CABI TOURISM TEXTS 2 nd Edition Tourism Information
CABI TOURISM TEXTS 2 nd Edition Tourism Information Technology PIERRE J. BENCKENDORFF PAULINE J. SHELDON DANIEL R. FESENMAIER COMPLIMENTARY TEACHING MATERIALS
CABI TOURISM TEXTS Chapter 2 The Digital Tourism Landscape
CABI TOURISM TEXTS Chapter 2 Learning Objectives After studying this chapter you should be able to: 1. analyze the drivers of innovation and technological change in the digital landscape; 2. explain and evaluate the components of IT in tourism using a digital tourism ecosystem perspective; 3. apply concepts of tourist behavior to explain how digital travelers use and respond to information technologies in tourism settings; 4. evaluate the factors that determine whether travelers will use a particular technology; 5. explain the role of IT in tourists’ decision-making processes; and 6. compare and contrast traditional and electronic tourism distribution systems.
CABI TOURISM TEXTS Key Concepts Computer anxiety, computer phobia and technophobia Diffusion of Innovations Theory Digital tourism ecosystem Hype Cycle Multi-level perspective (MLP) Technological Innovation Theory Technology Acceptance Model (TAM) Unified Theory of Acceptance and Use of Technology (UTAUT) 4
CABI TOURISM TEXTS Inspiration Entities Connection s Broadband, Reflection Mobile, Wi. Fi, NFC, BLE, GPS, Broadcasting, Protocols, Standards Content Rich media, Maps & navigation, Transactions, Dynamic content, Usergenerated content Suppliers, Travelers, Intermediaries, Governments, DMOs Communiti es Social networks, Blogs, Reviews, Forums, Wikis, Local experts, Media sharing Devices Desktops, Smart devices, Mobile devices, Digital kiosks Touch Points Websites, Search engines, Mobile apps, Email, Telephone, Face-to-face Experience FIGURE 2. 1 The digital tourism ecosystem Transaction
CABI TOURISM TEXTS Digital Tourism Ecosystem functions Inspiration Transaction Experience Reflection Ecosystem health Productivity Resilience Diversity 6
CABI TOURISM TEXTS Digital Tourism Ecosystem Roles of entities and communities Catalyzers Dictators Milkers Niche players Digital technological environment Devices Connections Content Touch points 7
Increasing structuration of activities in local practices CABI TOURISM TEXTS Landscape developments Policy Landscape developments put pressure on existing regime, which opens up, creating windows of opportunity for novelties Market preferences New regime influences landscape Culture Industr y Technolo gy Socio-technical regime Science New configuration breaks through, Socio-technical taking advantage of “windows of regime is opportunity”. Adjustments occur in “dynamically External socio-technical regime. stable” influenc es on Elements become aligned and niches stabilize in a dominant design. Internal momentum increases. Small networks of actors support novelties on the basis of expectations and visions. Learning processes take place on multiple dimensions (co-construction). Efforts to link different elements in a seamless web. Niche innovations Time Source: Geels (2002
MARKET SHARE (%) CABI TOURISM TEXTS 100 75 50 25 TIME Early Innovator adopters s 13. 5% 2. 5% Early majority 34% Late majority 34% Laggards 16% FIGURE 2. 3 Diffusion of innovations Source: Rogers (1962
CABI TOURISM TEXTS PERFORMANCE SIXTH Ubiquitous computing nanotechnology FIFTH Digital networks SECOND Steam power FOURTH Electronics THIRD Electricity FIRST Mechanization 1780 INDUSTRIAL REVOLUTION 1840 1900 INFORMATION REVOLUTION TIME 1950 1990 2020 FIGURE 2. 4 Waves of IT innovation Source: Schumpeter (1934), Perez (
EXPECTATIONS/VISIBIL ITY CABI TOURISM TEXTS “Early adopters” adopt products Negative Supplier proliferation publicity Mass-media hype Supplier failure/consolidati on “Innovators” adopt products 1 st generation products (expensive) New rounds of venture capital Technolog y trigger 3 rd generation products 2 nd generation products Startup firms R& D New paradigms and practices become accepted “Early majority” start to adopt product triggering high growth phase Peak of inflated expectatio ns Trough of disillusionmen t Slope of enlightenment Plateau of productivity TIME FIGURE 2. 5 Gartner Hype Cycle. Adapted from Tarkovskiy (201
Value Realization CABI TOURISM TEXTS High Assessing External market external customer & internal client value (CV) Internal organization Organizational learning Low High Value Potential Executing business innovation for growth (BI) Matching with economic opportunities (EO) Choosing Low Taking value propositions to market enabling/emerging technologies (ET) Conveying new IT insights Communicating e-business initiatives COMMUNICATING ET ET FIGURE 2. 6 Net-based Business Innovation Cycle. ET Tim e Adapted from Wheeler (2002)
