Independent thesis Advanced level (degree of Master (Two Years)), 10 credits / 15 HE credits
This thesis work investigates the response of China’s SME travel agencies to the growth of
the sharing economy in travel and tourism services, with the aim to formulate practical
recommendations for industry insiders. Through in-depth interviews conducted in the city of
Shanghai, the thesis produces an outline of how the SME travel agencies perceive sharing
economy in Chinese context. The aspects of business performance are studied for both
incumbent travel agencies and those emerging sharing start-ups. The key concepts of sharing
economy are focused and used to examine the sharable potential of SME travel agencies in
order to achieve the aim of this thesis. It is revealed that SME travel agencies in Shanghai
have adopted various new practices in response to market changes. It appears that the gradual
development of their proactive “collaborative activities” interprets the tenets propagated by
the sharing economy advocates. As sharing propensity becomes formidable, it is
recommended that SME travel agencies should focus in line with key principles of the
sharing economy on sharable potential in their products, distribution channels and sales
personnel.
2016.
Sharing economy, tourism service, Chinese SME travel agencies, perceptions, response, sharable potential