In this last decade, the digital disruption has brought relevant innovations in the hospitality industry that have radically changed the way through which people behave and companies run their business. The actual situation presents the digital tourist as a mature client who is aware of the of existence of a multitude of digital possibilities while Accommodation Facilities and Restaurants are still further behind in the introduction and usage of new tools and in the knowledge of the new online actors (which means their business model and value preposition) born in 2000s. The aim of this work is to analyse the behaviour of the offline actors of the hospitality industry as Accommodation Facilities and Restaurants in the new digital world and in particular their relationship with the three major online players: Online Travel Agencies, Travel Review sites and Sharing Economy platforms. In collaboration with the Osservatorio Innovazione Digitale nel Turismo of the School of Management of Politecnico di Milano, a complex research regarding the tourism sector was conducted: it was composed by a deep literature analysis and a two surveys addressed to more than 60.000 Accommodation Facilities and 9.000 Restaurants during the period July-September 2016. The results of this work show that the relationship between traditional and virtual actors is not easy and manageable in a unique way. In fact, these collaborations bring not only advantages as visibility, reputation growth, enlargement of client base and a better way of communication with guests but also disadvantages as high commission fee, worst control on own image and the possibility to face unfair customers’ and competitors’ behaviours. So, Accommodation Facilities and Restaurants should plan a series of actions aimed at exploiting as much as possible the possibilities that the relationship with online actors can offer, keeping in mind that the consumers and their needs have to stay always at the centre of their project.
Nell’ultima decina di anni, la digital disruption ha portato nel settore dell’ospitalità importanti innovazioni che hanno modificato radicalmente il modo in cui le persone si comportano e le imprese gestiscono il loro business. La situazione attuale presenta il turista digitale come un cliente maturo e consapevole dell’esistenza di una moltitudine di possibilità digitali mentre le Strutture Ricettive e i Ristoranti sono ancora un passo indietro nell’introduzione e nell’uso di nuovi strumenti e nella conoscenza dei nuovi attori digitali (il loro business model e la loro value preposition) nati negli anni 2000. L’obiettivo di questo lavoro è analizzare il comportamento degli attori offline dell’industria turistica come Strutture Ricettive e i Ristoranti nel nuovo modo digitale e in particolare il loro rapporto con tre dei maggiori attori online: Agenzie di Viaggio Online, Siti di Recensione e piattaforme di Sharing Economy. In collaborazione con l’Osservatorio Innovazione Digitale nel Turismo della School of Management del Politecnico di Milano, è stata condotta una complessa ricerca riguardo il settore turistico che ha compreso una profonda analisi della letteratura e due questionari rivolti a più di 60.000 Strutture Ricettive e 9.000 Ristoranti nei mesi di Luglio-Settembre 2016. Il risultato di questo lavoro mostra come il rapporto tra attori tradizionali e virtuali non sia facile e gestibile in un unico modo. Queste collaborazioni, infatti, non portano sono vantaggi come visibilità, crescita della reputazione, allargamento della base di clienti e possesso di un miglior canale di comunicazione con gli ospiti ma anche svantaggi come alte commissioni, peggior controllo della propria immagine e la possibilità di dover fronteggiare comportamenti sleali da parte dei consumatori e dei concorrenti. Strutture Ricettive e i Ristoranti, dopo avere capito i desideri ed i bisogni dei clienti, che devono sempre essere al centro del loro progetto, dovrebbero pianificare una serie di azioni con l’obiettivo di sfruttare al massimo le possibilità che il rapporto con gli attori online offre.
The usage of digital instruments in the Italian hospitality industry : an empirical analysis
NOLI, BEATRICE MARIA
2015/2016
Abstract
In this last decade, the digital disruption has brought relevant innovations in the hospitality industry that have radically changed the way through which people behave and companies run their business. The actual situation presents the digital tourist as a mature client who is aware of the of existence of a multitude of digital possibilities while Accommodation Facilities and Restaurants are still further behind in the introduction and usage of new tools and in the knowledge of the new online actors (which means their business model and value preposition) born in 2000s. The aim of this work is to analyse the behaviour of the offline actors of the hospitality industry as Accommodation Facilities and Restaurants in the new digital world and in particular their relationship with the three major online players: Online Travel Agencies, Travel Review sites and Sharing Economy platforms. In collaboration with the Osservatorio Innovazione Digitale nel Turismo of the School of Management of Politecnico di Milano, a complex research regarding the tourism sector was conducted: it was composed by a deep literature analysis and a two surveys addressed to more than 60.000 Accommodation Facilities and 9.000 Restaurants during the period July-September 2016. The results of this work show that the relationship between traditional and virtual actors is not easy and manageable in a unique way. In fact, these collaborations bring not only advantages as visibility, reputation growth, enlargement of client base and a better way of communication with guests but also disadvantages as high commission fee, worst control on own image and the possibility to face unfair customers’ and competitors’ behaviours. So, Accommodation Facilities and Restaurants should plan a series of actions aimed at exploiting as much as possible the possibilities that the relationship with online actors can offer, keeping in mind that the consumers and their needs have to stay always at the centre of their project.File | Dimensione | Formato | |
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https://hdl.handle.net/10589/130862