E-tourism in England a strategy .pdf

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4. Stakeholder and customer requirements 4.1 The potential stakeholders and customers The model set out in Appendix 4 identifies the different categories of users of destination e- business systems. In turn, these can be split into customers and stakeholders. The customers include: • Consumers • Travel trade • Travel media • Conference and event buyers and other intermediaries. The stakeholders include: • Tourism businesses • RTBs and local destination management organisations (DMOs) • TICs (and destination call centres) • Suppliers of destination management systems • Suppliers of goods and services to tourism businesses, eg food, laundry, furnishings, etc. • Suppliers of e-commerce services, eg e-payment services. 4.2 User requirements Users have two basic needs: for information and for an effective process for conducting business. 4.2.1 Consumers Consumers and travellers visiting destination websites are looking primarily for in-depth, up-to-date information on potential destinations, activities and accommodation. The facilities to create travel itineraries, receive ‘instant’ offers, compare prices, confirm bookings and share experiences will become an increasingly important feature of demand. Thus, the key requirements for consumers are: • Fast, low cost, direct access to accurate information, with facilities for sophisticated search and for immediate, secure booking at competitive prices • Clear product pricing, eg per room, per traveller, supplements, final price, etc • Tourism product quality assurance from recognised standards bodies • Access to alternatives to direct booking such as: - call centre support for completion of the booking - online travel agencies/resellers for completion of booking • Enhanced visitor services for travellers to and within the destination, through the provision of electronic access to comprehensive information and reservation services from PCs or TVs in hotel bedrooms, Internet cafés, kiosks, web-enabled payphones, handheld cellular devices, etc. • Where people are using these services in the destination, they will seek additional types of information, for example, local transport, entertainment, events, restaurants, bars; information that may be available through DMS or from third party commercial suppliers. 14/44 A strategy for modernising English tourism through e-business – July 2002
4.2.2 Travel trade Potential requirements of the travel trade (tour operators, travel agencies, handling agents, etc) include: • efficient search for accommodation, attractions and other facilities – often with a focus on group travel • ability to negotiate allocations and release dates, prices, commissions/net prices, and other sales terms • mechanisms to contract quickly and cost-effectively • quality assurance from recognised standards bodies • access to local handling agents • opportunities for formation of local/regional product consolidation and distribution • opportunities for domestic promotion to consumers • easy access to relevant still and moving image material for use in promotions. 4.2.3 Travel media The travel media’s prime requirement is for: • information on latest product developments • information on quality assured product • well-researched material which can be used for features • easier contact with experts on a wide range of subjects • easy access to relevant still and/or moving image material. 4.2.4 Conference and event buyers and other intermediaries Many RTBs and DMOs, particularly those that cover large urban areas, place considerable emphasis on business tourism. Given that a relatively large proportion of both buyers and suppliers are likely to use ICT on a day-to-day basis, the potential for e-business in this sector is considerable. The conference buyer or intermediary will generally be seeking: • efficient search and selection of appropriate destinations and venues – often against a very detailed set of requirements – the information for which may best be accommodated in supplementary databases • mechanisms to contract quickly and cost-effectively • promotional material to assist in the e-marketing of conferences. 4.2.5 Tourism businesses The core requirements of businesses are relatively simple – more business, higher yield, lower costs and increased profits. Behind these high level objectives are specific needs including extended marketing and increased operational efficiencies. While businesses should be active in their own right, they will also attract new business by working with or through their local DMO. 15/44 A strategy for modernising English tourism through e-business – July 2002
Page 1 and 2: E-tourism in England A strategy for
Page 3 and 4: Contents Foreword 3 1. Executive su
Page 5 and 6: time content on the availability of
Page 7 and 8: 2. Introduction Tourism is a major
Page 9 and 10: 3. Background In tourism, as elsewh
Page 11 and 12: likely to reach saturation point or
Page 13: This strategy and the EnglandNet pr
Page 17 and 18: • To be integrated into a nationa
Page 19 and 20: information. Technically, this woul
Page 21 and 22: 6. Key roles in support of e-touris
Page 23 and 24: As EnglandNet develops 3 , the pote
Page 25 and 26: 6.2.5 Regional Development Agencies
Page 27 and 28: Key Actions Lead role Others involv
Page 29 and 30: This same network, with some modifi
Page 31 and 32: Maintain a communications strategy
Page 33 and 34: 8. Monitoring and evaluation To eva
Page 35 and 36: Appendix 2: E-tourism in other coun
Page 37 and 38: 1.1 Internet users’ profile Inter
Page 39 and 40: Thus, over a period of only five ye
Page 41 and 42: It also indicates the reasons cited
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