Dimitrios BUHALIS - Information Technology for strategic tourism management

1. TourismE-Destinations • Destinationsarethereasons of travel. Theysatisfytheneedfortravelling. And it is theattractions at thedestinationthatgeneratemotivationtovisit. • Istanbul as a destination, forexamplebringstogether a number of tangibleelements & attractions (museums, mosques, bazaars, etc.) andintangibleaspects (ambience, mixedcultures, art, atmosphere, diversity, etc.) as well as facilities & servicesfortouristsandlocals (hotels, restaurants, clubs, metro, taxis, etc.). Alltheseaspectstogetherdevelopthedestinationimageandproduct. • Traditionally, it planning, management and marketing of destinations are undertaken by public sector national or regional. Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

2. E-Destinations • Today, destinationsincreasinglyattracttouristsfromdistantlong-haulmarkets. Thus, theneedtouseinformationtechnologyeffectivelyandgloballywillcontinuetoincrease, as travellersrequiremore & moreinformation. • Therefore, a combination of bothICTsanddestinationdemand-driversmakeuptheDestinationManagementSystems (DMSs). • Today it is evident that destinations that provide timely, appropriate, and accurate information to customers and all travel trade have better chances of being selected. • The ability of destinations to satisfy the information & reservation needs, by providing appropriate and accurate information online will be critical for their future. Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

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4. E-Destinations • Understandingthetype of destinationwillsupportdevelopingrightICTs, as destinationsmayrequiredifferentICTs. • Developing a destinationtechnology is difficulttask, as visitorsusedestinationsforvariouspurposes. Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

5. Strategic & tactical role of ICTs for Destinations • DMSs provide new tools for destination marketing & promotion, they use ICTs to provide information and to support reservation functions for destinations. • DMS (DestinationManagementSystem) is a collection of computerizedinformationinteractivelyaccessibleabout a destination. • Majority of DMS developmentshavebeenled by publictouristorganizationsas well as regionalandlocalbodiestraditionallyinvolved in informationprovisionand marketing. National Tourism Organizations, TouristInformationCenters, etc. Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

6. DMSs • Using ICTs, destinations take advantage of database marketing techniques to identify and target important market niches, by providing market-driven products for particular customers. • DMSs emerge as a major promotion, distribution and operational tool for both destinations and travel traders. • By enabling users to search & select individual tourism products, DMSs can support travellers to create their personalized destination experience. • In most destination websites DMSs are used to integrate the entire supply of destination. Their contribution is demonstrated by their ability to integrate all stakeholders at destination. • Role of DMSs     Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

7. OutboundTravel Agencies Destinations  Tour Operators • DMSs DMOs   InboundTravel Agencies  Consumers            Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

8. Services & Features for DMS Systems • Informationsearchbygeography, category, keyword • Itinerary planning for customer • Online reservations • Customer databases & CRM functions • Market Research & Analysis • Image library & PR materials • Publishing to electronic channels • Eventplanning & management • Data editing & Marketing optimization • Access to 3rd partyresources; i.e.: weather, transport time tables, theater & eventtickets, etc. http://www.newasia-singapore.com/ http://www.australia.com/ Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

9. Developing DMSs • According to WTO, “each and every destination in the world will somehow develop its Internet Presence and will undertake some eMarketing.”This may vary from sophisticated integrated systems to stand-alone websites. • There are currently a number of DMSs available in the market, including software solutions • Destination Management Organizations will need to decide whether they wish to purchase software off the shelf and add their own content, or whether they would prefer to build their own website from scratch. Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

10. Step by step guide to DMSs • Develop a strategicoverview, brand, lookandfeel of destination • MakeyoureTourismDestinationStrategy • Get ICT support as well as DMS experts’ advices • Consultwithallstakeholders; touroperators, transportationservices, museums, etc. • Determinefunctionalspecifications of thewebsite • Establishtechnicalspecs; analysis of requirements • Requestpartnerstoworkand/orsponsorsupport (create a Public-PrivateSector-Partnership) • Select software developers, systemsuppliers • Organize & outsource data collection, andContentManagementtools • Build & testtheDMSsandwebsite. Implement. • Provideanalysisforusers; developfeedbacktools • Monitor & evaluateconstantly Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

11. WTOs Guide to design a Destination Website • Domain Name should be obvious, easytorememberandfind • Allowmanystakeholderstoaccesseasily • Designmust be attractiveandsimpleas well as easytonavigate. Avoidcomplexdesigns. • Lettheusercustomize; as in “mypage” concept • Provideaccurate, uptodate, relevantandproperlyclassifiedcontent • Fullsearchibilityon the site needed, as well as on partner sites • Linkstoothersitesrelevanttodestination; andagreementswith as manytravelportalsand service providers as possible • Facilitateonline bookingseitherdirectlyorthrough partner sites • Onceit’sup & running, registerwithsearchengines, keepranking. • Useallpossibleoffline mediaforpromotion as well as online • Build a customerdatabase; capturepersonalizedinformation • Useonlinecommunutiesto spread • Givethemreasonstovisitthewebsiteback! Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

