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Kommer den fysiska resebyrån att överleva?: En undersökning om konkurrensen mellan den fysiska och virtuella resebyrån
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
Södertörn University, School of Natural Sciences, Technology and Environmental Studies.
2016 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Syfte: Syftet med denna uppsats är att undersöka hur det kommer sig att den fysiska resebyrån finns kvar och hur framtiden ser ut hos dessa i och med teknologins snabba framväxt. 

Metod: Denna studie utgår ifrån en kvalitativ metod. För att samla in data till empirin har tio semistrukturerade intervjuer genomförts med olika resebyråer belägna i Stockholm, via personliga möten, telefon och e-post. De resebyråer som undersökts är Jade Travel, Lotus Travel, Resevaruhuset, Resecity, Apollo, Ving, Nygren & Lind, Jorden Resor, BIG Travel och Globetrotter.

Teoretisk referensram: De teorier som använts i studien behandlar konsumentbeteende, distributionskanaler, servicescape, dynamiken av servicemötet och relationen mellan konsument och resebyrå.

Slutsats: Den fysiska resebyrån har i och med teknologins framväxt förändrats på så sätt att dagens fysiska resebyråer värderar det fysiska servicemötet med kunden. En del fysiska resebyråer har minskat i antal men servicekvaliteten tillsammans med kompetens och kunskap hos de anställda i resebyråerna har blivit högre, detta föra att kunna konkurrera mot andra resebyråer och deras virtuella tjänster samt för att skapa en relation med konsumenterna.

Abstract [en]

Purpose: The purpose of this essay is to examine why physical travel agencies still exist, and what the future looks like for those agencies since the technology's rapid growth. 

Method: This study is based on a qualitative methodology. Ten semi-structured interviews have been conducted for the empirical data. The interviews were held with various travel agencies located in Stockholm through personal meetings, telephone and e-mail. The travel agencies who participated in the interviews was; Jade Travel, Lotus Travel, Resevaruhuset, Resecity, Apollo, Ving, Nygren & Lind, Jorden Resor, BIG Travel and Globetrotter.

Theoretical framework: The theories that have been used in this essay are consumer decision making, distribution channels, servicescape, the dynamics of the service encounter and the relationship between customer and travel agency.

Conclusion: The physical travel agency has since the technology's development changed on a way that today's physical travel agencies evaluate the physical service meeting with the customer. Some physical agencies have decreased in number but the quality of service along with the skills and knowledge among employees of the travel agencies has increased, therefore to compete against other travel agencies and their virtual services, and to create a relationship with the consumers.

Place, publisher, year, edition, pages
2016. , 39 p.
Keyword [en]
Travel agency, physical travel agency, virtual travel agency, Internet, online.
Keyword [sv]
Resebyrå, fysisk resebyrå, virtuell resebyrå, Internet, online.
National Category
Social Sciences Humanities
Identifiers
URN: urn:nbn:se:sh:diva-30781OAI: oai:DiVA.org:sh-30781DiVA: diva2:955247
Subject / course
Tourism Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2016-08-26 Created: 2016-08-24 Last updated: 2016-08-26Bibliographically approved

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