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E-learning as a marketing tool for Tour Operators. The ‘Go Academy’ case study

Author

Listed:
  • Temperini, Valerio
  • Gregori, Gian Luca
  • Pizzichini, Lucia

Abstract

Professional training has become increasingly more important as the tourism industry grows and evolves. It plays a particularly vital role in supporting business competitiveness in the traditional distribution system. This has encouraged a growing focus on e-learning and on the interesting advantages that it opens up in training activities. However, it has been given limited attention as a useful tool for marketing purposes. This paper aims to analyze the use of e-learning in the marketing perspective, with specific reference to the relationship between tour operators and travel agents, using the case study of the e-learning platform, Go Academy.

Suggested Citation

  • Temperini, Valerio & Gregori, Gian Luca & Pizzichini, Lucia, 2019. "E-learning as a marketing tool for Tour Operators. The ‘Go Academy’ case study," MPRA Paper 94075, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:94075
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    References listed on IDEAS

    as
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    4. Gian Luca Gregori & Valerio Temperini, 2013. "Il ruolo dell?e-learning nelle strategie di comunicazione delle imprese. Il caso della iGuzzini illuminazione," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2013(3), pages 421-435.
    5. Revi Nair & Babu P George, 2016. "E-Learning Adoption In Hospitality Education: An Analysis With Special Focus On Singapore," Tourism Research Institute, Journal of Tourism Research, vol. 15(1), pages 52-77, June.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    marketing; e-learning; tour operator; travel agents; relationship;
    All these keywords.

    JEL classification:

    • I25 - Health, Education, and Welfare - - Education - - - Education and Economic Development
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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