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Table of Contents
1. Introduction ................................................................................................................ 1
1.1. Background ......................................................................................................... 1
1.2. Objectives of Seminar Paper .............................................................................. 1
2. Theoretical Background ............................................................................................. 2
2.1. Customer Experience (CX) in the Travel Industry ..................................................... 2
2.2. How Digital World Changes the Consumer Decision Journey .................................. 2
2.3. Key Elements Contributing to a Positive CX during E-commerce Journey ............... 3
3. The Impact of Customer Experience on the Traveler Consumer Decision Journey .... 6
3.1. Enhancing the Pre-Trip Phase through Personalization and Efficient Booking
Processes ..................................................................................................................... 6
3.2. Creating Memorable Active Tourism Experiences through Digital Innovations and
Knowledgeable Service ................................................................................................ 6
3.3. Fostering Long-Term Relationships during the Post-Purchase Phase ............... 7
4. Case Studies ................................................................................................................ 7
4.1. G Adventures: Personalization Strategies for Enhanced Booking Experience ... 7
4.2. American Express Global Business Travel (GBT): Virtual Cards for Convenient
Payment ........................................................................................................................ 8
4.3. TUI Group: Machine Learning for Tailored Travel Experiences .......................... 9
4.4. Leonardo Hotels: Optimizing Contact Center Operations for Exceptional Guest
Experiences ................................................................................................................ 10
5. Conclusion.................................................................................................................. 11
List of References .......................................................................................................... 12

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