Marketing Assignment Case study Review help: ICT tourism Sector

Assignment Case Study Review Question:

EVALAUTION OF ICT IN TOURISM AD HOSPITALITY INDUSTRIES??

Assignment Case study Review Solution:

1. Introduction

1.1 Background

Information and Communication Technology (ICTs) are the important component of the business culture. In the present world ICTs has its own distinctive characteristics (Egger and Buhalis 2008). Through the application of correct technology, a manager can easily obtain the visible benefits of the organization and is able to easily stimulate the growth of the company along with the market evolution (Campilho 2004). The hospitality industry is at the vanguard of the entire tourism sector and is specifically sensitive to the increasing competition pressure and is increasing the need for effective control tools and operations (Cunningham sand Cunningham 2004). The support provided by the ICTs to the tourism and hospitality industries is much sought-after that has made these industries capable of giving the new opportunities for developing its business (Moutinho 2011).

1.2 Purpose of Essay

The rationale behind presenting this essay is to look after the effects of the Information Technology communications (ICTs) on the business of Tourism and Hospitality Industries. The essay outlines how current developments that took place in ICTs and specially internet has changed the way the tourist has started communicating with the tourism and hospitality industries and even provide the details about how innovative destination management organizations are responding (Gretzel, Law and Fuchs 2010). The essay also covers about the tourism industries meeting the changing demands of customers and discussion over the market size for using the advanced technologies in collecting the information related to booking travel. Changes took place in the consumer’s use of ICTs and how new industries and technologies are producing their response regarding the changes (Andersen 2005).

1.3 Introduction of Case Study

The case is based on the Finnish Tourist Board (FTB) infrastructure that provides the excellent example of Information communication Technology (ICT) that is used for supporting the operations of Tourism and Hospitality Industries. The case study highlights the aim of the FTB that it provides the information through providing access to the internet through the support of Internet Protocol Systems, that help its employees (through the intranet), partners (through Extranet), and the general public (through internet).

2. Literature Review

2.1 Destination Management

Destination Management is becoming competitive popular all around the world. The author has discussed that concept of destination and attempts taken for synthesizing different models for strategic marketing and destination management. The author has explained that there are different techniques that could be used for explaining the destination marketing and it is also essential for balancing the strategic objectives of the stakeholders along with the local resources (Andersen 2005). Through taking the advantage of advanced technologies and internet also leads to enable the destination and also enhances the competitiveness through increasing the visibility, decreases the costs and enhances the local co-operation (Buhalis 2008). Destination marketing also leads to optimize the impacts of tourism and strategic objective achievements for the stakeholders. The author has discussed the six framework of destination which is:

• Attractions- man-made, artificial, natural, and heritage.
• Accessibility- terminals, vehicles, and entire transportation system.
• Amenities- retailing, accommodation, catering facilities, and other tourist services (Abolahrar 2010).
• Activities- Activities available at the destination.
• Ancillary services- services that are used by post, telecommunications, banks, and hospitals.

Destination management system is the strategic tool for destination marketing organizations (DMO) that act as the facilitators for achieving the destination strategic objectives. The author has mentioned that for addressing and enhancing the long term visibility of population, provision of satisfaction of visitor and increasing the profits of the small and medium sized tourism enterprises (SMTEs) (Page and Connell 2006). This is especially important in UK as approximately 80% of the tourism businesses are SMTEs and many businesses lacks in skills that are needed in promoting the business and the destination nearby (Website Monitoring 2012). Through the help of information technologies that escalate in the last few years are important DMOs in England business process. Destination Management system (DMS) is explained as IT infrastructure of the destination management organizations. DMS enables the integrated mechanism for the various products and services in the tourism industry (Buhalis 2008).

2.2 Small B&B

The small business performance profile is quite complex and multi-dimensional in character and scope. It embraces the convergence of the goals and capabilities, internal organizational factors, external relationships, and region particular resources and infrastructure. This impacts the quality of services and products in smaller businesses (Babin, Slabeva and Kropf 2012). The author describes that in small businesses competitive advantage is an elusive concept. It is fashioned through the abilities and actions of the role players and owns personal perception of performance and direction of the business (Websites and Online Marketing 2012). The traditional picture presented of the specific lifestyle is prioritized on the focus of commercial profit maximization.

