How can a travel agency network survive in the wake of digitalization? Evidence from the Robintur case study

Antonella Capriello · Sabina Riboldazzi

24 citations0/0 files storedCurrent Issues in Tourism

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Digital Innovation in Industries Diverse Aspects of Tourism Research AI in Service Interactions

Abstract

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.

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References

1994Qualitative Data Analysis: An Expanded Sourcebook 1991Case Study Research: Design and Methods 2015From Multi-Channel Retailing to Omni-Channel Retailing 1998Strategic use of information technologies in the tourism industry 2010Managing a Hotel's Image on TripAdvisor 1994Information Technology for Travel and Tourism 2001Repositioning travel agencies on the Internet 2014Mobile Technology: An Exploratory Study of Hotel Managers

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