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CO-CREATION: THE TRAVEL AGENCIES’ NEW FRONTIER

Travel Agencies (TA) business model is shifting from "Sold To" (Trip Centric) to "Selling With" (Traveler Centric). The traditional system of company-centric value creation is becoming obsolete. Prahalad & Ramaswamy (2004) argue that consumer wants to interact with firms and thereby co-create value. In this TA new frontier, the role of the consumer has changed from isolated to connected, from unaware to inf...