Book Review: Future of Tourism Marketing edited by Seongseop (Sam) Kim and Dan Wang (Routledge; 1st Edition (15th June 2021); Pages: 128) (original) (raw)
Related papers
Revolutionizing Travel and Tourism: Exploring the Role of Digital Marketing in Todays Landscape
International Journal for Research in Applied Science & Engineering Technology (IJRASET), 2023
The advent of advanced information and communication technologies has brought a paradigm shift in the approach to marketing activities and audience outreach. In modern times, digital media has evolved into an all-encompassing force that has become an integral part of our daily lives. The travel and tourism industry has embraced the potential of new digital platforms as they rely heavily on information and communication technologies for promotional activities, sales, and customer relationship management. When deciding on a travel destination, tourists primarily rely on information from digital sources. Therefore, the tourism industry has never felt the need for digital marketing more than it does now, with customers having instant access to a plethora of information on the latest deals and competitive pricing at the click of a mouse. This paper aims to outline the role and potential of digital marketing in the travel and tourism industry in the contemporary world.
The evolution of tourism in the digital era: the case of a tourism destination
Sinergie Italian Journal of Management, 2018
Purpose of the paper: This paper studies the recent changes in the tourism business because of the increasing amount of information on the web and the consequent level of uncertainty and complexity, both for the demand and for the firms. Methodology: This paper systematises the process of evolution in tourism in the digital era and its consequences for tourist destinations. The topic is verified empirically through a panel of experts and case study methodology to study the experts' opinions on the process, with reference to the city of Naples. Findings: The tourism sector has been one of the first mover sectors in ICT and digital development, with consequent evolution of the value chain and businessto-consumer relationships. The growing amount of available information has paradoxically generated an 'informative syndrome', which at times makes these relationships more difficult and complex. Research limits: This paper indicates the limit of studying the issue with reference to a single case study. It represents a first step of wider research that will require further analysis, both in terms of the number of case studies and with reference to demand. Practical implications: The quality of information and professionalism are of fundamental importance in a sector characterised by dynamism and turbulence. Marketing policies require a total revision both for firms and for tourist destinations.
Digital Economy: Information Technology and Trends in Tourism
E3S Web of Conferences, 2020
This study provides an overview of the state of tourism development over the past twenty years in the field of information technology. It is argued that the knowledge created over the past two decades can be characterized as two distinct epochs - digitalization, which reflected a common understanding of how technology has changed our society and economy, and innovation, which implies the introduction and use of new technologies to develop the industry. Knowledge development in each of these periods, the authors describe the technological environment, the dominant paradigm, major research issues, and influential disciplines and research approaches. In particular, we recognize the transfer of our view of research in the field of information technology in tourism from a predominantly marketing tool for knowledge creation due to new technological conditions such as a smartphone, unmanned aerial vehicle, wearable devices, new connectivity and large volumes of data. Finally, this study di...
INFORMATION AND COMMUNICATION TECHNOLOGY AS A DRIVING FORCE OF CHANGES IN TOURISM
Modern technologies, primarily information and communication technology (ICT), have a leading role in determining the future direction and pace of the tourism industry development as well as the establishment of new relations in the tourism market between supply and demand sides. Influences of modern technologies on tourism development and its forms are numerous and strong. This is reflected not only through the reservation systems and distribution channels, which are among the first to use the opportunities of modern technology in tourism industry, but also through increasingly stronger presence of ICT in different aspects of the tourism industry and tourists' behavior. This paper focuses on the impacts of ICT on the formation of new relations and emergence of new phenomena in the tourism market, changes in the tourism industry as well as changes in the tourists' behavior and decision-making process. Networking is a word that will designate the development of tourism and tourist destinations in the coming period. Thus, in this paper, special emphasis will be put on interrelations of information, technology, tourism and people (tourists) in any place at any time.
