law , finance , mathematical analysis , mathematics
Rapid changes due to technological advancements suggest that tour operators’ (TOs) role in the distribution channel needs to be revisited. Based on Eastern Norway, a destination which has much growth potentials, TOs’ traditional role may be still useful due to the fragmented tourism industry. However, TOs’ general roles as intermediaries are not appreciated and understood by many industry operators. Focusing the discussion on incoming tour operators (ITOs), such operators can no longer solely survive by concentrating on its traditional customer base. In order to thrive in the increasingly competitive environment, ITOs must now seek new customer bases and redefine their role and “place” in the distribution channel.