Evaluation, Synthesis and Formulation of Proposals for the Use of ...

Project Title“Study for the Penetration of Informationand Communications Technologies into theTourism Sector: Strategies andPerspectives”DeliverableD6 «Evaluation, Synthesis and Formulationof Proposals for the Use of ICT in theTourism Sector”

Project Title“Study for the Penetration of Information andCommunications Technologies into the TourismSector: Strategies and Perspectives”DeliverableD6 «Evaluation, Synthesis and Formulation ofProposals for the Use of ICT in the Tourism Sector”Implementation body ICAP S.A.(Subcontractors: ITMC S.A.,TAYLOR NELSON SOFRES ICAP S.A.., PanteionUniversity – Academic Research RegionalDevelopment Institute)Version:1 stDate: December, 2007Comments:

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»TABLE OF CONTENTS1. Executive Summary ................................................................................. 52. Introduction............................................................................................. 93. Methodology for the Evaluation, Synthesis and Formulation of Proposals114. ICT and Tourism: International Trends and Developments................... 145. The Main Findings of the Study: Opportunities and Problems with regardto the use of ICT in the Greek Tourism Sector....................................... 245.1 General...........................................................................................................245.2 Thematic Area «Tourism Strategy and Organization».........................................265.2.1 National Strategy for ICT and Tourism .....................................................................265.2.2 Actions Related to ICT and Tourism at the Regional and Local Level...........................285.2.3 Integrated Network for Tourist Promotion and Information........................................295.2.4 Organization and Operation of the National Tourism Organization ..............................305.2.5 Promotion and Marketing of Alternative Forms of Tourism .........................................315.2.6 Subsidizing of Projects for the Technological Modernization of Tourist Enterprises .......335.2.7 Other Special Legal and Institutional Issues..............................................................355.3 Thematic Area «ICT and Tourism» ...................................................................365.3.1 Introduction: e-Business in Greece and the Digital Divide ..........................................365.3.2 Quality of Electronic Tourist Information ..................................................................385.3.3 Electronic Services and Specialized Information Technology Systems in Tourism..........415.3.4 Special Technologies and Technological Standards....................................................455.4 Thematic Area «Human Resources»..................................................................475.4.1 Tourist Education and Training................................................................................475.4.2 Technological Culture and Awareness ......................................................................495.5 Thematic Area «Synergies and Collaborations»..................................................505.5.1 Synergies Between Related Sectors .........................................................................505.5.2 Tourist Clusters......................................................................................................515.5.3 Cooperation Between Universities and Enterprises ....................................................526. The Generic Tourist Portal Model........................................................... 54Version 1Month: December Year: 20073

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»6.1 Introduction ....................................................................................................546.2 Orientation and Integration ..............................................................................546.3 Common characteristics and success factors of a website...................................556.4 References ......................................................................................................627. Proposed Actions per Thematic Area ..................................................... 647.1 Thematic Area “Tourist Strategy and Organisation”............................................657.2 Thematic Area “Technologies and Tourism”.......................................................757.3 Thematic Area “Human Resources”...................................................................807.4 Thematic Area “Synergies and Collaborations”...................................................857.5 Indicative 5 Years’ Plan of Action and Interventions ...........................................898. Appendix A - Indicative Greek Tourist Web Pages ................................ 909. Appendix B – Specific Features, Functions and Services of a Tourist WebSite......................................................................................................... 93Version 1Month: December Year: 20074

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»1. Executive SummaryGreece maintains a very good position in international tourism due to its strong competitiveadvantages; a rich cultural heritage, natural beauties and an established position as a primarydestination in Europe and the Mediterranean Sea area. However, the perspectives for tourism inGreece are considerably affected by the general perspectives in international tourism and theinternational developments, trends and changes, especially with respect to the modern e-tourismmethods. In our country, the provision of tourist products and services is not oriented to the newgenerations of consumers who are familiar with the new technologies, especially the internet ones.This discordance constitutes both a threat and an opportunity for the Greek tourism. If our countrymoves faster than its immediate competitors in the Mediterranean, it will obtain a strategic advantage.Otherwise, this threat may lead to a decline of the Greek tourism competitiveness.The general conclusion above is based on several findings in the current project; from the currentsituation in Greece regarding the penetration of Information and Communications Technologies (ICT)in tourism, the study of the international environment and the recording of worldwide best practices,the investigation of technological standards applied in tourism, the field surveys and the focus groupsconducted. These findings reveal shortcomings – gaps as well as opportunities, depending on therequired level of innovation and the current situation in other countries directly competitive to Greece.At the level of strategy and organization of tourism in our country, a major part of problemsstems from the lack of organization and infrastructures for the central management of information,which would allow the National Tourism Organization and the Ministry of Tourism Development toplay the modern role of a Destination Management Organization (DMO). The fragmentation of touristinformation in the internet, the geographical disparities observed in the electronic promotion and theprovision of electronic services, and the inadequacies in the promotion of alternative forms of tourismpresent in our country, are examples for the lack of procedures and mechanisms allowing centralmanagement of tourist information. Other problems are observed in the existing funding schemes forthe technological modernization of tourist enterprises. All these issues are known to the nationalauthorities and are mentioned in the synthesis report of the Ministry of Development, for the design ofthe programmatic period 2007-2013 interventions in the tourism sector.The relevant proposals formulated in this study complement and enhance the actions alreadyscheduled by the Government, in particular the project «Interactive Internet e-Marketing System forthe Provision, by the National Tourism Organization, of Value-Added Services to the TourismIndustry». These proposals attempt to seek solutions to support the electronic promotion of regionsand alternative forms of tourism until the new integrated information system becomes operational.Version 1Month: December Year: 20075

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»The data collected will subsequently feed the new system. It is also deemed necessary for theGovernment to consider the improvement of the legal and institutional framework in e-tourism relatedissues, the increase of the efficiency of funding procedures in the tourism sector and thedissemination of funding opportunities information to the tourist enterprises. The promotion ofsuccessful case studies by the State may also play a catalytic role, creating an environment of healthycompetition.With regard to specific issues of applications of Information and CommunicationsTechnologies in the tourism sector in Greece, the overall picture is characterized by mediocrity,both with respect to the quality of information and the functionality provided in tourist portals andwebsites, and also in general issues of ICT adoption and use of specialized information systems in thetourism sector. It is confirmed that the digital divide is especially appreciable in the Greek tourism.The differences are not only those between large enterprises and SMEs but also ones that appearwhen comparing the current situation in sectors related to tourism. A characteristic example is theculture sector which lacks in the adoption of e-methods, contrary to the transport sector. The latterpresents special actions and policies for the e-modernization of the sector.In particular for the SMEs, which are of central interest in the present study in accordance with thenational strategy for their support, there are many findings explaining the aggravation of the digitaldivide. Some reasons mentioned are: the dependence of enterprises on the traditional travel agents,the difference of attitude between old and new entrepreneurs, the lack of effective information, andthe existing support mechanisms which do not favour the implementation of really productiveinvestments. In the more specific ICT-related issues in the Greek tourism, some findings are alsodescribed which are considered opportunities for Greece, because they refer to advanced technologiesand innovative applications in tourism that are not used in directly competitive countries. With regardto technological standards, the most noticeable shortcoming in Greece concerns the accessibility bypeople with special needs.As already mentioned the proposals for the above issues complement and enhance the actions alreadyscheduled by the State. These proposals relate to the provision of integrated dynamic tourist packagesand the extension, improvement and interconnection of e-booking systems in all related sectors. Thefocusing of the Development Law for the support of tourist enterprises is considered necessary. Withregard to the more advanced technologies and innovative applications mentioned earlier, thepossibility of implementing relevant pilot actions is discussed.In human resources issues, this study examines questions of technological skills in the tourismsector, the tourist education and vocational training system, and also the overall picture in theVersion 1Month: December Year: 20076

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»growing of a technological culture and a tourist ethos. In the tourist education and vocational training,Greece lacks behind other countries which offer specialized courses in tourism with emphasis to ICTfor many years. Indicatively, in a recent interview to Xenia News, Professor of Tourism DevelopmentP. Tsartas at the University of the Aegean expresses the opinion that the Greek tourist studies coursesare of a “traditional character» 1 .The establishment of a new specialized university department (Department of Tourism Strategy andDevelopment at the University of Piraeus), the operation of the tourist education and training forum atthe Ministry of Tourism Development and the modernization of courses offered by the Organizationfor Tourism Education and Training (OTEK) schools, show that the State is aware of these problems.Nevertheless, Greece lacks in the technological education and vocational training, and this widens thedigital divide between Greek tourist enterprises. There is also a vicious circle evident in the tourismsector: Enterprise owners have not yet been persuaded for the benefits of an investment for theadoption of ICT methods and show much reservation towards the technological developments. As aconsequence, there are few stimuli to the technological education in tourism and the Greek ITindustry.The relevant proposals are focused to the modernization of the syllabus in tourism schools anduniversity schools and departments that offer such courses, and to ways for the transfer of know-howto tourist SMEs through the funding of their ICT training. Modern e-learning methods and theirpotential applications are also mentioned.Finally, there are issues regarding synergies and co operations, both at the level of sectors relatedto tourism and at the level of co operations and coalitions of SMEs (tourist clusters) – a fundamentalcomponent of the national strategy. With respect to the inter-sector issues, the findings mainlyconcern the lack of IT infrastructures in other sectors (e.g. culture), which prohibits the provision ofintegrated destination management and the use of it to extend the length of stay of visitors in Greece.The relative shortage of e-methods in the culture sector has already been noted. Regarding thecooperation of SMEs, several obstacles are found in the way, due to the reservations of the businessowners towards the benefits from the adoption of ICT methods and also due to the criteria forinclusion in tourist clusters. Another subject discussed is the inadequate connection between academicresearch and tourist practice.1 http://www.xenianews.gr/179/article_971.aspxVersion 1Month: December Year: 20077

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»The proposals for these issues concern the focusing of scientific research to applied subjects of ICTuse in the Greek tourism and the necessary revision of the legal and institutional framework toencourage the creation of tourist clusters.All proposals and actions proposed in the present report complement and reinforce the plans alreadyformulated in the Competitiveness Operational Program, the Information Society Operational Program,the Regional Operational Programs etc., which aim at the increase of competitiveness of enterprisesand the extension and improvement of the Greek tourist product.The present study also includes the generic model of a tourist portal and the analysis of specificfeatures, operations and services into various organizational and management levels (national,regional, A- and B-level local government, enterprises).Version 1Month: December Year: 20078

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»2. IntroductionThe present report is the deliverable of Phase F ««Evaluation, Synthesis and Formulation of Proposalsfor the Use of ICT in the Tourism Sector» of the project “Study for the Penetration of Information andCommunications Technologies into the Tourism Sector: Strategies and Perspectives”. The aim is togroup together and document the main conclusions drawn from the previous Phases of the projectand to formulate proposals for the solution of problems found. The Phases that preceded the currentone were the following:• Phase Α: “Recording of the Current Situation in Greece ”:- Recording and description of institutional bodies in the tourism sector, educational institutesoffering tourism education and training, and Greek strategic documents, research articles andstudies examining the penetration of ICT in tourism.- Recording of projects, websites/ portals and applications that have been implemented or arescheduled, related with the penetration of ICT in tourism, mainly in the tourism sector, butalso in the related transport and culture sectors.• Phase Β: Report for the Current Situation in Europe and Internationally, andRecording and Evaluation of Best Practices»:-Study of the overall picture and detailed analysis of the international environment regardingthe progress in the use of ICT in tourism and in related sectors with synergies (transportation,culture). In the framework of Phase B activities, the investigation covered national tourismorganizations, strategic documents and best practices in the 25 members of the EuropeanUnion (EU25) and also in ten selected countries of interest outside the EU25: Egypt, Australia,Switzerland, United States of America, Iceland, Canada, China, Croatia, S. Korea, and Turkey.• Phase C: «Investigation of the Dissemination and Use of Electronic Services andApplications in the Tourism Sector»:- Field research «Evaluation of websites and services provided through them, from bodies/enterprises in the tourism sector».- Field research «Research in hotels and rent rooms / tourist accommodation».- Field research «Use of the internet for tourist purposes by Greek internet users».- Conduction of focus groups in order to study in depth issues related to the use of ICT intourism.Version 1Month: December Year: 20079

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»• Phase D: “Indicators System Structure for the Monitoring of the Penetration ofInformation and Communications Technologies into the Tourism Sector”:- Design and implementation of an indicators system for the measurement and monitoring ofthe penetration of ICT into the tourism sector, using the Balanced Scorecard methodology andspecial software (QPR Scorecard).• Phase E: «Investigation and Recording of International Open Standards and WebsitesInteroperability Specifications, and Proposals for their Adoption in Greece»:- Investigation of technologies and standards that are used internationally in e-tourism and inthe interconnection of portals, recording of the existing situation in Greece and formulation ofrelevant proposals.The main findings presented in the current study are based on the conclusions drawn from all theseafore-mentioned Phases, except from Phase D which had an independent and not investigative scope.The proposals are in agreement with the national strategic plans, in particular with the “NewSynthesis Report for the Design of the Programmatic Period 2007-2013 Interventions in the TourismSector” of the Ministry of Development. A consequence of this agreement is the conformance of theproposals with the targets of eEurope 2005 and the new European Union i2010 initiative. The specificprojects and actions proposed are indicatively scheduled in a 5-year Action Plan. This time plan iscompatible with projects that are scheduled or in progress, and includes information for suitableoperational programs, where EU funding is applicable.Chapter 3 presents the methodology followed for the drawing of the conclusions of the study and theevaluation, synthesis and formulation of the final proposals. This chapter describes the classification ofthe main findings from previous Phases into thematic areas:• Tourism Strategy and Organization.• Technologies and Tourism.• Human Resources.• Synergies and Co operations.In chapter 4, a brief summary of the international trends and developments is given. The mainfindings of the study with respect to the current situation in Greece are presented in chapter 5,grouped into Thematic Areas. Chapter 6 describes two models for the development of a touristwebsite, a general one (applicable to all administration and organizational levels, that is national,regional, A- and B-level local administration authorities, enterprises) and a specific one (with varyingspecifications for each level).Version 1Month: December Year: 200710

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»The proposals are presented in chapter 7 and include, among others, suggestions for specific projects.An indicative time plan for these specific projects is given at the end of this chapter, in the context ofa proposed 5-year Plan of Actions and Interventions.3. Methodology for the Evaluation, Synthesis and Formulation of ProposalsThe methodological approach designed and adopted to cover the particular needs of the currentproject is based on the internationally established methodologies Gap Analysis, SWOT Analysis andBalanced Scorecard. These methodologies have been applied successfully in numerous projects, bothin the public and the private sector. Indeed, it is worth noting that these methods are used by theEuropean Commission for e-government related projects 2 .The picture below summarizes the methodological approach followed for the drawing of the studyconclusions and the evaluation, synthesis and formulation of the final proposals in the current project.Overall strategyCurrent strategyStrategic target andrelevant actionsStrategic target andrelevant actionsStrategic target andrelevant actionsProposals perthematic areaStateEnterprisesStateEnterprisesThematic areasTechnologiesSynergies andCooperationsStrategy andOrganizationHuman ResourcesMain findings fromprevious stagesD1α,bD2Gap/opportunity1Gap/opportunity2Current situation in GreeceInvestigation of the international environmentand recording of best practicesGap/opportunity3Gap/opportunity4Gap/opportunity...Gap/opportunity...Field research and Focus GroupsInvestigation of technological standardsD3ad,D52 http://www.egovrtd2020.org/navigation/work_packages/wp3_gap_analysisVersion 1Month: December Year: 200711

