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Digital Transformation of Ticketing Services: A Value Chain Analysis of POPTICKET in Hong Kong
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Author(s): Sin Man Li (The University of Hong Kong, Hong Kong), Apple Hiu Ching Lam (The University of Hong Kong, Hong Kong)and Dickson K. W. Chiu (The University of Hong Kong, Hong Kong)
Copyright: 2023
Pages: 24
Source title:
Management and Marketing for Improved Retail Competitiveness and Performance
Source Author(s)/Editor(s): José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal), Inês Veiga Pereira (Accounting and Business School, Polytechnic of Porto, Portugal)and Paulo Botelho Pires (Centre for Organizational and Social Studies, Polytechnic of Porto, Portugal)
DOI: 10.4018/978-1-6684-8574-3.ch008
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Abstract
Online event ticketing is booming, and the competition in the event ticketing industry is keen. This study analyzes the business environment of ticketing services platforms, especially for newcomers, to provide novel digital transformation solutions. This study selects POPTICKET Limited (PT) as a case for a small online business in Hong Kong. The authors apply the value chain analysis to systematically examine PT's operations and marketing strategies based on an interview with its co-founder and the information retrieved from its website. As a small business started three years ago, this study identified problems mainly caused by a lack of resources. Recommended digital transformation strategies include launching AI services, establishing delivery partnerships, and social media marketing based on the AIDA model. Scant literature has investigated the digitalized online ticketing industry, especially in the market of East Asia.
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