Document Type

Journal Article

Publication Title

Journal of Travel and Tourism Marketing

Volume

41

Issue

6

First Page

828

Last Page

848

Publisher

Taylor & Francis

School

School of Business and Law

RAS ID

70311

Comments

Bapiri, J., Esfandiar, K., & O’Connor, P. (2024). Business models of multisided platforms for in-destination tours and activities: a morphological analysis approach. Journal of Travel & Tourism Marketing, 41(6), 828-848. https://doi.org/10.1080/10548408.2024.2349815

Abstract

In-destination tours and activities multisided platforms (T&A MSP) are growing ventures at the forefront of digitalizing tour and activity sector. While these platforms are transforming this sector, understanding of their business models and how they create, deliver and capture value is limited. To address this gap, we developed a morphological matrix to facilitate alternative business model exploration and discovery. Derived from three iterations, this visually represents and describes the characteristics of T&A MSP business models. Utilizing this tool, T&A MSP can evaluate and make transformative adjustments to their business models, thereby enhancing performance, adapting to evolving tourists’ preferences and generating greater value.

DOI

10.1080/10548408.2024.2349815

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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