Syftet är att identifiera olika typer av värdeskapande och konkurrensfördelar som kan uppstå i den fysiska resebyrån genom att undersöka och analysera; användandet av informationsteknologin, det fysiska servicelandskapet och erbjudandet för kunden. Relaterat till syftet har vi formulerat en forskningsfråga som blev enligt följande: Hur möjliggör traditionella resebyråer skapandet av olika typer av värde för sina kunder genom sitt fysiska servicelandskap? Vår uppsats är en kvalitativ forskningsmetod, då vi eftersträvat en djup undersökning för vår valda forskningsfråga. Vi har i uppsatsens gång använt oss av både primär- och sekundärkällor. Våra primära källor har bestått av sex intervjupersoner där vi använt oss av semistrukturerade intervjuer. Under uppsatsens analys har vi kunnat urskilja att informationsteknologin, servicelandskapet och erbjudandet har en stor påverkan för den traditionella resebyråns möjligheter att skapa värde och konkurrensfördelar för sina kunder. Under denna process har vi förstått att den personliga servicen och tryggheten spelar en stor roll för kunden. Det har framkommit att de traditionella resebyråerna jobbar väldigt starkt för att behålla interaktionen med sina kunder genom att bland annat skräddarsy olika typer av reseerbjudanden och vara aktiva på internet. / The purpose of this study is to identify various types of value creation and competitive advantages that may occur in the physical travel agency by examining and analyzing; the use of information technology, the physical servicescape and the customer offering. In relation to the purpose we have chosen the following research question: How do traditional travel agencies enable the creation of various types of value for its customers through its physical servicescape? Our study is based on a qualitative research methodology, because we wanted a deep examination of our chosen research question. We have throughout our study used both primary sources and secondary sources. Our primary sources consisted of six interview respondents that have been collected through semi-structured interviews. During the analysis of the study we can distinguish that informationtechnolgy, the servicescape and the offering have a great impact on the traditional travel agencies opportunities to create value and competitive advantages to its customers. During this process we understood that the personal service and security plays a major role for the customer. It has emerged that the traditional travel agencies work very hard to retain the interaction with its customers by for example customize different types of travel offerings and being active online.

The tourism industry in Sweden has expanded in recent years and the increasing industry has meant that customers are in need of a reseller for their trips abroad. Today there are three types of retailers available. These are : Traditional travel agencies , tour operators and online travel agencies. Online Travel agencies are the most modern online option for customers. Their existence has made it easier for the customer and reservation can be made anytime and anywhere. The competition has intensified between the three retailers and the traditional alternatives must find new ways to survive. Through effective marketing and selecting the right channel may be vital to the travel agency's survival. The theories that have been essentiell for this Investigation are: marketing mix, relationship marketing, porter curve, the buying process, the agent's role, word-of-mouth and marketing of services and products company. In this essay, the authors investigated four tour operators and one traditional travel agency and everyone is placed in Stockholm. The authors has choosed to investigate their market businesses and how the customer's requirements have changed since online travel agencies took over a large part of the market. The authors have also decided to conduct interviews with an online travel agency and one travel company that works with marketing for travel agencies. The tour operators in Stockholm mainly use relationship marketing as a primary strategy for maintaining a loyal relationship with the customer. The channels that travel companies utilize is a combination of word-of- mouth, digital media and printed media. All companies could state that the consumer in the current situation is more aware than before and this has led an increased requirement for travel agencies. Travel agents and tour operators must offer something unique or give the client an  xceptional service that they can not recieve in another place. Service in this case may involve travel on customers behalf, visa application, bookings for specific requests and helping to add travel insurance.