Abstract

Tourism and information technology is dynamic. The prosperity of tour operators are directly influenced by their ability to make informed decisions. This paper investigates if South African tour operators use marketing/management information systems and to determine their susceptibility towards information system innovation. The results could assist tourism role players and tour operators to reconsider their information systems, as well as to identify opportunities for information system innovation. A questionnaire was distributed to 1,000 tour operators and this paper is based on the responses of tour operators who do have an information system. The results obtained indicate that 59.6% of those who participated do have some form of information system whilst 39.7% were uncertain what type of information system they have. A majority of tour operators indicated that they use personal computers with word processing and electronic spreadsheets. Tour operators indicated that they would support an innovated marketing information system that operates from a central location on a national basis. This pioneer study established that tour operators have a desperate need for marketing information system innovation. There is a significant opportunity for further research and information system innovation in the South African tour operating environment.

Key words: Marketing information, marketing information systems, innovation, tour operators, South Africa.