engleski

Key drivers of business transformations in the environment of travel intermediaries

Through an overview of business innovatios, socioenvironmental and economic possibilities that enlightened the relations of subjects in the travel market this paper examines the impact of changes in the macro-environment on the transformation of travel intermediaries. For purposes of this study new trends are analyzed through changes of technology, socio - environmental and economic variables. Theoretical aspect of the changes in macro environment that influences the further business development of travel intermediaries was studied in the first part of paper. Business transformation of intermediaries is focused on quality towards innovations in communication between tourists and service providers, respecting social and environmental elements when creating products. In online environment the behavior of the tourist is changing, leaving space for the development of advantages. ICT adhered to the time and spatial convergence. Developped online applications and interactive websites allowed tourists to map out their travel decisions when creating their travel itineraries. The paper also emphasizes the empirical research carried out among the managers of travel intermediaries in Croatia. The significance of changes on a macro environment level has been studied. Research findings point out socio- environmental changes in tourism that affect the business transformation of travel agencies. Socio- environmental responsibility is very significant or significant for further business activities of travel agencies towards innovations. Economic growth as a stimulus to business activities of travel agencies creates new opportunities for intermediaries through more favorable transactions. By testing of market position and competitiveness at the same time, the role of travel intermediaries is reinvigorated.

environment ; innovations ; transformation ; travel agencies

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