Introduction

 Any commercial relationship between subjects of production and consumption is established by specific communication technology. From oral transmission, through fairs, printing press, telephone to television and electronics, i.e. information technology, technology of the communication market has been changing, and consequently the market relations character has changed. Electronic technology has allowed for the first time in history for market participants to simultaneously communicate at a distance, which introduced a new era in the field of marketing communications. The network of communication satellites has enabled the fastest information transfer among all parts of the world, i.e. the Internet. The Internet, as a set of networks around the world, represents the biggest computer system which allows receiving, process and exchange of information to millions of computer users. A huge amount of data can be accessed at any time and any place allowing the user of the Internet a global access. The Internet technology provides a new way of conducting business in all electronic sectors. The Internet technology has become an important source of information according to which various business strategies of subjects in tourism industry are formed. With the help of the Internet, a new possibility appeared for subjects in tourism industry to successfully promote and sell services and products to comply with demands, needs and desires of consumers.

2. THE ROLE OF THE INTERNET IN CONTEMPORARY TOURISM

  The appearance of the Internet and the incredibly rapid development of highly sophisticated computer and telecommunication technology have made the world a global village in a real sense. 'Communication network satellites provide the quickest and the cheapest data transfer to all parts of the world, a great agreement among thousands of computer systems that communicate with each other is represented by the Internet.'(Kent,P. 1994). Development of information technology and the creation of computer networks and the Internet have enabled a new way of communication. The internet provides a better access to numerous sources of information around the world, as well as direct communication with all users. ‘The Internet is a collection of computer networks around the world and as such is the largest computer system that millions of computer users can use and share all kinds of information: numbers, text, sound.
 

 The Internet has become a support to more complex and critical functions in tourism and hospitality industry and it contributed to its significant innovation. Due to the appearance of the Internet, there have been some changes in the tourism subjects business and those are the following:

1.  Each serious subject in the tourism and hospitality industry has a website that can be classified into four broad groups: ‘holding corporation identity websites, chains, concession and membership websites, websites of individual sites and facilities, and portals and vortals.’(Koelzer, W., Cox, B., 2005). ‘Portal can be defined as a vehicle that offers a rounded set of services for specific well-defined group of users.’(Kalakota, R., 2002). ‘Vortal is a website that provides information and resources about a particular and specific industry.’(Webopedia - On line Computer Dictionary for Computer and Internet  Terms  and Definitions).
2. ‘The Internet offers the possibility of expansion, rapid data transfer and flexibility (websites can always change, the changes are immediately visible and are not limited to space and time).’(Raza, I., 2006).
3. ‘Contemporary business in tourism market is characterized by the implementation of various booking systems into business systems of travel agencies, hotel chains, airlines, car rental companies and other participants in tourism product formation.’(Dobre, R., 2005).
4. Organization and distribution costs are decreased in various tourist subjects business conducting (travel agencies, hotel chains, independent hotels...).

By Tamba Philip