From Mass-Market to Niche-Oriented. The Ongoing Repositioning of Tour Operators in the Tourism Industry. The Select Italy Case Study

Abstract

Information technology plays an important role in the tourism and travel industry. The internet has reshaped the traditional distribution channels, opening the way to a number new players that are changing the way suppliers and final customers interact.

However, the complexity and the level of competition in the industry has also significantly increased. A fast-pace changing environment puts pressure on the various players of the industry to identify future trends and way to optimize business.

The main objective of this work is therefore to provide a better understanding of the industry threats, opportunities and trends by adopting an Online Travel Agency Perspective: Select Italy.

A deep analysis on the main costs and revenues drivers along with the identification of current performances, provided meaningful insights in the identification of the travel agency needs, opportunities and way to improve business processes.

In order to attract customers and gain market share, many agencies rely on low-cost strategies by offering standardized and commoditized products. However, empirical data suggest that higher value and customizable services, associated with marketing strategies directed at improving the brand positioning of the travel agency, may be crucial elements in gaining competitive advantage over its competitors.

In conducting this study, qualitative and quantitative approaches were used to analyze the challenges faced by the online travel agency. Empirical data were collected from semi-structured interviews, close examination of business processes and reviews of the company financial data.