TY - JOUR
T1 - How can a travel agency network survive in the wake of digitalization? Evidence from the Robintur case study
AU - Capriello, Antonella
AU - Riboldazzi, Sabina
N1 - Publisher Copyright:
© 2019, © 2019 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2020/5/2
Y1 - 2020/5/2
N2 - In this study, we aimed to explore how an Italian travel agency network is able to maintain and strengthen its competitive position despite growing internet use and new technology development. To this end, we have analyzed the case study of Robintur, using data from multiple sources in the form of document reviews, semi-structured interviews, and in-store observations. Based on our study, we have identified an emerging omni-channel strategy and related consequential actions to be adopted by travel agencies in order to maintain or improve their competitiveness in a fast-changing tourism market.
AB - In this study, we aimed to explore how an Italian travel agency network is able to maintain and strengthen its competitive position despite growing internet use and new technology development. To this end, we have analyzed the case study of Robintur, using data from multiple sources in the form of document reviews, semi-structured interviews, and in-store observations. Based on our study, we have identified an emerging omni-channel strategy and related consequential actions to be adopted by travel agencies in order to maintain or improve their competitiveness in a fast-changing tourism market.
KW - Italy
KW - Travel agencies
KW - internet
KW - new technologies
KW - omni-channel approach
UR - http://www.scopus.com/inward/record.url?scp=85063084432&partnerID=8YFLogxK
U2 - 10.1080/13683500.2019.1590321
DO - 10.1080/13683500.2019.1590321
M3 - Letter
SN - 1368-3500
VL - 23
SP - 1049
EP - 1052
JO - Current Issues in Tourism
JF - Current Issues in Tourism
IS - 9
ER -