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Niche-Market Tour Operators and Mass-Market On–Line Travel Agencies: The Case-Study of U.S. Organized Tourism to Italy
American Journal of Tourism Research
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| Title |
Niche-Market Tour Operators and Mass-Market On–Line Travel Agencies: The Case-Study of U.S. Organized Tourism to Italy
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| Creator |
Romina, Oricchio; State University Rome Tor Vergata, Italy
Silvia, Testa; State University Rome Tor Vergata, Italy Costa, Nicolò; State University Rome Tor Vergata, Italy |
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| Subject |
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Tour operator, on-line travel agency, web marketing, long tail theory, niche market, mass market, prosumer |
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| Description |
The design of tourism products is changing due to factors such as the growing importance of the Internet and the ability of tourists to be involved in the production of their own products/experiences, (namely the emergence of the 'prosumer'). This paper reports a study into the responses of Tour Operators and On-line Travel Agencies to the evolution of the tourism sector. The case-study analyzes the use of marketing mix variables for outbound tourists from the United States booking tours to Italy. A comparison between operators and the five main on-line travel agencies is then made. The purpose of the paper is to demonstrate an ongoing repositioning of these tourism players along the long-tail theory curve and a reversal of the Tour Operator's role, from that of a general mass market orientation to the supply of a niche market demand by promoting customized travel packages based on specific requirements. Implications of this process for the marketing of destinations and SMEs are discussed in the final part of the paper.
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| Publisher |
World Scholars
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| Contributor |
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| Date |
2013-06-03
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| Type |
Peer-reviewed Article
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| Format |
application/pdf
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| Identifier |
http://wscholars.com/index.php/ajtr/article/view/0201_5
10.11634/216837861403326 |
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| Source |
American Journal of Tourism Research; Vol 2, No 1 (2013); 101-123
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| Language |
en
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| Rights |
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