Keywords: | Sustainability, Traditional Travel Agencies, Digital, Online Travel Agencies (OTAs), Consumer Behaviour, Addis Ababa, Technology Adoption, Personalized Services, Case Study, Travel Industry. |
Abstract: | This study assesses the digital technology practices, challenges and their financial implications
in the case of traditional travel agencies in Addis Ababa The study utilized a mixed research
approach combining both descriptive methods and case studies. A total of 140 respondents out of
a population of 144 participated in the study. Survey data were analysed using SPSS version 25,
employing descriptive statistics (frequency, percentage, and mean) and qualitative data analysed
using thematic analysis. Case studies of MEET, Yama Ethiopia Tours, and Ebyet Tour and
Travel provide insights into how these agencies are leveraging technology to enhance
operational efficiency, improve market competitiveness, and differentiate themselves through
personalized services and sustainability. The case studies demonstrate how traditional travel
agencies are adapting to the digital disruption posed by Online Travel Agencies (OTAs) and
evolving consumer preferences. Through the use of technology, these agencies have enhanced
operational efficiency, maintained market relevance, and differentiated themselves by focusing
on personalized services and sustainability. The financial implications of digital transformation
are significant, but these agencies are strategically leveraging digital tools and offering unique
experiences to stay competitive. Findings highlight the need for further alignment with market
demands and increased technological integration, particularly in data analytics. The study
concludes that agencies that can balance traditional service quality with modern digital tools
are likely to thrive. Recommendations include continued investment in technology, enhanced
customer engagement strategies, and further adoption of sustainable practices. |