Fonte: Journal of Tourism & Development; v. 4, n. 21/22 (2014); 35-50
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Resumo: The current competitive environment has changed the logic of value creation, shifting focus from value chain to value constellations. The purpose of the travel agencies corporations must be redefined, as creating shared value and reinforcing the Win-Win relationships between partners, not just think about profit per se. The new independent travel agencies paradigm should be based on discovering new ways to create value, through tour operators value constellation attributes, because a perception exists that tour operators focus their strategy in internal procedures, instead of independent travel agencies value co-creation. So, we will build several ideas to explain the reality of value creation between partners. This will drive the next wave of productivity growth in the global economy
