Information and
Communication
Technologies
in
Tourism
Management Information Systems in Tourism
eTourism and Management
Management Information Systems (MISs)
2
Case study TourMIS
Case study T-MONA
ICT in Tourism
© copyright IFITT
Role and Importance of ICT in Tourism
ICT usage has an impact on
Market structures of the tourism industry
Competitive position of market players
Optimal ICT usage is prerequisite for
competitiveness
Optimal ICT usage requires intellectual
and organisational change
Tourism organisations strongly depend on
the strategically right employment of ICT
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ICT in Tourism
© copyright IFITT
Indicators for ICT usage
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Are up-to-date information critical for purchasing or
booking?
Is the choice of products huge and complex?
Is a price/service comparison with concurrence products
important?
Does the customer tend to fast and spontaneous
purchasing decisions?
Is a precise and prompt booking confirmation important?
Is a dynamic price determination possible or necessary?
Can the product attractiveness be increased by additional
information?
Can the customer be contacted directly or only via an
intermediary?
Exists a wide geographical despersal between suppliers
and customers?
ICT in Tourism
© copyright IFITT
Success Factors in the Information Age
Information
Time
Individualisation
Strategy
Tourism
as information
business
Structure
Culture
Fast reaction
Optimisation of business processes
Communication
Cooperation
Trust
Willingness to change
Teamwork
Customer orientation
(Schertler 1994)
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ICT in Tourism
© copyright IFITT
ICT Support
Individualisation
ICT systems support product differentiation
Reduction of transaction costs
Virtual organisation as information network
Economies of scale and flexibility
Time and fast reaction
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Process optimisation and efficiency increasement
Disintermediation
Concentration and economies of scale
Information networks by cooperation
Detailed product information
Flexible & dynamic product creation
Provision of up-to-date information
Reduction of necessary time for search and booking
process
ICT in Tourism
© copyright IFITT
Competitive changes by ICT
Bargaining power
of customers
Bargaining power
of suppliers
•
ICT enables direct
selling
(disintermediation)
ICT increases market
transparency (price
comparison)
ICT reduces customer
loyality
Competitive rivalry
between existing
organisations
ICT usage as central
success factor
Threat of
new entrants
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Threat of
substitute products
ICT reduces market
entrance barriers
ICT supports vertical
integration
ICT in Tourism
•
© copyright IFITT
ICT replaces services
of intermediaries (e.g.
tour operators or
travel agencies)
eBusiness Models & Strategic ICT Use
eBusiness Models in Tourism
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E-Tailing (i.e. single hotel website or commission based portal
supports customer query, e.g. www.tiscover.com,
www.skistar.com)
Infomediary (i.e. buyers & sellers gain info and do business,
e.g. www.expedia.com , www.travelocity.com)
Adverstising (i.e. search engines generate traffic and permit
customization, e.g. www.austria.info)
Brokerage (i.e. market makers)
Marketplace exchange (e.g. www.orbitz.com)
Demand collection (e.g. www.priceline.com)
Auctions (e.g. www.ebay.com)
ICT in Tourism
© copyright IFITT
eBusiness Models & Strategic ICT Use
Strategic ICT Use
Value proposition (tourist‘s benefit & role)
Management & re-engineering (cost structure & sources of revenue,
resources and assets)
Market Value Chain (linkages to online portals & e-commerce operators,
n/r/l PPP)
eMarketing (interaktive meta-market offer experience customization)
ICT investments (R&D, training, adequacy,TAM)
Consumers
e.g. DMS, online
plattform
e.g. online
auction
New markets
new players
Inter-firm collaboration networks
Fixed network
structure
e.g. SBN
Suppliers
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ICT in Tourism
© copyright IFITT
eBusiness Adoption and Impact
Online survey (Jan- March 2008)
managers of 3,600 hotels
E-Business IntensityReadiness-Impact Framework
723 completed questionnaires (20%)
equally distributed over whole of
(Fuchs et al. 2009)
Austria
Are Austria’s hotel managers
unable to generate or to recognize
efficiency gains from ICT ?