CABI TOURISM TEXTS Understanding the Digital Tourist Aspects of IT and behavior: Technology use and acceptance demographics trip characteristics psychographics UTAUT Decision-making information search trip planning purchase Information sharing Co-creation of experiences 13
CABI TOURISM TEXTS High tech and high touch travelers Travel High tech High touch Everyday life High tech High touch Spillovers Opportunity seekers Compensators Luddites 14
CABI TOURISM TEXTS Performance expectancy Effort expectancy Social influence Hedonic motivation Price value Habit Behavioral intention Use behavior Mediating factors • Gender • Age • Experience Facilitating factors • Resources • Knowledge • Compatibility • Support FIGURE 2. 7 Unified Theory of Acceptance and Use of Technology II (UTAUT II). Adapted from Venkatesh, et al. (2
CABI TOURISM TEXTS Understanding the Digital Tourist Quantitative Qualitative Traditional surveys Online surveys Polls Web analytics Big data Visitor tracking Experiments Interviews Focus groups Content analysis Sentiment analysis Netnography Observation Prototyping 16
SUPPLIERS CABI TOURISM TEXTS Airlines Rail Cruise Car rental Activities and events Hotels BOOKING S CONNECTIO NS Supplier reservation systems (CRS, ARS, PMS) Global distribution system (GDS) Switch Tour operator / wholesaler Point of sale (POS) Call center Traditional travel agent FIGURE 2. 8 The traditional travel distribution system. 17
SUPPLIERS CABI TOURISM TEXTS Airlines Rail Car rental Cruise Activities and events Hotels BOOKINGS CONNECTIONS Supplier reservation systems (CRS, ARS, PMS) Channel manager Internet booking engine (IBE) GDS new entrants (GNE) Switch Travel management company (TMC) Tour operator wholesaler Call center Point of sale (POS) Online travel agent (OTA) Supplier website Social media Destination management system (DMS) Global distribution system (GDS) Mobile app DMO website Metasearch Affiliate Traditional travel agent FIGURE 2. 9 The digital travel distribution system. 18
CABI TOURISM TEXTS Types of Information in Travel Distribution Descriptive information User information Analytical information Transactional information 19
CABI TOURISM TEXTS Discussion Questions 1. 2. 3. In 2007 the World Economic Forum released three scenarios of digital ecosystems, which are summarized in the following You. Tube video: http: //youtu. be/jnr. At. Xt 3 uu 4. Considering IT developments since 2007, which one has been the most accurate? Justify your answer and discuss the implications for IT and tourism. Which of the innovation models presented in this chapter are most relevant to the tourism industry? Explain why. Conduct your own research about the major generational cohorts alive today (Baby Boomers, Gen X, Gen Y and Gen Z). Do they differ in how they use technologies? Are older consumers as likely to use IT for travel purposes as younger consumers?
CABI TOURISM TEXTS Discussion Questions 4. Provide examples of how the use of technology can deliver both high-tech and high-touch outcomes. 5. What are the key elements of the Unified Theory of Acceptance and Use of Technology II (UTAUT II). Provide your own tourism and technology example to illustrate the various components of this model. What challenges do small and medium tourism enterprises (SMTEs) face in travel distribution? How might SMTEs respond to the increasingly complex structure of the digital tourism distribution system? 6.
CABI TOURISM TEXTS Useful Websites American Society of Travel Agents (ASTA) http: //www. asta. org/ Mygola http: //www. mygola. com/ World Economic Forum Digital Ecosystems http: //www. weforum. org/reports/digital-ecosystem-convergencebetween-it-telecoms-media-and-entertainment-scenarios-2015 22
CABI TOURISM TEXTS Case Study Mygola Online trip planning tool that aims to answer the following questions: What should I see? How do I get there? What should I look out for? Over 5000 curated itineraries. Use of text-mining software to parse travel articles and extract the structure of a trip. Algorithms also mine other information such as opening hours and travel distances between sites. Visually stunning images and videos are sourced to match itinerary. Users can customize itineraries by selecting interests, which are fed back to create a rich ‘big data’ source for refining the predictive power of the platform.
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