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»The first step was to collect the main findings from the previous phases of the project, that is:• The recording of the current situation in Greece (bodies/ organizations, strategy, researchprojects and studies, projects and ICT applications in tourism).• The recording of the current situation internationally, and the recording and evaluation ofinternational best practices.• The field research in websites, tourist enterprises and internet users, and the focus groups.• The studies for technological standards that are applied in tourism internationally, in issuesof connectivity/ interoperability and in the use of advanced methods for the promotion oftourist content.These findings are related to gaps in the adoption of ICT methods in the tourism sector, oropportunities that can lead to a competitive advantage at the national and/or enterprise level. Thedeterminant factor is the existence of a shortcoming. A gap necessarily involves some shortcoming,for example a practice that is absent in Greece but is followed in a technologically advanced country,directly competitive to Greece (e.g. inadequate marketing orientation of the National TourismOrganization). On the other hand, an opportunity does not necessarily imply a shortcoming. Usually, itrefers to a new practice not followed in directly competitive countries, which, if applied in Greece,would lead to an important advantage for our country. In any case, a finding is a problem to besolved.The next step was to classify these findings into Thematic Areas, based on their relationships. Themain criterion for this classification was the possibility of seeking common solutions to the individualproblems, so as to avoid overlaps in the actions proposed. This way, the following thematic areaswere selected:• Tourism Strategy and Organization.• Technologies and Tourism.• Human Resources.• Synergies and Co operations.All thematic areas are concentrated in the adoption of ICT methods. The «Tourism Strategy andOrganization» thematic area concerns the strategic use of ICT, relevant organizational issues, as wellas pertinent legal and institutional matters. The «Technologies and Tourism» area includes moreparticular technological issues related to e-tourism. «Human Resources» refers to technological skillsand issues relevant to technological attitudes and culture, while the last area, «Synergies and Cooperations» includes findings pertinent to the synergies in related sectors and the collaborations at allVersion 1Month: December Year: 200712

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»levels; from the contribution of tourism research to the Greek business practice, up to the cooperations and coalitions between SMEs.The final step after this classification was to formulate the proposals in two dimensions, ThematicArea and Axis of Intervention, depending on the end user – recipient of each project or actiondeliverables (State and Enterprises, with a further separation between SMEs and large enterprises incertain cases). The connection with the corresponding existing strategies and the current nationalpriorities and projects is ensured by placing every proposed project or action in the appropriateprogram.Version 1Month: December Year: 200713

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»4. ICT and Tourism: International Trends and DevelopmentsIn the present chapter, a brief description of the main international trends and developments in the e-tourism is given. These modern trends constitute the reference base for the analysis of the currentsituation in Greece and the formulation of proposals, presented in subsequent chapters. Brieflyspeaking, the main international trends are:• The integrated electronic destination management.• The electronic Customer Relationship Management (e-CRM).• The use of modern e-marketing methods.• The use of mobile platform technologies in tourism (m-tourism).• The use of advanced multimedia technologies, digital maps and virtual reality techniques for thepromotion of tourist destinations.• The “intelligent” data measurement/analysis systems for tourism, especially those which arebased on data mining techniques and are used for targeted tourist marketing purposes.• The use of ICT methods to make tourist websites accessible by people with special needs and theelderly.In the following, these main trends are described, together with certain other cases that are notstrictly included in them, but stand out and are worth mentioning. Some more technical subjects, suchas the modern trends in the interoperability of systems, the use of open standards, the use of specialhardware, software and protocols for the provision of web services etc. are out of scope in this briefpresentation which concentrates more in the business aspects. The discussion of some of these moretechnical issues is included in the next chapter, on the basis of the existing situation in Greece.The integrated electronic destination managementOne of the most important trends that have appeared in e-tourism concerns the integrated electronicdestination management paradigm. This is about the design and implementation of softwareapplications that cover all the travel stages (stay, transport means, visits to museums, theatre ticketsetc.) and allow personalization and customization to the specific needs of the potential traveller. Theintegration dimension in these applications is, first of all, the result of a strategic collaborationbetween bodies/ organizations and other players at various geographic levels, from the local, theregional and the national level, to the global international market. Such co operations may involve thesharing of infrastructures in regions or countries, and thus favour the integrated provision of touristproducts and services, further to the simple packaging of destinations.Version 1Month: December Year: 200714

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Apart from the cooperation at the geographical level which is evident in the integrated electronicdestination management, another important factor is the cooperation in the implementation and/oroperation of the software applications. An obvious benefit is the combination of know-how. Also, theinvestment cost for the development of such systems is very high and cannot be carried by one partyonly. As a consequence, in integrated electronic destination management implementations, onefrequently finds successful co operations and partnerships between the public and the private sector(PPPs – Public Private Partnerships). One of the most characteristic examples is the tourist portalwww.bonjourquebec.com developed jointly by the Ministry of Tourism Development in the Quebecregion in Canada and the Bell Canada corporation.At the level of users, these applications provide personalized services, targeting therefore especiallythe market of individual (i.e. not group) travellers whose needs and demands are continuouslyincreasing and can only be satisfied by dynamic tourist packages.Leading countries in such applications are the USA, Canada, Great Britain, Austria and Switzerland. Inparticular, in these countries there were found some of the best practices related to the integratedelectronic destination management. More specifically, notable cases are those of TIScover 3 , Voyagessnfc.com4 , MySwitzerland.com 5 , the well known Expedia and the BonjourQuebec portal mentionedbefore. All these five cases are comprehensive e-tourism applications and are considered exemplary inthe provision of integrated electronic destination management. The web interfaces employed arespecialized and provide a rich variety of information without creating a visual congestion effect. Allthese sites are oriented to personalized services and provide excellent integrated e-booking services.The electronic Customer Relationship Management (e-CRM)The introduction of Customer Relationship Management in the internet is of strategic importance. Theworldwide players in the tourism sector operate in an especially competitive environment. In theseconditions, e-CRM applications can largely differentiate a business or a tourist services promotionorganization and lead to a strong competitive advantage. Furthermore, the philosophy of e-CRMapplications is based on a well tested and successful e-marketing strategy, which is much morefocused and customer-centric than the mass electronic advertisement methods.3 An advanced electronic destination management system operated by TIScover AG, Austria.4 The French national railway organization’s (SNFC) portal. SNFC is the largest online distributor of touristproducts (flights, hotel bookings etc.) in France.5 The Swiss national tourism organization’s portal.Version 1Month: December Year: 200715

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»The above underline the importance of e-CRM applications for the enhancement of personalizedservices and the provision of dynamic packaging, in a sense imitating the philosophy of traditionaltravel agents.The benefits resulting from the development, exploitation and use of such applications aresignificantly larger in the presence of integrated destination management infrastructures, at both thenational and the enterprise levels. This combination can allow more efficient management of thedemand for electronic services and better understanding of the market needs, for better promotionand increased competitiveness.Countries that stand out in the development and exploitation of software applications for themanagement of customer relationships are Sweden, with the SkiStar solution for ski centres, Francewith the voyages-sncf.com tourist portal, Canada with the bonjourquebec.com portal, and Ireland withits national tourism organization, Tourism Ireland, which uses an on-line CRM system. For example, inthe SkiStar solution, the key components are the grouping of destinations and the operation of a CRMsystem. The end users of this solution have personalized access to the operator’s site and create theirpersonal profiles, since the application assigns a unique ID to each one of them. The entireinformation collected is then gathered and centrally managed in the CRM system. Bonjourquebec.comand Voyages-sncf.com are examples of portals that give particular emphasis to the use of CRMmethods. Their operators consider the use of CRM as an element of strategic importance.The use of modern e-marketing methodsThe role of e-marketing in the context of a strategy for the promotion of tourist destinations isdecisive. Modern e-marketing practices take advantage of the aforementioned e-CRM applications aswell as of traditional methods for the development of a personalized and user-friendly environment.Furthermore, these modern practices are increasingly applied in other communication channels.A characteristic example is the exploitation of bi-directional communication channels such as Blogsand Podcasting, both as targets for promotion purposes and as sources of objective opinions andinformation (feedback process). A worthwhile mentioning trend is the use of viral marketing that takesadvantage of the rapid growth of social and collaboration networks, for the promotion and marketingof tourist destinations.This conceptual framework also includes the search engine optimization techniques for theimprovement of tourist websites ranking in search results, and the use of sponsored links. Cutting-Version 1Month: December Year: 200716

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»edge practices in e-marketing concern promotion activities that use original and attractive promotionmethods, with well-designed e-mails, banners, e-games and e-cards, all reaching the internet user -potential traveller who is searching for a tourist destination.The e-marketing philosophy is aligned in harmony with the personalized service and aims at attractinga large share from the market of individual tourists using the internet for the selection andmanagement of their destination. From the business side, it constitutes a strategic option and aprimary tool for the organization of promotion activities by tourist enterprises.Canada and Ireland are among the leaders in e-marketing applications, especially in search engineoptimization techniques for the improvement of the ranking of their tourist websites, with thebonjourquebec.com and TourismIreland.com portals, respectively. The design of the bonjourquebecportal employs many of the e-marketing methods mentioned above, and brings this portal at veryhigh places in search results. As a consequence, the number of its visitors steadily increases. In theTourismIreland.com portal, the use of RSS and i-Mode techniques is notable.The use of mobile platform technologies in tourism (m-tourism)The future is in the use of mobile platform technologies in tourism, both from the user’s point of viewand from the supply side, that is, the various aspects of tourist products promotion. It is one of themost important technological developments in tourism and a fundamental paradigm in the provision ofpersonalized services. The relevant technologies can already be found in numerous applications, suchas in the promotion and management of alternative tourism and in city tours, in the form of portableguides.The presence of multimedia and location-based services in mobile platform applications is noteworthy.Also notable is the particular appeal of portable guides with facilities for information storage,organizing, location finding and combining and scheduling visits. Such applications can organize,schedule and optimize sightseeing in cities or museums and other places of interest, by suggestingthe best combinations to the user. The probability of a destination being selected very much dependson the provision of such facilities. It is not an exaggeration to say that such technologies can give asignificant competitive advantage to destinations adopting them.Among the most widespread mobile platform applications are those in the area of alternative tourism,and in particular in ecological tourism, with sightseeing in natural parks, bicycle tours, mountaineeringetc.Version 1Month: December Year: 200717

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»The countries pioneering in m-tourism applications are Holland, France, Italy and Finland. Holland isthe worldwide leader in mobile platform technologies. An indicative example is the technologicalsolution developed in the framework of the ABEL research project which constitutes a mobile guide forvacations in Twente. The guide operates in a PDA device equipped with GPS, fully customized to theuser’s individual profile. Also important was the participation of Holland in the WebPark project thatwas implemented in the Wadden Sea area and the Swiss National Park. The relevant solution exploitsGPS services in smart phones and PDAs and, among others, responds to user’s queries and providesinformation for his/her current location.Another interesting application is the one delivered by the EU - funded REGEO project in natural parksin Germany, Poland, Czech Republic and Austria. This project involved the development of aninformation system combining an application for the design of web maps, a virtual geo-multimediadatabase, mobile devices and advanced techniques for the creation of virtual 3D worlds.Last, it is worth mentioning a case in Italy, in particular the Mountainbiker application. This is a mobiletourist guide for mountain biking in the southern Tyrol area. The visitor is given a GPS device to puton his/her bike. The device assists the mountain bikers during their tours and also provides facilitiesfor room e-booking, in cooperating hotels.The use of advanced multimedia technologies, digital maps and virtual reality techniquesfor the promotion of tourist destinationsOne of the most significant trends in the use of ICT in tourism, which both history and future, is theuse of multimedia, digital maps and virtual reality techniques. Such applications are frequentlyemployed for the promotion of tourist destinations, and also complement other uses, for examplemobile technologies and electronic destination management. The role of multimedia and otherspecialized technologies is dual. On the one hand, they constitute an important design and userfriendlinesscomponent, affecting the potential of attracting users. On the other hand, they can allowfast access to comprehensive information, therefore playing an important role in destination searchand management. The most popular applications concern the use of sound, image and video, dynamicdigital maps, virtual tours and e-books.The countries that are distinguished in the use of such technologies are South Korea, in multimedia,Australia, in virtual reality and Switzerland, in digital maps. South Korea makes extensive use ofmultimedia, in particular for the promotion of its tourist product which grows recently with theappearance of the Korean Wave (Hallyu) cultural trend. This trend is cultivated and promotedinternationally from the national tourism agencies as a tourist attraction pole, mainly in the internet.Version 1Month: December Year: 200718

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»In Australia, one can see for example a most advanced virtual reality application developed by theinformation technologies department at the Sidney University. This concerns the development of aprototype e-Tourism environment with the use of 3D gaming technologies. This particular applicationhas many common features with the popular internet game Second Life, but it is oriented to virtualwalks and transactions in tourist and cultural places (such as museums).Finally, Switzerland stands out in the use of digital maps with its national tourist portal,MySwitzerland.com. These maps allow the provision of dynamic information for all the country, withdetails for itineraries, suggestions for organized tours and excursions, the latest snow reports andinformation to locate any type of hotels and accommodation in every city. Furthermore, this entiredynamic context is accompanied by web camera transmissions and a large number of videos, satelliteimages and meteorological maps.The “intelligent” data measurement/analysis systems for tourismData mining and business intelligence techniques are increasingly used in the tourism sector andconstitute essential tools for enterprises developing systems for intelligent data analysis. Such analysisaims at discovering useful patterns in data collected, for reasons of better customer relationshipmanagement (analytical CRM) and targeted marketing. More specifically, these systems allow thesystematic exploration and exploitation of data collected from field research, studies and results fromadvertising campaigns. The patterns sought with data mining and business intelligence methodsmainly concern the demand for tourist products and its differentiation across consumer profiles(customer segmentation). The data used are usually from sources external to the business ororganization environment, i.e. collected from consumers - tourists. However, there are alsoapplications that involve data from the internal environment of a business or organization. In theselatter applications, the aims are also internal, for example to optimize the use of resources, reducecosts and improve performance.In the first case, the business collects and exploits external data. It models the behaviour ofconsumers and locates market segments that are profitable to target (target groups). In the secondcase, the business collects internal data from its everyday operations and information inputs, possiblyincluding qualitative measurements together with the quantitative ones. The aim is to improveperformance within the organization, and to redesign strategic and operational aspects to improve theorganization’s standing.Version 1Month: December Year: 200719

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Countries that employ such analytical techniques at national level are mainly Austria, Spain, Finlandand Cyprus, all operating organized mechanisms for research and monitoring in tourism. For theinternal measurement and monitoring case, it is worthwhile mentioning the example of the SlovenianTourism Board which uses a Balanced Scorecard application for the measurement and evaluation of itsperformance.The use of ICT methods to make tourist websites accessible by people with special needsand the elderly.One of the modern trends in technological development is the full provision of facilities for therequirements of people with special needs and the elderly, groups that constituted minorities in theuse of internet until recently. Nowadays, more and more enterprises and organizations design theirwebsites to promote their products taking also into account the needs of disabled and elderly people.In particular for tourism, apart from the sensitivity that the businesses are expected to show againstusers belonging to these groups, by adjusting their ICT methods and making them accessible, theyalso acquire a significant share of the tourist demand.In this area of caring for the disabled and elderly people, Denmark stands out by far, in all the rangeof its internet presence, with both enterprises and public bodies, and in particular with its nationaltourist portal, VisitDenmark, which is a worldwide standard from this point of view. Close followers areCanada, with the tourist portal bonjourquebec and France, with the Spatio Guide Européenapplication, which helps people with kinetic disabilities to participate in tourist tours, via an electronicassistant.Other casesIn the context of the study and the analysis of the international environment and the applicationsfound in various countries, other examples were also located, which cannot be classified under themain modern technological trends emerging internationally. Nonetheless, these cases present someinnovation, specialization or initiative that is worth mentioning.A differentiating point is found in the use of e-books, e-publications and e-learning methods. Notableexamples are the use of e-books by the German National Tourism Board (GNTB), the e-publicationsby the Hungarian National Tourism Board (HNTB) and the use of e-learning methods for the trainingof all parties involved in the tourist industry, with the Grafenstein application, in countries such asPortugal and Malta.Version 1Month: December Year: 200720

