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Transformation of Business of Travel Intermediaries in Terms of Dynamic Changes in Macro environment – Towards New Challenges

This paper examines the impact of global trends in the macro-environment on the transformation of travel agencies. For purposes of this study new trends are analyzed through changes of socio - environmental and economic variables. First part gives emphasis on theoretical aspect of the impact analysis of these factors on the development of business continuity of tourism subjects and the way of adaptation of subjects to new business conditions. This indicates the importance of transformation of business intermediaries focused on contents of product innovations, respecting social and environmental elements and using the advantages in creation of products. In order to additionally study the impact of these changes on busyness of travel agencies, the paper includes empirical research among managers of travel agencies. The empirical research has been conducted using the method of inferential statistics on a sample size of 200 travel agencies in Croatia. The significance of changes on a macro environment level has been studied. Competitive conditions are influencing transformation processes. Economic growth as a stimulus to business activities of travel agencies creates new opportunities for intermediaries through more favorable transactions, thus reinvigorating the role, but also testing market position and the competitiveness. Research findings point out global macro-environment trends like socio-environmental changes in tourism are, affect the business transformation through product innovations of travel agencies. According the attitudes of respondents –socio-environmental responsibility is very significant or significant for further business activities of travel agencies towards innovations