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Propositions de valeur des intermédiaires touristiques

Abstract : Information and communication technology (ICT) radically affects the tourism industry by overturning its production and distribution vertical value chain. Direct exchange between tourist and suppliers is the beginning of a new era. ICT has also given the opportunity to many new players to introduce themselves into tourism market. From now on, travel agencies and tour operators are not the only ones able to connect supply with demand. Internet has also contributed in changing the tourist’s demands and activities. Tourism is no longer limited to a mass product. The tourism intermediaries must evolve in a less favourable environment. The question is about their place and value creation in the industry. A literature review allows us to understand that the tourism intermediary is present to overcome market’s imperfections and propose value through the following functions: informational, expertise, assurance, economic, innovation and networking. If this literature review shows that the intermediation functions are value creators, it does not necessarily claims that all functions are always carriers of value creation. Therefore, we analyse the intermediaries’ value propositions by trying to find the functions they perceive as being important to cope with tourism evolution. Consequently, we will complete our theoretical analysis with an empirical observation to identify the functions on which the intermediaries rely the most to face the evolution of the tourist market. By means of statistical analysis of our semi-structured interviews, we show in particular that: the expertise and assurance are the most important value propositions of tourism intermediaries; tour operators take less financial risks except for owning a competition-free offer. Furthermore, specialisation and destination management are revealed as strategic choices.
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Erfan Marghobi. Propositions de valeur des intermédiaires touristiques. Gestion et management. Université d'Angers, 2016. Français. ⟨NNT : 2016ANGE0023⟩. ⟨tel-01450725⟩

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