Résumé
Purpose: The purpose of the present study is to investigate travel agencies' social media usage and its perceived effectiveness by small- and micro-Italian travel agencies;the pre-pandemic period is compared to the forecasts for the post-Covid-19 period and different characteristics of firms and entrepreneurs are considered. Furthermore, the study analyses the expected benefits in terms of marketing objectives, such as improving brand image and/or personalizing the offer. Design/methodology/approach: The research was developed through a questionnaire administered electronically to travel agents (282 respondents). The resulting data was analyzed by applying the McNemar test, a pairwise t-test and the multivariate analysis of variance. Findings: The results show that social media are strategically significant for travel agents, even though their adoption is influenced by different agency aims;the perceived effectiveness results are diversified according to varying agency typologies. Research limitations/implications: The two main limitations of the study are its focus on the Italian context only and the missing consideration of the consumer's point of view. The latter prevents an exhaustive assessment of future trends regarding the use of social media in the client–agency relationship. Originality/value: The study, which focuses on a little debated topic concerning the relationship between social media and SMEs, organically explores various dimensions related to the adoption of social media by small agencies, also considering the impact of the Covid-19 on the perception of travel agents. As a further element of originality, the research takes into consideration the main social platforms separately rather than the set of tools as a whole. © 2023, Simone Splendiani, Mauro Dini, Francesca Rivetti and Tonino Pencarelli.
Résumé
Purpose This paper aims to deepen understanding of the role played by new technological tools used in customer-travel agency (TA) interactions by analysing the TA owner/managers' perceptions, pre- and post-Covid-19, regarding the effectiveness of in-store traditional and innovative tools. Design/methodology/approach This exploratory study is based on a questionnaire-based survey conducted among Italian TAs and distributed via email from September 2020 to January 2021. Findings The study highlights how, even among TAs, the role of in-store technology is gradually taking on greater importance, and it delves into the specific business and socio-demographic factors that seem to cause differences among agencies. Research limitations/implications The study focuses on the Italian context, which does not allow for any generalisations. Furthermore, it is only the travel agent perspective that is observed and not the consumer's. Originality/value In addition to helping to bridge the literature gap, this study on in-store technologies focuses on the TAs sector, where human resources and human relationships play a decisive role in customer experience and interaction. The paper investigates the travel agents' point of view regarding the introduction of new in-store technologies;it also highlights their growing adoption and use, overall, despite the travel catalogue still remaining the main tool for interacting with customers. The study also shows how the advent of Covid-19 has increased travel agents' propensity to use digital technologies.
Résumé
The emergency of Covid-19 has had negative consequences on the health of populations and in many economic sectors, fueling deep social and political tensions at a global level, stimulating a rethinking of traditional models of life and production and urging greater attention to the relationship between man and nature with a view to sustainability. The health shock particularly hit the tourism and culture sectors, towards which the various national governments have adopted support measures. In Italy, the Ministry of Cultural Heritage and Activities and Tourism (MiBACT) has prepared a series of rules to avoid the collapse of entire production chains connected to the value system of tourism and culture. The objective of the paper is to illustrate the main measures in favor of the two sectors in the light of the National Strategic Plan for Italian Tourism 2017-2022 and to formulate a proposal for innovation of the traditional way of conceiving the interdependencies between tourism and culture guided by the perspective of wellness tourism. This perspective takes note of the growing demand for well-being that consumers require and the enormous potential of historical, cultural, food and wine, sports and spa resources that Italy has and which could be integrated into new proposals of experiential value for tourists in the future within smart wellness destinations, generating social and economic value for travelers while respecting ecosystemic constraints.