Transformations of Croatian Tourism Agencies – From Development Plans to Recovery Strategies
Transformations of Croatian Tourism Agencies – From Development Plans to Recovery Strategies

Author(s): Jasmina Gržinić
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Transformations; Travel agencies; Recovery strategies; Partnerships; Digitalization in travel
Summary/Abstract: Travel agencies should adapt their operations due to the digital environment. The research aims to analyze the transformation of travel agencies through market recovery strategies in the post-COVID period. The purpose is to develop web agency tools for resilience. The first part of the work analyzes the transformation of travel intermediaries in the global environment. The second part of the paper is a comparative analysis of the Croatian agencies (web presentation). The research method reviews the online content of the selected tourism companies. The research results showed that the barriers to tourism transformations are substitutes for arrangements and competitors between intermediaries. Tourist intermediaries (tour operators and travel agencies) should focus on recovery strategies through web specialization, partnerships, and sales, but only with digital management to support everyday functions.

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