THE ROLE OF

TECHNOLOGY IN
SHAPING TOURISM
EXPERIENCE
 ◦ Internet-based technologies have
become important drivers of change
in consumer behavior.
Role of
◦ Tourism marketers must realize that
Technology in
each stage of the word of mouth has evolved and that
Tourism new technologies should be utilized
Consumption to capture and promote services
Process better.

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In contrast to consumer goods, the consumption
of tourism experiences, in addition to the actual
trip, involves extensive pre-consumption and
post-consumption stages. This role can be
summarized in each stage of the tourism
consumption process (Gretzel & Fesenmaier,
2009):

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 A.
PRE-CONSUMPTION
◦ The challenge in tourism lies in
providing consumers with an opportunity
for a product trial before the actual
purchase.
◦ The internet provides consumers with
fast, easy, and cost-effective ways of
contacting the providers of travel and
tourism-related goods and services.

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 B.
CONSUMPTION
• Internet technologies are used during the
actual trip mainly for travelers to stay
connected and obtain relevant en-route
information at a specific place and moment in
time for decision-making and on-site
transactions.
• Many advancements in mobile technologies
are encouraged by needs arising from
information and communication problems
encountered during travel.

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 C.
POST-CONSUMPTION
• Internet technologies are used in ways
that allow sharing, documenting,
storing, and reliving tourism
experiences.
• Virtual travel communities and
social media are examples of Internet
applications that provide consumers
with support during the post-
consumption phase.

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THANKS!
Any questions?

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