12. Develop a business model andconsultwithstakeholders • Determinethe size ; number of attractions, productsandfacilities • Invitewideconsultationwithallmembers of tourismindustryandensuresupportfromalllevels of decissionmaking • Determinelevels of financialsupportavailablefortheproject • Examinethedistributionchannelsavailable at thedestination • Decide on thefrequency of theupdates; availabilityandcost of contentandpotentialpartners • Explorepartnershipopportunitieswiththeorganizationsthat can assist in developingvariouselements of thewebsite • Forecastthevalue of transactionsand total cost of establishingandrunningthewebsite • Develop an long-termcost/benefitanalysis; completeupgrade of all hardware will be requiredevery 2-3 years Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

13. Designthetechnicalfactorsandaspects • Needtostructurethetechnicalneedstofacilitatesatisfactoryresults • Undertake market researchtoevaluateexistingDMSs • Decidewhetheryouwouldliketobuildyourownsystemorpurchaseorleaseexistingsystems • Decidewhethertohostyourown web server or buy hosting service • Bringtogethertechnicaldeveloperswiththecontentprovidersandusergroups; explorethe hardware & software strategy • Contentteamneedstoupdatethe site regularly • Getnaiveusersusethe site andprovidefeedback (for pilot use) • Accordingtodestination marketing strategydecidehowmanylanguagesthe site is goingtoappear Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

14. Promotingthewebsite • Oncethe site is approvedandupandrunning, it should be registeredwithallpossiblesearchenginesanditsrankingpositionshould be maintained • It is criticalthatbothoff-lineand online marketing assiststhelaunchandvisibility of thewebsite • Incorporatethe URL in allaspects of thebrand • Buildcustomerdatabaseandcapturepersonolizedinformation • Mustdevelop online communitytocommunucate marketing messages; usecompetitions, lottery, games, blogs, auctions, etc. • Givecustomersreasonstocomebacktothe site and/orrecommendthe site totheothers Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

15. Barriers to succesful DMSs • Lack partner interest • Leading by technology, rather than marketing strategies • Less integrated approach than appropriate • Inabilitiy to provide total services for supply & demand • Inadequate geographical information • Premature innovations • Lack of standardization • Withdrawal of public sector funding • Product orientation, instead of demand orientation! Travel e22

16. the 6-a Framework of DMSs • Attractions(natural, manmade, artificial, heritage, specialevents) • Accessability(Entire transport. systemincld. routes, terminals, vehicles) • Amenities(hotels, cateringfacilities, retail & alltouristservices) • Availablepackages(pre-arrangedpackages by tour operators, readytobook) • Activities(allkinds of activities; paragliding, rafting, climbing, etc.) • AncillaryServices(banks, telecommunucations, mail, hospitals, etc.) Travel e22 Dimitrios BUHALIS - Information Technology for strategic tourism management

17. Humanize The Digital Travel Experience For Better Adoption & Satisfaction • Despite its success getting travelers to use Web sites, the travel industry consistently disappoints them. • For example, 83 million online leisure travelers don't find the Web easy to use to plan and buy their trips, and fewer travelers are satisfied using digital channels than those using human agents. • To improve, the industry must humanize the digital travel experience — putting human benefits ahead of technology. • Humanized digital travel experiences are useful, usable, and desirable. • They deliver basic value, • take content available to all and • make it meaningful to one traveler, and • tap into travelers' emotions. • Humanized digital travel experiences are created by • aligning organizations to be customer-centric, • gathering and using relevant customer insight, and • adopting an outside-in, emotional perspective versus the industry's usual inside-out, clinical approach

18. 1) implementing best-in-class security practices; 2) updating legacy reservations, property management, and operations systems to give travelers a greater level of control online; and 3) conducting usability tests and expert reviews to audit Web site failures in the booking process Of Web travelers' top five reasons for abandoning booking online, 3 reasons — concern about • credit card security, • inability to make specific requests online, and • frustration with site performance

19. Somemore web travelstats • According to comScore data, 62 million unique visitors clicked on travel sites in October 2004, or roughly 40 percent of the U.S. online population of 150 million users • According to Jupiter's report, which tracks sales by major direct distributors and third parties, robust growth is predicted to continue through 2009, reaching a total of $91 billion, or 33 percent of all travel purchased.