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Digitalisering av reseindustrin: En utmaning eller möjlighet för svenska reseaktörer?
Halmstad University, School of Education, Humanities and Social Science.
2017 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Digitization of the travel industry : A challenge or opportunity for Swedish travel operators? (English)
Abstract [sv]

Syfte och forskningsfrågor Studiens avsikt är att undersöka hur reseindustrin har påverkats av digitaliseringen genom att studera svenska reseaktörers marknadsföringsstrategier, anpassning till digitaliseringen samt syn på deras framtida roll. Utifrån studiens syfte kommer följande forskningsfrågor att besvaras:

Hur marknadsför svenska reseaktörer sig idag? Vilka fördelar och nackdelar ser svenska reseaktörer med digitaliseringen inom reseindustrin? Hur ser svenska reseaktörer på sin framtida roll?

Metod Studien är baserad på en kvalitativ undersökning, det empiriska materialet är insamlad genom semistrukturerade intervjuer som har genomförts med fem verksamma reseaktörer i Sverige.

Slutsatser Studiens resultat visar på att reseaktörer i Sverige investerar i digital marknadsföring samt verktyg för att bygga upp varumärke, tillit och interaktion med kunder. Information samt kommunikation till kunder har underlättats genom digitaliseringen, att kommunicera ut personlig service, tillit och fånga in kunder har försvårats.  Reseaktörer har förändrat sin roll både i den fysiska och digitala marknaden efter kunders behov. 

Abstract [en]

Purpose and research questions The purpose of the study is to investigate how the travel industry has been affected by digitization by studying travel operators marketing strategies, adaptation and views on their future role. In order to fulfil this purpose, the following questions have been formulated:

How are travel operators in Sweden marketing themselves today? What are the advantages and disadvantages for travel operators in Sweden with relevance to the digitalization processes? What are travel operators in Sweden thinking about their future role in the tourism industry?

Method The method included qualitative methods. Five semi structured interviews have been conducted with five travel operators in Sweden.

Conclusions The results indicate that travel operators in Sweden invest in digital marketing for brand building, achieving customer loyalty and personal interaction. This study shows that facilitation of information and interaction with customers as advantages and communicating personal service, trust and targeting customers as difficulties. Travel operators have changed their role according to customer needs.

Place, publisher, year, edition, pages
2017. , 46 p.
Keyword [en]
Travel agents, digitalization, social media, marketing, travel industry
Keyword [sv]
Reseaktörer, digitalisering, sociala medier, marknadsföring, reseindustrin
National Category
Humanities and the Arts
Identifiers
URN: urn:nbn:se:hh:diva-34228OAI: oai:DiVA.org:hh-34228DiVA: diva2:1111295
Subject / course
The Humanities
Supervisors
Examiners
Available from: 2017-07-12 Created: 2017-06-18 Last updated: 2017-07-12Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
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