AN INVESTIGATION INTO THE SUSTAINABILITY OF INDEPENDENT TRAVEL AGENCIES IN ITALY

Abstract

This summary paper is an attempt to indicate what the current situation of Italian independent travel agencies is in the light of the economic crisis and major changes that lately have affected the industry. The study is based on a strategic analysis of the industry to identify whether or not independent agencies are sustainable in the long term by adopting a strategy that includes the process of disintermediation, and, it will provide recommendations to the management of independent travel agencies regarding how such agencies should respond more proactively to the recent crisis, by taking advantage of opportunities rather than primarily responding defensively. The economic crisis in Italy is definitely creating huge concerns to travel agencies, causing sometimes agency closures. However, from the data collated and analysed the researchers noticed that the crisis is in part changing the industry in favour of travel agencies. In the researchers’ opinion, agencies should be aware of such ‘positive’ changes and use them as the basis for their future success.