The Impact of Global Trends at the Level of Macro Environment Dimensions on The Transformation of Travel Intermediaries: Case Of The Republic of Croatia
Author(s): Iris Mihajlović
Abstract: In the first part of the paper the recent findings of numerous scholars from the domain of tourism were analyzed with emphazise on the impact of new technologies on business operations in tourism industry, pointing out its advantages and the role of innovative tools in the placement of products (packages) of travel intermediaries. Also, special attention is given to customization options the business subjects of tourist offer in the competitive market conditions which are aimed at innovations in the domain of contents and modes of product placement in tourism. The results obtained by empirical research on the impact of technological innovation and market changes to changes in tourism and the further transformation of the business-aimed specialization of travel agencies, which was conducted on a sample of 200 travel agencies operating in Croatia, indicate that the highlighted macro variables are very significant or significant to the the specialization of their business. Taking into account complementary role of new technologies in the business of travel intermediaries as a source of competitiveness in the dynamic market conditions, the results show that managers from the sample understand the significance of technology relevant to the performance and the continuity of business. Prominent macro variables are the key link in making decisions about the direction of specialization ogf travel agencies. The market and the technology have the powerful impact on specialization, particularly considering the increased competition that affects all business entities, including travel agencies.
Keywords: global trends, environment, ICT, transformation, specialization, travel intermediaries
Pages: 663-674WSEAS Transactions on Business and Economics, ISSN / E-ISSN: 1109-9526 / 2224-2899, Volume 11, 2014, Art. #61