Improving the Orchestration Resilience of a Smart Integrated Tourism Destination – A Case Study in the Swiss Alps

Benjamin Nanchen, Anyssia Bovier, Benoît Golay, Jérôme Salamin and Emmanuel Fragnière

Die Unternehmung - Swiss Journal of Business Research and Practice, 2021, vol. 75, issue 1, 24-42

Abstract: Most tourism destinations in Switzerland are fragmented. The result is that actors along the customer’s journey intervene in a disordered way. To create a smart integrated tourism destination, we posited that collaboration between these different actors should be trained upstream, in the design process. However, this training requires a laboratory independent of day-to-day business activity and allowing a type of rehearsal by the local stakeholders in the tourism industry. Through a case study based on SWISSPEAK Resorts (SPR), this research article illustrates that merely creating a digital marketplace for tourism is not enough to ensure a truly smart, integrated customer experience. Based on consecutive pre-experiments, we concluded that digital trust was of primary importance for the resilience of a smart integrated tourism destination and that orchestrating and rehearsing it was essential.

Date: 2021
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DOI: 10.5771/0042-059X-2021-1-24

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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