The author has mentioned in the review that it is possible to identify the huge range of the obstacles in the performance of the small business and the competitive advantage achievements. This is connected with the overlapping variables and interaction with the financial, human, and physical resources that ha internal and external origin where the small business of tourism is located.  The author has also discussed that ICT plays the major role in the tourism and hospitality industries, as it is the major source of the competitive advantage for boosting the business of tourism and hospitality industries. The technological level differentiates significantly between the tourism enterprises. This issue is popular in the micro and small tourism enterprises (Websites and Online Marketing 2012).

The author discusses that through findings it has been analyzed that highest level of ICT usage among the restaurants, and hotels along with the adoption of ICT process in comparison to the enterprises with the lowest usage of ICT such as, self-catering, B&B sector, and attractions. Technology has provided the consumers with the ability that they could plan and book their holidays effectively without any problem, less expense and in short turn around time. Influence of internet is increasing in many parts of the world (Morrison and Teixeira 2004).

2.3 ICT impacts on the hospitality sector

Technological and economic developments are interrelated with each other. The author has mentioned that researches have mentioned that countries that compete in the global market on the ground of effectively enjoy the advantage of advanced technology and these tend to be developed countries. Through the digital revolution that sweeps in the market of America, Asian countries, and Europe have changed the economic landscape and the environment of business (Morrison and Teixeira 2004).

Business organizations that are progressing in these countries are embraced through the electronic management of the information systems and operations of technical business, but that demonstrates the capacity and ability for adapting and implementing the ICT systems for the business practices for themselves on the international market according to their productivity improvements. Business firms in the developing countries are still struggling due to the technology that has increased the difficulty in making its mark in the marketplace. Economic developments and technological advancements try to grip along with the existing relationship between the economic development and technological advancements that forms the interesting equation which is: Accessibility and technological availability+ efficient utilization= Enhancement of operational efficiency+ Profit margins. Most of the organization in developing countries appreciates the global competition linked with the advancement of ICT and struggle for keeping rapidity with development (Shanker 2012).

These firms are in the pressure to perform the hostile economic global environment; these organizations import technologies from the developed countries. At the present time, concern over the import of wholesale of technologies has raised the queries about the suitability of these emerging technologies for meeting the requirements and organization’s interest in developing countries (Sigala, sssMich and Murphy 2007).  Research regarding the ICT has skewed in the favor of the developed countries, this implies about the industry specific dynamics and its effect on the economic development in the developing countries and in the area of hospitality and tourism management (Shanker 2012).

2.4 Changes of ICT in Tourism area

Tourism has produced the detrimental environment and impacts of social-culture, and some of these changes are irreversible. For balancing the growth of the economy and environmental protection is the challenge that continues the tourism business. Increasing climate threat changes in the tourism industry have intensified the present ongoing problems. Taken it collectively, tourism industry responds to the ongoing challenges through the application of sustainable development of the policies of tourism and planning such as, sustainable tourism development (Buhalis 2012).

The author has proposed that through sustainable tourism development (STD) destination management through the ICT application can be made possible. ICT has brought the existence of STD, which is a positive comprehensive and integrated concept or approach to the development of tourism that includes the resource management and working with the stakeholders for the viability and quality for the long term in the resources such as, social, economic, and environment (Shanker 2012).

Various attempts have been made in developing the destination in the sustainable trend and other best practices. There are many approaches such as, lack of technical, quality, maturity, reliability, effectiveness, and equity. Most of the researches conducted on the Sustainable Tourism development stress over the formulation of policy and theorizing with the challenges exist in the viable ways of translating the theories in practice. STD lays the decision making process that focuses over the allocation of resources in the short period of time that satisfies the stakeholders (Buhalis 2012).

ICT based tools and application that aid the LBS interpretation that is used as destination for moving the messages to the tourists in order to create the awareness about the culture and customs of the destination. ICT has changed the tourism area through providing various facilities to the tourist that has helped them in booking their tickets and through ICT they can easily visit the places of their interest, that help them in deciding which destination they want to visit. It also helps them in planning their holidays and through ICT they can also know about the payment details (Samkange 2008).

2.5 Social networking

Globalization and the rapidly changing requirements of customers and attitudes has increased the information volume that organizations analyze for competing in the changing world. Digital technology is emerging, because now days many people are using the internet for being informed and adapt to the external environment. It helps the people to know what’s doing in the world and avail all the information. The internet has become more interesting through the electronic media. Web culture is revolution and we can share the information through the support of the Web 2.0 systems (Baggio 2004).

