ucing costs through, for example, online itinerary planning,
             reservations, payment, and ticket less travel. Online services have also
             increased sales through wider distribution, at vastly reduced costs and
             savings in travel agent commissions (O'Keefe, 1999). The adverse effect of
             technology is primarily caused by the use of technology substituting the
             need for business travel: "In April 2001, the National Business Travel
             Associationâ€33% were using or considering collaboration technologies,
             primarily videoconferencing, to eliminate costly trips." (Stuart, 2002,
             Social Issues: Airlines have always been seen as key to domestic tourism,
             which is why many airlines consciously model themselves on their national
             cultures. Take, for example, advertising themes such as The Singapore
             Girl,' or the "Air India Maharajah,' or the fact that there is a definite
             cultural influence of the home country in the in-flight service of most
             international carriers. Currently, however, there is an interesting shift
             ...