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E-learning as a marketing tool for Tour Operators. The ‘Go Academy’ case study

Author

Listed:
  • Temperini, Valerio
  • Gregori, Gian Luca
  • Pizzichini, Lucia

Abstract

Professional training has become increasingly more important as the tourism industry grows and evolves. It plays a particularly vital role in supporting business competitiveness in the traditional distribution system. This has encouraged a growing focus on e-learning and on the interesting advantages that it opens up in training activities. However, it has been given limited attention as a useful tool for marketing purposes. This paper aims to analyze the use of e-learning in the marketing perspective, with specific reference to the relationship between tour operators and travel agents, using the case study of the e-learning platform, Go Academy.

Suggested Citation

  • Temperini, Valerio & Gregori, Gian Luca & Pizzichini, Lucia, 2019. "E-learning as a marketing tool for Tour Operators. The ‘Go Academy’ case study," MPRA Paper 94075, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:94075
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    File URL: https://mpra.ub.uni-muenchen.de/94075/1/MPRA_paper_94075.pdf
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    References listed on IDEAS

    as
    1. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2016. "Destination branding and visitor brand loyalty: Evidence from mature tourism destinations in Greece," MPRA Paper 93897, University Library of Munich, Germany.
    2. Nair, Revi & George, Babu P., 2016. "E-learning adoption in hospitality education: An analysis with special focus on Singapore," MPRA Paper 77447, University Library of Munich, Germany, revised 21 Apr 2016.
    3. Tonino Pencarelli & Mauro Dini, 2016. "The Tourism Intermediation System: The Relationship between Travel Agencies and Tour Operators," The International Journal of Economic Behavior - IJEB, Faculty of Business and Administration, University of Bucharest, vol. 6(1), pages 97-112.
    4. Fu, Jing & Kapiki, Soultana Tania, 2016. "Reengineering knowledge for e-tourism and hospitality curricula," MPRA Paper 77852, University Library of Munich, Germany, revised 14 Jul 2016.
    5. Revilla Hernández, Mercedes & Santana Talavera, Agustín & Parra López, Eduardo, 2016. "Effects of co-creation in a tourism destination brand image through twitter," MPRA Paper 77595, University Library of Munich, Germany, revised 21 Nov 2016.
    6. Zafiropoulos, Kostas & Vrana, Vasiliki & Antoniadis, Konstantinos, 2015. "Use of twitter and Facebook by top European museums," MPRA Paper 77408, University Library of Munich, Germany, revised 07 Nov 2015.
    7. Andreu, Luisa & Aldás, Joaquín & Bigné, J. Enrique & Mattila, Anna S., 2010. "An analysis of e-business adoption and its impact on relational quality in travel agency–supplier relationships," Tourism Management, Elsevier, vol. 31(6), pages 777-787.
    8. Revi Nair & Babu P George, 2016. "E-Learning Adoption In Hospitality Education: An Analysis With Special Focus On Singapore," Tourism Research Institute, Journal of Tourism Research, vol. 15(1), pages 52-77, June.
    9. M. Balaji, 2015. "Investing in customer loyalty: the moderating role of relational characteristics," Service Business, Springer;Pan-Pacific Business Association, vol. 9(1), pages 17-40, March.
    10. Chatzigeorgiou, Chryssoula, 2017. "Modelling the impact of social media influencers on behavioural intentions of millennials: The case of tourism in rural areas in Greece," MPRA Paper 87916, University Library of Munich, Germany.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    marketing; e-learning; tour operator; travel agents; relationship;

    JEL classification:

    • I25 - Health, Education, and Welfare - - Education - - - Education and Economic Development
    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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