Revisiting the role of incoming tour operators (ITOs): Initial findings from Eastern Norway

Abstract

Rapid changes due to technological advancements suggest that tour operators’ (TOs) role in the distribution channel needs to be revisited. Based on Eastern Norway, a destination which has much growth potentials, TOs’ traditional role may be still useful due to the fragmented tourism industry. However, TOs’ general roles as intermediaries are not appreciated and understood by many industry operators. Focusing the discussion on incoming tour operators (ITOs), such operators can no longer solely survive by concentrating on its traditional customer base. In order to thrive in the increasingly competitive environment, ITOs must now seek new customer bases and redefine their role and “place” in the distribution channel.