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The purpose of this paper is to investigate how customer engagement technologies impact service innovation in a network of travel agencies, analyzing the effects on sales channels, customer relationships and retail marketing policies.

Using a qualitative single case study approach and triangulating the data from different sources (documents, semi-structured interviews and in-store observations), this paper investigates the Robintur Group, a large Italian network of travel agencies operating in the leisure travel, business travel and organized tourism segments.

This study highlights three core areas of service innovation that have interrelated effects on travel agency management in coherence with the omni-channel strategy: synergetic channel integration, dynamic customer relationships and dynamic retail marketing.

This study is based on a single case study in Italy. Future research could extend the framework to other travel agencies and foreign markets where the diversification process of large grocery retailers is more diffused, and investigate the omni-channel approach in relation to other information and communication technologies and the implications on travel agency management.

Presenting a conceptual framework to exploit new technologies and revitalize the scope and functions of travel agencies, the case study offers insights contributing to the literature on service innovation in travel agencies. The data highlight the adoption of an omni-channel approach to facilitate the customer experience. This case study is also one of the first to empirically investigate the challenges of a large-scale retail group when diversifying to the travel industry and adopting an omni-channel strategy.

本论文旨在探究顾客参与技术（CETs）如何在旅游社网络中影响服务创新, 并分析其对于销售渠道、顾客关系、以及零售营销政策的影响。

本论文采用定性分析方法, 单一案例样本源, 并合多种采样渠道（文本、半结构化访问、和店内观察）来丰富样本数据。本论文研究了Robintur集团, 一家意大利大型旅行社网路, 主要经营休闲旅游、商务旅行、以及组织型旅游产品模块。

本论文结果强调了服务创新的三大核心：协同渠道整合、多样化顾客关系、和多样化零售营销, 其三大核心对旅行社管理有着紧密联系, 符合全渠道战略的主体思想。

本案例分析展示了一个探索新科技和复兴旅行社范围和功能的理论模型, 对旅行社服务创新有着重大理论贡献。样本数据强调了采取全渠道战略以增强顾客体验。同时, 本论文也是首个实际检测了大型零售集团在面对旅行市场多样化和全渠道战略的挑战。

本论文仅取样了意大利的单一案例。未来研究应该拓宽模型到其他旅行产业以及国际市场, 其对大型零售厂商的多样化进程更加深入, 同时, 未来研究应该讲全渠道战略与其他信息与通信技术结合来研究, 对旅行社管理有深入的启示。

关键词 旅行社 服务创新 全渠道 CET ICT 意大利

研究型论文

The objective of this exploratory research is to investigate the role of Twitter in crisis communication by analysing all the earthquake-related messages from local public authorities in four Italian regions (Abruzzo, Lazio, Marche and Umbria) during the seismic sequence that began on 24th August 2016 and finished at the end of January 2017.

The study is based on a manual data collection of earthquake-related tweets. Founded on a theoretical framework, the data analysis has been developed both through textual analysis and in-depth interpretation by two researchers to catalogue the messages according to identified categories.

It emerges that the affected Italian regions used Twitter only for information coverage without offering a complete and detailed picture of the disaster. Most of the tweets concerned daily statements by politicians or regional administrators engaged in crisis management, while an accurate selection of the topics and messages to be launched does not emerge, with significant implications on the effectiveness of the tweeting activity itself.

This paper aims to contribute to the literature on crisis communication and social media during a natural disaster, highlighting the criticalities shown by the Italian case studies. The originality of this study relates to the comparative examination of Twitter activities for four regional government bodies involved in the 2016 Italian earthquake.

Participatory Action Research, or PAR, draws on the paradigms of critical theory and constructivism (Whyte, W. F. (1989). Advancing scientific knowledge through participatory action research. Sociological Forum, 32(5), 499–623) and aims to influence the design and outcomes of behaviours occurring in a case study (Woodside, A. G. (2010a). Case study research: Theory, methods and practice (p. 13). Bingley, UK: Emerald). In tourism studies, this methodology is relevant for renewing research orientation and paradigms for stakeholder collaboration, as the approach focuses on the principle of empowering local actors in community-based development processes.

