E-Tourism: Chinese and Western Competition

The research presented in the paper aims to investigate and understand the role of the internet and new technologies in the development of the global tourism market, focusing on the approach of tourism operators in the major online platforms. The method adopted is based on a comparison between China and the Western countries. In particular, the research takes into account both Costumer and Online Travel Agencies (OTA) point of views. The behavior of the young customer is analyzed through a literature review; the behavior of the OTAs is deepened through an observation of their online approach in the period from 2008 to 2018. Based on the results, the Western OTAs need to reorganize and implement new strategies to better catch the demand and to be more receptive to the international consumers, while the local T.Os need to find their own market position and keep up with trend opportunities.