Utilization process of digital tourism platform. Case: Outdooractive
Tabulovich, Anita (2020)
Tabulovich, Anita
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020052915189
https://urn.fi/URN:NBN:fi:amk-2020052915189
Tiivistelmä
During recent years, digitalization has transformed the tourism business ecosystem with technological advances as its main booster. Digital platforms now significantly affect the rise of the tourism sector by providing the latest marketing and quality control tools, global market entree as well as rise of diversity and quantity of tourism products and services.
The main objective of this study was to discover how the implementation process of the case platform, Outdooractive, can be improved in order to better meet current clients’ needs within B2B context in the Finnish market. The thesis explored digital transformation in the travel industry, current and future trends of this process as well as its impact on Destination Marketing Organizations. The thesis discussed the concept of the digital platform and its implementation and usage in tourism. Also, the thesis introduces the case platform as a tourism business development tool.
The study was based on the deductive approach and uses both qualitative and quantitative research methods. Secondary and primary data sources were collected in the study. Primary data was gathered through an online survey conducted among corporate users of the Outdooractive platform. Secondary data was collected from reliable printed and electronic sources that are relevant to the topic.
The results of the study indicated that digital platforms are popular, widely used, and have become the main industry boosters in tourism. Moreover, the thesis produced recommendations for improving the implementation and use of the Outdooractive platform based on the key findings of the study: set clear steps with deadlines for cooperation, and regularly notify clients about any changes, modifications, or new functions of the platform.
The main objective of this study was to discover how the implementation process of the case platform, Outdooractive, can be improved in order to better meet current clients’ needs within B2B context in the Finnish market. The thesis explored digital transformation in the travel industry, current and future trends of this process as well as its impact on Destination Marketing Organizations. The thesis discussed the concept of the digital platform and its implementation and usage in tourism. Also, the thesis introduces the case platform as a tourism business development tool.
The study was based on the deductive approach and uses both qualitative and quantitative research methods. Secondary and primary data sources were collected in the study. Primary data was gathered through an online survey conducted among corporate users of the Outdooractive platform. Secondary data was collected from reliable printed and electronic sources that are relevant to the topic.
The results of the study indicated that digital platforms are popular, widely used, and have become the main industry boosters in tourism. Moreover, the thesis produced recommendations for improving the implementation and use of the Outdooractive platform based on the key findings of the study: set clear steps with deadlines for cooperation, and regularly notify clients about any changes, modifications, or new functions of the platform.