Abstract:
The impact of e-tourism on the traditional intermediary process of travel
agencies has been challenged. Travel businesses are seeking for most effective
strategies for reintermediation to restructure the business. Hence, the objective of this
study was to analyze the potential impact of e-tourism and reintermediation strategies
on travel agency operations. The mixed, quantitative and qualitative method was
employed in this study using a structured questionnaire and personal interviews for
data collection. 136 usable responses were taken for the analysis and it was found that
out of five variables, the co-exist with technology, personal interaction and highquality services were rated as key strategic areas of reintermediation. It was
recommended the travel agencies to employ the latest technology in serving the clients
and also enhance online presence, developing a mobile phone application (Mobile
App) that can provide information, assistance, online reservation and enhance personal
interaction with the clients and display a higher level of service standard over the
online booking.