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»With regard to personalized services, exemplary cases are the Belgian air carrier SN Brussels Airlines,with specially designed personal profiles for the users, and the Danish portal VisitDenmark whichprovides functionalities for the creation of many personalized pages (My Pages), surpassing by far thesimple bookmarking logic found in other sites. Another notable example is the US air carrierSouthwest Airlines which considers the provision of personalized services as an essential part of itsstrategy (which in turn, is fully aligned with the exploitation of ICT).Special reference should also be made to creative and innovative applications in particular sectors thatled to awards or constituted examples subsequently followed by other business in these sectors. Anindicative case is the association of wine producers Domaines des VinsMoselles in Luxembourg whichpioneered in the internet promotion and marketing of agrotourism, especially wine tourism. Anotherexample is the Icelandic air company Iceland Air Airlines which succeeded in the promotion andmarketing of the entire country through its activities in the internet. Iceland Air Airlines attractstourists with low price flights and special packages for conference and alternative tourism. With regardto innovation, one must make special mention to the US Southwest Airlines, the first airline companythat appeared in the internet and the first to introduce ticketless travelling. Southwest Airlinescontinues to provide innovative services, e.g. with real time offers.Finally, some cases found in the context of the study involved certain synergies that are worthmentioning, because they led to interesting applications and successful paradigms in the worldtourism market. Specifically, the cases of interest involved economic or institutional co operations,between private enterprises or public bodies and private businesses. At the level of collaborations inthe private sector, the same successful model mentioned for the association of wine producersDomaines des VinsMoselles in Luxembourg is also followed in the portal of the Quebec federation ofagrotourism tourist agents in Canada. The members in both associations are promoted by a commonwebsite and cultivate a common brand name. A similar case, but with a much wider scope, is theconglomeration of tourist businesses that are represented in the tourist portal VisitDenmark.Apart from co operations in the private sector, other best practices are found in the co operations andpartnerships between the public and the private sector (PPPs – Public Private Partnerships). At thelevel of co operations, one must note the cases of Austria (TisCover), Switzerland (MySwitzerland) andSpain (Tourgranada). In these countries, the national tourism organizations provide support to thetourist enterprises, both institutionally and financially, therefore in a sense certifying the touristproducts and their components that are promoted and sold in the internet. The PPP mentioned,between the Ministry of Tourism Development in Quebec and Bell Canada, resulted to the creation ofone of the best practices worldwide in the use of information and communications technologies, theVersion 1Month: December Year: 200721

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Bonjourquebec portal, which is an exemplary case in all aspects, thoroughness of information, highlevel of services provided, security and design.In general, the modern trends that were discussed in this chapter and were found in best practicesfrom tourist enterprises and organizations around the world can be classified in various levels, asshown in the following pyramid diagram.Specialisedtechnologiesand methodsPlatforms for e-CRM,E-Marketing, etcOrientation toPersonalised ServiceInfrastructures for IntegratedDestination ManagementOrganisation and StrategyThe first fundamental level “Organisation and Strategy” mainly concerns the collaborations and thejoin of forces at a national level as well as at a regional one. This is the case of the synergiesmentioned and the cooperation or collaboration between the public and the private sector (PPPs –Public Private Partnerships).The building of infrastructures to offer integrated destination management is based on such a joinorganization, with common effort and sharing of cost and risk. The integrated destinationmanagement infrastructures also depend on other infrastructures related to tourism.The turn towards personalised service does not strictly require the presence of integrated destinationmanagement infrastructures, but is much more effective when these infrastructures are present. Thislevel mainly concerns the customer-centric philosophy and the use of ICT to provide personalisedservices.The platforms for the implementation of e-CRM, e-Marketing strategies etc. are the means to makethe turn towards personalised service possible. The building of such integrated systems is easier in thepresence of the planning, cooperation, infrastructures and the philosophy corresponding to the levelsVersion 1Month: December Year: 200722

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»below. For example, the technologies for connecting disparate data sources and integrated CRMsystems could fit here.Finally, the more specialized technologies and methods concern the modern technological trendsdescribed in this chapter. For reasons of completeness, one must also include here the purelytechnical issues related to systems interoperability, the use of open standards, the use of specialhardware, software and protocols for web services etc.Version 1Month: December Year: 200723

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»5. The Main Findings of the Study: Opportunities and Problems withregard to the use of ICT in the Greek Tourism Sector5.1 GeneralThe comparison of the current situation in Greece and internationally and the recording andevaluation of international best practices reveal both the gaps in our country and the opportunities ofexploiting international experiences and practices. Although Greece stands in a good place in theglobal tourist market, it falls short in issues related to the adoption of modern technologies for thepromotion and marketing of its tourist products. According to recent data collected by the WorldEconomic Forum, Greece has a very high 6 Travel and Tourism Competitiveness Index - TTCI, togetherwith many other European countries (see the following picture - the more intense red is the colour,the higher is the TTCI index).The TTCI index is calculated from 13 sub-indices grouped in 3 themes: regulatory framework,business environment and infrastructure, and human, cultural and natural resources 7 . A sub-indexthat is of particular interest for the present study is the ICT Infrastructure index, in the businessenvironment and infrastructure theme.6 Specifically, Greece is in the 24 th place with the TTCI index equal to 4.99. Switzerland is in the first place, withthe TTCI index equal to 5.66.7The full report and the detailed description of the 13 indices are available athttp://www.weforum.org/en/initiatives/gcp/TravelandTourismReport/index.htmVersion 1Month: December Year: 200724

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»According to these data, the ICT Infrastructure index is relatively low in Greece. There are countrieswith both high TTCI index and ICT infrastructure index; for example Iceland and Switzerland. On thecontrary, Greece belongs to the group of countries that have competitive tourist products for otherreasons, not related to technological infrastructures, such as, attractive destinations, synergiesbetween culture and tourism, favourable enterprising environment, safety and hygiene, number ofavailable accommodation beds etc. Countries like Greece, although offering a rich tourist product, donot take advantage of the new perspectives with the use of ICT, and lose the opportunity for furthergrowth, as a result.Switzerland6,00 AustriaChina EgyptGermanyPolandAustralia5,00TurkeySpainLithuania4,00United KingdomLatviaSlovak RepublicSloveniaCroatia3,002,001,000,00United StatesSwedenCanadaFranceHungaryKorea, Rep.Czech RepublicItalyBelgiumEstoniaMaltaCyprusFinlandDenmarkPortugalNetherlandsLuxembourgIrelandGreeceT&T Human, cultural, and natural resourcesT&T Regulatory frameworkT&T Business environment and infrastructureOVERALL INDEXVersion 1Month: December Year: 200725

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»The main findings of the study with regard to the existing situation in Greece are presented in thefollowing pages. These are classified in thematic areas, according to the methodology described inchapter 3 «Methodology for the Evaluation, Synthesis and Formulation of Proposals”:• Tourism Strategy and Organization• Technologies and Tourism• Human Resources• Synergies and Co operationsEach thematic area concerns both the State and the enterprises, and leads to proposals at variouslevels (State, enterprises, SMEs in particular).5.2 Thematic Area «Tourism Strategy and Organization»5.2.1 National Strategy for ICT and TourismCompared with other countries, Greece progresses with a time lag with respect to the adoption of ICTin tourism. Nevertheless, the recent strategy documents reveal a clear strategic repositioning. Incontrast with the earlier «Strategic Plan for the Development of Greek Tourism 2004-2010» 8 , in theΤhe recent strategynew “Synthesis Report for the Design of the Programmatic Perioddocuments reveal a clear2007-2013 Interventions in the Tourism Sector” 9 , muchstrategic repositioning ofthe State with muchimportance is attached to the adoption of ICT methods in alldimensions, mainly through the multi-sector CompetitivenessOperational Program (ΕΠΑΝ ΙΙ):importance attached to the• In the axis «Acceleration of the transition to the knowledgeadoption of ICT methods inthe tourism sectoreconomy», with the implementation of RTD projectsconcerning the tourism development, both for the SMEs (andSMEs groups) and the support of National and EuropeanCommunity policies in the tourism sector.• In the axis «Enhancement of the entrepreneurship, the extroversion and the productivityreconstruction of the country», with special programs for the support of tourist enterprises(collaboration networks, among others for the promotion of technological and organizationalinnovation, the development of e-commerce etc.)8 Ministry of Development, September 2003.9 Ministry of Tourism Development, September 2006.Version 1Month: December Year: 200726

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»• In the axis «Upgrading of human resources», with many complementary actions for the generalimprovement of education in tourism, the connection of education with the labour market and thesupport in the development of tourism policies.• In the axis «Improvement of the business environment – strengthening of competition –consumer protection», with many actions of tourism promotion with the use of ICT (Ministry ofTourism Development and National Tourism Organization portal, other internet projects, tourisminformation centres), and special interventions for the improvement of management informationsystems aiding tourism development (National Tourism Organization integrated informationsystem, integrated system for the promotion of Greek destinations, connection with an integratedGIS system for the geo-coding of tourist enterprises and infrastructures, creation of the UniqueTourist Enterprises Registry, digitization of archive material in the Ministry of TourismDevelopment and the National Tourism Organization, etc).A similar strategic repositioning is evident in the new Development Law 3299/2004 which aims at themodernization of hotels and the growth of alternative tourism. In the relevant strategy documents,the interventions are strategically aligned, giving emphasis to the cooperation, the support of theentrepreneurship, the transfer of know-how, the creation of infrastructures etc. It is worthwhilementioning that, with regard to the issues examined in the current study, the State seems to havesurpassed the previous development model that was constrained to the various ways of promotion inthe internet. The new model concentrates in the need for the design and implementation of e-bookingand e-sales mechanisms, as well as in the creation of collaborations between the various interestedparties. As noted before, the intervention axis «Enhancement of the entrepreneurship, theextroversion and the productivity reconstruction of the country» includes special programs for thedevelopment of collaboration networks, among others for the promotion of e-business. For example,an anticipated action is the funding of business plans for the connection with international enterprisesor integrated global distribution systems. There are also special schemes for the support of touristenterprises, to encourage the development of collaboration networks connecting tourist businessestogether and with companies in other sectors.This finding constitutes a reference base for all the following. The various problems that will bementioned, related to the low degree of adoption of ICT in the tourism sector are known to the Stateand are taken into account in the framework of the current strategic planning. Nevertheless, tourismin our country is still at a transitional stage, with the relevant modernization projects starting now. Itshould be noted that, according to opinions expressed in an interview with executives in the NationalTourism Organization, the “technological” approach is desirable in any project in the sector, even inthose not directly related to ICT.Version 1Month: December Year: 200727

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Last, the issue of the essential participation of collective bodies in the tourism sector in the decisionmaking for issues related to the national digital strategy in tourism is noted. For example, the HellenicChamber of Hotels remarked in an interview that the requests from the sector it represents do notlead to specific actions.5.2.2 Actions Related to ICT and Tourism at the Regional and Local LevelThe study of the existing situation in Greece, and in particular the investigation of organizations andICT-related actions, revealed a contradictory picture, withthe actual progress lagging behind the strategy and the The fundamental structuralmeasures taken by the State, especially during the last 2problem for theyears. As a consequence, the fundamental structuralmodernization of Greekproblem for the modernization of Greek tourism remains: tourism remains: There is aThere is a lack of uniformity in the promotion and marketing lack of uniformity in theof tourist products across the various regions of our country. promotion and marketing ofTo resolve these problems, the Ministry of Tourismtourist products across theDevelopment has started a closer cooperation with thevarious regions of ourRegional Authorities and collective administration bodiescountrysuch as the Union of Prefectural Administrations (ENAE) and the Central Union of Greek Municipalitiesand Communities (KEDKE). This cooperation aims at the coordination of actions for the promotion ofGreek tourism and the resolution of the main problems in the sector. For the same reason, theMinistry established the Regional Tourism Offices (PΥΤ), under the National Tourism Organization. Theresponsibilities of the Regional Tourism Offices were transferred from the former Regional TourismSupport Offices. 10Also among the National Tourism Organization’s plans, according to an interview conducted in thecontext of this study, is the network connection with all the country’s Regional Authorities.Nonetheless, as confirmed by the analysis of actions by organizations at the regional and local levels,there is much variability in the degree of mobilization for the promotion and marketing of eachregion’s tourist product in the internet. With the exception of areas highly developed in tourism (suchas Crete and the Ionian islands) and some good local initiatives, as also mentioned recently by the10 For details on these regulations, see the speech of A. Liaskos, the then under-Secretary of TourismDevelopment, at the 4 th SETE Conference «Tourism & Development», Athens, October 17 & 18, 2005 -http://www.seteconferences.gr/files/presentations/4thConferencespeeches/A.Liaskos.speech.docVersion 1Month: December Year: 200728

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»president of the Hellenic Chamber of Hotels «the operation of the local administration organizations isnot considered to have a positive effect for the tourist products of their areas” 11 . The existinginstitutional framework in Greece is not yet oriented to the monitoring of the progress towards themodernization of the tourist product, at the regional and local levels, nor does it facilitate thenecessary interventions.Without retracting the conclusion discussed above, it must be mentioned that the variability observedacross regions, is partly due to the differences in the financing of projects related to ICT and tourismin the various regions. For example, from the analysis of 78 relevant projects included in RegionalOperational Programs (PEP), one sees much variability in the distribution of funds per region. The twoextreme cases are Western Macedonia with the fewest projects (3) and Northern Aegean and Crete (9and 8, respectively) with the most. Furthermore, the projects in Crete have the largest share in theoverall budget. It is conjectured that these differences partly reflect the higher priority given by theState to regions with local economies that are largely dependent on tourism or regions that areconsidered to have unexploited potential and therefore can be economically fostered with thepromotion of tourist products and services.5.2.3 Integrated Network for Tourist Promotion and Information 12A similar fragmentation is observed in the tourist information provided in the internet, for the variousproducts and services and the forms of tourism offered in our country. This is due to the lack of anorganized integrated tourist information network 13 , that is, a network offering a comprehensiveobjective view of the national tourist product, its advantages,myEOT.gr is expected tocover the lack of anorganized integrated touristinformation network in ourthe various approaches to attract potential customer segmentsetc. Although our country offers many alternative forms oftourism and takes special measures for their development (withthe new Development Law, the Law for Agrotourism andcountryCountryside Tourism, the establishment of a specialorganizational unit of Alternative Tourism Forms at the Ministry11 Speech at the 1 st Business Forum “Τourism Charter 2007».12 Many issues discussed in this section are tackled in the framework of the project «Interactive Internet e-Marketing System for the Provision of Value-Added Services to the Tourism Industry by the National TourismOrganization » (myEOT.gr). This project is at the stage of delegation for the sub-project «Customization,development and testing of system and auxiliary applications».13 This is an opinion shared by functionaries at the National Tourism Organization.Version 1Month: December Year: 200729