e-Business Application
Distribution via Online Platforms (OPLA)
Online Procurement (PROC)
E-Mail-Marketing (EMM)
Property Management System (PMS)
Costing & Accounting System (CAS)
Websites with booking functionality (WBOOK)
eCustomer Relationship Management (CRM)
Intranet (INTR)
Yield Management System (YMS)
Enterprise Resource Planning System (ERP)
Personal Information System (PIS)
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ICT in Tourism
Adoption
Share
Usage Intensity
(Mean)
96%
88%
87%
78%
78%
68%
67%
50%
42%
41%
40%
1.85
3.21
2.73
2.37
3.14
2.99
3.08
4.00
4.71
4.86
4.76
© copyright IFITT
4,00
Supplier relationships
Marketing costs
3,70
3,70
Procurement costs
Labour productivity
3,60
3,50
Costs of internal processes
Quality of relationship to partners
3,30
3,10
Tourist satisfaction
Quality of relationship to tourists
2,80
2,40
Increased booking rate
New guests
1,80
0
0,5
1
1,5
2
2,5
3
3,5
4
4,5
Management Information Systems in Tourism
eTourism and Management
Management Information Systems (MISs)
11
Case Study TourMIS
Case Study T-MONA
ICT in Tourism
© copyright IFITT
Management Information Systems
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ICT in Tourism
© copyright IFITT
Management Information Systems
MIS (Management information system)
Collection, provision and preparation of relevant
information for the management
eMarket analysis
eSatisfaction analysis
eCompetition analysis
eMarket potential analysis
eBenchmarking analysis
DSS (Decision support system)
Direct decision support for the management
Recommendation of optimal choice of action
Calculation of optimal problem solution
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ICT in Tourism
Simulation, linear programming, etc.
© copyright IFITT
MIS in Tourism
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ICT in Tourism
© copyright IFITT
MIS in Tourism
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ICT in Tourism
© copyright IFITT
MIS in Tourism
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ICT in Tourism
© copyright IFITT
eSatisfaction Analysis
IPA matrix based on self-stated importance
5,00
Explicit self-stated Importance
Accommodation 1
4,50
I. Concentrate here
II. Keep up the good
work
4,00
7
Shopping
Attractions (?)
2
3
Restaurants
3,50
4
Sports (?)
5
3,00
III. Low Priority
6
IV. Possible Overkill
Culture (?)
2,50
3,6
Wellness
3,8
4,0
4,2
4,4
Performance (Satisfaction)
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ICT in Tourism
© copyright IFITT
4,6
4,8
eSatisfaction Analysis
Penalty and Reward Indices for Tourist Satisfaction
Cluster 4
Reward for Satisfaction
0,15
Highly Important
Performance Factor
Basic Factor
0,09 *
Satisfying Factor
Low Important
Low Important
Satisfying Factor Basic Factor Performance Factor Performance Factor
0,089 *
0,1
0,078 *
0,05
0,021
0,02
0,006
0,004
Penalty for Dissatisfaction
0
Accomm.
Entertainment
Destination
Recreation
Sports
Shopping
Restaurants
-0,029
-0,05
-0,036
-0,065
-0,06
-0,1
-0,087 *
-0,104 **
-0,123 ***
-0,15
Indices are standardized regression coefficients
Significance levels
10% * 5% ** 1% ***
www.destinometer.com
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ICT in Tourism
© copyright IFITT
eSatisfaction Analysis
www.destinometer.com
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ICT in Tourism
© copyright IFITT
eBenchmarking Analysis
Quality management and improvement technique
'standard against which something can be measured
or judged'
Measurement and improvement of an organisation's
performance against best in the industry to obtain
information about successful practices
Benchmarking types according objective
Performance benchmarking
Process benchmarking
Identifies efficient processes from many organisation
units that perform similar functions
Strategic benchmarking
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Product and/or service comparisons (i.e. consumer
satisfaction) and analysis of operating statistics
ICT in Tourism
Explores industries to identify winning strategies that
enabled high-performing companies to be successful
© copyright IFITT
eBenchmarking Analysis
Conventional benchmarking
Output 2
Destination B
(Best-Practice)
(e.g. satisfaction
with winter sport
facilities)
Destination A
Destination C
Destination D
Destination E
Output 1
(e.g. satisfaction
with accommodation)
Loss of destination profile
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ICT in Tourism
© copyright IFITT
eBenchmarking Analysis
DEA-based decision support
Output 2
(e.g. satisfaction
with winter sport
facilities)
Destination B
Destination C
Destination D
Destination E
Maximal performance
Destination F
Output 1
(e.g. satisfaction
with accommodation)
Fuchs/Höpken 2005
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ICT in Tourism
© copyright IFITT
eBenchmarking Analysis
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ICT in Tourism
© copyright IFITT
eBenchmarking Analysis
IT framework for DEAbased decision support
Cu stom er da ta
- C ustom er profile
- C ustom er satisfaction
D estina tio n reso u rce
da ta
- C ap acity data
- Sales
online
o nline
D a ta w are h ou se
D estin ation profiles
- S upp lier factors
- C ustom er factors
(Factor structure
of custom er
satisfaction)
Custo m er profiles
D ecision su pp ort sy stem
Interactive D EA -b ased decision sup port
DMOs
DMSs
S uppliers
Fuchs/Höpken 2005
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ICT in Tourism
© copyright IFITT
Management Information Systems in Tourism
eTourism and Management
Management Information Systems (MISs)
Case Study TourMIS
25
Case Study T-MONA
ICT in Tourism
© copyright IFITT
TourMIS
Research issues for tourism managers
Significance of tourism within specific
destinations or regions/cities
Changes and trends in travel behaviour
Optimal market segmentation strategies
Comparison amoung destinations
Evaluation of marketing strategies and business
