Human Dimensions in Providing Services in the Electronic Business Environment of the Travel Agencies

The current publication is focused on the human aspect and its dimensions influencing servicing in the travel and tourism industry, specifically – the travel agency, in a situation of highly expanding electronic business environment. The author’s purpose is to present the impact human dimensions have upon travel agencies. Is human nature a factor to be considered when e-technology in business steps in? What are the opportunities for the stakeholders to avoid mistakes in attracting and keeping customers by launching e-business initiatives and offerings? The author has tried to reveal the integrant relation between technology and people and the importance for the travel agent professionals of keeping the balance in developing e-business, respecting the human presence as both a provider of services and consumer.