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»of Tourism Development etc.), Greece is still basing its official promotion in the internet on thetraditional “Summer – Sun – Sea” model. This is one of the reasons (not the only one) for thedifficulties in achieving 12-month tourism. For example, the coverage of agro tourist issues in theofficial portals of regions and prefectures is not considered adequate.Furthermore, the absence of an integrated network for tourism information results to a lack ofstandards for the quality of information in a website, its functionality, the thoroughness of electronicservices provided etc. In turn, this lack of standards leads to several problems discussed in thethematic area «ICT and Tourism». Indicatively, during a focus group discussion, the official touristwebsites were considered to have numerous flaws in their content and be inferior to private ones.According to certain opinions 14 , the whole problem of information fragmentation lies in weaknesses inour country’s digital strategy, especially in the tourism sector.5.2.4 Organization and Operation of the National Tourism OrganizationThe description of international trends in the previous chapter showed that, in technologicallyadvanced countries, the promotion of the national tourist product is jointly undertaken by the publicand private sectors. In these countries, the national tourism organization is responsible for themarketing and coordination, and displays itself in the internet according to the modern integrateddestination management model. That is, the national tourism organization is primarily a DestinationManagement Organization (DMO).This operation resembles a “pyramid” where the national The NTO cannot be consideredorganization – DMO is at the top, and constitutes theto be a true Destinationstarting point for all tourist information: The visitor of a Management OrganizationDMO’s portal begins his/her search for general information (DMO); it does not constituteabout the country and can then quickly and easily findthe top of the touristspecific information and data about regions, cities andinformation “pyramid“particular destinations. A good example of this operation isin our countrythe British national tourism organization VisitBritain. Withregard to the current situation in Greece, the National Tourism Organization cannot be considered tobe a true destination management organization; NTO’s web pages and contents are not structured soas to guide the visitor from the general information to the more specific one. According to views14 In focus groups discussions and during an interview conducted at the Hellenic Association of Travel andTourism Agencies (HATTA).Version 1Month: December Year: 200730

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»expressed by NTO’s officials, the use of ICT by NTO falls short compared with countries such as theScandinavian ones or Great Britain (which are considered exemplary from this point of view) but alsocompared with countries in the Mediterranean region, directly competitive to Greece, such as Spainand Italy.Nonetheless, it must be noted that the main reason for the NTO’s inability to exercise such adestination management role is the absence of integrated destination management infrastructures inour country, in addition to more general lacks in IT infrastructures. This is an issue discussed in thethematic area “ICT and Tourism». It is also worthwhile mentioning here the on-going project TOUR-ON-NET 15 , part of the modernization effort at the Ministry of Tourism Development, which willautomate much communication with citizens and will simplify several time-consuming bureaucraticprocedures in the National Tourism Organization.5.2.5 Promotion and Marketing of Alternative Forms of TourismIn spite of the various efforts to promote alternative forms of tourism in Greece and the incentivesgiven by the government to businesses (new Development Law etc.), our country is still widelyidentified as a destination with a one – dimensional simplistic tourist profile, the «Sun – Summer –Sea», which is the one advertised by the large internet tourist agents. One reason, among others, isthat the tourism industry has not yet succeeded in establishing its own internet presence, for examplethrough the integrated network for tourist promotion and information, mentioned in the previoussection.Greece offers much moretourist variety than othercountries but cannot promotethe alternative forms oftourism in the internet,because it lacks the necessaryIT infrastructures in sectorsrelated to tourismIt has already been noted that the exposure of alternativeforms of tourism in official tourist portals is inadequate. Aneven more characteristic example is ski tourism, which Greeceoffers but does not promote suitably. For example, there is nowebsite gathering all relevant information in one place,showing in one interactive map all ski centres in our country.This is an indicative information gap, both for the attraction offoreign travellers and the, equally important, growth ofdomestic tourism.15 The central system for the monitoring and management of e-services at the Ministry of Tourism Development.This system will allow access and provision of services to the whole tourist industry.Version 1Month: December Year: 200731

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»A critical point is the opportunity that exists for the Greek tourism, through the examination,adaptation and adoption of practices followed in other countries. The study of the internationalenvironment clearly showed that each country is based on its strong points in some sectors to designcorresponding alternative tourism products. Thus, Great Britain and Hungary promote their healthtourism, Iceland has cultivated a brand name as a media and culture centre, and many countries areactive in the MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, an extension ofconference tourism, especially Denmark, Belgium and Luxembourg. Greece can offer much moretourist variety than these countries, but fails to promote these alternative forms of tourism in theinternet through an integrated destination management strategy, because it lacks the necessary ITinfrastructures in sectors related to tourism (e-transport, e-culture). In particular for the MICEtourism, another reason is that Greek authorities have not researched or understood the internationalstructure of these specialized markets and hence did not succeed in designing even a rudimentarystrategy. Furthermore, the State has not provided sufficient funding for relevant research orimplementation of projects. For example, Athens, the largest conference destination in the country,does not have a Convention Bureau. The plans for the construction of this Bureau by HAPCO (theHellenic Association of Professional Conference Organizers) were abandoned, after an initial funding ofonly 50,000 Euros and practically no support in spite of earlier commitments. In general, the relevantactions for e-promotion will be of limited success, unless they are part of a wider strategy. Currently,the discussions on Conference Tourism mainly concentrate on the need to build large conferencecentres, ignoring the fact that almost 90% of the international conferences can conveniently behosted at existing conference facilities in hotels and other sites.In particular for the forms of tourism related to the environment, the nature and the tradition, theopportunity for Greece is even larger, because there are several modern enterprises operating inthese areas (for example traditional accommodation) which make notable use of IT systems. Suchbusinesses could efficiently advertise our country abroad.It must be emphasized that the promotion of alternative forms of tourism in our country is notexpected to lead to any significant increase in tourist arrivals by itself. The traditional Summer – Sun– Sea model is still the dominant one worldwide. All other forms of tourism have a relatively smallmarket share and are controlled either by special departments of large international tour operators(and their subsidiaries), or by specialized tour operators, e.g. Οrnitholidays for bird watching, Saga fortravelling of the elderly, Time off for weekends, Αtena for school – educational tourism, the VaticanTourist Office for religion – pilgrim tourism etc. The opportunity for Greece lies in the demonstrationof its tourist polymorphism, through the combined promotion of traditional and alternative forms oftourism. The increase in the tourist market share will come as a result of the increase of traditionaltourism visitors which will prefer to combine their travel with some alternative form of tourismVersion 1Month: December Year: 200732

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»(direct increase of tourist demand). Furthermore, the provision of alternative forms of tourism maylead to the extension of traditional travellers stay (indirect increase of tourist demand), therefore alsocreating conditions for the increase of the tourist market share. Finally, one should not ignore thedomestic demand which constitutes an important market segment. Using such measures, traditionaldomestic travellers can be encouraged to explore alternative forms of tourism.5.2.6 Subsidizing of Projects for the Technological Modernization of TouristEnterprisesThe current mechanism for the subsidizing of tourist enterprises through the various funding schemesis amenable to many improvements, as discussed in the focus groups conducted in the context of thestudy and also shown in the results of the field research in hotels and rent rooms 16 . Evaluationprocedures are essentially only based on the audit of expenses, because there are no adequatemechanisms to assess the actual results. This approach has not of course paid off.One frequently encounters websites that are soon abandoned after their launching (in all sectors andnot only in tourism), and research projects which reach only a pilot stage and do not advance to thenext one of commercially exploitable results. In any case, the common rule in the implementation ofsubsidized projects is the minimum effort, that is, the fulfilment of contractual obligations only. Also,the final implementation frequently differs much from the design.Furthermore, the procedures and the eligibility criteria for the approval of a proposal in a fundingscheme are considered particularly difficult (even prohibitive), especially for the small and mediumenterprises which are those more in need of this subsidizing. Some problems, in particular for theSMEs, are the delays in the covering of expenses and the discontinuity in the programs funding newtechnologies. The small and medium enterprises are invited to adopt the most modern technologieswithout having passed some gradual transition, because the rapid technological advancementssurpass them. Even the larger enterprises regard such investments as of doubtful results, in theabsence of State measures for the wider tourist promotion of their region.Last, there is lack of information with regard to fundingschemes, mainly because these do not strictly target thetourism sector. This was confirmed by the field research inhotels and rent rooms. From the hotels questioned, only 1 in 4From the hotels questioned,only 1 in 4 participated orattempted to participate in asubsidizing program16 The recent final deliverable of the Ministry of Development e-business forum work group «Electronic servicesand their applications in tourism: Current situation and perspectives» (2007) contains similar conclusions, andalso draws attention to the various devious “experts” exploiting the market.Version 1Month: December Year: 200733

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»participated or attempted to participate in a funding program. This percentage was even smaller (1 in10) in rent rooms.Version 1Month: December Year: 200734

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»5.2.7 Other Special Legal and Institutional IssuesThe need for the certification of tourist enterprises, especially hotels (in addition to the stars system),was a subject that was particularly discussed during the focus groups. This certification was alsofound in international best practice cases. According to opinions expressed in an interview at theHellenic Association of Travel and Tourist Agencies (HATTA), the government allows the operation oftourist websites without checking and certifying that the businesses actually meet the necessaryrequirements. Certification is of particular interest because, as it was found in the present study, it isworldwide used for reasons of tourist promotion, especially in the internet, and allows small businessoperating in the same area, to join forces and cultivate a common internet brand name. Moreover, itfits naturally to various alternative forms of tourism, where the potential traveller – internet userseeks for some guarantee – sign of quality. Characteristic examples can be found in wine tourism,with wine roads in European countries such as France, Spain and Germany, and also in countriesoutside Europe, such as Canada (the collaborative e-Mall model adopted by the Quebec federation ofagrotourism tourist agents for its portal was mentioned as a best practice in chapter 4). Althoughthere are very good similar cooperative efforts in Greece, such as the Northern Greece road wines,these are not promoted in official tourist portals and are largely unknown to the international touristweb community. Of course, another reason is that this particular tourist product is not knowninternationally due to lack of promotion in general.The promotion of exemplaryThe Hellenic Chamber of Hotels aims at the widertourist websites throughimprovement of the quality of services with the help ofawards, especially by thetraining. Its current strategy is towards learning by example,National Tourismwith the demonstration and promotion of model cases, forOrganization, would createexample in the tradition tourism where one can find manyconditions of healthynoteworthy accommodation units. According to viewscompetition and wouldexpressed in the focus groups, the promotion of exemplarypromote the marketing oftourist websites, especially by the National TourismGreek destinationsOrganization, would constitute a most significant incentive forentrepreneurs and would also create conditions of healthy competition. The relevant legal issues havebeen resolved in other countries, for example with awards, such as «website of the year».The focus groups also exposed the need for further modernization of the legal and institutionalframework for private investments in the tourism sector (extension and update of Development Lawprovisions, other subsidizing arrangements etc.), for the extension of the institutional framework tocover the alternative forms of tourism, and its harmonization with the rest of the tourism developmentframework. More specifically, the jointly responsible Ministries should cooperate to prepare or extendVersion 1Month: December Year: 200735

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»and complement the institutional framework for the promotion of certain alternative forms of tourismthat have much potential for growth in Greece, such as, indicatively, agrotourism, medicinal tourism,sea diving and submarine tourism, ship cruising etc.5.3 Thematic Area «ICT and Tourism»5.3.1 Introduction: e-Business in Greece and the Digital DivideThe orderly operation of the tourist industry relies on the provision and transmission of a large volumeof information (e.g. information on features, availability and booking of tourist products and services).As a consequence, a crucial factor for the increase of efficiency and the creation of competitiveadvantages in tourist enterprises is the automation of business procedures with the use oftechnological tools and internet applications. In Greece, as repeatedly stated in the focus groups, andas is also the case in all developed international tourist destinations, tourist enterprises largely dependon tour operators to promote and market their products, and hesitate to address potential customerthemselves. The exploitation of the internet possibilities is a solution for the Greek enterprises, inorder to advertise themselves and approach potential customers on a global and continuous basis.Apart from the creation and provision of innovative promotion and sales channels, other electronicapplications, such as e-learning, e-procurement and e-supply chain management can boost acompany’s capabilities for professional training, development of managerial skills, and modernizationof value chain and reduction of operational cost.In general, business applications of e-tourism include the supporting and innovative provision of vitaltourist services, such as e-bookings, e-distribution, e-ticketing, e-procurement, electronic businessmanagement (e.g. e-hotel property management systems), e-destination management systems andother services provided by Β2Β markets and Application Service Providers (ASP). These modernbusiness applications require a high degree of technological specialization. As a result, today’s touristindustry is complemented by a variety of electronic enterprises - mediators. Given that the core touristindustry is already much heterogeneous and contains numerousdifferent enterprises (accommodation businesses, tourismOnly 4 out of 10 smallorganizations, tourist offices, museums, restaurants, transportcompanies, car rental businesses etc.), this results to a moderntourist e-services landscape that is extremely complicated andrequires a high degree of coordination of activities betweenenterprises for the provision of seamless high quality touristhotels and 2 out of 10rent rooms use acomputer and evenfewer have accessto the internetservices.Version 1Month: December Year: 200736

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»In Greece, as in other countries, this complexity has resulted to a two-speed tourist economy. Asclearly shown in focus groups (and is also mentioned in the recent study by the Ministry ofDevelopment e-business forum 17 ), the digital divide created by the e-tourism revolution accentuatedthe differences and disadvantages of small and medium tourist enterprises and gave competitiveadvantages to the large companies. The results from the field research in hotels and rent rooms arecharacteristic: only 4 out of 10 small hotels (0-9 employees) and 2 out of 10 rent rooms use acomputer, and even fewer have access to the internet. Furthermore, there are significant regionaldifferences: The percentage of computer usage in hotels of all sizes in Southern Greece is 85%, whilethis percentage varies between 64-69% in Central and Northern Greece. The correspondingpercentages for the rent rooms are 48% and 21-32%. Also, the hotels in islands stand out withrespect to advanced use of ICT.The large tourist enterprises, in many cases members of multinational groups, have adopted theelectronic applications in tourism to the full extent, using also modern methods for their management.As mentioned in the focus groups discussions, the situation is also good in smaller new units ownedby young people familiar with technology. These entrepreneurs are aware of the need to adopt newICT, because they understand the modern competitive market and look for co operations (for examplewith car rental businesses) that favour / demand the promotion through ICT. This category does notdepend on tour operators.On the other hand, there is the considerable mass of small, usually family enterprises that haveminimal or no familiarization with modern technology. These are old family businesses, with ownersprimarily relying on their loyal customers, who cannot understand the need to adopt modern ICT.Moreover, as it was shown in the field research in hotels and rent rooms, those owners that do notuse ICT at all do not intend to change anything in the way they conduct their business in theimmediate future.However, the largest number of businesses lies in the middle transitional stage, unable to completethe change from the one end to the other, therefore maintaining the digital divide. Businesses in thiscategory usually have only a website and a booking form. These are the enterprises that are of themost interest in the context of the present study. The main problems addressed are the increase oftheir ICT awareness and the ways to make them move faster in this course.It should be noted that the digital divide is also evident in the comparison between public and privatesectors, as well as between sectors. As it will be discussed later, the private sector seems to perform17 «Electronic services and their applications in tourism: Current situation and perspectives».Version 1Month: December Year: 200737

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»better in issues related to the quality of tourist information in the internet and to the thoroughness ofelectronic services provided. For the difference between sectors, an example is the finding mentionedin the thematic area «Synergies and Co operations», concerning the delay in the adoption of e-methods in the culture sector.5.3.2 Quality of Electronic Tourist InformationThe benefits from the exploitation of new technologies in the promotion and marketing of touristservices arise from the kind of communication that the internet offers for organizations, enterprises,citizens and consumers. The internet is a channel allowing fast, easy and direct communication. Animportant advantage is the availability of tourist information continuously, on a 24-hour basis. Theinternet is also naturally used in tourism which, as a social experience, involves direct and indirecthuman interaction. Furthermore, according to all international studies, the number of travellers thataccess the internet to seek information for their travel and to select a destination is steadilyincreasing. The quality of the presence of a destination in the internet (easiness to find and accesscontent, structure, design etc.) is nowadays of crucial importance and constitutes a selection criterion.This also applies for Greece and was clearly shown in the results of the internet users field research,where 64% of the respondents said that they have used the internet (especially to visit hotelswebsites) to find information about tourist services.For the existing situation in Greece, the study and investigation of tourist information for our countryprovided in the internet was based on the examination of the current situation at institutionalorganizations (e.g. National Tourism Organization, Ministry of Tourism Development, HellenicChamber of Hotels, Hellenic Festival, Agrotouristiki S.A., Regions, Prefectures, Municipalities etc.), onthe field research conducted to evaluate Greek public and private websites (hotels, otheraccommodation units, tourist agencies, organizations and enterprises in the transport sector, culturalorganizations, museums and yacht rental companies), on various articles published 18 and also on theuseful opinions expressed in the focus groups conducted.The main conclusions are:• There is much variation in the quality and thoroughness of information in official tourist portals, inregions, prefectures, municipalities and A- and B- level local administration authorities, as a resultof the differences mentioned in the thematic area «Tourism Strategy and Organization». The good18 See in particular «Tourist Greece in the Internet», Yiannis Patellis, 2005.Version 1Month: December Year: 200738

