Munich Personal RePEc Archive

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

Temperini, Valerio and Gregori, Gian Luca and Pizzichini, Lucia (2019): E-learning as a marketing tool for Tour Operators. The ‘Go Academy’ case study. Published in: Tourismos: An International Multidisciplinary Journal of Tourism , Vol. 1, No. 14 (15 April 2019): pp. 137-150.

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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.

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