1 1 ict & tourism_introduction

IInformation andnformation and

CCommunicationommunication

TTechnologiesechnologies

inin

TourismTourism

2 © copyright IFITTICT in Tourism

ICT in TourismICT in Tourism

�� ObjectiveObjective

�� Gain insight into the tourism domain as one of Gain insight into the tourism domain as one of

the most important application fields of ICTthe most important application fields of ICT

�� GetGet an an understandingunderstanding of of thethe strongstrong needneed for for thethe

applicationapplication of ICT in tourismof ICT in tourism

�� Give an overview of different ICT applications Give an overview of different ICT applications

along the tourism value chainalong the tourism value chain

�� Gain experience in typical usage scenarios of Gain experience in typical usage scenarios of

modern information and communication modern information and communication

technologiestechnologies


AgendaAgenda

Mobile services & ambient intelligence3.6

Social Media & Web 2.03.0

Online auctions in tourism3.7

Dynamic packaging3.5

Recommender systems 3.4

Software agents3.3

Interoperability and semantic web3.2

Website optimisation3.1

Trends and future applications3.

Tourism management and eTourism2.5

Destination organisations and eTourism2.4

Intermediaries and eTourism2.3

Tourism suppliers and eTourism2.2

Tourism stakeholders and interfaces2.1

ICT usage in tourism – overview and case studies2.

eTourism – ICT usage in tourism1.2

Tourism as information business1.1

ICT and tourism – introduction1.


1.1 Tourism as 1.1 Tourism as informationinformation businessbusiness

�� Definition of tourismDefinition of tourism

�� characteristics, facts, market structure and characteristics, facts, market structure and

trendstrends

�� Tourism as an informationTourism as an information--based industrybased industry

�� role of information within tourism, information role of information within tourism, information

needs and information flowneeds and information flow





trendstrends





Characteristics of tourismCharacteristics of tourism

�� Tourism Tourism placesplaces: : attractionsattractions are are assumedassumed toto

bebe uniqueunique, , differentdifferent fromfrom everydayeveryday

environmentenvironment

�� LeisureLeisure activitiesactivities presuppose presuppose theirtheir

oppositeopposite

�� i.e. i.e. existenceexistence of of regulatedregulated and and organizedorganized workwork

�� For For touriststourists visitedvisited placesplaces are are ““freefree”” of of

workwork

�� ServicesServices free consumer free consumer fromfrom dailydaily burdensburdens

�� A A differentdifferent time frametime frame


Definition of tourismDefinition of tourism

�� TourismTourism

�� Tourism Tourism includesincludes all all activitiesactivities of of personspersons visitingvisitingplacesplaces outsideoutside theirtheir usualusual environmentenvironment (WTO)(WTO)

�� Tourism Tourism industryindustry

�� Conglomerate of individuals and organizations Conglomerate of individuals and organizations involved in involved in productionproduction, , distributiondistribution and and consumptionconsumption of tourism productsof tourism products

�� UmbrellaUmbrella industry containing a set of interrelated industry containing a set of interrelated businessesbusinesses

�� involving travel companies, accommodation involving travel companies, accommodation facilities, catering enterprises, tour operators, facilities, catering enterprises, tour operators, travel agents, providers of recreation and leisure travel agents, providers of recreation and leisure facilitiesfacilities



Traveler

Outside usual environment

For less than 12 consecutive month

Purpose of trip other than an

activity remunerated from

within the place visited

With overnight OtherTravelers

Visitor

Same-day

VisitorTourist

Yes No

Yes No

Yes No

Yes No

Tourism

(Werthner/Klein 1999)



�� Types of tourismTypes of tourism

�� DistanceDistance: long/short: long/short--haul haul

�� DestinationDestination: domestic/foreign: domestic/foreign

�� LengthLength: short, weekend, holiday, long: short, weekend, holiday, long--termterm

�� Number of participantsNumber of participants: group/single: group/single

�� Organization formOrganization form: packaged tour/individualized: packaged tour/individualized

�� Dominant activityDominant activity: leisure/business: leisure/business



�� Main travel motivesMain travel motives

�� PhysicalPhysical: recreation, relaxing, fitness, wellness: recreation, relaxing, fitness, wellness……

�� PsychologicalPsychological: diversion, easing day to day : diversion, easing day to day burden, adventure, self fulfillment/burden, adventure, self fulfillment/--developmentdevelopment……

�� InterpersonalInterpersonal: group experience, socializing: group experience, socializing……

�� CulturalCultural: education, experience with other : education, experience with other societies, culturessocieties, cultures……

�� SocioSocio--psychologicalpsychological: status, prestige: status, prestige……


TheThe tourism tourism marketmarket



Source: Statistik Austria



OutboundOutbound traveltravel



GrossGross DomesticDomestic ProductProduct



EmploymentEmployment



% of consumption% of consumption



TrendTrend


StructureStructure of of thethe tourism tourism marketmarket




�� Value chain of the tourism industryValue chain of the tourism industry

�� The value chain of each organization is The value chain of each organization is incorporated within a greater value system incorporated within a greater value system (including those of suppliers, distributors and (including those of suppliers, distributors and retailers, etc.)retailers, etc.)

