A adoção da internet como canal de vendas pelas agências de turismo segundo o extended model of internet commerce aoption (eMICA)

Abstract

The Internet offers great opportunities for the tourism industry, but has significantly increased the potential for discord among the members of the tourism distribution channel. The threat faced by disintermediation has influenced the traditional travel agents, forcing them to increase the functionality of their websites and implementing e-commerce. This exploratory study combines two different methodologies: content analysis and questionnaire survey, and aims to analyze the adoption of Internet technologies by Traditional travel agencies members of ABAV-MA. The content analysis evaluates the functionality and interactivity of the websites according to The Extended Model of Internet Commerce Adoption (eMICA) model. The questionnaire investigates the influence of the Internet upon company business, the perceived value of the e MICA elements, and challenges faced in operating a commercial website. The results show that Traditional travel agencies members of ABAV-MA show low grade of website functionality and interactivity, while Virtual travel agencies display high, level of sophistication.