Collaborative commerce in tourism: implications for research and industry

post by : Houle Thomas



Sigala, M. (2014). Collaborative commerce in tourism: implications for research and industry. Current Issues in Tourism, (ahead-of-print), 1-10.

Nowadays, through social media and the easy access to internet people are interacting more and more amongst them. Not only to communicate but to sell, buy, compare, share, trade, exchange their own goods or services! This connection of people making business together called collaborative commerce is becoming really trendy! Airbnb.com, homeexchange.com, kitchensurfing.com are all examples of trade made by consumer to consumer (C2C) and with its evolution, collaborative commerce tend to become a consequent competitor for tourism industry! The exclusivity and authenticity of those experiences is something we can’t buy therefore is really difficult to compete for tourism suppliers! This kind of social commerce is remolding the transactions behaviors and the marketplace. Indeed trades and transactions are often made without the use of money but with exchange of goods or services or even virtual money such as Bitcoin. This alternative offers great social values and a sustainable aspect where instead of buying new goods and services, people share them amongst them and save money by giving of their time and knowledge which is sometimes more valuable than money! Even if this new emerging business is growing, conventional tourism still has the advantages to provide safety, quality and warranty that is sometimes not the case in collaborative commerce where we can be surprised or really disappointed somehow. Traditional tourism firms have to be innovative to compete against those people trading their own goods. It’s not possible to offer the same homely feelings but they have to imitate or create a substitute where people could do the same transactions and experiences.More researches in this new wave would be significant in order to understand more how it works and how could tourism suppliers adapt themselves or how could they compete by providing similar or better offers.

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