Information Communication Technology - Revolutionising Tourism
This paper identifies a number of key changes in Information Communication Technologies (ICT) that gradually revolutionize the tourism industry. E-tourism and the Internet in particular support the interactivity between tourism enterprises and consumers and as a result they re-engineer the entire process of developing, managing and marketing tourism products and destinations. All stakeholders related to tourism and hospitality, therefore, gradually see their role being changed and new opportunities and challenges emerging. The paper demonstrates that future of e-Tourism will be focused on consumer centric technologies to ensure that the new sophisticated and experienced consumers are served. Therefore, agile strategies are required at both strategic and tactical management levels to develop the 'infostructure' for tourism organizations to manage their internal functions, their relationships with partners and their interactions with all stakeholders including consumers. Only those organizations that appreciate the opportunities which ICTs bring and manage their resources successfully will be able to enhance their innovation and competitiveness in the future.
Hsu, A., King, B., Wang, D., Buhalis, D., 2016, In-destination tour products and the disrupted tourism industry: progress and prospects, Information Technology & Tourism, Vol 17, pp.1-21. https://doi.org/10.1007/s40558-016-0067-y Established inbound tour operators (ITOs) are being challenged by emerging competitors that have embraced technology-enabled innovations, including aspects that are associated with the collaborative or sharing economy. A variety of suppliers across the supply chain are now able to form a direct connection with customers through platform websites, thereby providing tech-savvy tourists with the capacity to create customized trips. Incumbent ITOs are now competing with emerging entrants that are responsive to customer needs because of their digital expertise. As the various provider categories have become less clear and as barriers to entry have fallen, tour service suppliers must consider the contemporary tourism ''ecosystem'' when formulating strategies. In the face of declining consumer demand for standardized tour products, there is an urgent need to consider changing tourist habits or tastes when introducing new in-destination options. In exploring the evolving features of the inbound tourism ecosystem, this paper draws upon the recent literature to focus on the distinguishing characteristics of innovative tour service and experiences. It identifies how tour suppliers respond to competitor actions, or embrace these features themselves. The authors adopt a multiple case study approach and assemble evidence from 17 examples of tourism start-ups in Taiwan. The paper concludes with implications for practitioners and suggestions for future research.
ICT and the future of tourist management
Journal of Tourism Futures, 2019
Purpose The purpose of this paper is to speculate how recent and emerging trends in information and communication technology (ICT) could change the way tourism businesses and organizations communicate with and manage their guests. Design/methodology/approach This paper applies elements of futures and design thinking to analyze current tourism management practices and identify critical touchpoints that link tourist decisions to management strategies. Findings Fictional travel stories were used to identify and analyze how technology might affect tourism through five touchpoints– choice, connection, co-creation, customization and compliance. These stories were analyzed to identify changing forces and suggest potential paradigm shifts that tourism managers need to consider. These included increasingly complex content, the importance of compatible connections, and the critical role of coordination and cooperation in future tourism systems. Originality/value While there have been numerous...
Viglia, G., Werthner, H. & Buhalis, D. 2016 Disruptive innovations, Information Technologies for Tourism, doi:10.1007/s40558-016-0072-1 http://link.springer.com/article/10.1007%2Fs40558-016-0072-1 The diffusion of disrupting innovations has generated significant market changes, modifying the dominant logic and affecting the strategic positioning of companies. This structural change is affecting market structure, the networks and the services that tourism players are supposed to use (Gretzel et al. 2015). One can also refer to the notion of digital infrastructure, which provides a nice framework that connects the different stakeholders, their relations as well as internal dynamics. At the end it is about increasing customer experience, improving market performance, reducing inefficiency and—equally important—providing open access to the electronic market. Remember: this was one of biggest hopes at the beginning of the Web, which already seems centuries ago. Innovations are an essential component of tourism and hospitality industries (Sipe 2016). In this domain, disruptive changes affect several aspects as well as relationships between players change, as their respective roles change. All this is possible thanks to technological smart e-platforms. For instance, hotels can now use algorithms to set yield and revenue management strategies, monitor competition in real time (Abrate and Viglia 2016) and