Inovação nos modelos de negócio das agências de viagens tradicionais: uma abordagem teórica ao “Business Model Canvas” como ferramenta na transformação digital
Elói Jorge e Luís Almeida
1 ISCET – High Institute of Business and Tourism Sciences, Porto, Portugal
To cite this text: Jorge, E. e Almeida L. (2025). Inovação nos modelos de negócio das agências de viagens tradicionais: uma abordagem teórica ao “Business Model Canvas” como ferramenta na transformação digital, Percursos & Ideias, 14, 20-33.
doi: 10.56123/pi2025n14003
Published Language: Portuguese.
Abstract
In the context of accelerated digital transformation, there are indications that the business model of traditional travel agencies is becoming obsolete. This phenomenon can be attributed to the advent of novel technological paradigms and shifts in consumption patterns. The present study employs a qualitative and exploratory methodology, underpinned by the Business Model Canvas instrument, with a specific emphasis on five of the nine constituent components of the model in question: customer segments, distribution channels, customer relationships, key activities, and key partnerships. These elements are regarded as being particularly sensitive to the pressures of digitization.
The study’s findings suggest that the implementation of this instrument facilitates a systematic examination of the vulnerabilities and capabilities of the prevailing business model, thereby enabling technological transition. Theoretically, the concept has been proven to function as both a diagnostic and strategic intervention instrument in scenarios of digital disruption. The present study makes a significant contribution to both academia and business by reflecting upon organizational innovation in traditional travel agencies. Yet, it can also readily be extrapolated to the tourism sector in general.
Keywords
Business model, Travel agency, Digital transformation, Business Model Canvas.
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