Il blueprint nelle imprese turistiche: un’applicazione empirica nei processi di “on board sales” del settore crocieristico

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The paper aims to unveil the business opportunities arising from the application of the theoretical constructs and managerial tools embedded in Business Process Management (BPM) and Business Process Reengineering (BPR) for managing and redesigning tourism services. The empirical background consists of business processes in the cruise domain. After introducing the main fundamental elements characterising the “blueprint” as a managerial tool, the paper empirically applies the aforementioned constructs to the On Board Sales (OBS) processes of a leading cruise company (i.e., Costa Crociere S.p.A.). The empirical results shed lights on how blueprint can support cruise companies with improving corporate performance by detecting and solving organizational/informative and managerial/operative criticalities. The benefits from the adoption of the blueprint in the sample cruise line are then generalised to those tourism services which are characterised by high levels of interaction with customers.