Final report

travel agent/tour operator subsector, SMEs with low digitalisation were significantly more interested in the 

advantage of “increased profitability” from digitalisation and the “acquisition of valuable customer information”. This 

finding reflects the accelerated competition that characterises this subsector, especially as a result of disruptions 

from on-demand instant advice/chatbots, the influence of social media, and so on.  

                                                           

26

 Collins, C., Buhalis, D., & Peter, M. (2003). Enhancing SMEs business performance through Internet and e-learning platforms. 

Education and Training

. (45, 8/9).   

Top 5 

OPPORTUNITIES

expected from digital 

technologies on SME 

operations

(Q3)

Customer 

acquisition

Improve online 

brand visibility

Expand 

international 

reach

Improve service 

quality

Increase visitor 

satisfaction