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

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  • Antonella Capriello
  • Sabina Riboldazzi

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.

Suggested Citation

  • Antonella Capriello & Sabina Riboldazzi, 2020. "How can a travel agency network survive in the wake of digitalization? Evidence from the Robintur case study," Current Issues in Tourism, Taylor & Francis Journals, vol. 23(9), pages 1049-1052, May.
    • Handle: RePEc:taf:rcitxx:v:23:y:2020:i:9:p:1049-1052
    DOI: 10.1080/13683500.2019.1590321
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