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 ofGain insight into the tourism domain as one of
the most important application fields of ICTthe most important application fields of ICT
GetGet anan understandingunderstanding ofof thethe strongstrong needneed forfor thethe
applicationapplication of ICT in tourismof ICT in tourism
Give an overview of different ICT applicationsGive an overview of different ICT applications
along the tourism value chainalong the tourism value chain
Gain experience in typical usage scenarios ofGain experience in typical usage scenarios of
modern information and communicationmodern 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 systems3.4
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 as1.1 Tourism as informationinformation businessbusiness
Definition of tourismDefinition of tourism
characteristics, facts, market structure andcharacteristics, facts, market structure and
trendstrends
Tourism as an informationTourism as an information--based industrybased industry
role of information within tourism, informationrole of information within tourism, information
needs and information flowneeds and information flow

trendstrends

Characteristics of tourismCharacteristics of tourism
TourismTourism placesplaces:: attractionsattractions areare assumedassumed toto
bebe uniqueunique,, differentdifferent fromfrom everydayeveryday
environmentenvironment
LeisureLeisure activitiesactivities presupposepresuppose theirtheir
oppositeopposite
i.e.i.e. existenceexistence ofof regulatedregulated andand organizedorganized workwork
ForFor touriststourists visitedvisited placesplaces areare ““freefree”” ofof
workwork
ServicesServices free consumerfree consumer fromfrom dailydaily burdensburdens
AA differentdifferent time frametime frame

TourismTourism
TourismTourism includesincludes allall activitiesactivities ofof personspersons visitingvisiting
placesplaces outsideoutside theirtheir usualusual environmentenvironment (WTO)(WTO)
TourismTourism industryindustry
Conglomerate of individuals and organizationsConglomerate of individuals and organizations
involved ininvolved in productionproduction,, distributiondistribution andand
consumptionconsumption of tourism productsof tourism products
UmbrellaUmbrella industry containing a set of interrelatedindustry containing a set of interrelated
businessesbusinesses
involving travel companies, accommodationinvolving travel companies, accommodation
facilities, catering enterprises, tour operators,facilities, catering enterprises, tour operators,
travel agents, providers of recreation and leisuretravel 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
Visitor
Tourist
Yes No
Yes No
Yes No
Yes No
Tourism
(Werthner/Klein 1999)

Types of tourismTypes of tourism
DistanceDistance: long/short: long/short--haulhaul
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 tourismtourism marketmarket

Source: Statistik Austria

OutboundOutbound traveltravel

GrossGross DomesticDomestic ProductProduct

EmploymentEmployment

% of consumption% of consumption

TrendTrend

StructureStructure ofof thethe tourismtourism marketmarket

Value chain of the tourism industryValue chain of the tourism industry
The value chain of each organization isThe value chain of each organization is
incorporated within a greater value systemincorporated 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 deliverIn order to work efficiently and to deliver
seamless products, the value chain of all actorsseamless products, the value chain of all actors
must be coordinatedmust be coordinated
If any partner fails to deliver appropriate valuesIf 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 byTourism market is characterized by long valuelong value
chainschains

trendstrends

TourismTourism productsproducts asas servicesservices
Consumption of tourismConsumption of tourism servicesservices isis anan
interactiveinteractive andand nonnon--predictablepredictable processprocess
betweenbetween suppliersupplier andand consumerconsumer
UncertaintyUncertainty
ForFor supplierssuppliers concerningconcerning thethe behaviourbehaviour ofof thethe
consumersconsumers duringduring serviceservice consumptionconsumption
ForFor consumersconsumers concerningconcerning thethe qualityquality ofof thethe
offeredoffered servicesservices
TourismTourism servicesservices areare experienceexperience oror
confidenceconfidence goodsgoods

ExperienceExperience oror confidenceconfidence goodsgoods
ExperienceExperience andand confidenceconfidence characteristicscharacteristics areare typicaltypical forfor
tourismtourism servicesservices
InformationInformation cancan createcreate searchsearch characteristicscharacteristics andand
reducereduce uncertaintyuncertainty
(Schertler 1994)
Time of evaluation
before purchase after purchase
search characteristics
experience
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 product
as a set of
components
(Rohte 1994)

ImportanceImportance ofof informationinformation
CharacteristicsCharacteristics of tourismof tourism servicesservices
IntangibilityIntangibility
Supplier performance and service quality can not be evaluated anSupplier performance and service quality can not be evaluated and testedd tested
prior to consumptionprior to consumption
SyncronismSyncronism
ProductProduct qualityquality basedbased on social interactionon social interaction betweenbetween suppliersupplier andand
consumer (consumer (prosumingprosuming))
NonNon--storabilitystorability
Capacities not sold are irretrievably lostCapacities not sold are irretrievably lost
IndividualityIndividuality andand complexitycomplexity
HighHigh informationinformation needneed
ForFor consumerconsumer as well asas well as suppliersupplier
ConsequenceConsequence ofof missingmissing informationinformation ((asymmetriesasymmetries))
AdverseAdverse selectionselection:: displacementdisplacement of goodof good qualitiesqualities
MoralMoral hazardhazard:: missingmissing willingnesswillingness ofof suppliersupplier toto satisfysatisfy consumerconsumer
needsneeds

InformationInformation needsneeds
(Sheldon 1997)

Changing consumer behaviorChanging consumer behavior
TouristsTourists
tend to maketend to make moremore butbut shorter vacationsshorter vacations
decide laterdecide later, leading to decreased time span between, leading to decreased time span between
booking and consumptionbooking and consumption
ask forask for ““betterbetter”” servicesservices, as being travel experienced, as being travel experienced
wantwant moremore specificspecific offersoffers
ask forask for better informationbetter information aboutabout
product itselfproduct itself
entire destinationentire destination
additional servicesadditional services
are becoming moreare becoming more mobilemobile andand criticalcritical butbut less loyalless loyal
are moreare more priceprice--consciousconscious, comparing many offers, comparing many offers
IncreasingIncreasing informationinformation needneed

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