The literature shows that the market of tourism, cultural tourism and art are in continuous changing following the wake of the new technologies and solutions. This development is given by the increasing new needs and habits of final consumers and by the desire and necessity of enterprises to gain competitive advantages or maintain their positions against the competitors. Exactly in this nook the startups find their fecund land, as ideas incubators for bigger and important companies or future new ones. The market of tourism has seen the changing of its paradigm both supply and demand side: in the hospitality sector the increasing of the business model of holiday-home has stolen market share to the traditional hotel chain, giving the possibility to private owners to became entrepreneurs. This new model, for example, has led to the proliferation of third-parties’ platforms for the vacation rental management. The markets of tourism and art have started to adopt the emergent Business-to-Business-to-Consumer (B2B2C) and Business-to-Business-to-Business (B2B2B) models giving travel agencies and tour operators the possibility to reach the final customer in new ways. Also, the Peer-to-Peer (P2P) model is becoming popular in these markets, extending the philosophy of sharing economy beyond the accommodation businesses. Cultural tourism and all the experience linked to cultural heritage have exploited the spread of new technologies solutions: virtual reality, augmented reality, the use of beacons, just to name a few, have become means to enhance the experience of the tourists in museums, guided tours within the cities or theme parks and attractions. These new ways to highlight the experience of visitors are connected also to the emerging topics and needs of environment sustainability and social accessibility. Finally, with the spread of e-commerce, the art market has become much more democratic and accessible not only to art collectors: through online platforms it is possible to buy or rent art works in a sustainable way; this also leads to the sponsorship of emerging artists who, in a traditional system would not have this potential visibility. The work analyzes the startups ecosystem in order to identify what would be the innovative and digital trends that have characterized the period between 2013 and 2019, carrying on a dataset developed in early 2015 by the Digital Innovation in Tourism and Digital Innovation in Heritage & Culture Observatory. The choice of the analysis of startups is done for their own nature to drive innovations and disruptive technologies which could be too premature and risky for mature and consolidate companies. So, what better than the startups could be a good indicator to identify these trends? The aim of analysis is to understand the digital and innovative trends through the examination of value propositions and the business models adopted by startups in the sector of tourism, cultural tourism and art.
La letteratura mostra che il mercato del turismo e dell’arte è in continua evoluzione sull’onda delle nuove tecnologie ed innovazioni. Questo sviluppo è dato dalla nascita di nuove abitudini e nuovi bisogni del consumatore finale, e dalla necessità quindi delle aziende di adeguarsi per mantenere o guadagnare un vantaggio competitivo. Proprio in questo terreno fertile trovano spazio le startup, come driver di idee innovative per le aziende più grandi o le future nuove aziende. Nel turismo è cambiato il modo di concepire il meccanismo di domanda offerta: nel settore alberghiero il business delle cosiddette “case-vacanza” ha rubato quote di mercato alle catene di hotel, dando la possibilità a privati di diventare imprenditori. Accanto a questo sono proliferate le piattaforme per la gestione di queste nuove strutture per conto di terzi: piattaforme online che fanno da intermediari e hanno visto la nascita dei nuovi Business-To-Business-To-Consumer (B2B2C) e Business-To-Business-To-Business (B2B2B). Il nuovo concetto di sharing economy ha portato alla diffusione del modello Peer-To-Peer (P2P) con applicazioni diverse dal tradizionale settore dell’hospitality. Il nuovo mercato del turismo legato ai beni culturali ha sfruttato le nuove soluzioni tecnologiche come la Realtà Virtuale e la Realtà Aumentata o tecnologie come i beacons, per creare nuove sensazioni nel visitatore durante una visita ad un museo o all’interno delle mura di una città: queste nuove soluzioni innovative hanno anche aperto ad una maggiore sensibilità a temi come quello dell’accessibilità e della sostenibilità ambientale. Infine, con la diffusione di piattaforme e-commerce, il mercato dell’arte è diventato più democratico e accessibile non solo per i pochi esperti e appassionati d’arte che potevano permetterselo: ora è possibile anche noleggiare online opere d’arte e contribuire alla sponsorizzazione di giovani artisti emergenti. Questo lavoro ruota attorno all’analisi delle value proposition e business model delle startup nel turismo e nell’arte fondate negli ultimi otto anni, che prosegue sulle orme di un database sviluppato ad inizio 2015 dall’Osservatorio di Digital Innovation del Politecnico di Milano, in modo da identificare quali potrebbero essere i nuovi trend digitali e innovativi che impatteranno sul mercato.
Startups value proposition in the tourism and art sector : an empirical analysis of digital and innovative trends
BERTASINI, MATTEO
2019/2020
Abstract
The literature shows that the market of tourism, cultural tourism and art are in continuous changing following the wake of the new technologies and solutions. This development is given by the increasing new needs and habits of final consumers and by the desire and necessity of enterprises to gain competitive advantages or maintain their positions against the competitors. Exactly in this nook the startups find their fecund land, as ideas incubators for bigger and important companies or future new ones. The market of tourism has seen the changing of its paradigm both supply and demand side: in the hospitality sector the increasing of the business model of holiday-home has stolen market share to the traditional hotel chain, giving the possibility to private owners to became entrepreneurs. This new model, for example, has led to the proliferation of third-parties’ platforms for the vacation rental management. The markets of tourism and art have started to adopt the emergent Business-to-Business-to-Consumer (B2B2C) and Business-to-Business-to-Business (B2B2B) models giving travel agencies and tour operators the possibility to reach the final customer in new ways. Also, the Peer-to-Peer (P2P) model is becoming popular in these markets, extending the philosophy of sharing economy beyond the accommodation businesses. Cultural tourism and all the experience linked to cultural heritage have exploited the spread of new technologies solutions: virtual reality, augmented reality, the use of beacons, just to name a few, have become means to enhance the experience of the tourists in museums, guided tours within the cities or theme parks and attractions. These new ways to highlight the experience of visitors are connected also to the emerging topics and needs of environment sustainability and social accessibility. Finally, with the spread of e-commerce, the art market has become much more democratic and accessible not only to art collectors: through online platforms it is possible to buy or rent art works in a sustainable way; this also leads to the sponsorship of emerging artists who, in a traditional system would not have this potential visibility. The work analyzes the startups ecosystem in order to identify what would be the innovative and digital trends that have characterized the period between 2013 and 2019, carrying on a dataset developed in early 2015 by the Digital Innovation in Tourism and Digital Innovation in Heritage & Culture Observatory. The choice of the analysis of startups is done for their own nature to drive innovations and disruptive technologies which could be too premature and risky for mature and consolidate companies. So, what better than the startups could be a good indicator to identify these trends? The aim of analysis is to understand the digital and innovative trends through the examination of value propositions and the business models adopted by startups in the sector of tourism, cultural tourism and art.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/154284