In recent years the travel agency business, one of the main sectors of the tourism sector, has undergone numerous changes and transformations as a result of the increasing penetration of digital innovation, the introduction of new cutting-edge technologies and the evolution of traditional social and cultural models. The reservation through an agency or tour operator nowadays, covers a total of 7.4% of travel and is stable and more frequent only for business travel (9.5%) and long vacations (8.9%) (ISTAT, 2018). Italian travel agents found themselves deeply unprepared to respond to these changes because of the peculiarities that distinguish the configuration of the sector in question in our country. In fact, the high level of fragmentation, 11. 925 are the registered travel agencies in 2018, and the small and medium size of businesses compared to other countries have always been one of the main obstacles to the evolution of the sector. Today the profound change of the client has led to the complete redefinition of the contact points and the interaction modalities. In fact, this is more and more active during the purchasing process, it jams between the physical and digital channels and has increased its potential for infidelity to the constant search for the best offer. Travel agencies are able to effectively respond to new requests coming from the market through Digital Transformation projects related to the implementation of innovations both in the back-end and in the front-end side. Among the first one there are the implementation of CRM and the introduction of supply comparators and management software, while the latter include, among others, rapid and smart payments, interactive totems and the introduction of an omnichannel strategy. . This thesis work aims to analyze the innovative solutions adopted by travel agencies as a whole and to build a framework for the evaluation and monitoring of the benefits related to technology adoption projects, with reference to the client with his different needs. in the various phases of the customer journey.
Negli ultimi anni il business della agenzie di viaggio, uno dei principali comparti del settore del Turismo, ha subito numerosi mutamenti e trasformazioni in seguito alla crescente penetrazione dell’innovazione digitale, all’introduzione di nuove tecnologie all’avanguardia e all’evoluzione dei tradizionali modelli sociali e culturali. La prenotazione tramite agenzia o tour operator ad oggi, riguarda complessivamente il 7,4% dei viaggi ed è stabile e più frequente solo per i viaggi di affari (9,5%) e per le vacanze lunghe (8,9%) (ISTAT, 2018). Gli agenti di viaggio italiani si sono trovati profondamente impreparati a rispondere a tali cambiamenti a causa delle peculiarità che contraddistinguono la configurazione del settore in esame nel nostro Paese. Infatti l’elevato livello di frammentazione, 11. 925 sono le agenzie di viaggio registrate 2018 , e le dimensioni medio-piccole degli esercizi commerciali rispetto agli altri Paesi hanno da sempre rappresentato uno dei principali ostacoli rispetto all’evoluzione del settore. Oggi il profondo mutamento del cliente ha portato alla completa ridefinizione dei punti di contatto e delle modalità di interazione. Questo, infatti, è sempre più attivo durante il processo d’acquisto, fa zapping tra i canali fisici e digitali (Osservatorio di Innovazione Digitale nel Turismo, 2018) ed ha aumentato il suo potenziale di infedeltà alla costante ricerca dell’offerta migliore. Le agenzie di viaggio riescono a rispondere efficacemente alle nuove istanze provenienti dal mercato mediante progetti di Digital Transformation connessi all’implementazione di innovazioni nel back-end e nel front-end. Tra i primi si trovano l’implementazione di CRM e l’introduzione di comparatori di offerta e software gestionali, mentre dei secondi fanno sicuramente parte, tra gli altri, i pagamenti rapidi e smart, i totem interattivi e l’introduzione di una strategia omnicanale.Questo lavoro di tesi ha l’obiettivo di analizzare nel suo complesso le soluzioni innovative adottate dalle agenzie di viaggio e di costruire un framework per la valutazione e il monitoraggio dei benefici connessi ai progetti di adozione tecnologica avendo come riferimento il cliente con i suoi diversi bisogni nelle varie fasi della customer journey.
The adoption of digital tools during the travel agency customer experience : an analysis of the Italian context
QUINCI, LAURA
2017/2018
Abstract
In recent years the travel agency business, one of the main sectors of the tourism sector, has undergone numerous changes and transformations as a result of the increasing penetration of digital innovation, the introduction of new cutting-edge technologies and the evolution of traditional social and cultural models. The reservation through an agency or tour operator nowadays, covers a total of 7.4% of travel and is stable and more frequent only for business travel (9.5%) and long vacations (8.9%) (ISTAT, 2018). Italian travel agents found themselves deeply unprepared to respond to these changes because of the peculiarities that distinguish the configuration of the sector in question in our country. In fact, the high level of fragmentation, 11. 925 are the registered travel agencies in 2018, and the small and medium size of businesses compared to other countries have always been one of the main obstacles to the evolution of the sector. Today the profound change of the client has led to the complete redefinition of the contact points and the interaction modalities. In fact, this is more and more active during the purchasing process, it jams between the physical and digital channels and has increased its potential for infidelity to the constant search for the best offer. Travel agencies are able to effectively respond to new requests coming from the market through Digital Transformation projects related to the implementation of innovations both in the back-end and in the front-end side. Among the first one there are the implementation of CRM and the introduction of supply comparators and management software, while the latter include, among others, rapid and smart payments, interactive totems and the introduction of an omnichannel strategy. . This thesis work aims to analyze the innovative solutions adopted by travel agencies as a whole and to build a framework for the evaluation and monitoring of the benefits related to technology adoption projects, with reference to the client with his different needs. in the various phases of the customer journey.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/145062