�� In order to work efficiently and to deliver In order to work efficiently and to deliver seamless products, the value chain of all actors seamless products, the value chain of all actors must be coordinated must be coordinated

�� If any partner fails to deliver appropriate values If any partner fails to deliver appropriate values the entire chain can collapsethe entire chain can collapse

�� if the water supplier of a hotel fails to deliver waterif the water supplier of a hotel fails to deliver water

�� if the tour operator goes into liquidationif the tour operator goes into liquidation

�� Tourism market is characterized by Tourism market is characterized by long value long value chainschains





trendstrends





Tourism Tourism productsproducts as as servicesservices

�� Consumption of tourism Consumption of tourism servicesservices isis an an

interactiveinteractive and and nonnon--predictablepredictable processprocess

betweenbetween suppliersupplier and and consumerconsumer

UncertaintyUncertainty

�� For For supplierssuppliers concerningconcerning thethe behaviourbehaviour of of thethe

consumersconsumers duringduring serviceservice consumptionconsumption

�� For For consumersconsumers concerningconcerning thethe qualityquality of of thethe

offeredoffered servicesservices

�� Tourism Tourism servicesservices areare experienceexperience oror

confidenceconfidence goodsgoods


ExperienceExperience oror confidenceconfidence goodsgoods

�� ExperienceExperience and and confidenceconfidence characteristicscharacteristics areare typicaltypical for for

tourism tourism servicesservices

�� Information Information cancan createcreate searchsearch characteristicscharacteristics andand

reducereduce uncertaintyuncertainty

(Schertler 1994)

Time of evaluation

before purchase after purchase

search characteristicsexperience

characteristics

experience or

confidence

characteristics

confidence

characteristics

possible

not

possible

Evaluation of

service

characteristics


Complexity of the tourism productComplexity of the tourism product

�� The tourism product is always a set of components, The tourism product is always a set of components,

differentiated into physical and service oriented typesdifferentiated into physical and service oriented types

�� Information can reduce product complexityInformation can reduce product complexity

Carrier

Accommodation

Restaurant

Destination‘s infrastructure

Physical components Service components Integrative additive set

Additive service components

(information by travel agent,

room service, etc.)

Tourism productas a set ofcomponents

(Rohte 1994)


ImportanceImportance of of informationinformation

�� CharacteristicsCharacteristics of tourism of tourism servicesservices

�� IntangibilityIntangibility

�� Supplier performance and service quality can not be evaluated anSupplier performance and service quality can not be evaluated and tested d tested prior to consumption prior to consumption

�� SyncronismSyncronism�� ProductProduct qualityquality basedbased on social interaction on social interaction betweenbetween suppliersupplier and and

consumer (consumer (prosumingprosuming))

�� NonNon--storabilitystorability�� Capacities not sold are irretrievably lostCapacities not sold are irretrievably lost

�� IndividualityIndividuality and and complexitycomplexity

High High informationinformation needneed

�� For For consumerconsumer as well as as well as suppliersupplier

�� ConsequenceConsequence of of missingmissing informationinformation ((asymmetriesasymmetries))

�� AdverseAdverse selectionselection: : displacementdisplacement of good of good qualitiesqualities

�� Moral Moral hazardhazard: : missingmissing willingnesswillingness of of suppliersupplier to to satisfysatisfy consumerconsumerneedsneeds


Information Information needsneeds

(Sheldon 1997)


Changing consumer behaviorChanging consumer behavior

�� TouristsTourists

�� tend to make tend to make moremore but but shorter vacationsshorter vacations

�� decide laterdecide later, leading to decreased time span between , leading to decreased time span between

booking and consumption booking and consumption

�� ask for ask for ““betterbetter”” servicesservices, as being travel experienced, as being travel experienced

�� want want moremore specific specific offersoffers

�� ask for ask for better informationbetter information aboutabout

�� product itselfproduct itself

�� entire destinationentire destination

�� additional servicesadditional services

�� are becoming more are becoming more mobilemobile and and criticalcritical but but less loyalless loyal

�� are more are more priceprice--consciousconscious, comparing many offers, comparing many offers

IncreasingIncreasing informationinformation needneed