Assignment Details:

Online customers differ from offline customers in terms of their motivations, expectations, fears, and phobias (Chaffey & Smith, 2015).

Explain these differences and discuss the challenges posed by online customers to businesses operating within the hospitality/event/tourism industry.

How are online businesses innovating to manage these motivations, expectations, fears, and phobias? Use industry examples to support your answer.

Aim of the Assignment:

The aim of this assignment is to engage the learner’s in the self-directly study to develop their knowledge of the key issues in E-commerce by identifying and analyzing current literature and trends, and in particular applying this knowledge in practice to the hospitality/tourism/event industry to produce a structured, logical and persuasive written report.

This assignment aims to assess learning outcomes 1, 2, and 5 of the Information Technology & E-Commerce module.

The assignment will be completed as follows:

Written Report on the topic highlighted above. This will be a fully referenced written report providing an overview of the current literature on the topic, identification of key trends, and application of the same. This report will also include an analysis of how the topic is currently applied in the hospitality/tourism/event industry and identification of further potential to incorporate the opportunities which the topic offers.