allow consumers to use mobile devices to access several services (Buhalis and Foerste 2015). Many innovations have been initiated from companies in the information technology sector. One can even state, that innovation is coming from outside, where information technology is revolutionizing products and services. Take as a latest example the growth of peer-to-peer platforms like in the case of the sharing economy (Guttentag 2015; Wang et al. 2016). The aim of this special issue is (a) to provide a platform for the dissemination of findings from studies that combine elements of IT-based innovation and tourism, and (b) to take up one of the major challenges of the JITT research manifesto, i.e., understanding and reflecting on structural market changes (Werthner et al. 2015). The papers in this issue provide new theoretical and empirical research on how and why the changes happened (theory building), as well as providing empirical observations to study the phenomenon. In the first paper, Gregorash discusses how to maximise the revenues per available seat hour (RevPASH) in restaurants. The study empirically assesses the premium revenue level that can be achieved through reservation systems that take advantage of seating plans with respect to walk-in strategies. The theme of smart revenue management continues with Digiorgio, who focuses on accommodation facilities. Her paper, with an empirical analysis with more than 1000 establishments, shows which digital tools can help to decrease the dependence from Online Travel Agencies (OTAs). Rebalancing the exposure to OTAs is relevant for hotels, given the high commissions that hospitality operators have to pay to OTAs. Further evidence by Cetin, Cifci, Dincer and Fuchs confirms the intricate and unbalanced power between OTAs and small and medium sized independent hotels. Drawing from the theoretical frameworks of disruptive innovation and smart tourism ecosystems, the sharing economy realm is central in Tham’s contribution. The author discusses the adoption of Airbnb and Uber across different countries, underlying the need for a unified legislation. In the fifth paper, Yang-chan Hsu, King, Wang and Buhalis explore the role of new emerging competitors that have embraced technology-enabled innovations. These new players have challenged established inbound tour operators, interacting directly with customers through e-platforms. The authors adopt a multiple case study approach and assemble evidence from 17 examples of tourism start-ups in Taiwan. In the final paper, Gon, Pechlaner and Marangon investigate how Digital Natives (Dns) engage with destination management organization through social media. The findings from the paper suggest the importance of focusing on the informal expertise of DNs in the planning and development of digital strategies for destination management organizations. Guest Editors Dr. Giampaolo Viglia Prof. Hannes Werthner Prof. Dimitrios Buhalis
Travel 2.0. An Opportunity for hospitality organizations and tourism destinations
During the 20th century the world wide web radically changed many consumer behaviour patterns: Tourists globally started using on-line information to package their holidays, to find advice during their trips and to easily share feed-back and photos around the world. In the face of these changes, on the supply side, they will be faced with revolutionary novelties in the means of communication in the field of tourism, with the possibility to be present in a new market without any space-time limits. Assuming that, the use of web and Web 2.0 tools can support tourism firms for the promotion and information activities, it is supposed that the online presence can differ on the basis of structural characteristics. This paper will place a special focus on how accommodation establishments, located in a same tourist context, use the Information Communication Technologies (ICT) in different ways. A case study on an Italian local destination will be presented with observations of web evaluation methods, resulting in a map of ICTs and a hospitality operator typology based on the on-line presence/absence. 2 can become excessively costly and complex, especially for SMTEs. A case study on a local tourist destination will be presented with the aims to analyze how the implementation of ICT is able to support the promotion of the tourist industry, and how the hospitality operators are changing the on-line presence and the communication strategies in relation to the consumer's changing attitudes.
The Importance of Digital Marketing in the Tourism Industry
International Journal of Research -GRANTHAALAYAH, 2017
With the advent of superior Internet technologies, newer avenues for reaching out to target audiences have evolved. Digital marketing today has become an indispensable part of every business irrespective of its size and type. The increasing role of digital marketing has affected the way businesses promote their offerings to existing as well as new customers. The need for digital marketing has been felt like never before in the tourism industry wherein customers have instant access to all kinds of information on the latest offers and best prices. Today digital marketing plays a critical role in the success of each business which exists in the tourism industry. This paper examines the basic determinants of digital marketing and the importance of the same in the tourism industry.