Investigating digital divide in travel distribution: The use of Internet and new media technologies in travel agencies of Bihor, Romania

Nowadays, traditional travel agencies face a number of threats, as a result of the development of the virtual distribution market, by multiplying virtual intermediaries and the direct connection of the suppliers to the customers. Minghetti and Buhalis (2010) argue that the technological gap, skills in using information and communication technologies, attitude towards innovation create a digital divide and an exclusion of the organizations that are unable to attend the entire distribution network. Among the strategies that the agencies can adopt to stay on the market are: more attention to the Internet, the personalization of the relationship with customers, brand creation, cost reduction etc. The study conducted aims to determine the way in which travel agencies in Bihor County approach the online market of tourist distribution and what measures they adopt to maintain and develop their market position, relative to competitors. The research is quantitative combined with qualitative research. The results revealed a poor online presence of Bihor travel agencies, the latter not capitalizing the tools that the Internet provides. In relation to their competitors, the travel agencies prove that they understand the need to be customer oriented, toward the relationship with the latter yet without really using the electronic virtual channels for interaction.