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»examples are found in areas of our country that have a traditionally developed tourist product 19 .Unfortunately, in many other areas, the official websites are characterized by a lack of design ableto attract potential visitors. In particular, the majority of the regional administration sites do notseem to exploit the potential of the internet in order to promote the tourist products of theirareas. These sites typically have administrative information content and leave the touristmarketing for the prefectures. A very indicative example is the Ionian Islands Region website 20which does not contain any reference to the local tourism. Another site, the one from the Regionof Epirus 21 does include a link to a special tourist promotion portal 22 (which is fairly well designedand functional), but in a heavily loaded webpage. As a result the link is not clearly visible.• The coverage of tourist and cultural issues in the official tourist portals does not favour thealternative forms of tourism. For example, subjects such as the theatre, the arts, the sea andtherapeutic tourism etc., are among the least frequently advertised. Even agrotourism is notconsidered to be promoted in proportion to its potential in our country and to the existence ofmany organized accommodation units.• The multilingual content is not particularly used and most cases are limited to an Englishtranslation. An impressive counter-example is the one from the Prefecture of Chania 23 , whichdisplays a content translated in 21 languages.• The field research in tourist websites revealed shortcomings in features convenient for the user,such as site map, search engine etc. For example, only 4 in 10 hotels sites were found to containa site map. Similar lacks are observed in the display of the last update date: in their majority (9out of 10 cases in hotels), the websites examined did not display such information. The sameresearch recorded reduced usage of features that make a tourist website attractive, such asmultimedia, interactive maps etc.• There are public sector websites that are constantly under construction, or even inactive, asmentioned in the focus groups discussions andWith respect to the quality ofalso confirmed during the field research. One oftourist information in the internet,the relevant problems referred to by thethe private sector seems to leadparticipants, concerning the public touristthe way, due to the personalauthorities and their comparison with the privateinvolvement of youngsector «… was the dysfunction and absence ofentrepreneurs19 An indicative example is the well-designed site of the Lefkada Prefecture (http://www.lefkada.gr/), which canserve as an exemplary case.20 http://www.ionianisia.gov.gr/21 http://www.epirus.gov.gr/index.html22 http://www.discover-epirus.gr/23 http://www.chaniacrete.gr/Version 1Month: December Year: 200739

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»[official] tourist websites, a fact that proves the lack of tourist conscience [in the public sector].On the contrary, private professionals show much better results, mainly due to their personalinvolvement and close following up of technological developments».• In the same context, focusing on the private sector, it was mentioned in the focus groups that«… the websites owned by the various tourist enterprises concentrate excessively on thebusinesses themselves, without giving adequate information for their areas. Although everybodyhas acknowledged the value of technology and the need for a business to adopt it in order tosurvive, the use of technology still relies on the amateur activity of some individuals».This last remark is confirmed in the results of the field research in hotels and rent rooms: It wasdiscovered that in most cases the person responsible for the website is the owner himself. Only1 in 5 hotels (that use a computer) has an organized IT department. The opportunity for Greeceto promote its tourist variety should be stressed at this point. This could be achieved bycoordinating the marketing and promotion of different but neighbouring destinations, via theIntegrated Network for Tourist Promotion and Information.• The public sector tourist websites in particular are not up-to-date, technologically or thematically.An issue that was mentioned many times in the focus groups was the «particular importance thatmust be given by all involved in the tourism sector (organizations, bodies, enterprises etc.) to themaintenance and timely update of information and technology».• As stated in the study «The tourist Greece in the Internet» 24 , in the official tourist portals, there isno uniform approach in the presentation and structuring of information, and no underlying logic inthe naming of the URL addresses in regions and prefectures (examples are www.roe.gr,www.rcm.gr, www.nomarchiaartas.gr, www.drama.gr, etc). Furthermore, the URL addresses donot have a direct relationship with the e-mail addresses, and most of the official tourist websitesare hard to find using the widely popular search engines (e.g. Google). Examples taken from theaforementioned study for these problems are included in Appendix Α of the present report. Alsoincluded in this Appendix are the rankings of indicative tourist websites (A- and B-level localadministration), according to Alexa.com. This finding is also related to the creation of anintegrated network for tourist promotion and information.The situation in more technologically advanced countries is quite different. As characteristicallymentioned during a focus group discussion, «contrary to what happens in Greece, the visitor of theportal of a European tourism organization starts from the country information and then can find easilyinformation on regions, cities and specific destinations. The structure of the information resembles apyramid, with the national agency at the top (an example is VisitBritain)». This finding is of course24 Y. Patellis, 2005.Version 1Month: December Year: 200740

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»also related to issues concerning the organization and operation of the National Tourism Organization,as already mentioned in a previous thematic area.5.3.3 Electronic Services and Specialized Information Technology Systems inTourismElectronic services and specialized information technology systems for tourism belong to an interdisciplinaryscientific area which has grown rapidly in the framework of the more general technologicaladvancements during the last two decades. The international experience has clearly proved that thetourism sector can most benefit with the introduction of technologies and systems for theorganization, marketing and distribution of tourist services.The results of the recording and evaluation of the current situation in Greece with respect to theadoption of new information and communication technologies in tourism by all parties involved(Ministry of Tourism Development, National Tourism Organization, other bodies, regions, prefectures,A- and B- level local administration authorities, tourist enterprises etc.) and the comparison with theinternational environment allowed the drawing of various useful conclusions. These are presented inthe following paragraphs.With regard to the electronic services provided by public tourist portals in Greece, the investigationrevealed a picture of mediocrity. The services offered belong to the second level of interactivity, thatis, the one providing information and simple (one-way) communication, for example to send an e-mailor fill a form 25 . In spite of these, as it was mentioned for the quality of information in the previoussection, there are some model websites that can serve as implementation examples for interestedorganizations and enterprises. A very good case is the promotion of the local tourism in Crete. Anindicative example is the Prefecture of Chania website 26 which is one of the more comprehensive,functionally and content-wise. Regarding the official tourist portals, in cases where additional servicesare offered, these mainly concern e-bookings and, to a lesser extent, integrated destinationmanagement.With respect to business applications of e-tourism in the public and private sectors, the main offeringis e-bookings. Apart from this, one notices much differentiation in the kind of applications, depending25 In accordance to the general classification, which considers the filling of a form as an one-way interaction andnot according to the definitions of e-Government.26 http://www.chaniacrete.gr/gr/Version 1Month: December Year: 200741

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»on the sector. For example, transport companies focus on destination management systems, whiletour operators offer a much wider range of applications and services with high interactivity. Indeed, alarge number of applications in this particular sector fall in the category of fourth level interactivity,that is, the transactional one. This advanced functionality shows the large potential of the privatesector initiatives and the existing possibilities through the exploitation of Greek entrepreneurship.Compared to these, the culture sector lacks behind in the adoption of e-methods. It suffices to saythat this sector has the largest percentage of applications that do not exceed the second level ofinteractivity.In general, the overall picture in the websites of organizations and enterprises directly or indirectlyrelated to tourism (hotels, other accommodation units, tourist agencies, transport, culturalorganizations, museums, yacht rental companies), as shown in the field research, is characterized bya limited range of electronic services and a low level of security and data protection. For example, thefourth level of interactivity, that is the one allowing full transactions (booking and payment) appearsmainly in organizations and businesses in the transport sector (1 in 4 cases), due to the existence ofcomplete transaction systems in air transportation and cabotage. The corresponding percentages inother sectors are quite low. The findings in the internet users research are in accordance: high usageof internet is observed in transport for on-line checking of ticket availability and booking. Among theusers who report having used the internet for tourist purposes, more than 1/3 have proceeded to onlineticket booking (especially for airline tickets).The same research revealed many shortcomings in issues related to the treatment of personal data(e.g. “Privacy and Security” statement, redirection to a secure page/ use of secure server etc.).In hotels and other accommodation businesses, the exceptions in the use of ICT in general arelocated in large hotels and regions of our country that are developed tourist destinations. Therelevant field research showed that on-line purchases in hotels are used more in large units (1 in 3hotels that use a computer) and hotels in the islands (similar level of use). However, securityproblems are evident also in enterprises making advanced ICT use. Low security of payment wasobserved in too many cases of businesses offering on-line sales functionality in their websites. It isworthwhile noting here that such security problems play a prohibitive role in the use of on-lineservices by Greek internet users. The relevant research showed that almost half of the respondentsbelieve that there are significant security problems and risk of credit card details and personal datainterception.The overall picture in Greece cannot be compared with the situation in technologically advancedcountries, outlined in chapter 4. Such countries offer full functionality for all the stages of a travel,Version 1Month: December Year: 200742

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»with integrated Destination Management Systems (DMS). These systems allow the user to enterpersonal criteria for the travel he/she is about to schedule (e.g. room type, prices, transport meansbooking, period of stay etc.), and then suggest comprehensive packages fulfilling these criteria. Theuse of DMS gives a particularly important competitive advantage to tourist businesses, as theyconform to the way of selecting a destination by the modern traveller who is familiar with the internet.A prerequisite for the operation of such systems is the existence of technological infrastructures atnational level, for the integration and interconnection of information, including ICT infrastructures inother sectors related to tourism, such as transport. An example of such infrastructures can be found inAustria, with the advanced electronic destination management system TIScover that was mentioned inchapter 4 as an indicative best practice.In particular for the current situation in Greece, the largestOne of the main obstacles inobstacle in the introduction of e-tourism applications in touristthe introduction of e-businesses is not, however, the absence of integrated ICTtourism applications ininfrastructures, as it is evident by the developments in thetourist businesses is theinternet tourist agencies sector and the spread of e-bookings.dependence of small andThe discussions in the focus group showed that the mainmedium hotel units on tourproblem is the dependence of the small and medium hotel unitsoperators, to ensure aon tour operators, to ensure a certain complement ofcertain complement ofcustomers. Admittedly, this is the dominant business model incustomersworld tourism from the 19th century. In addition, the increasingimportance of packaging (all inclusive) does not lead to any indication that this model will change inthe near future. This dependence, together with other factors, such as the lack of information, thefailure to understand the benefits from the introduction of ICT etc., have resulted to very smallinvestments for the development and promotion of e-bookings on behalf of these small and mediumsize hotels. Another factor hampering the transfer of sales to the internet is the price differencebetween hotels and tourist agencies. Nowadays, the low price offered in the internet is a selectioncriterion and a strong incentive for the user to proceed to the e-booking process. Contrary to SMEs,the larger hotel units have important competitive advantagesA negative factor is thewith respect to e-bookings, because they exploit subsidizingdiscontinuity in the adoption projects and can also self-finance their development. Theseof technologies. Tourist units implement and apply e-booking services efficiently. Evenenterprises are invited to in these cases however, one must take into account theadopt the most modern international tour operators which can usually offer much lowertechnologies without them prices than the hotels, because of their mass bookings andhaving progressed through high negotiating power. Combining these offers with the lowgradual modernization stages prices for charter flights that they secure, they are in a positionVersion 1Month: December Year: 200743

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»to offer packages at terms that no individual tourist can achieve, regardless of his/her method ofcommunication with the hotel or airline company.The majority of tourist enterprises in Greece operates in a short-sighted way, as mentioned in section«Subsidizing of Projects for the Technological Modernization of Tourist Enterprises» in the thematicarea «Tourism Strategy and Organization». Some electronic services are being developed (mainly forthe provision of information only), but without care for extensibility and continuous qualityimprovement. The results of such strategies are temporary and benefits do not last long. Relevantexamples can be found in the websites developed in the context of co-funded projects. These projectsfrequently do not include the proper management and maintenance tasks in their design. Part of thisproblem lies of course in the way the tourist enterprises are subsidized through the various fundingschemes and the discontinuity in the introduction of new technologies. The enterprises are invited toadopt the most advanced technologies without having passed gradually through modernizationstages.In general, the value of technology is not perceived in the same way by all involved in the tourismsector, and this explains the diversity and variability observed in Greece with regard to the use andexploitation of new ICT. For example, in a focus group with representatives from hotels, it was statedthat technology is considered extremely important for hotel owners but a threat for traditional touristagencies. Specifically, tourist agents believe that technology will bring a gradual decline in theirsector since it nullifies their main competitive advantages (e.g. fast provision of services) and allowsthe transfer of their services to the internet, in the hotels websites. In addition, in many cases theelectronic services provided in the internet can be much better, if the hotels incorporate technologiesintroducing personalized information and service in their websites. However, a distinction should bemade and underlined here, between tour operators and travel agents. Tour operators are producersof tourist packages who achieve cost reduction through economies of scales and use these to offercompetitive prices to their end users. On the other hand, travel agents are distributors of touristpackages. Tour operators emerge as catalytic adopters of new technologies, as also do some of thelarger travel agents, and evolve to multichannel operators and agents. From this point of view, e-tourism will be dominated by the same dominant players in the worldwide tourism market. Theselarge players are already changing their business models to adopt the new technologies, achievingeven more economies of scale and offering even more competitive packages. Those that will facesurvival problems are the small tourist agents.Another issue discussed in the focus groups was the difference in mentality between old and youngentrepreneurs. While most hotel owners have recognized the value of technology and the need toadopt it for a tourist enterprise to survive in today’s intensely competitive environment, they are stillVersion 1Month: December Year: 200744

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»very reluctant to invest in new technologies to advertise and promote their tourist products. As aconsequence, the use of technology still relies much on the amateur work of the youngest owners.The abovementioned agree with the findings in various other sources. Indicatively, a sector analysisarticle in go-online.gr 27 points out large lacks in the web activities of tourist bodies and enterpriseswith respect to e-bookings, and locates some exceptions in the cabotage sector and some largehotels. The reasons for the differentiation of the cabotage sector are explained in the next section«Special Technologies and Technological Standards».With regard to the current situation in Greece in issues related to the Customer RelationshipManagement (CRM), the conclusion is that the market has not yet matured enough. As emphasized inthe focus groups, Greek tourist enterprises do not put the development of an electronic CRM (eCRM)system among their first priorities, because they have not been persuaded for the value of such aninvestment and the business benefits they can derive from it in the long term.There is a difference observed in this point with respect to other sectors (e.g. financial institutions)where both the technologies and the customer relationship management philosophy have beenadopted considerably. In these sectors, there is no question of trust for foreign solutions. Also, thebusinesses have made significant efforts to stay close to the international developments and listen tothe market needs. This is not the case in the hotels sector in our country. Greek systems are notconsidered to fully cover the particular needs of the sector. Also, the dependence on foreign providersof solutions is unwanted.5.3.4 Special Technologies and Technological Standards 28There is intense worldwide activity in issues related to the development of open technologicalstandards for the interconnection and interoperability between different systems in the tourism sector.Some specialized bodies are, for example, the Open Travel Alliance (ΟΤΑ) and the Travel TechnologyInitiative (ΤΤΙ). This activity partly aims at the elimination of the dependence on the large GlobalDistribution Systems (GDS) providers, such as Sabre, Galileo, Amadeus, Worldspan etc. and theprovision of new modern interoperable services in the internet (e.g. web services). Apart from bodies,there are relevant international co operations, such as the SATINE project. Greece participates in thisproject with European Dynamics.27 http://www.go-online.gr/ebusiness/specials/article.html?article_id=156428 This section does not include areas that are at the first design and implementation stage internationally orgeneral e-commerce issues that are not directly relevant to the tourist promotion.Version 1Month: December Year: 200745

