ICT and e-business in the tourism industry ICT adoption ... - empirica

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Tourism some hotels the number of bookings has increased by 100%, for some even by 200% in comparison to the figures of 2005. Generally the hotels have benefited from the services offered by yourGreece, although it is difficult to generalise: some hotels have benefited more than others. Hotels, for instance, which have not been well-known before joining yourGreece have really taken off; others which were already well known and popular, have had smaller increases in terms of bookings. Therefore, it is difficult to compare them directly or to provide average figures. The location of the hotels appears to be the most determinant factor for the level of benefit: hotels in remote or little known areas have definitely had less benefit – a lot of work remains to be done to promote these regions more. In terms of reorganisation of processes, the most important impact has been that the member hotels have started to cooperate with each other, instead of working on their own. The hotels have realised that, in order to be successful in the market, they have better chances if they work together. Indeed, many of the hotels promoted via yourGreece were cautious of the idea at the beginning because they were sceptical of the new technologies and the internet. Moreover, some of the hotels were afraid of cooperating with hotels which they regarded as direct competitors. Lessons learned One of the lessons learned was that the company had not realised from the start how much time and resources were needed to communicate the idea of yourGreece to each of the 80 hotels (with 80 different personalities representing them) and to convince them to participate. Also, the company did not realise how much time it would take for yourGreece to establish a “name” and visibility. Another lesson learned was that each customer needs a lot of time to serve. Thus, the service proved to be much more time and cost-intensive as previously assumed. However, in the end it seems to pay back: yourGreece has a 98% satisfaction rate with its services, based on the evaluation results of its customers, and the comments are overwhelming positive. “As a final lesson learned”, Mr Nielsen argues, “I would say, it is very, very hard work to please your customers nowadays, but if you can do it, you will have wonderful customers; they bring you business. They are your best advertising.” References Research for this case study was conducted by Andreas Strasser, Salzburg Research, on behalf of e-Business W@tch. Sources and references used: Interview with Philip Nielsen, 4th April 2006 Articles and press releases: • Kleine Hotels Kooperieren. In: Travel One – Griechenland Report, May 2005 (http://www.yourgreece.gr/page/default.asp?id=1547&la=1) • Window to the small and beautiful. In: Athens News, 3rd September 2004 • Great small hotels with strong character. In: International Herald Tribune, 7 th February 2003 (article on the book Great Small Hotels in Greece) Websites: yourGreece – Travel Services Ltd., www.yourgreece.com 88
Tourism CASE STUDY: SUCCESSFUL INTERMEDIATION EFFORTS IN LITHUANIAN FARM-STAY TOURISM / COUNTRYSIDE TOURISM ASSOCIATION OF LITHUANIA Abstract The non-governmental organisation (NGO) Lithuanian Countryside Tourism Association (from now on LCTA) unites over 1,000 businesses in Lithuania providing countryside (farm-stay) tourism services. The NGO is active in promotion, training and lobbying on behalf of Lithuania’s countryside farm-stay owners. In 2003 LCTA has implemented an innovative e-business online tool – a special search engine allowing users to browse through the Lithuanian farm-stays and craftsmen activities within a 50 km radius according to their preferences. The implementation of this tool has resulted in a significant increase of (especially foreign) farm-stay travellers visiting Lithuania. Since the implementation of the web search tool almost 100% of surveyed foreigners and 60% of local visitors in farm-stays have found their accommodation via this engine. Case study fact sheet Full name of the company: Location (HQ / main branches): Sector (main business activity): Year of foundation: 1997 Number of employees: Turnover in last financial year: Primary customers: Most significant market area: Focus of case study: Key words: Background and objectives Countryside Tourism Association of Lithuania K. Donelaičio st. 2-201, LT-44213 Kaunas Lithuania Farm-stay tourism 2 (full-time) Approx. 150,000 Euros Farm stay owners in Lithuania Uniting and representing local farm-stay tourism actors Online search engine Re-intermediation, accommodation sector, countryside / farm-stay tourism The farm-stay or countryside tourism in Lithuania has developed due to economic and social pressure in the provincial regions of the country in the 1990s. Traditionally, poorer provinces were encouraged to change their main function from agriculture to more productive and sustainable activities like tourism. In addition, in the late 1990s, Lithuania was trying hard to open negotiations for the EU accession which also meant that reforms had to be prepared for the local agricultural sector. After the negotiations with the EU had started in 2000, PHARE accession funds were made available to facilitate the growth of the farm-stay business. After a number of countryside tourism businesses were established, it became obvious that there was a need for the coordination of the promotion, training and lobbying of farm-stay owners. Hence the LCTA was founded in 1997. It was an initiative of the Ministry of Agriculture, the tourism department and the local farm-stay owners who were experiencing great 89
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Sector Report No. 8/2006 ICT and e-
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Tourism Table of Contents Executive
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Tourism Executive Summary Objective
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Tourism Ongoing market consolidatio
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Tourism 1 Introduction 1.1 About e-
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Tourism Methodology e-Business W@tc
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Tourism The 10 sectors studied in 2
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Tourism Exhibit 1-2: Process compon
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Tourism have a major impact, as the
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Tourism 2 Context and Background 2.
