Introduction Virtual tour operators offer online tourism services while traditional tour operators use other mode of services but not online services. Lastminute.Com is one of the leading online tourism operators offering variety of online travel services. The company headquarter is located in London and it is currently performing well in the London stock exchange. The company was founded in 1998 with an aim of providing online deals for late holiday booking. It had about 500,000 regular users by 2000, and it has continued to improve its services to include gifts, entertainment, and travel. The company has also continued to charge lower prices for their services, which have continued to attract more and more customers. The company offers all its services online and customers can see and choose the services they would like and charges for the services. As Campo and Yague (2008) argue, perceived price quality and satisfaction is very important to the consumers (p.20). Moreover, “The choice of tourist destination depends so much on their finances” (Schetzina, 2010, p.28). For instance, the company offers prices for their travel services to different destinations and their respective prices. Lastminute.Com Company also offers variety of services in the UK and Ireland. The hotels offer quality services and at the same time charge rates that are affordable. The company also offers theater services at very affordable rates that have attracted customers from all parts of UK and Ireland. Thus, this company has continued to excel in the virtual tourism operations. On the other hand, Kuoni.Com has continued to use traditional tourism services in the UK. Kuoni.Com is a tourism company owned by the Kuoni group of companies and offers variety of services for tourists. The travels services include travel services, hotel services search as venues for retreat and honeymoon, and medical services to the tourists among other services. The company provides its services using traditional tour operations where customers have to visit their offices or those of their agencies in order to book for their services. People have chosen the two companies because of their different mode of operations. Business model in tourism According to Rachman and Richins, “tour operators are very important for they facilitate services for tourists” (1997, p.78). The two companies have continued to use different marketing strategies as well as offering quality services as way of attracting and retaining their customers. Customers of tourism services would like to have a tourism agency that is offering a variety of services that will meet their expectations. In tourism industries, quality services and lower charges are important requirements from the customers. Tourists will give a priority to a tourism company that offers services at lower charges without compromising quality when they are selecting their agencies. These two companies have continued to offer different discount rates for different services as a way of attracting and retaining their customers (Broadus, 2003, p.45). For instance, Lastminute.Com Company gives its customers 5 percent discount for different travel destinations and this has