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»The lack of adoption of these standards (especially in the air transport sector which is the mosttechnologically advanced) is not a Greek phenomenon. The large GDS providers react to theexpansion of use of these open standards. Also reluctant are the airline companies, which haveinvested large amounts in GDS systems and in training for their personnel. The acceptance of openstandards systems by the international airline companies is the single most important factor for thefuture developments in the field.The exception in Greece can be found in the cabotage sector, due to the legal requirements for thebusinesses to maintain an electronic passenger registry system. Companies such as FORTHcrs, Profileetc. have developed and promote relevant booking systems based on open standards technologiesand attempt to transfer their know-how in other areas of tourist activities.The applications that are based on the OTA and TTI technological standards in other areas apart fromcabotage (and partly in air transport) are not yet prevalent in Greece. For example, hotels do not havesimilar legal or data exchange requirements and settle with more light and inexpensive solutionswhich simply cover their administrative needs.With regard to other technologies and standards that are not directly related to interconnectivity andinteroperability:• Web services and modern protocols for data exchange are found in Greece in the mosttechnologically advanced tourist websites, in businesses using foreign commercial solutions and insome Greek systems (for example the latest versions of thewidely used HERMES system). Some large hotels in additionThe adoption of openexploit the Β2Β possibilities. An example is the Latostandards forBoutique Hotel website in Heraklion, Crete 29 which has fullinterconnectivity andfunctionality and offers both on-line services to tourists and interoperability is mostlyaccess to collaborating tourist agents for their bookings. found in the cabotage sectorHowever, such cases are very rare. The typical content of atourist website is characterized by mediocrity in functionality, because no use is made ofadvanced technologies to allow interactivity. The situation in the area of integrated solutions fortourist agencies is even poorer, with only one such system available in the market.• The very popular, internationally, ShockWave Flash technologies for the enhancement of contentare met in numerous websites in all sectors, hence also in tourism. One frequently notices anabuse of these technologies, with lengthy introductions and page overloading. However, in the29 http://www.lato.gr/.Version 1Month: December Year: 200746

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»best cases, the ShockWave Flash elements enhance the content of a tourist website. An exampleis the Santorini Travel Key tourist portal 30 . Even better applications can be found in the use ofdynamic interactive maps, which are not common in Greece. One such case is met in the«Corinthorama» 31 travel map. This site offers interactive maps for use in tourist, educational andlocal administration websites.• The subject of search engine optimization, that is the improvement of a website’s ranking in theresults of search engines such as Yahoo, Google and MSN, is for the most part unknown towebsite owners in Greece. It is usually offered as an additional service by the designer or bundledin a hosting package, frequently with doubtful results. A new development is the operation also inGreece of companies specializing in these methods (an example is Rankings).• Virtual reality in Greece mainly concerns the culture sector and is at the stage of academicresearch, creation of prototypes and work in the framework of EU programs for the exhibition ofcultural heritage. There are very few non-academic or research bodies implementing suchprojects, the main one being the Foundation of the Hellenic World (FHW). Apart frompresentations in the institution’s showrooms, FHW works towards the transfer of its virtual realityexhibitions also to the internet. Similar pilot actions are implemented in the framework of EU cofundedprograms in various regions, with virtual reality applications in cultural sites and places ofhistorical interest, to provide new specialized services in the area of cultural tourism and increasethe tourist traffic. These efforts do not however show results comparable to the ones from FHW.• With respect to the accessibility standards for the disabled, Greece is essentially now making itsfirst steps. There are not many relevant projects implemented in the private sector, despite theknow-how present in Greek IT companies. This was also confirmed by the field research in touristwebsites. The exception is the public sector, where the leaders are the Ministry of Transport andCommunications and the Athens Urban Transport Organization with special web pages 32 .5.4 Thematic Area «Human Resources»5.4.1 Tourist Education and TrainingWith regard to the tourist education and training in our country, the overall picture shows delayscompared with other countries which offer specialized courses for many years. At a first glance, the30 http://www.santorini.tk/santorini/index.php?option=com_frontpage&Itemid=144.31 http://travelmap.korinthorama.gr/features.php.32 See http://www.yme.gr/amea/index.php and http://www.oasa.gr/amea/default.htm, respectively.Version 1Month: December Year: 200747

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»existence of 43 educational curricula (24 in public education institutes and public bodies of touristvocational training) shows a variety of choices. On the other hand, at the level of tertiary education,the existing graduate programs do not cover adequately the moderns trends in tourism with the useof ICT. The relevant courses are part of a more general orientation not focused on tourism (anexample is the course on ICT in tourism, in the Ionian University, Department of Informatics). Ingeneral, the Technological Education Institutes are the only public education bodies offering graduatecourses strictly relevant to tourism 33 . However, these studies (as is also the case in the Organisationof Tourism Education and Training courses) give emphasis mainly in the Management of TouristBusinesses, therefore the international developments in e.g. e-business and e-tourism subjects arenot part of the syllabus. An exception is found at the postgraduate level, at the University of Aegeanwhich offers a postgraduate course in the Design, Management and Policy in Tourism, which includesthree courses relevant to the application of ICT in tourism. The Technological Education Institutesoffer postgraduate courses in various fields, but not in tourism. All these issues are being investigatedby the tourist education and training forum in the Ministry of Tourism Development, in collaborationwith the National Tourism Council and other bodies in the tourism sector.The tourist market’s increased needs for employees with ICT knowledge have been clearly recognizedby all involved. However, the private sector appears to move faster to this end, as it is evident by theeducational programs provided in private universities, and also by the fact that the majority of privateuniversities offers (at least as stated in their websites) the possibility to obtain a postgraduate diplomaspecializing in tourism with the use of ICT.According to the recent study by the Ministry of Development e-business forum 34 , the absence ofadequate education, both at the university level and in lifelong training for the professionals in thetourism sector, is one of the main reasons for the appearance and aggravation of the digital gap thatcharacterizes the Greek tourism industry.The small and medium tourist enterprisesFurthermore, this study proposes thecannot attract specialized employees, afact that broadens the digital gap: thesuitably trained graduates are alwayshired by the same big playersmodernization of the curricula in the Organisationof Tourism Education and Training and theTechnological Educational Institutes. The sameopinion was expressed during an interview at thein the market33 Note, however, the recent announcement by the Ministry of Tourism Development for the foundation of a newUniversity Department for Tourist Studies.34 «Electronic services and their applications in tourism: Current situation and perspectives».Version 1Month: December Year: 200748

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Hellenic Chamber of Hotels, conducted in the framework of the present study. During this interview,it was also noted that the small and medium tourist enterprises cannot attract specialized employees,a fact that broadens the digital gap and the associated problems. It was also stressed that the suitablytrained graduates are always hired by the same big players in the market. This was also confirmed bythe field research in hotels, rent rooms and other accommodation units. The percentage of largehotels (50 or more employees) that attempted to hire new employees specialized in ICT during thelast year was 12%, while the corresponding number for medium-sized units (10-49 employees) wasonly 4%, and no case was registered in the smaller units. These data also confirm the view that, ingeneral, there is very limited demand for higher education graduates in the tourism sector, and thismainly comes from large enterprises. The primary demand in the sector is for staff with skills in food,beverages etc.Similar differences are observed in the practical training offered by hotels to their employees, withseminars, special on the job activities etc. Large units train many more employees than the small ormedium ones, in a proportion approximately 6 to 1. With regard to vocational training issues, it isworthwhile mentioning the modern e-learning practices in tourism, which are indicatively applied inPortugal and Spain for the training of foreign tourist agents (with the use of the German Grafensteinsystem). The idea is that the tourist agent who is well informed for a country, finds it easier andprefers to promote the tourist products of this country.5.4.2 Technological Culture and AwarenessAlthough not directly relevant to ICT, the question of the more general tourist culture and awarenessmust be stressed, not only because it was mentioned several times during the focus groupsdiscussions, but also because it leads indirectly to matters of ICT infrastructures. The general idea isthat, in the study of tourism issues, the modern trend is to avoid making distinctions between citizensand tourists. The visitor of a country must enjoy the same technological benefits as the permanentresident.With regard to the technological culture and awareness in Greece, there has not been any particularprogress in the tourism sector, mainly because the benefits and advantages (especially financial) fromthe adoption and use of new ICT remain largely unknown. An important factor for this is the delay ofour country in the provision of specialized education and training. The tourism professionals say thatthey would like to hire new employees trained in tourism and simultaneously able to managetechnological information, and not graduates strictly specialized in ICT.Version 1Month: December Year: 200749

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»According to the opinions expressed by participants in the focus groups, the training and culturecurrently cultivated in educational institutes need improvements, both quantitative and qualitative. Itis considered that the problem is not in the number of graduates, but rather in the adequacy ofknowledge acquired and the natural reluctance to work in low-paid positions. The end result is a lackof specialized employees in the market. The vocational training seminars that address moderntechnology needs are few (mainly through Centres of Vocational Training) and do not suffice to coverthis large gap in technological skills in the tourism sector.Other problems mentioned by hotels representatives concern the inability to follow the technologicaldevelopments and the fact that most of the technological solutions come from foreign manufacturers,creating thus an unwanted feeling of dependence. The corresponding local solutions «do not deliverwhat they promise» because «the various application developers do not have any relationship withthe tourism sector and cannot understand the particular needs of the sector».The general conclusion is that, in the tourismBusiness owners in the tourism sector aresector in Greece, there is a lack of technologicalnot yet persuaded that investing in newculture and awareness. This is not however duetechnologies is profitableto some sort of technological fear. On the onehand, graduates of tourist schools do not bring with them fresh attitudes towards technology. On theother, business owners are not yet persuaded that investing in new technologies is profitable. Thisunwilling attitude leads to a vicious circle: The business practice does not stimulate the touristeducation and the Greek IT industry.5.5 Thematic Area «Synergies and Collaborations»5.5.1 Synergies Between Related SectorsThis section concerns the synergies between the tourism sector and other related sectors, and inparticular the lack of infrastructures and e-methods in the transport and culture sectors. Thedeficiencies in provincial airports and the road network, the water supply problems, the absence ofsupport for the disabled, the shortcomings in ports and marinas etc. result to the visitor discovering areality inferior to his/her expectations. According to views expressed during the focus groups, theseproblems constitute larger obstacles for the Greek tourism than the lack of ICT infrastructures.The lack of ICT infrastructures in thetransport and culture sectors prohibitsthe provision of integrated destinationmanagementVersion 1Month: December Year: 2007Concerning the present study, the interest mainlylies in the absence of ICT infrastructures in thetransport and culture sectors, which in turn50

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»prohibits the provision of integrated destination management. For the transport sector, it suffices tomention the lack of electronic bookings in the Hellenic Railroads Organization 35 . For the culture sector,the investigation for the adoption of e-methods in sectors related to tourism concluded that thisparticular sector significantly lacks behind.In the presence of integration of e-bookings in various sectors, Greece could apply worldwide bestpractices to extend the length of visitors stay (following tourism models applied in countries such asHolland), by exploiting the close distances between tourist destinations (e.g. between islands) and thenatural diversity in our country. Examples are abundant, from excursions to places with natural beautyand cultural institutes, to excursions combining land transport and cruises.5.5.2 Tourist ClustersThe question of collaborations between tourist SMEs, especially through the application of ICTmethods, is discussed also in other sections. However, it is worth of particular mentioning, because itis the central component in the modern international model of e-tourism. In countries leading in theinternet collaborations in tourism (such as USA and Canada), there is a very high degree ofcooperation between enterprises through tourist clusters.In Greece, the establishment of tourist clustersis for many businesses the only way to adopttechnological solutions, e.g. for e-commerce,because it allows the sharing of costs and risks.An example is found in Santorini, where thelocal businesses decided to cover their needsjointly with a technology provider.Networking and cooperation betweentourist enterprises seems to be the onlyway to achieve differentiation in thetourist promotion of a region, and is alsosuitable for the marketing of alternativeforms of tourismFurthermore, networking allows the differentiation of a region, as stressed by executives at theHellenic Chamber of Hotels. Each region can collectively shape its own tourist profile (following theexample of Rhodes). Such a differentiation requires effort from both the tourist enterprises and thelocal communities, because it cannot be shown through the general promotion of Greece by theNational Tourism Organization. An indicative international example that was presented in chapter 4 asa best practice is the collaboration of local businesses in the Granada region in Spain, which is35 This will be made possible through the implementation of the project “Integrated Information System for theManagement of Passenger Transport”, which however delays.Version 1Month: December Year: 200751

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»particularly promoted through the region’s tourist portal. 36 Such co operations, combined with qualitycontrol mechanisms are especially suited to many alternative forms of tourism in Greece, as noted in aprevious section.The new “Synthesis Report for the Design of the Programmatic Period 2007-2013 Interventions in theTourism Sector” includes an explicit reference to the development of cooperation networks betweentourist enterprises (and between them and other businesses) with the aim to develop new competitiveservices, to create conditions for economies of scale and synergies, to promote technological andorganizational innovation, to diffuse best practices, to manage tourist development etc. According toopinions of participants in the focus groups, the problems lie in the distrust of Greek entrepreneursand in the existing criteria for funding and inclusion in a tourist cluster, especially those related to theprofitability of an enterprise. The problem is that, if a business is already profitable, it does not havesufficient incentives to participate in such a collaboration scheme.5.5.3 Cooperation Between Universities and EnterprisesThe investigation for studies and research efforts in the field of IT applications in tourism showedthat the relevant Greek scientific articles are few. It appears that the Greek academic community hasnot fully evaluated the strategies and technological applications in the Greek tourism. Furthermore,one notices a lack of applied research. As noted inA requirement for our country is thea previous section, it is common for researchestablishment of a permanentprojects to deliver only pilot results, not reachinginterdisciplinary network for ICTthe stage of real commercial exploitation.issues in tourismThe general agreement during the focus groups was that it is imperative to build better links andestablish cooperation between universities and the private sector. On the one hand, higher educationinstitutes must listen to the sector needs in modern technologies and methods. On the other,academic research in the field must be immediately applicable to the tourism industry. Another issuediscussed in the focus groups was the need to establish a permanent interdisciplinary network forresearch on ICT applications in tourism. Among others, this network would study the effects of ICT tooccupation and employment in the tourism sector, and would also investigate particular problemsrelated to Small and Medium Enterprises (problems, methods for adoption of ICT, effects etc.). Someof these questions will be addressed with the operation of the Satellite Tourism Account and theestablishment of the Tourism Observatory. However, the aim of the establishment of a permanent36 http://www.turgranada.esVersion 1Month: December Year: 200752

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»interdisciplinary network is not to monitor and evaluate tourism data, but to produce applied researchand applicable solutions to real-life problems.An example of an excellent connection between the tourism industry and the academic community isGreat Britain, both in addressing research issues and in training and employment. The University ofSurrey has one of the largest teaching and research centres specialized in e-tourism, and hasimplemented several relevant studies for the local and international tourism industry. In general, intechnologically advanced countries where the promotion of the national tourism is a join undertakingby the public and private sectors, one also notices the largest contribution from the academicinstitutions, with applied research. Another example is Holland, where there are highly specializedacademic departments in issues related to applied technologies in tourism. The research units in thiscountry look for EU co-funded project opportunities that have direct potential for commercialexploitation.Version 1Month: December Year: 200753

