Increasingly eCommerce and the marketplace will be dominated by the interaction
of business. Consumers and governments. A number to tourism examples are offered in
Table 2.1. Not only will B2B and B2C transactions take place but the entire range of
combinations between these three players, maximizing their interactivity, efficiency and
effectiveness. The interaction between governments and business will lead to a better
understanding of each other’s needs while enhancing their operations. Perhaps consumers
are the main winners in the process, as not only will they be able to receive promotional
messages of an individualized nature but they will also be empowered to interact with
organizations offer feedback and make complaints more powerfully than ever before. The
introduction of complaint websites will provide customers with a powerful voice and will
force both businesses and governments to pay more attention to customer complaints and
issues.