Tour Operators have significantly benefited from the adoption of advanced information systems and technological innovations. These systems have aided in improving reservation management, creating tourism packages, and developing marketing strategies, etc. This study aims, through a literature review, to document the characteristics and ongoing developments of information systems in tourism. Additionally, it seeks to examine the impacts of advanced information systems on various marketing functions. However, these elements represent only one side of the equation. The other side concerns the users of these systems, who are responsible for applying their capabilities and consequently evaluating their features, advantages, and disadvantages within the marketing field. This aspect of the topic, based on the literature review, has not been analyzed in a way that adds knowledge to this scientific field or lays the foundation for potential improvements and further considerations. This specific approach constitutes the focus of the research part of this study. The findings of the study confirm the points mentioned in the literature review and reveal the evaluation of the criteria for acquiring an information system, its advantages, and weaknesses in the marketing field, based on the importance attributed by the system users themselves. The respondents perceive the existence of obstacles in utilizing information systems, particularly in issues of personalizing experiences and contributing to the success of tourism activities. The employees highlight the need for continuous upgrades and development, as well as the importance of the human factor.