The new wave of disruption and the evolution in insurance services for the italian travel sector

The aim of this work is to investigate the evolution of the behaviour of the tourist/consumer who takes an increasingly hybrid form (prosumer) and simultaneously, to investigate the relationship with insurance companies which, necessarily, must strive for a "seamless" experience, with no solution of continuity between reality and the virtual. Prosumers approach mobile internet and virtual mobility, continuous connectivity, the access to the service "anytime, anyway, anywhere" with the consequent growth in the number and change in the interaction methods with the tourism companies. A phenomenon which forces insurance companies to re-design the customer journey with a logic of "seamless experience", an interruption-free shopping experience enabling customers to enjoy physical and digital services on an ongoing basis.