Social networking is the outcome of Web 2.0 environment implementation and social media that has become the business workplace tool (Filipe and Cordeiro 2012). In the tourism and hospitality industry, more and more consumers are using the social media in order to make their plans regarding the traveling and consuming the products and services related to tourism. In order to know the exact level and situation of the product quality social media is widely used by people (Baggio 2004).

Social media helps the tourist companies to improve their position and avail the competitive advantage. Social media represent the specific characteristics that make them differ from the other types of available media. Social media shape and create the community content like YouTube to the sites and blogs of social networking like Face book and collaborative assignments such as, Wikipedia (Tassiopoulos 2008). A Virtual world created by the social media has allowed the users for interacting with each other simultaneously sharing the information in the virtual environment.  Social media even help in building the online relationship between the tourist companies and customers through the help of user generated content and adding value to the services and products (Crotts, Magnini and Zehrer 2011). Many tourist companies are suing the social networking as a tool for targeting and cost effective marketing tools in order to identify and analyze the conversation of online customers. A Constant increase in people on social media for the tourism and travel has created the challenges for the consumers and producers about the future situation in the hospitality and tourism industries. There are many tourist organizations that are introducing the travel related blogs for communicating with customers in order to set the platform for the visitors (Crotts, Magnini and Zehrer 2011).

Internet users worldwide in 2007 and penetration levels

 2.6 Mobile technologies

Mobile services are the best choice for the travel and tourism when the traveler is on the move; therefore, it is the crucial criteria for the relevance of the mobile services. Travel and tourism industry which is the largest industry in the world is the most popular in the usage of the mobile services. Through mobile technologies travelers can easily locate their location, search for the interesting places where they could visit and even book the hotels and destination places through the help of the mobile services (Baggio 2004).

According to the study conducted in the year 2003, response of few respondents was collected that were suing the mobile services while they travel at different locations; many expressed their intention for using the mobile services. Tourism and hospitality industry is seeing many changes in the mobile services in the last few decades, as the possibility is also offered through the wired internet. When the service is offered by the mobile companies it was an effective alternative for presenting the use of routine and services, the companies expect that it will have the profound impact on the tourism business models. Availability of the mobile services in the hospitality industry is the value added services as expected by the company and it also provide value to the customers. This can be analyzed through the attitude of the traveler and expectations of them. Many companies have also developed the mobile booking systems that could be used by the major hospitality chain in the world. Mobile service is becoming the apparent choice for the touring companies (Samkange 2008).

In the last few years tourism companies have expanded the use of ICT operations through the mobile services. Travel and tourism could be easily enhanced through the smart services that are accessible via mobile devices anywhere any anytime in any part of the world (Wang and Pizam 2011). There is much intelligent software that permits the mobile services to be personalized and create the awareness for improving the experience of tourism. Through the use of content-aware mobile service difference could be made, because services and contents can easily adapt the personal interests and environment. It makes it realistic to believe that competitive edge for the future in the tourism industry can easily build the innovative users of the mobile technology and services (Samkange 2008).

3. Case Study

The case is based on the evaluation of the Finnish Tourist Board (www.mek.fi) info structure that gives the best example of the Information communication Technology (ICT) for helping the DMO operations. The Finnish Tourism Board’s objective of the entire information is accessed through the Internet Protocol systems that are used by the employees through intranet, partners uses the Extranet, and general public access the information through internet (MEK – Tourist Board 2012). FTB uses the internet for developing its network in order to manage the tourism that is coming in Finland along with the tools that are used for cross industry co-ordination. This system uses the three systems such as:

1. Management Information System (MIS) – The Management information system of FTB provides the distribution system and data management. It was introduced in the year 1992 and was updated in the year 1997; this was the internal system for the FTB and is installed in all the international offices of the FTB. Through this system the Tourism board can easily allow its staff in managing and organizing the sales of the products and services provided by the company. Through MIS the company can also organize the marketing campaigns, co-ordinate the marketing and branding activities of the company along with that it can distribute the documents and even administrate the tourism board in the international market. It was also provided the privileged to the other professionals (Crotts, Magnini and Zehrer 2011).
2. RELIS- The Research, Library, and Information Services gives the national travel research and documentation of product backbone. The service provided by the tourism board connects the travel industry with the education and research organizations (Duffy2010).
3. PROMIS- The national database of the Finnish Travel services and products gives the up-to-date information about the services, product, and contact information. PROMIS external products that gives the updated data, covering the city and regional tourism organizations and other professionals of tourism. Most of the images and information are free copyright and that could be used in the brochures and campaigns for promotion. The professional marketing information service provides the database of tourism that covers the whole Finland. Tourist industry services were improved by the board through considerably using the Internet connection to the PROMIS information system that is developed through the FTB together with the industry. Cooperation partners of the company can add and update the information online through the help of the ICT. The internet services of the company were expanded through eight new languages that were added on to the site (Duffy2010).

