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If you book on your own, you travel on your own
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2017 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte och forskningsfrågor  

Syftet med uppsatsen är att undersöka hur resebyråer möter konsumenters behov i det digitala samhället som präglas av en hård konkurrens. Vi vill också klargöra hur resebyråer konkurrerar i en ny konkurrensmiljö. Vidare vill vi belysa hur förändringar i omvärlden har lett till förändringar i resebranschen. Utifrån vårt syfte kommer vi även att besvara följande forskningsfrågor:

 

  1. 1.     Hur arbetar resebyråer med sociala medier som marknadsföringskanal?

 

  1. 2.     Hur ser resebyråer på konsumenters roll som aktiva medaktörer?

 

  1. 3.     Hur arbetar resebyråer med personlig service?

 

Metod

Studien är baserad på en kvalitativ undersökning. Den har en induktiv ansats med deduktiva inslag. Den empiriska datan är insamlad genom semistrukturerade intervjuer med sju personer som har branschkunskap gällande turism eller har en anknytning och inblick i hur resebyråer arbetar.

 

Slutsatser

Turismbranschen är en bransch som genomgått stora förändringar. För att traditionella resebyråer ska kunna fungera som konkurrenskraftiga mellanhänder i dagens digitala samhälle behöver dess tjänsteerbjudande byggas kring personlig service, kunskap och trygghet. Serviceerbjudandet måste också anpassas efter konsumenters förändrade roll samt kunna levereras via nya digitala verktyg så som sociala medier. 

 

Nyckelord

Digitalisering, resebyråer, personlig service, konkurrens, kundmedverkan och sociala medier

 

 

Abstract [en]

Purpose and research questions

The purpose of this thesis is to examine how travel agencies meet the need of consumers in the digital society that is characterized by competiveness. We also want to observe how travel agencies work to be competitive in a new competitive environment. Further more we would like to examine how changes in the society have led to changes in the travel industry. From this purpose we would like to answer these following research questions:

 

  1. 1.     How do travel agencies work with social media as a marketing tool?

 

  1. 2.     How do travel agencies look upon consumer’s role as active participators?

 

  1. 3.     How do travel agencies work with personal service?

 

Method

This study is based on a qualitative research. It has a inductive approach with some incorporating deductive aspects in order to investigate the above questions. During the study we collected empirical data through semi-structured interviews with seven persons that has knowledge within the field of tourism or some kind of connection and insight in how travel agencies work.

 

Conclusion

The tourism industry has been through a lot of changes. For traditional travel agencies to be able to function as competitive intermediaries in today’s digital society there is a need for the service offer to be built around personal service, knowledge and safety. The service offer also have to be adjusted after the consumers changed role and be delivered through new digital tools such as social media.

 

Keywords

Digitalization, travel agencies, personal service, competition, customer participation and social media

Place, publisher, year, edition, pages
2017. , p. 88
Keywords [sv]
Digitalisering, resebyråer, personlig service, konkurrens, kundmedverkan och sociala medier
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-60401OAI: oai:DiVA.org:lnu-60401DiVA, id: diva2:1070265
Subject / course
Business Administration - Marketing
Educational program
Tourism Management Programme, 180 credits
Supervisors
Examiners
Available from: 2017-02-10 Created: 2017-01-31 Last updated: 2017-02-10Bibliographically approved

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CiteExportLink to record
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  • apa
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