This chapter explores PAR with an exploratory case study in a rural area of Piedmont, Italy. The case study demonstrates that PAR is a valid approach when the research purposes are not only to produce a deep understanding of forms of collaborations but also to create a co-operative climate by planning actions with local actors. The research approach involves evaluating deliberated actions and thereby stimulating strategic thinking in resource allocation processes.

This section of the Field Guide presents an alternative paradigm for case study research, stakeholder participatory research. Such research takes an alternative viewpoint from that of researcher as owner of the research process, or researcher as disinterested creator of knowledge for general consumption. Instead, the four chapters here present an alternative view on who should own the research process and who should benefit from the knowledge that research generates. In answer to both of these questions, stakeholder participatory research has a singular answer: the local community-based stakeholder should own and benefit from case study research.

The predominant role played by large-scale retailers in consumer goods markets has led to substantial changes in the promotion and advertising flows of companies operating in this sector. Manufacturing companies are in fact investing an increasingly larger share of their resources in communication strategies managed by retailers by way of in-store communications, taking advantage of both traditional and digital media. As a result, besides being a place of purchase, the point of sale has become an environment where customer relationships are being built and developed over time. In this book chapter, we take a closer look at current in-store communications via cutting-edge digital media solutions designed to boost customer experience and brand loyalty. To gain a better understanding of these new forms of communication, we have also conducted a qualitative case study on “The Supermarket of the Future,” a new retail format recently launched by Coop Italia in Milan, using data from different sources, including internal and external document reviews and in-store observations. Overall, this study outlines an innovative customer relationship format consistent with an omni-channel approach and informative in-store communications integrating traditional and new digital media.

This chapter discusses emerging issues in event management with a focus on small-scale events. The author reflects on managerial approaches to stakeholder involvement and engagement, and underlines the complexity of strategy formulation for destination development planning. This contribution also provides advanced conceptual instruments for event marketing as guiding principles that permeate destination-marketing strategies. In addition, the author investigates the role and nature of sponsorship linked to enhancing the value of small-scale events and highlights fundamental issues in developing a marketing management model for place marketing and the key drivers of event management strategies involving sponsors and event participants.

Films are arguably one of the most influential phenomenon of modern society. They are remarkable and effective means of conveying stories and influencing humans. Films are one of the most important factors that motivate people to travel to a destination. This chapter will explore the phenomenon which is widely known as film tourism and its role in tourist experience. To gain a better understanding of film tourism experiences, this chapter presents key concepts and analyzes existing studies. The analysis investigates important aspects of film tourism experience, including experience satisfaction and storytelling. It tries to highlight how films can influence tourist experiences beyond the travel itself, with a strong emphasis on the role of storytelling and film tourism experience satisfaction. To help readers achieve a clearer and more detailed understanding of the unique and dynamic nature of film tourism experiences, this chapter provides an overview of the tourist experience by conducting a comprehensive literature review on the subject. By doing this, this chapter proposes a new framework of film tourist experience satisfaction while describing the relationship between influential factors such as previous film experiences, motivation to visit a destination, destination expectations, on-site destination experience, and tourist involvement. Finally, conclusions are drawn presenting storytelling as a contemporary approach in the domain of film tourism experiences.

The paper seeks to provide insights into network‐based perspectives of farm attractions, evaluating their effectiveness for destination development. The specific purpose is to uncover relationships between entrepreneurship, network marketing and management strategies, and sustainable tourism policies.

Qualitative case‐study method generates holistic understanding of complex networks and networking activities. In‐depth interviews allow exploration of entrepreneurial processes.

Cross‐comparisons reveal network effectiveness related to common goals shared among network members. Benefits such as problem solving, information dissemination, and opportunities to learn were important for members of a specific network, but may be undermined by individual entrepreneurial aims and differences.

The results concern a mature destination but the approach might be used for similar work in other sectors and settings. The network models should be assessed for destination planning in other parts of Europe, especially emerging tourism regions.

Identified patterns and issues generate ideas for policy makers for current practice; with the need for public policy to work with, seek to build on, and support existing enterprise initiatives, rather than developing new collaborations.

The paper contributes to debates on visitor attraction marketing with a focus on a theory of co‐operation in marketing networks. Many studies focus on specific types of attractions or tourist destinations, or specific strategic approaches.