How is technology influencing the development of the hospitality industry in the current experiential tourism economy?: Case study about Famliday
Author
Bertolucci, Saverio Francesco
Term
4. term
Education
Publication year
2022
Submitted on
2022-01-28
Pages
45
Abstract
New trends are reshaping tourism. Travelers increasingly seek memorable experiences and rely on the internet to book their trips. Hospitality companies are adapting and becoming more dependent on technology, yet many lack the digital skills to perform well online. This has accelerated the growth of booking applications and digital startups, including Famliday. Famliday, the focus of this case study, is an under-development booking app that aims to fill a market gap by centering on family-friendly holidays. It offers an interactive, easy-to-use platform through which parents and children can choose from a curated list of certified, high-quality facilities. Its ambitious offer, driven by the founders’ innovative management strategies, has attracted attention from entrepreneurs who have invested or expressed interest in becoming clients. To examine the impact of technology and assess Famliday’s potential, the study used a qualitative narrative approach and multiple methods: 12 semi-structured interviews combined with published literature and webinar talks. Findings suggest that Famliday’s digital, interactive business model could deliver social and economic benefits for users, partner companies, and destination communities. The study identifies links between the experience economy (a focus on memorable experiences), sustainability, and digital innovation. The data point to emerging tourism trends and highlight the key role of digitalization in enabling significant business change, improving the quality of tourism offerings, and generating socio-economic benefits. Recommendations for further research are provided to address the study’s limitations and deepen understanding of what lies ahead for the tourism industry.
Nye tendenser former den nuværende turisme. Rejsende søger i stigende grad mindeværdige oplevelser og bruger internettet til at booke deres ferier. Virksomheder i overnatnings- og oplevelsesbranchen forsøger derfor at tilpasse sig og bliver i stigende grad afhængige af teknologi. Ikke alle har de nødvendige digitale kompetencer, hvilket har styrket udbredelsen af bookingapps og digitale startups som Famliday. Famliday, som er genstand for dette casestudie, er en bookingapp under udvikling, der vil udfylde et hul i markedet ved at fokusere på familievenlige ferier. Den tilbyder en interaktiv, let tilgængelig platform, hvor forældre og børn kan vælge blandt en udvalgt liste over certificerede faciliteter af høj kvalitet. Dens ambitiøse tilbud, drevet af grundlæggernes innovative ledelsesstrategier, er blevet bemærket af iværksættere, som enten har investeret i projektet eller ønsker at blive kunder. For at undersøge teknologiens betydning og vurdere Famlidays potentiale anvendte studiet en kvalitativ narrativ tilgang med flere metoder: 12 semistrukturerede interviews kombineret med faglitteratur og oplæg fra webinarer. Resultaterne tyder på, at Famlidays digitale, interaktive forretningsmodel kan skabe sociale og økonomiske gevinster for brugere, partnervirksomheder og lokalsamfund på destinationer. Studiet identificerer sammenhænge mellem oplevelsesøkonomien (fokus på mindeværdige oplevelser), bæredygtighed og digital innovation. Dataene peger på nye mulige turismetrends og fremhæver digitaliseringens nøglerolle i at muliggøre markante forandringer i virksomheder, forbedre kvaliteten af turismetilbud og skabe samfundsøkonomiske gevinster. Anbefalinger til videre forskning gives for at imødegå studiets begrænsninger og styrke forståelsen af, hvad der venter turismebranchen.
[This apstract has been rewritten with the help of AI based on the project's original abstract]
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