Mature mass tourism destinations are usually subject to a high degree of control by tour operators. When used as a marketing tool, the internet provides an alternative distribution channel able to cut out the middleman. This paper analyses the use of the internet among tourism principals in the Balearic Islands, and the attitudes towards the internet shown by them. For the purposes of this analysis, initial research studies of hotel chains, individual hotels and airlines were carried out to find out how much use they make of the internet and their attitudes to it. The results reflect very different degrees of internet use and the existence of six different group attitudes to the internet as a marketing tool for tourism.
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