Developing an online access strategy: Issues facing small to medium-sized tourism and hospitality enterprises

Abstract

This paper examines the use of the Internet as a marketing and promotional tool within the tourism and hospitality industries. Taking the situation in Australia as an example, the use of the Internet as a promotional tool has not taken hold among small to medium tourism enterprises. It has been suggested that this reluctance to embrace the Internet is due to a range of impediments such as high costs and issues related to adopting new technologies. This paper suggests that a poor understanding of the technology combined with the plethora of jargon and confusing information concerning Internet marketing and promotion is more likely to be the main cause of the slow uptake. This paper also outlines some of the main considerations in developing a site and/or choosing a special-interest site or portal to join. Finally, the case of a special-interest site that serves small to medium businesses is looked at.