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»6. The Generic Tourist Portal Model6.1 IntroductionInternet is without doubt a major factor of influence for the tourist industry regarding the possibilitiesprovided to the tourists / customers as well as the possibilities provided to companies andorganizations in the tourist sector. Furthermore, adopting internet technology in tourism follows acourse that almost coincides with those technologies’ stages to maturity. Normally, organizations andbusinesses have gone through periods of adjustment to and understanding of the new technologicalmeans. In the beginning the internet was exploited as a content warehouse and was perceivedaesthetically and practically as an electronic brochure. Later on the internet’s possibility of addressingto a much larger target group was revealed; thus leading to its use as means of promotion forcustomer attraction in terms of mass marketing. The technological development and the spread of theinternet have formed an unknown new situation where tourists / customers have a vast pool ofinformation and choice alternatives and as a result the power to force organizations and business tobetter research and understand the benefits and possibilities of internet technology in order to detectthe opportunities for personalized product presentation, promotion and distribution.Enterprises and Organizations are now realizing that the virtual internet market shows uniquecharacteristics that need to be defined and fully understood so as the business operations andactivities will be correspondingly adjusted.6.2 Orientation and IntegrationTourist Organizations and Enterprises in Greece may be divided into four levels according to thestrategic orientation and integration rate of the tourist product supply (information – promotion –distribution / sales):1. National Level (Ministry of Tourism – Greek National Tourism Organization)2. Regional Level3. Local Administration Organizations (Prefectures and Municipalities)4. Business LevelIn the National and Regional level, he orientation leans towards information and promotion and less ornot at all towards distribution of the Greek tourist product, while Local Administration OrganizationsVersion 1Month: December Year: 200754

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»beyond information and promotion have applied an additional target regarding the support of thetourist product distribution, leading in this way to a more integrated tourist service pack.A website, regardless of the level it belongs to, if it represents a public or private organization, if it isprofit or non – profit oriented etc, should reflect the gamut of the strategy and the business plan ofthe organization that lies beneath. Furthermore the website should satisfy certain criteria related toeach of the levels defined as well as specific characteristics, functions, operations and services,according to the nature, the activities and the mission of the business or the public body,organization.6.3 Common characteristics and success factors of a websiteAccessibility and ReadabilityAccessibility is defined as unlimited access to internet use for everyone regardless of any kind ofdisability or need. Accessibility requires taking into account constraints of the potential users, such asvision, audibility, readability, and speech, even mental and neurological constraints. Moreover, thismeans that an accessible technology system can be used in various ways and does not depend on aunique sense or ability of the user. It should be possible for the users to access the content usingadjusted strategies and ancillary technology.According to the disability of the potential user, there are several types of accessibility constraints:• Visibility obstacles regarding the blind, the users of low vision or colour – blindness. Those usersshould have the ability of using the website content adjusted to the Braille or touch graphics orsound files or accordingly to font enlargement possibility• Physical obstacles regarding people that for various reasons are unable to use the keyboard, themouse or other peripherals. Those users may use pointing applications (pointers they may usewith their mouth, voice command recognition software, blink recognition systems etc). For suchapplications to yield expectations, the websites should be accordingly structured in a way that theusers will be able to navigate themselves in them.• Mental and neurological obstacles regarding users with word blindness, learning or memorydisability. For those users the content when is written in complex language, the pages withflickering special effects, mal-structured pages and content are problems deterrent for websiteuse.Version 1Month: December Year: 200755

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»The Web Accessibility Initiative (WAI) is exclusively engaged with the improvement of internetaccessibility and towards this direction has published in cooperation with other organizations, a seriesof directions / standards.According to these, there are four main principles that should be adopted:• The content should be simple for the user to comprehend. This is possible through adoptingalternative texts for the parts of the non-text content, providing synchronized alternative choicesfor multimedia, assuring that the presentation is independent and does not burden the structure,the functionality and the content as well as assuring that the primary information is clearlyseparated from sound and images of secondary importance.• Content interfaces should be functional. To achieve that, there should be the possibility offunctionality control aided by keyboard or keyboard interface use. Furthermore the users shouldhave the possibility of controlling their interaction time with the web sites, as well as thepossibility to avoid interaction with content that is likely to cause epileptical seizure, due to lightsensitivity. Finally there should be an ancillary mechanism for the users to navigate themselvesthrough web content, to assure avoiding errors and to facilitate corrective moves.• Content and its handling should be comprehensible. Comprehension could be achieved byassuring simplicity and content understanding on one hand, and on the other by consistentlyorganizing the content from a page to another as well as the logical operation and response ofmultimedia functions.• The content should not be technology determined, but flexible to adjust to the given technologyas well as the upcoming one, providing accessibility or relative alternative possibilities.Beyond the humane perspective of the effort to ensure accessibility to the internet, a major matter ofbusiness value and potentials is also involved. At least 10% of the population in every country facessome kind of disability, rendering this particular market share hard to ignore. At the same time,another noteworthy share regards the elderly who deal with accessibility matters to an extent.Additionally, an accessible web site surely has the advantages of user friendliness, accessibilityindependent of applications, resolution and browser applications and high ranking in search engines.Identity and TrustTrust is a matter of great importance as long as internet is concerned and mainly regards the sitesthat provide electronic transactions. Scepticism is evident regarding the providers of the products orservices for sale as well as the technology itself. Therefore every effort should be made to assure thatthe web site content and design inspires trust to the user. Indicative potential actions to increase trustare the clear declaration of the web site purpose and the value it offers to the users, as well as theVersion 1Month: December Year: 200756

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»company’s or organization’s logo, brand name or trademark presence in all web pages. Such actionsare important since the user’s access to the site might not always be the homepage and most userscome up with a web site as a result of search engine research. In addition to this, a web site wherethe company or organization is fully presented (name, address, phone numbers, fax numbers, e-mails,working hours, company profile, record number etc), the presence of policy on personal datamanagement and reference to the terms of use of the web site, are features necessary to increase theuser’s level of trust.A web sites identity cannot be much different from the company’s or organization’s identityrepresented by the web site. The colours, the logo, the messages, the promotion or sales campaignsshould be in accordance with the organization and its other actions, or else, the resulting incongruitywith the company or organization profile – identity eventually has a negative impact on the user’strust. To this direction action should be taken.The web page URL should be relevant to the company, organization or country. For example, thetourist page of a Greek portal could be www.visitgreece.gr instead of www.gnto.com of the GreekNational Tourism Organization. Even better would be the www.visitgreece.com or thewww.greece.com. The web site content should be reliable and updated and the design, the graphicsand the multimedia used should be relative to the referring region, the country and the productsoffered or presented. A picture of a seaside in a web page referring to an alpine resort or evenpictures evidently coming from photo libraries using “models”, may cause negative impressions anddoubt to the user. External links and on-line advertisements should be relevant to the company’s ororganization’s objective. In cases where information and content available do not belong to theorganization, there should be clear reference to the sources.Personalisation and InteractionPersonalisation in terms of web sites, regards the user’s level of control through specified selections.This term is also used for marketing reasons and mainly refers to the way the user is approachedthrough promotion actions. Both terms and their use are to a great extent interdependent.Personalisation is directed by the user’s PC as well as by a series of business rules. The computerprovides the user with personalised pages as a result of the combination of system rules andinformation relative to the user’s needs. Personalisation leads to increased interaction whichconsequently leads to more information and thus to better and more focused personalized pages. Thischain evidently leads to an increase of the user’s trust as well as enhancement of the business brandname.Version 1Month: December Year: 200757

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»A simple personalised welcome, for example (“Welcome Mr…”), implies a personal relation to the website. Other features that should be used in tourist web sites are the possibility to choose among a listof countries, languages, markets (business or pleasure), aim of visit (tourism, cooperation, journalismetc). At the same time the user should be given the possibility of communicating with the organizationor company, through each page and the possibility of quick communication through a submission formrather than the user’s personal mailbox.NavigationThe navigation through a web site is to a great extent reflecting its informational structure andconstitutes this mechanism that the users follow in order to browse the web site. Navigation is crucialto the success of each site, given the user’s time restriction and the numerous alternative choices.Thus browsing should be smooth, simple and easy for the user, who should know at each instantwhich site he is visiting, where in the site he is, what actions could be taken from that point andwhere one can find the information needed.There are numerous browsing options that usually co-exist in a web site in various combinations. Thebasic browsing that allows access to the main parts of the site as well as the local browsing thatenables navigation within the part of the site the user is currently, the navigation through links withinthe text and complementary browsing that refers to additional tools.Basic browsing is necessary for each page and should cover the whole content. The navigation menushould have a consistent and logical structure easily comprehended by the use, while all pages withinthe site should have a link to the homepage. In case of multiple navigation levels for the user toaccess a piece of information, it is extremely useful to have breadcrumb navigation features, that areactually links to text, separated with vertical grids that indicate the navigation level the user is in. Incase of icons used in the navigation menu, these should be comprehensible, internationallyacknowledged and providing alternative text content when the cursor points on them. In addition tothis there should be a possibility of colour dissociation of the links already visited by the user from theones not yet visited as well as links to proposed relative issues to motivate the user to further explorethe web pages.Version 1Month: December Year: 200758

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Search Engine Optimisation (SEO)The fact that the vast majority of the internet users begins searching for a product or service with thefamiliar search engines (Google, Yahoo, MSN), implies the severity of search engine optimization foreach site.Two are the main categories under the term search engine, meaning human-powered directorieswhere one can record the web site, describe it, classify it etc and crawler-based search engines thatare based on search engine results on the web site. The latter are the dominant engines, with Googlebeing the most prominent. Crawler-based search engines have three basic features. The crawler orspider visits and reads web pages and follows links to other web pages within the web site. Thisprocess is repeated for each web site once or twice a month thus recording changes. The findings ofthe crawlers or spiders are recorded in the index that constitutes the second feature. The indexcontains a copy of each web page recorded by the crawlers or spiders. The third feature of crawler –based search engines is their software that explores thoroughly all the pages recorded in the index inorder to identify their data with the data of a search. After this check, the software presents theresults in a hierarchy selected (via specialised algorithms) as the most relative to the search criteria.A web site should fulfil the following prerequisites in order to achieve a high position in the results of asearch engine:• To optimize accessibility for the crawlers of the search engines.It is critical for a web site to have search engine friendly architecture and content. Features such assplash pages with limited or no content usually used in tourist we sites for language selection orrelative splash pages using flash technology, as well as the use of frames for independent use ofdifferent web sites’ parts, may become obstacles for the crawlers to read properly the pages and thusshould be avoided.• To optimize the metadata and the content in accordance with key words and phrases.Crawler-based search engines use information from the metadata to classify web page content.Metadata are part of a page’s scripting and proper format and adjustment to each page enhancestracking and high positioning. Such important metadata is the web site title on top of each page, in allbrowsers and should contain key words aimed by the site and in the same time make sense. Inaddition to that, the description is an important metadata and should be realistic and supported bykey words and text used in the homepage. Finally, the key words corresponding to the importantVersion 1Month: December Year: 200759

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»words and phrases already identified within the text. To identify meaningful key words and relatethem with the content, it is useful to for one to study the way the users search in order to find relativeproducts or services. The log files in a web site may provide useful information on this matter. It isimportant that key words reflect the web page content and respectively the key word content, sincesearch engines check whether key words appear in the upper part of the content (title and firstparagraphs), taking for granted that a web site relative to the particular subject should mention suchwords in the beginning of the page. This rationale each web site can be optimized for different keywords.• To have updated and contemporary content.Search engines compare the crawled pages with those that are already bookmarked in the index inorder to define the dynamics of the content. The more dynamic the content is the more the sitebecomes crawled by the search engines, thus resulting in positive impact in tracking and highpositioning.• To have link popularity.All hierarchy systems in search engines during the evaluation process, take into account the quantityand quality factors of the links in the web site. The links evaluated are the bidirectional, to and fromother web sites, as well as links to big web sites and e-catalogues and indexes. Enhancing linkagemay facilitate tracking and high web site ranking.The above remarks regard the optimization of tracking in search engines rather than paid ads. Paidads refer to buying high hierarchy and position in a search engine, linked to particular phrases or keywords. These can be useful in cases of quick results need, while in the same time facilitate theimprovement of tracking or in the case of a promotion campaign including such ads. In addition tothat they may be used in order to verify phrases, words, products and offers as well as in cases ofnon-friendly web sites as long as the search engines are concerned with no intention of improvementor replacement.Version 1Month: December Year: 200760

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Technical PerformanceTechnical performance malfunctions in a web site may lead the users to dissatisfaction and as resultmay create trust issues towards the web site as well as the company or organization that maintains it.The minimum criteria to be fulfilled by a tourist web site (and more) lie below:• Technological compatibility with the latest versions of the common browsers such as InternetExplorer, Netscape, Firefox etc.• Use of internet compatible fonts.• Design adjustable to different monitor analysis.• Quick page loading.• Easy and proper picture and multimedia download.• Correct links and avoidance of broken links.• Clear statement on the need of extra software for the user to browse through the pages as wellas link to this particular software.• Proper page printing as well as provision of printable version.The above constitute the essence the minimum basics for all kinds of tourist web sites and themajority of the sites regarding other industries.Appendix B provides an Implementation Guide for tourist web sites development. Particularly thevarious characteristics, functions and services are commented, regarding the levels mentioned below:• National Level (Ministry of Tourism, Greek National Tourism Organization).• Regional Level.• Local Administration Level.• Business Level (hotel units).Version 1Month: December Year: 200761

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»6.4 ReferencesMich, L. & Franch, M. 2000, 2QCV2Q: A Model for Web Sites Analysis and Evaluation, in: M.Khosrow (ed.), Challenges of Information Technology Management in the 21st Century – Proceedingsof the International Conference Information Resources Management Association (IRMA), Anchorage,Alaska, Hershey, PA, IDEA Group Publishing, pp. 586-589.Mich. L., Franch, M., Cilione, G. & Marzani, P. 2003, Tourist Destinations and the Quality of WebSites: a Study of Regional Tourist Boards in the Alps, CDRom Research Track Support Disk, in: A.J.Frew (ed.), Information and Communication Technologies in Tourism 2003. Proceedings of theInternational Conference in Helsinki, Finland (presented at ENTER 2004), Vienna; New York, Springer-Verlag.Nielsen, J. 2000, Designing Web Usability, Indianapolis, New Riders.Nielsen, J. 2001, Did Poor Usability Kill E-Commerce ?,http://www.useit.com/alertbox/20010819.htmlNielsen, J. 2001a, First Rule of Usability? Don’t Listen to Users.http://www.useit.com/alertbox/20010805.htmlNielsen, J., 2003, Recruiting Test Participants for Usability Studies,http://www.useit.com/alertbox/20030120.htmlNielsen, J. 2003a, Usability 101: Introduction to Usability,http://www.useit.com/alertbox/20030825.htmlNielsen, J. 2004, When Search Engine Become Answer Engines,http://www.useit.com/alertbox/20040816.htmlNielsen, J. 2005, Authentic Behaviour in User Testing.http://www.useit.com/alertbox/20050214.htmlNielsen, J., Molich, R., Synder, C. & Farrell, S. 2001, E-Commerce User Experience: DesignGuidelines for Trust and Credibility, http://www.nngroup.com/reports/ecommerce/trust.htmlVersion 1Month: December Year: 200762

