Chinese E-Travel Agencies and B2B Marketing Research Paper by Hans

A literature review on the development of business to business (B2B) marketing and sales within the Chinese tourist industry.
# 149754 | 2,283 words | 20 sources | APA | 2010 | GB
Published on Dec 30, 2011 in Business (Industries) , Asian Studies (General) , Tourism (General)

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This paper provides a comprehensive review of the literature on the subject of business to business (B2B) and online marketing within the Chinese tourism industry. The paper covers a wide range of issues including business to business e-travel agencies, the development of the internet, e-technologies and e-business models.

Business to Business E-Travel Agencies in China
Development of the Internet and E-Technologies
Relationship Between E-Technologies and the Business Model

From the Paper:

"The advantages and disadvantages of the model will depend to a large extent on whether one considers the perspective of the customer or that of the provider. One of the issues that may be seen as related to the use of the internet in the travel sector is the issue of price. Clemons et al (1998) argue that in theory the use of the internet should have brought prices within the industry down due the increased efficacy of the market by means of greater price based information (Begg et al 2008). However, Clemons et al (1998) goes on to argue that despite the theoretical basis for the argument empirical evidence suggests that there is still a spread in prices of up to 20% between competing agencies suggesting that the greater level of information provided by the advent of the e-travel agency has not thus far resulted in lower prices for consumers. Were the theory to be correct one would expect that the spread between prices would be much lower as buyers would constantly gravitate towards the lowest cost option thus ensuring a reduction in price on the behalf of more expensive providers reducing the spread. Were such a phenomena to take place, one could see that the advantage in such a circumstance would lie with the consumer, with a clear disadvantage being felt by the providers and agents who would suffer from a reduction in profit margins due to falling prices."

Sample of Sources Used:

  • Allan, A, L, Yu, J, Ap, J, Zhang, G. 2003. Tourism in China. New York.
  • Anckar, B. 2003. Consumer intentions in terms of electronic travel distribution: implications for future market structures. E-Service journal. Vol. 2. No. 2. Winter 2003. Available online at: [Accessed on 27/06/10].
  • Begg, D, Fischer, S, Dornbusch, R. 2008. Economics. 9th ed. London: McGraw-Hill.
  • Bragan, M, Michales, P. 2009. China: Adopting global IT industry standards. Available online at: [Accessed on 27/06/10].
  • Buhalis, D, Licata, M, C. 2001. The future of e-tourism intermediaries. Tourism management. 23. 2002. pp207-220.

Cite this Research Paper:

APA Format

Chinese E-Travel Agencies and B2B Marketing (2011, December 30) Retrieved June 27, 2022, from

MLA Format

"Chinese E-Travel Agencies and B2B Marketing" 30 December 2011. Web. 27 June. 2022. <>