Advancement of the Internet in Egypt and its Effect in Tourism Firms

Purpose: The purpose of this study was to investigate the implications of internet advances and the competitive strategies adopted by travel agencies in Cairo City. Methodology: The study used a conceptual framework and Diffusion of Innovation Theory in order to relate theory to practice. A mixed approach was used, which incorporated survey design, analytical design and concurrent transformative strategy. The research used census to include all the Egyptian Travel Agents Association (ETTA) in Cairo and purposive approach to select the respondents.  Findings: The results of the study established that travel agencies in Cairo are mainly family and independent businesses. Conclusion: The study concluded that there exists a relationship between the internet advances and the strategies adopted by the Travel Agencies, the perceived internet benefits and the strategies adopted. Recommendation: The study recommends the government of Egypt to provide the necessary enabling environment to enhance travel agencies adopt the dynamic ICT advances and the best strategies in the global value chain.