European Tourism Product Purchase Methods and Systems

The distribution of tourism products, within Western Europe, is being affected by consumer needs as well as technological advancement. This article attempts to identify the current trends in distribution usage as well as the pressures which may bring about a shift in purchase behaviour, especially in relation to buying direct from wholesalers. In conclusion, the article identifies the current adoption of technology as one means of creating long-term advantage in the travel industry. However, it also reveals that direct agency channels could be developed if companies were willing to take advantage of the emergence of new opportunities.