A tourist kit 'made in Italy': An 'intelligent' system for implementing new generation destination cards. (February 2016)

• Record Type: Journal Article
• Authors: Angeloni, Silvia
• Is Part Of: Tourism management. Volume 52(2016)
• Page Start: 187
• Page End: 209
• Publication Date: 2016-02
• Subjects: Destination card -- Dynamic packaging -- Italian destination -- Postal operator -- Network -- Smart card -- Tourist card 2.0 -- Tourist kit; Tourism -- Periodicals; 338.4791
• DOI: 10.1016/j.tourman.2015.06.011
• Languages: English
• ISSNs: 0261-5177

Abstract

Abstract: This study investigates the advantages and the potentiality of the 'tourist kit', an Italian solution based on the concept of a prepaid card that is issued by a large postal operator. The destination card can be reloaded by tourists according to their needs and its validity is not restricted to short periods. Thus, the kit provides tourists with an integrated, practical, and flexible tool capable of making their stay more enjoyable as it allows cardholders to choose and buy many products and services at discounted prices. The kit creates customer loyalty by utilising smart technology aimed at collecting accurate tourist information. This model deserves attention because it is probably the world's first case of a large postal operator entering the tourism sector with the proposal of an integrated and advanced destination card scheme. This research also discusses interesting opportunities and challenges related to the implementation of new generation tourist cards. Highlights: An integrated and flexible offering of services is discussed. The benefits of new and intelligent tourist cards are highlighted. The involvement of a large postal operator in the tourism sector is discussed. The paramount role of trust in respect to electronic alliances is addressed. The potential for the tourist kit model to be replicated is investigated.