3.1 Methodology

In this study the data analysis and data evaluation approaches and qualitative data on elysee.co.uk web evaluation is conducted through the technological advancement models (Denzin ssand Lincoln 2000). A survey is conducted for the website of elysee.co.uk in order to evaluate the web conditions, designs, and layouts for promoting and improving the website in context to the tourism traffic on the website (Flick 2009). Few information’s from the website like marketing strategies are unable to trace (Bergh and Ketchen 2009). The website has not mentioned the different strategies adopted by the company in promoting its hotel and attracting a large number of tourist’s. As the online survey was conducted the expected number of participant’s has not filled the form, which is the major limitation of the survey (Jackson 2008).

3.2 Research Methods

The study has included the exploratory and explanatory research that was conducted through the help of the literature review and secondary methods (Brase and Brase 2007). For achieving the objectives the primary process of research is divided into three phases.

Integrated Research Procedure- Mixed Methods Strategy

During the research the researcher gain the significant number of Finland owner/managers. Each participant represents the wide population of Finland SMTE owner/managers (Gill and Johnson 2002). All the respondents were directly involved in the tourism industry.

 3.3 Research Findings

Research undertaken consists of three dissimilar but inter-related phases. Brief overview is given below:

Phase1

Review of literatures has shown that there is a low level of ICT usage between the SMTE. Review of Finland industry has shown the huge number base. Researcher states that working in peripheral locations is the barrier in adopting the ICT for the SMTEs (Hancke 2009). SMTE in Finland was the chosen research population on the internet. There were total 17 tourism sub-sectors in the first phase. 891 tourism enterprises were surveyed. Total 66.2%, which is 110 responses received the initial response period. Additional response includes 56 that receive the response date as result reminder letter and phone calls. The Majority of respondents used the ICT applications (Bryman and Bell 2007). Only 43% of the surveyed hotels updated the websites on daily and weekly basis, and there were majority of hotels that were not using ICT in response to the market changes. The web presence of Finland 63 hotels was assessed. There was a small minority that exploits the technology’s potential in relation with the on-line booking capabilities.

Phase 2

Through the Finland Tourism Board web evaluation it was analyzed that the website generates quality data that improve the understanding of the area. Factors driving the adoption of ICT are important and appropriate for developing the policies of tourism. Phase 2 includes focus groups such as, self-catering operators, activities & attractions, small hotels, and bed & breakfast providers. Phase 2 includes interviews with representatives from regional tourism authorities.

AOCC Evaluation

Accuracy and Authority (Effectiveness)

60% agreed/strongly agree that labels of navigation are conside and clear; 70% believe that information on the shopping and restaurants is concise. 70% agreed/strongly agreed that information on the website is simplified and accurate (Kent 2001).

60% agreed/strongly agreed that recommendations and promotions  of attractions are genuine and aurthentic, therefore proving that the sources of the website is generally relied upon as a credible source.

Objectivity

60% agreed/strongly agree that planner of holiday over the website is useful and efficient; while 60% mentioned that the FAQ section fulfill its purposes effectively. Based on giving information, overall evaluation of the site determined that 60% received well to the objectivity of the site (Creswell 2003).

Currency and Coverage

70% agreed/strongly agreed that the information on website is updated.

In the aspect of coverage, 66% agree/strongly agree on the links that they were easy to use, 60% agreed/strongly agreed that links were valid and 50% agreed/strongly agreed that the speed of videos were speedy (Kimmel 2007).

Overall Satisfaction

80% said that they would return and recommend the site.

4. Discussion and Conclusion

Results derived through the website evaluation are based over the web page usability that has shown the higher relative level of authority, accuracy, general high level objectivity, currency and coverage. The study has helped in understanding the growing importance of the ICT in the tourism and hospitality industry worldwide. The study has included the case of the Finnish Tourism Board and has highlighted the website evaluation, through which importance of ICT in Finland, and usage of ICT by the customers, could be easily recognized (Bowie and Buttle 2012).

