Travel Agencies’ Perception of the Use of E-commerce in the Purchasing Process from Tourism Suppliers

The use of E-commerce has evolved quickly in various industries. In the tourism sector, E-commerce continues to generate changes in the internal processes of companies. Specifically in the purchasing area of retail travel agencies, E-commerce is used to reach various suppliers, improving the efficiency of their sales, but some agencies show distrust in online purchases due to possible scams or cyber fraud. Unfortunately, there are few scientific articles on the use of E-commerce in the purchasing area, which hinders its use and exploitation. Therefore, the objective of this study was to analyze the perception of the outbound retail travel agencies (ORTAs) located in Miraflores (Lima, Peru) on the use of E-commerce in the purchasing process from their suppliers. The methodology used was qualitative, exploratory and descriptive. Information was collected through in-depth interviews with 12 ORTA representatives. The main findings were that participants have limited knowledge of the concept of E-commerce. They also mainly use Online Travel Agencies and Global Distribution Systems, leaving aside other tools due to lack of knowledge; however, they would be willing to implement E-commerce in their purchasing process if post-sale support becomes more efficient. This study is useful for the ORTAs because they will have a broader view of the concept, tools and use of E-commerce. The study also identified the need for greater approach between B2B online tourism platforms and the ORTAs to inform them about the benefits of the available tools.