models
Effectiveness of ICT strategies
Wöber 1998
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ICT in Tourism
© copyright IFITT
TourMIS
Tourism Management Information System
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Electronic delivery of market research
information and decision support tools for the
tourism management
Provides free and easy access to tourism
statistics
Platform for tourism associations to exchange
data/information/knowledge
Supports the harmonisation of tourism statistics
Tool to learn about the actual usage of tourism
market research information
Increases the application of management science
models in tourism
ICT in Tourism
© copyright IFITT
Technical Evolution of TourMIS
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1984
TourMIS installed as mainframe
application
1990
TourMIS transferred to
PC solution
1998
TourMIS introduced on the
Internet (xBase, preformatted
web pages)
1999
Technical redesign (SQL server,
dynamically generated web
pages)
2004
> 100.000 queries answered by
TourMIS
ICT in Tourism
© copyright IFITT
Framework for Tourism Statistics
Model for tourism statistic data
Accommodation defined
measures of demand
Definition of Tourism
Demand
Supply
Scope
All forms of accommodation
Visitors
Tourists
All paid forms of accommodation
Same-day visitors
Hotels and similar
establishments
Other Travellers
Definition of City
Other paid forms of
accommodation
Objective criteria
Size
Accommodation capacity
Congress facilities
Transportation facilities
Cultural supply
Visitors’ perceptions
City’s self-image
Unpaid forms of
accommodation (VFR)
Area
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ICT in Tourism
Arrivals
(Bed/Room-) Nights
Expenditures/Revenues
Greater city area
City trip relevant area
Wöber 1998
© copyright IFITT
Welcome to TourMIS
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ICT in Tourism
© copyright IFITT
Tourism in Austria – latest Trends
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ICT in Tourism
© copyright IFITT
Nights & Arrivals
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ICT in Tourism
© copyright IFITT
Nights & Arrivals
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ICT in Tourism
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Nights & Arrivals
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ICT in Tourism
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Nights & Arrivals - Trends
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ICT in Tourism
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Nights & Arrivals - Benchmarking
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ICT in Tourism
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Nights & Arrivals - Benchmarking
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ICT in Tourism
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Nights & Arrivals - Benchmarking
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ICT in Tourism
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Nights & Arrivals - Benchmarking
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ICT in Tourism
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Attractions & Sights
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ICT in Tourism
© copyright IFITT
Attractions & Sights
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ICT in Tourism
© copyright IFITT
Attractions & Sights
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ICT in Tourism
© copyright IFITT
Management Information Systems in Tourism
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eTourism and Management
Management Information Systems (MISs)
Case Study TourMIS
Case Study T-MONA
ICT in Tourism
© copyright IFITT
T-MONA
T-MONA – MIS for tourism
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Online management & domain information system for
the tourism decision-maker
Partners: Österreich Werbung, RTOs, destinations,
Statistik Austria
Collection and preparation of information about
organisations, municipalities, destinations, the market
(customers/guests)
Anonym or open benchmarking on different levels
Aggregated domain figures for regional or national
organisations
Latest reports and statistics
ASP solution: Access via Internet – no local software
ICT in Tourism
© copyright IFITT
Technical Overview
Apache
Apache webserver
(http requests)
Webserver Jetty
(mod_proxi)
Jetty
T-MONA
www.mortbay.org
Helma
mySQLmySQL
mySQL
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ICT in Tourism
© copyright IFITT
Application server Helma
(www.helma.org)
mySQL database
T-MONA Data Model
SAMON
YEARLY SURVEY
Customer
satisfaction data
Balance figures
TRENDMONITOR
Indicators
Data transfer
Aggregation
Data transfer
Offers
database
Data transfer
SURVEY
SCOBE
Survey variables
Balance & customer
figures, indicators
Offers
database
Creates
Offers
database
Enters data
REPORT
Offers
database
Calculations
MEMBER
Basic data
Gets
Creates
customer
CUSTOMER
Customer data
Enters data
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ICT in Tourism
© copyright IFITT
Data Collection
Guest surveys in Austria
Guest profile
Travel motives
Information and booking behaviour
Activities
Satisfaction
Re-visit intention
Recommendation intention
Expenditures
Wighting of results
Based on figures of Statistik Austria
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ICT in Tourism
Region, destination of origin, accommodation type,
season
© copyright IFITT
Guest Typology of a Destination
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ICT in Tourism
© copyright IFITT
Guest Satisfaction
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ICT in Tourism
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Destination Positioning
--
Hospitable
++
Perceptual map: charming or hospitable
--
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ICT in Tourism
Charming
© copyright IFITT
++