INNOVATIONS IN THE DISTRIBUTION OF TOURIST PRODUCTS: RESULTS OF A RESEARCH CONDUCTED IN ITALY (original) (raw)

This research explores the transformative changes in the distribution of tourist products in Italy, particularly the shift from traditional travel agents to multichannel distribution methods powered by information and communication technology (ICT). It highlights the emergence of various product configurations, such as package solutions, network products, and point-to-point solutions, emphasizing the need for travel agents to adapt through networking and developing new strategic paths. The challenges posed by hypercompetition and technological advancements also raise questions regarding the future of travel agencies and their ability to maintain competitive advantages in a rapidly evolving market.