Abstract:

The once thriving international travel industry is amongst the most affected by the economic and political conditions of the world today. The steady build up of established competition and products that are largely similar has placed tremendous pressure on suppliers in the industry to continually cut costs and deliver more “value-added” products and services to the customer. The introduction of e-commerce into the travel industry, specifically in South Africa, has not been uncomplicated. Where personal contact and undefined service is vital to a businesses success,
technology has been slow to take hold. Other factors such as South Africa’s infrastructure, computer illiteracy and old fashioned ways are also major contributors to the slow adoption of ecommerce in the travel industry. The primary research objective of this study was to determine e-commerce readiness of the South African travel industry with respect to travel suppliers and consumers. This study concludes that the South African travel industry is not e-ready, with the supply and demand lacking the ability and willingness to integrate ecommerce systems into businesses.