E-tourism in England a strategy .pdf

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7.2 Modernising information services offered to consumers ICT and e-business have major implications for the delivery of information and reservations services to consumers, whether at home, travelling or within the destination. They enable existing services to be operated more efficiently while also opening up many new channels through which information may be accessed. These new channels will need to be evaluated and trialed as they become of potential significance. An Information Services Strategy was commissioned by the RTBs in 2000, based on a survey of the whole TIC network and consultation with DMOs. An outcome of this work was a recommendation that an application be developed to improve communication and the flow of information between TICs, DMOs and RTBs that would complement existing local DMS services. Northumbria Tourist Board’s ENTICE TIC extranet successfully demonstrated this concept during 2001. Development of a national version of this is therefore proposed, to include access to the national product database, online bulletin boards and discussion forums. The application would be delivered by RTBs, with the technical infrastructure being provided by EnglandNet. Key Actions Lead role Others involved Develop the ENTICE web-based network to EnglandNet RTBs, RDAs enable TICs and DMOs to access both the DMOs, national product database and a range of support browser-enabled functions and services. from RDAs Build local online communities linking TICs via the Internet to tourism providers, either by e-mail, or by access to their websites. Undertake trials for the delivery of visitor services through new channels – eg web access from hotel rooms; Internet-enabled payphones; handheld mobile devices, etc EnglandNet EnglandNet RTBs, RDAs, DMOs, ETC, RTBs, DMOs, other partners Time Available to all TICs by end of 2002 By end of 2003 From January 2003 7.3 Enhancing the competitiveness of businesses and suppliers The Internet provides an opportunity to create an online network (technically, an ‘extranet’) that will enable stakeholders to communicate easily while also providing a wide range of other functions. Such a network could help raise the competitive performance of tourism businesses by improving day-to-day communication between tourism marketing organisations and businesses, and more specifically by enabling tourism providers to: • access tourism information (eg on events) for guests • use online tools such as property management/booking systems, e-procurement services, enabling, for example, accommodation providers to maintain their availability on common databases to enable online bookings • access business support services – such as research and intelligence information • communicate and do business more easily with each other. The technical requirements for a basic industry extranet are relatively straightforward. However, the operational aspects of implementing it are costly. If the system is to be costeffective, it will need to have the support of a critical mass of suppliers. 28/44 A strategy for modernising English tourism through e-business – July 2002
This same network, with some modifications, may be used for the involvement of the wider community (schools, colleges, community groups, etc) to create awareness of the importance of tourism, and an understanding of the industry. It could also provide a mechanism for consultation on future tourism strategies. Similarly, the extranet could provide the means for provincial and local government departments and other public agencies to access the knowledge base to help estimate economic impact and to guide specific policy decisions. Key Actions Lead role Others involved Develop an interactive business-facing web portal to provide a convenient point of access to web forms, business advice and intelligence Promote integration of tourism content within regional information systems and support business-to-business development initiatives. Promote integration of tourism content with other tourism related content at national level Develop other online tourism community services Develop new online tools for use by tourism providers Time EnglandNet RTBs From December 2002 RTBs ETC EnglandNet RDAs, EnglandNet EnglandNet, BTA Countryside Agency, others ETC, RTBs, DMOs, TTWG From December 2002 From January 2003 2003-04 EnglandNet RTBs 2003-04 7.4 Developing standards for comprehensive tourism information Accurate, up-to-date information is central to all aspects of tourism management – including marketing, product development and research. A key principle for information collection that underlies this strategy is to ‘collect once and distribute freely through a range of channels and media, to meet the needs of consumers’. The aim should be to enable product data to be collected electronically. However, to be truly efficient it is vital that any existing duplication of effort is eliminated and that common standards for data collection and storage are defined. The priority is to agree a definition for England-wide standards of tourism data types and structures that can: • provide a framework for local / sub-regional tourism data collection and distribution • be effectively distributed and used by a variety of organisations • be integrated into a national, England-wide tourism product database. In the longer term, as standards for data exchange (or interoperability) evolve, the industry will move away from traditional structured databases. It will become possible to search data held in different formats and present the results in a consistent way. The development by BTA and ETC of the new Jigsaw tourism product database using web compatible standards for data has, in effect, established a core data set on which DMS suppliers have been consulted. Compatible destination data could, on this basis, be 29/44 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 and 14: This strategy and the EnglandNet pr
Page 15 and 16: 4.2.2 Travel trade Potential requir
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: Key Actions Lead role Others involv
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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