Our society has evolved through the product economy and the service economy to the experience economy and the service economy to the experience economy. Due to this fact the value of a travel product, nowadays, is far beyond the goods and services. Experiences are driving the travel industry and make the travel product more and more diverse. Moreover, not only the travel experience itself, but also an experience of buying a travel package becomes extremely important for tourists. In such new economical circumstances it is necessary for travel providers to understand the desires, motivations and requirements of the travellers, as well as unique features of the tourism product. This paper provides a detailed analysis of the above-mentioned factors and suggests that online travel agents have the highest potential to exploit the benefits of the experience economy. The presented "World Trotter" travel agency prototype addrresses the identified drawbacks of existing travel providers and gives motivation for the future development of online travel agents.
14th International Conference on Information Technology and Travel & Tourism (ENTER 2007), Proceedings of the 14th International Conference on Information Technology and Travel & Tourism (ENTER 2007) (Ljubljana, Slovenia 24-26January, 2007) p. 81-91