Integration of High-Tech Bracelets into a Tour Operating Business
Khaskina, Daria (2020)
Khaskina, Daria
2020
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020082519873
https://urn.fi/URN:NBN:fi:amk-2020082519873
Tiivistelmä
High technology shapes the tourism industry by reducing costs, enhancing operational effi-ciency, and improving services and customer experience. Tour operators, as an integral part of the tourism industry, also keep pace with technological development. Some major players have already introduced the usage of smart wearable devices in their services. However, the scope of innovation remains sufficient for the integration of new solutions and applications. The study was focused on investigating the value of high-tech bracelets for travel service providers, and on understanding how tour operators can monetize that solution as an additional service.
The inductive approach with a qualitative method was adopted for the study, which had an exploratory purpose. Secondary data was analyzed to build a theoretical background for the study and to provide a baseline for primary exploration. The collection of primary data was conducted through semi-structured interviews with five experts from the industry. All interviewees had over ten years of experience in the field of tourism and innovation. The competitive benchmarking framework was also applied in order to strengthen the results.
The results of the study showed that the integration of high-tech bracelets would improve the competitiveness tour operators. Moreover, it would contribute to an increase in the market share of the business. Furthermore, it was discovered that the "Freemium" was the most suitable revenue model to monetize the integration of the arm wearable technology to the services of the tour operator.
The inductive approach with a qualitative method was adopted for the study, which had an exploratory purpose. Secondary data was analyzed to build a theoretical background for the study and to provide a baseline for primary exploration. The collection of primary data was conducted through semi-structured interviews with five experts from the industry. All interviewees had over ten years of experience in the field of tourism and innovation. The competitive benchmarking framework was also applied in order to strengthen the results.
The results of the study showed that the integration of high-tech bracelets would improve the competitiveness tour operators. Moreover, it would contribute to an increase in the market share of the business. Furthermore, it was discovered that the "Freemium" was the most suitable revenue model to monetize the integration of the arm wearable technology to the services of the tour operator.