IMPACT OF GLOBALIZATION AND TECHNOLOGY ON MARKETING ACTIVITIES AND SALES CHANNELS IN THE TOURISM INDUSTRY

Abstract

Rapid changes in all areas as globalization and technology have led to radical changes in the tourism sector. It's the first time that marketing activity in this sector has changed significantly after many years. People can easily and safely make their own holiday programs with online marketing channels.That reservation system is possible due to low transportation costs and the development of international transportation and insurance. Hotels and customers now have more freedom as opposed to in the past when tour operators were able to lean on them and take control. Moreover it's the first time that hotels have started to take a stronger position against tour operators and travel agencies. This variation changes the balance of power. In this study, primarily, the beginning and development of the tourism sector will be explained and the marketing management in this sector will be examined. In the second part, the changes that were created in technology and globalization marketing activities and these changes impact on tourism marketing strategies will be examined. These radical changes effects on sector actors will be explained and the study will be ended with recommendations for the future.