29 SERVICE CANNIBALIZATION IN TOURISM – Contributions by Estrella Díaz Sánchez
29 SERVICE CANNIBALIZATION IN TOURISM – Contributions by Estrella Díaz Sánchez
The field of service cannibalization in tourism is a topic in which I began to have a special interest after the development of my doctoral thesis. Service cannibalization is a theme that has mainly emerged since the development of the Internet and new technologies. This concept will become fundamentally important in the future with the development of intelligent technologies and their implementation in the tourism sector. To understand the concept of service cannibalization, it is necessary to answer a series of questions: Can online or electronic channels decrease the sales of other traditional distribution channels? In what sense can the use of technologies replace frontline employees? Answering these questions has led me to explore this concept further throughout my academic career.
In the next paragraphs you will find the conceptualization of the term service cannibalization that I have personally brought to the field of tourism. Subsequently, a description of my academic career will be shown so that you can get to know a little bit more about me. Although throughout my research and teaching career I have focused on different lines of research, I wanted to show you an infographic with the main milestones to highlight in my academic career in the field of tourism. I hope that from this chapter I will be able to transmit and spread to all of you the passion and enthusiasm I feel for the tourism field.
The concept of service cannibalization
Service cannibalization is defined as the challenge posed by the addition of an online channel to the distribution system of a company or/ and alternative sector or/and product and the displacement of sales caused. It reflects the seller’s perception of the extent to which sales opportunities are lost to alternative channels or products (Sharma and Gassenheimer, 2009). When a firm or sector begins selling products through the Internet, existing channels suffer, and sales agents are likely to perceive a loss of market share and customers to alternative/ online sales.
Many industries have implemented electronic business methods and introduced multichannel strategies to counter the increasing importance of online channels (Brun et al., 2020). Smart technologies have radically changed service ecosystems (Buhalis, 2020), transforming, and disrupting traditional service practices. New business models have been created, including the disintermediation of the services industries and the emergence of electronic intermediaries. Omnichannel distribution has become the norm, despite causing conflict among industry actors. Conflict between alternative distribution channels suggests that sales agents perceive service cannibalization because of changes to their roles and a reduction in organizational turnover and sales. Few empirical studies address the cannibalization of distribution systems in the wake of the introduction of online channels. T