Cocriação de valor na distribuição turística: a força que vai modelar o negócio das agências de viagens independentes em Portugal
Date
2013
Embargo
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Coadvisor
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Language
Portuguese
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Abstract
O contexto Darwiniano em que vivem as Agências de Viagens Independentes
(AVI) em Portugal, impõe uma estratégia de colaboração em rede entre os
diversos players do setor, numa inovadora e interativa filosofia de coopetição
interorganizacional. Atualmente as contendas negociais não são mais entre
empresas individuais, mas entre alianças de múltiplas empresas e os
fornecedores com quem interagem. Os constrangimentos, os conflitos e os
obstáculos contextuais e transacionais que as AVI enfrentam, são
considerados como um dos principais motivos que as impelem a integrar redes
de coopetição Interorganizacionais. Foi dado maior enfoque ao setor das AVI,
em Portugal, por possuírem um peso significativo no mercado (69% em 2011),
e ao tipo de aliança – Grupo de Gestão de agências de viagens (por
representar 44% dessas AVI). Pretende-se nesta tese efetuar um estudo de
caso da “Aliança RAVT”, e construir um mosaico de ideias que possam
explicar a realidade de criação de valor entre os parceiros dentro da rede. Será
apresentado um modelo de negócio designado por “e-Marketplace P2P com
Cocriação de valor” para Grupos de Gestão, elencando as premissas que
obrigam à reconfiguração das regras de negócio e das relações dentro da
constelação de atores, visando mobilizá-los no incremento de novas maneiras
de cocriar valor.
The Travel Agencies’ sector lives currently in a Darwinian business-oriented environment, where only resilient entrepreneurs are able to survive. At present time, the "battles" are not between companies individually, but among multiple companies and the suppliers’ alliances with whom they interact. The leading constraints, conflicts and obstacles inside the Portuguese contextual and transactional independent travel agents sector, are considered as one of the main reasons to integrate Interorganizational networks. The focus was given to independent travel agencies in Portugal, belonging to a travel agencies management group (representing 44% of this sector). It is intended to make this thesis a case study with the “RAVT Alliance" and build a mosaic of ideas that might explain the reality of value creation among partners within this network. It is crucial to change the trade rules and the relationships types inside actors’ constellation in order to mobilize all players and aggregate new ways of value cocreation. It will be proposed a business model called "e-Marketplace with P2P value cocreation”.
The Travel Agencies’ sector lives currently in a Darwinian business-oriented environment, where only resilient entrepreneurs are able to survive. At present time, the "battles" are not between companies individually, but among multiple companies and the suppliers’ alliances with whom they interact. The leading constraints, conflicts and obstacles inside the Portuguese contextual and transactional independent travel agents sector, are considered as one of the main reasons to integrate Interorganizational networks. The focus was given to independent travel agencies in Portugal, belonging to a travel agencies management group (representing 44% of this sector). It is intended to make this thesis a case study with the “RAVT Alliance" and build a mosaic of ideas that might explain the reality of value creation among partners within this network. It is crucial to change the trade rules and the relationships types inside actors’ constellation in order to mobilize all players and aggregate new ways of value cocreation. It will be proposed a business model called "e-Marketplace with P2P value cocreation”.
Keywords
Distribuição turística, Agências de viagens Independentes, Cocriação de valor, Ecossistema das agências de viagens, E-Marketplace P2P, Tourism distribution, Independent travel agencies, Travel distribution, Value cocreation, Travel agencies ecosystem
Document Type
Doctoral thesis
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Dataset
Citation
Salvado, J.O.M.G. (2013). Cocriação de valor na distribuição turística: a força que vai modelar o negócio das agências de viagens independentes em Portugal. (Tese de Doutoramento), Universidade de Aveiro, Portugal.
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TID
101302118
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Open Access
Sponsorship
Description
Orientação: Prof.ª Doutora Ana Maria Alves Pedro Ferreira e Professor Doutor Carlos Manuel Martins da Costa.