The website presented the picture of tourist places in Finland along with the rates, facilities provided to the guests. But the website needed lots of improvements as many factors and information was not shown on the website. Areas of improvement show the efficiency area in respect of the loading speed and the increase in general usability.

Respondents were full satisfied after viewing the website, because they that they were aware about the facilities provided by the hotel and the rates which were quite reasonable (Hayes and Miller 2010).

The website fails to present the information about the marketing and promotional activities used by the company. The customers were highly satisfied and want to visit the website again, in order to avail the information and book their room easily. The Finnish Tourism Board can be successful through achieving the usability for huge user’s range that includes youths, and adults. The study includes the discussion on the significance of the Information communication technology in the tourism and hospitality industry.

The study has successfully presented that the tourism industry is benefited through this action, as they can now easily attract the large number of tourists. Tourist places, rates, and pictures are presented on the internet. The social networking and mobile services are also discussed in the study, so popularity of mobile services is enhanced. AAOCC evaluation approach is used for bringing improved in the quality of websites and bringing new innovation into it.  The Role of social media in the challenging tourism market is also discussed in the study. A survey is conducted that describes the evaluation and development of the website design, layouts, and its weaknesses are concerned with the online tourism activities. Through the help of the case study the literature review is supported (Hayes and Miller 2010).

Finland case is discussed and quality of the website is evaluated through the help of various cases. The website design and images used on the website are attractive and flawed. The website didn’t cover little information; therefore, that’s the significant part of the website, and researchers should include lots of information related to Hotels in Finland, facilities provided to tourist and the various marketing tools applied in order to promote the tourism in Finland. The texts used on the website are quite small; therefore, large font should be used in order to make it visible for the public

5.     Recommendations and Personal Reflection

Hospitality sector has realized that ICT revolution has brought changes in the operational practices and paradigms; it has even altered the competitiveness of all hospitality sectors in the armlet. It is recommended that organizations should integrate the back and front office in a set framework and then take the benefits of Internet along with intranet and extranets.

It is recommended that organizations should empower the internet as it provides greater connectivity, transparency, speed, and information-sharing. Hospitality organizations should focus more and more on the knowledge based competition and fulfills the requirements through continuous innovation, and force the management about the dynamic developments in the marketplace. In order to bring improvement and growth in the hospitality sector it is important that firms should generate the revenue and plan for making more investment in the future. The company that doesn’t invest has to face the risk of getting strategically exposed and ill-equipped for compete the technological literate competitors.

It is recommended that small hospitality organizations should also use the ICT in their business for promoting their business and make the customers aware about their functions. It is recommended that ICT should be used in every hospitality organization as it helps in improving the operational performance. Organizations should also measure the ICT impact over the productivity, service quality, employee satisfaction, and innovation. Through bringing innovation and service quality many improvements could be made in the business.

It is recommended that companies should focus on the improving the quality of their website time to time in order to increase the traffic on the website. From the overall study I have gained the knowledge about the importance of ICT in hospitality sector. From the overall study I have gain the understanding about the importance of information technology communication. ICT helps in undertaking the various tasks of hospitality sector has even helped in making the hospitality task easier. I have learnt that many technological innovations have taken place in few decades that has made the business similar for the hospitality sector. Through the study I have understood that information communication technology is useful for the people as it saves time and money. Even hospitality companies can promote their hotel and tourist destinations through the websites, and can easily contact with the customers who re willing to visit the place.

I learnt that ICT is the smart way of promotion and helps the company in building its goodwill in the market.  From the case study I learnt about the Finnish Tourist Board that provides the facility of ICT to its customers and uses that facility for increasing its revenue and for the purpose of growth. From the case I learnt that through accessing the internet employees, partners and customers could be connected very easily. The overall study helped me in understanding the importance of growing information technology in the growing industry of hospitality sector. Through the ICT the companies can easily make their position in the market and increase the competition pressure and I think hospitality companies should use more and more control tools and operations, in order to maintain and improve their operational functions.

MA92

MyAssignmentHelp.com is a customized unique kind of an essay writing services. Our blog services enable the requirement of multiple subjects. Only here one can meet the most talented writers for the successful completion of the custom paper according to the grades, ratings and feedback.

Do you buy Marketing Assignment help services help or any other essay writing services?? Please contact us or visit www.myassignmenthelp.com