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Tourism 2.2 Industry background Tou
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Tourism Demographic changes and con
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Tourism Increasing importance of mo
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Tourism Need for stronger networkin
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Tourism 3.1 Use of and Access to IC
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Tourism Exhibit 3-2: Networks and p
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Tourism Exhibit 3-3: Demand for ICT
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Tourism Exhibit 3-4: Outsourcing an
Page 37 and 38: Tourism No figures are available on
Page 39 and 40: Tourism Exhibit 3-8: Use of e-stand
Page 41 and 42: Tourism In the tourism industry, ab
Page 43 and 44: Tourism Hence, if decision makers i
Page 45 and 46: Tourism In general, the rather low
Page 47 and 48: Tourism between different sub-secto
Page 49 and 50: Tourism Exhibit 3-15: Online cooper
Page 51 and 52: Tourism Exhibit 3-17: Adoption of e
Page 53 and 54: Tourism tourism sub-sectors covered
Page 55 and 56: Tourism Exhibit 3-20: Main type of
Page 57 and 58: Tourism Exhibit 3-22: Main location
Page 59 and 60: Tourism companies which have their
Page 61 and 62: Tourism 3.6.1 Companies receiving o
Page 63 and 64: Tourism whether they used rather "s
Page 65 and 66: Tourism 3.6.2 e-Integration of mark
Page 67 and 68: Tourism 3.7 ICT and Innovation To e
Page 69 and 70: Tourism 3.8 Drivers and Inhibitors
Page 71 and 72: Tourism 3.8.2 Barriers to e-busines
Page 73 and 74: Tourism 3.9 Summary of the quantita
Page 75 and 76: Tourism In 2006, results for some i
Page 77 and 78: Tourism abandonment of paper ticket
Page 79 and 80: Tourism savings to the consumers; c
Page 81 and 82: Tourism 4.1.4 Growth, mergers and a
Page 83 and 84: Tourism CASE STUDY: RE-INTERMEDIATI
Page 85 and 86: Tourism Exhibit 4-3: The booking re
Page 87: Tourism situated in attractive and
Page 91 and 92: Tourism rural tourism to flourish a
Page 93 and 94: Tourism LCTA was very successful in
Page 95 and 96: Tourism CASE STUDY: RE-INTERMEDIATI
Page 97 and 98: Tourism of about 2.2%. Its main com
Page 99 and 100: Tourism Enhancing real-time vacancy
Page 101 and 102: Tourism CASE STUDY: CONTROLLING THE
Page 103 and 104: Tourism Instead of reducing costs f
Page 105 and 106: Tourism Whereas today, the visible
Page 107 and 108: Tourism way Accor adopted a two-tie
Page 109 and 110: Tourism 4.2 Dynamic Packaging 4.2.1
Page 111 and 112: Tourism The legal dimension, which
Page 113 and 114: Tourism No such solutions can be fo
Page 115 and 116: Tourism DP Market All market observ
Page 117 and 118: Tourism CASE STUDY: IMPLEMENTING DY
Page 119 and 120: Tourism Exhibit 4-16: Technology bu
Page 121 and 122: Tourism References Research for thi
Page 123 and 124: Tourism continue to operate, as the
Page 125 and 126: Tourism Exhibit 4-18: Customer driv
Page 127 and 128: Tourism References Research for thi
Page 129 and 130: Tourism customer uptake is expected
Page 131 and 132: Tourism such as Germanwings, Hapag-
Page 133 and 134: Tourism Intermediaries in ticket sa
Page 135 and 136: Tourism ticket.” (Matthias van Le
Page 137 and 138: Tourism terms of a considerable red
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Tourism CASE STUDY: ICT-DEPLOYMENT
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Tourism Encouraging passengers to t
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Tourism CASE STUDY: E-TICKETING AT
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Tourism e-Business activities SN Br
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Tourism implementation of a dedicat
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Tourism The case study about SN Bru
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Tourism Exhibit 5-1: Perceived over
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Tourism The influence of outsourcin
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Tourism Exhibit 5-4: Companies obse
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Tourism figures are considerably ab
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Tourism Background information: Mic
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Tourism mere availability of multip
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Tourism ICT impact on competition E
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Tourism 5.2.1 Policies to counterac
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Tourism loans, venture capital or p
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Tourism References Books and scient
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Tourism Röglein, D.; Rodriguez, M.
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Tourism Reise & Preise online (2004
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Tourism Annex I: The e-Business Sur
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Tourism Fieldwork Fieldwork was coo
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Tourism Feedback from interviewers
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Tourism The use of filter questions
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Tourism The e-Business Scoreboard 2
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Tourism Annex II: Expanded Tables -
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Tourism Exhibit A2-2: Demand for IC
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Tourism Exhibit A2-4: Companies rec
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Tourism Annex III: Glossary of Tech
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Tourism Modem MRO goods OOS Process
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Contact information: European Commi
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