La rotura de la cadena de valor turística

Abstract

The Spanish Tourism Industry is entering a complex situation, «winter» according with Kondratieff. This «winter» hasbrought the shaking out of the traditional value chain, which has adopted the figure of an atomium. The client, in an oversupply, is the«central value» of the atomium. For the first time in Spain the British package demand exceeded the individual one in 2000. Some peo-ple considered touroperators were going to disappear. Nevertheless they have known how to revert the new situation, thanks to a deepchange in their business model. The classic product business (Sun and Beach), the real «cash cow», allows them to invest more furtherdeveloping their strategy.Their strategy is focusing on capturing the tourists by investing on intangible assets and reducing on fixedones. The new online travel agents (OTA) are growing very fast. Spanish hoteliers have to reengineer their business model into the newtourist atomium. Their relationships with touroperators and tourists must be reanalyzed deeply.

Keywords:

value chain, Kondratieff, touristic atomium, cash cow, touroperator, tourist loyalty

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