SUSTAINABLE STRATEGIES FOR TRADITIONAL VERSUS ONLINE MARITIME TRAVEL SERVICES PLATFORMS: A PROPOSED FRAMEWORK FOR THE PHILIPPINE TRAVEL INDUSTRY BASED ON THE OT SHIPPING COMPANY–EGT TRAVEL AGENCY SERVICE PARTNERSHIP
Keywords:
maritime travel agencies, digital transformation, hybrid operating models, sustainability, competitiveness, seafarer welfare, Philippine maritime industryAbstract
This study examines the sustainability and competitiveness of traditional maritime travel agencies in the Philippines amid the rapid emergence of online travel platforms. Focusing on the partnership between EGT Travel Agency and OT Shipping Company, the research investigates how traditional, human-centered service models can be strategically integrated with digital technologies to enhance operational efficiency, service quality, and long-term viability. Maritime travel agencies play a critical role in facilitating seafarer mobility through complex, time-sensitive, and compliance-driven travel arrangements, yet they face increasing pressure from automated and platform-based systems that emphasize speed, cost transparency, and scalability. Using a convergent parallel mixed-methods design, the study collected quantitative data from 300 OT Shipping Company personnel through structured surveys and qualitative insights from 15 respondents via semi-structured interviews. Statistical analyses, including descriptive statistics, correlation, and regression, were employed alongside thematic analysis to evaluate operational performance, digital readiness, and service effectiveness. Findings reveal that traditional maritime travel agencies maintain strong competitive advantages in reliability, crisis management, and trust-based relationships, while digital tools significantly enhance coordination efficiency and transparency when properly integrated. The results support the effectiveness of hybrid operating models that combine digital systems with human expertise. These models improve service performance, sustainability, and competitiveness without compromising the critical elements of compliance, accountability, and seafarer welfare. Based on the findings, the study proposes a comprehensive five-pillar integration framework — Cultural Foundation, Technical Infrastructure, Service Reliability, Strategic Sustainability, and Performance Excellence — that outlines best practices for balancing traditional service strengths with technological innovation. This research contributes to the limited academic literature on maritime travel services in the Philippine context and provides practical insights for travel agencies, ship management companies, and policymakers. Ultimately, it highlights that sustainable transformation in maritime travel lies not in full automation but in the strategic alignment of digital capabilities with human-centered service delivery.
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