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Nielsen, J. & Tahir, M. 2001, Homepage Usability: 50 Websites Deconstructed. Indianapolis, NewRiders.Oertel, B., Thio, S.L. & Feil, T. 2001, Benchmarking Tourism Destinations in the European Union,in: Sheldon, P.J., K.W. Woeber & D. Fesenmaier (eds.), Information and Communication Technologiesin Tourism 2001. Proceedings of the International Conference in Montreal, Canada (ENTER 2001),Vienna; New York, Springer-Verlag, pp. 234-243.Oertel B., Feil, T. & Thio S.L. 2002, Benchmarking Information and Communication Applications forthe Purpose of Marketing and Sales in the Tourism Sector, in: K. W. Wöber, A.J. Frew & M. Hitz(eds.), Information and Communication Technologies in Tourism 2002, Proceedings of theInternational Conference in Innsbruck, Austria (ENTER 2002), Vienna; New York, Springer-Verlag, pp..387-396.Oertel, B., Haße, C., Scheermesser, M., Thio, S. L. & Feil, T. 2004, Accessibility of Tourism WebSites within the European Union, in: A.J. Frew (éd.), Information and Communication Technologies inTourism 2004. Proceedings of the International Conference in Cairo, Egypt (ENTER 2004), Vienna;New York, Springer-Verlag, pp. 358-368.Slatin, J. M. et Rush, S. 2003, Maximum Accessibility: Making Your Web Site More Usable forEveryone. Boston et al., Addison Wesley.Sterne, J., 2002, Web Metrics. Proven Methods for Measuring Web Site Success. New York, WileyPublishing.World Tourism Organization 1999, Marketing Tourism Destinations Online. Strategies for theInformation Age, WTO, Madrid.World Tourism Organization 2001, E-Business for Tourism. Practical Guidelines for Destinationsand Businesses, WTO, Madrid.World Tourism Organization 2005, Evaluating and Improving Websites - The Destination WebWatch, WTO, Madrid.Version 1Month: December Year: 200763

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»7. Proposed Actions per Thematic AreaIn the present chapter proposals for projects and actions in each thematic area are presented. Theseproposals are in agreement with the National Strategic Planning and especially with the “NewSynthetic Document for the Planning of Interventions of the Programmatic Period 2007-2013 in theTourism Sector”. From this agreement, result also the compatibility of proposals with the aiming ofeEurope 2005 and the new initiative of European Union 2010. The existing national strategy for thetourist sector should be improved and supplemented with proposals and ICT actions, focusing on theprovision of new electronic tourist services, so that it corresponds better in the new conditions ofintense international competition.In the present unit, proposals for issues that are already faced in the frame of the existing stateplanning (as an example the unification of tourist information) are not presented, without thatmeaning that these issues are not be taken into account in the determination of actions and in therelative planning of the five year’s Planning of Actions and Interventions that are proposed in the endof the chapter.As it was mentioned in the methodology (chapter 3), the axis in each proposal is reported in the finalrecipient/profited of each action (State, Enterprises, SMEs).Apart from thematic areas, regular field research is considered as essential general action e.g. intourists, for the contribution of information through Internet in their choice. This research is essentialfor the collection of primary information that might afterwards lead to conclusions and may be carriedout by the Observatory for the Information Society in collaboration with the Observatory of Tourism.Version 1Month: December Year: 200764

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»7.1 Thematic Area “Tourist Strategy and Organisation”The objectives that are served with the proposed actions in this unit concern mainly the aid ofextraversion of Greek tourism in its total and the enhancement of tourist promotion of regions thattoday are at disadvantage (while they show tourist dynamics) and alternative types of tourism thatare not sufficiently promoted. It is consequently given particular gravity on differentiation issues, suchas geographic or alternative types of tourism. Actions do not concern special technological issues,while these are the subjects of the thematic area “Technologies and Tourism”. Other proposalsconcern the promotion of technological modernisation of tourist enterprises, via the modernisation ofthe existing financing frame, the promotion of the enterprise’s briefing, and the provision of motivesthrough awarding processes from the official tourist web sites. Strategic and organisational issues thatconcern special synergies and collaborations are the subject of the next thematic area.In this frame the following actions are proposed:• Development of internet content for the highlight of alternative types of tourism in country’sregions (axis: State).• Development of “Centres of Combined Electronic Tourist Information” in Greek cities (axis: State).• Development of an information system for the measurement of the ICT usage in the tourismsector and in the Observatory for the Information Society (axis: State).• Strategic planning, implementation of processes and e-Marketing operations in the Greek TourismOrganisation (axis: State).• Planning and implementation of awarding processes for tourist web sites from the Greek TourismOrganisation (axis: Enterprises).• Study for the modernisation and the simplification of subsidies processes of tourist SMEs (axis:Enterprises).• Planning and implementation of an informative electronic node for financing issues of touristenterprises (axis: Enterprises).Version 1Month: December Year: 200765

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Proposed Projects for the Thematic AreaDevelopment of internet content for the highlight of alternative types of tourism incountry’s regions (axis: State)DescriptionFor the resolution of the problem of incongruity in the projection and the promotion of tourist productin the various regions of our country, the project “Interactive e-Marketing System for the Provision ofAdded Value in the Tourism Industry” (myEOT.gr) is already in the implementation phase. This projectcreates, among others, the infrastructure (web content management system) for the collection,management and integration of information that concerns the Greek tourist product. In order to beexploited rightly the new completed environment of tourist information and reservations, web contentfor all the country’s regions is required. The proposed action concerns more specifically the contentfor the projection of alternative types of tourism where deficiencies are observed (contrary to thetraditional tourism) despite the existence and activation of many organised tourist enterprises. Certainexamples are the acquaintance tourism with the nature and the tradition in Epirus and Thrace.Objectives of the project are:• The comparative evaluation of the tourist products and services of alternative tourism in eachregion, the place of priorities and the choice of regions and tourist themes.• The choice of most suitable methods and technologies for the internet projection of the selectedregions and themes, taking into consideration among others the most suitable practices that arealready implemented in country (as an example in the Ionian Islands and Crete).• The collection of tourist information for the selected regions and themes, and their transformationin a suitable form for projection through the internet.Apart from the creation of new material, the project requires the collaboration of the Greek TourismOrganisation and the Regional Tourism Services with the local bureaus, for the collection andpotentially elaboration of the existing informative tourist material. Specifically for countryside tourismissues and agro-tourism, the project concerns also directly the Agrotour SA.Implementation Implementation PeriodImplementation CostBodyMinistry of Tourism / 2008- A’ semester of 2009 200.000 € (estimation)Greek TourismOrganisation (GTO)Other Involved Funding BodyProfited OrganisationsBodiesRegion’s TourismServices, Agrotour SA,Local developmentalRegional Funding Programmes or DigitalConvergence Operational ProgrammesAll institutions and enterprisesthat are involved in the chain ofproducts and services offer ofVersion 1Month: December Year: 200766

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»institutionsalternative tourismOther ObjectivesThe project serves in general the tourist projection of the country. Also, the informative material thatwill be created can be disposed from specifically “Centres of Combined Electronic Tourist Information”in a lot of cities (see proposed action “Creation of Centres of Combined Electronic TouristInformation”). In general, the material that is created for each region can be exploited immediately,with its’ production. Specifically for issues of tourism countryside and agro-tourism, the project isexpected to create added value in the tourist projection via the Agrotour SA portal(http://www.agrotour.gr).Development of “Centres of Combined Electronic Tourist Information” in Greek citiesDescriptionThe project aims in the cover of the information gap that exists for a foreigner visitor, who arrive at acountry’s region relatively unknown to him (except from the regions with high tourist demand or theRegions heads), and who is already familiarized with the use of electronic means.The Centres of Combined Electronic Tourist Information can offer such information, as an example viainfo-kiosks or terminals (connected with determined addresses in the internet or with locally storedinternet content). The requirements in space and equipment are small. They can as an example sharethe same building with the Centres of Citizen’s Service or other spaces of public services, and theirpresence to appear with special exterior labelling. Also, it is not required the engagement or specialtraining of personnel, but only the provision of help for equipment use and the printing of relativebooklets. Bigger weight is given in the decoration of spaces (e.g. with posters) in order to exists thesuitable atmosphere.Apart from Greek cities without organised central tourist support, these Centres can exist also inbigger cities, additionally, for example as special spaces in the various tourist offices or the Region’sTourism Services.Subject of the project is:• The localisation of cities and places that are advisable for the provision of such electronic touristinformation to the visitor.• The engagement of spaces, the supply of the necessary equipment and the decoration tasks.• The collection of the basic informative and instructive material for the visitor of each city and itstransformation in electronic form, at preference with the use of existing information, as anexample from the Organisation’s of Local Authorities web sites. The objective is the exploitation ofabundant informative material that exists in electronic form for traditional types of tourism.The project requires the collaboration of Greek Tourism Organisation and Region’s Tourism Services inwhich cities that will be selected belong.Version 1Month: December Year: 200767

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Implementation Implementation PeriodImplementation CostBodyMinistry of Tourism /Greek TourismOrganisation2008-2009 The cost depends from the waythat equipment will beaccommodatedOther Involved Funding BodyProfited OrganisationsBodiesRegion’s TourismServices, Agrotour SA,Local developmentalinstitutionsRegional Funding Programmes or DigitalConvergence Operational ProgrammesAll institutions and enterprisesthat are involved in the chain ofproducts and services offer ofalternative tourismOther ObjectivesThe project serves the objective of correct welcoming of a foreigner visitor. To a high degree theinformative material will be collected by existing sources. However possible new material can be usedin the project “Interactive e-Marketing System for the Provision of Added Value in the TourismIndustry”.Development of an information system for the measurement of the ICT usage in thetourism sector and in the Observatory for the Society of InformationDescriptionThe observation of statistical data in the tourism sector is included in the under way project“Development and Operation of the Information System for the Strategic Planning of Tourism Sector:Tourism Satellite Account and Observatory of Tourism”. These measurements do not includeinformation about the penetration of the ICT in the tourism sector. However, the degree of ICT usagein the tourism sector for a country is considered as a critical component of tourism competitiveness(see for example the indicator “Travel and Tourism Competitiveness Index – TTCI” of World EconomicForum that includes a sub-indicator of ICT’s infrastructures).The proposed project concerns the development of a system for the measurement of the ICT usage inthe tourism sector, based to hierarchical structured indicators and themes in “cards” (scorecards).Objectives of the project are:• The import and utilisation of data from studies and field researches.• The calculation of “performance” indicators for each scorecard and globally, the observation andthe forecasting of tendencies from these indicators.• The explanation of the indicators progress, with the detection of the hierarchical more inferiordata that affect positive or negatively in this progress.• The combination of data from other sources (data from the Observatory of Tourism,Version 1Month: December Year: 200768

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»macroeconomic and demographically data, etc) for cross-correlations and in general for statisticalanalyses reasons.• The production of reports and graphics with OLAP functionalities (On-Line Analytical Processing)from the data of the ICT usage and other sources.The project’s scope is the planning, the implementation of a system, its loading with data and thesupport of the first phase of its productive operation.Implementation Implementation PeriodImplementation CostBodyObservatory for the 2008-2009 170.000 €Society of InformationOther Involved Funding BodyProfited OrganisationsBodiesObservatory of Tourism Regional Funding Programmes or DigitalConvergence Operational ProgrammesIndirectly all institutions andenterprises in the tourismsector, via the state’s feedingthem with data that allow themost suitable and thecontinuous utilisation of nationaltourism strategyOther ObjectivesThe project supplements the mechanisms of measurement and observation that are under way in thedevelopment of Tourism Satellite Account.Strategic planning, implementation of processes and e-Marketing operations in the GreekTourism OrganisationDescriptionThe under way project “Interactive e-Marketing System for the Provision of Added Value in theTourism Industry” concerns the creation of a completed e-marketing system in completeinterconnection and operation with other sub systems (content management, semantic classification,e-market place, data warehouse, etc).In order the system to be rightly developed and to be exploited afterwards with the most suitableway, it is essential to include itself in the GTO’s e-Marketing Strategic Framework. The objective is thenational tourist institution to become a real institution of destination management (DestinationManagement Organization - DMO), like Great Britain’s model with its VisitBritain and Canada’s withwww.bonjourquebec.com. This strategy can combine itself with partial internal re-organisation in theGTO aiming at a more direct collaboration with the private sector in the implementation of common e-Version 1Month: December Year: 200769

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»CRM actions.Objectives of the project are:• The mapping and evaluation of the existing situation in the GTO, on e-Marketing issues (strategy,organisation, roles and competences, processes, current and forecasted infrastructures, etc).• The mapping and evaluation of GTO’s exterior environment mainly with regard to other countries,the international tourism web sites from competitive countries and e-Marketing practices thatfollow these countries, but also with regard to the ways that collaborate and co-ordinate withother institutions and enterprises in Greece.• A detailed SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis for GTO and e-Marketing.• The development of strategic proposals for the exploitation of advantages and opportunities andthe confrontation of weaknesses and threats based to SWOT analysis.• The specialisation of the strategic proposals on organisational and operational replanning issuesaiming at the effective turnaround of GTO to e-Marketing and the most suitable exploitation ofnew ICT infrastructures.Pre-demand is the study completion of myEOT.gr (into 2008), in order to exist an explicit picture forthe new infrastructures that will be implemented. The project requires the collaboration of GTO andthe Ministry of Tourism with representatives from collective institutions of the tourism sector.Implementation Implementation PeriodImplementation CostBodyMinistry of Tourism B’ semester of 2008 – A’ semester of 150,000 € (estimation)GTO2009Other Involved Funding BodyProfited OrganisationsBodiesCollective Institutionsof Tourism SectorRegional Funding Programmes or DigitalConvergence Operational ProgrammesAll institutions and enterprisesthat are involved in the chain ofproducts and services offer, viathe upgraded GTO’s presence inthe internetOther ObjectivesThe project supplements and adds value in the “Interactive e-Marketing System for the Provision ofAdded Value in the Tourism Industry”. Also, it creates new organisational and labour “culture” into theGTO, focused on e-Marketing, which afterwards can transmitted in the all levels of tourist promotionand projection.Version 1Month: December Year: 200770

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Planning and implementation of awarding processes for tourist web sites from the GreekTourism OrganisationDescriptionThe promotion of tourist web sites from the GTO can boost the ICT’s usage from tourist enterprisesand also lead to an upgrade of internet presence. From one hand, this promotion will function as amotive for the businessmen of the tourism branch and will lead to the creation of a healthycompetition, specifically for the exploitation of ICT’s. From other hand, the demonstration of specificweb sites will serve the distribution of good practices on exploitation issues of internet in the tourismsector.The direct solution in order this promotion not to be considered as an advertisement is the awarding,as it is used in international level. Examples are the press awards for the “the hotel of month” or, stillmore focused in the adoption of methods, “the tourist web page of month”.Objectives of the project are:• The study on the implementation of the awarding mechanism for the web sites (organisation,processes, transparency, legal restrictions, etc).• The pilot operation of this mechanism and the evaluation of its results.• The finalisation of the planning, based on the results of the pilot operation.The project requires collaboration between the Ministry of Tourism, the GTO and collective tourisminstitutions. The suitable time – scheduling is with the completion of the proposed GTO’s project the“Interactive e-Marketing System for the Provision of Added Value in the Tourism Industry”.Implementation Implementation PeriodImplementation CostBodyMinistry of Tourism 2009 150,000 € (estimation)GTOOther Involved Funding BodyProfited OrganisationsBodiesCollective Institutionsof Tourism SectorRegional Funding ProgrammesAll institutions and enterprisesthat are involved in the chain ofproducts and services offer, viathe upgraded GTO’s presence inthe internetOther ObjectivesThe project serves the promotion of the ICT’s usage objective from tourist enterprises. Also, itsupplements and adds value in the GTO’s project “Interactive e-Marketing System for the Provision ofAdded Value in the Tourism Industry”.Version 1Month: December Year: 200771

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Study for the modernisation and the simplification of subsidies processes of tourist SMEDescriptionThe existing mechanisms of financing the tourist enterprises have certain weaknesses. As an example,the integration processes of a company in a financing program are considered as time-consuming andlaborious, especially for the small and medium-sized enterprises, which also need more the subsidy.In certain cases the criteria of attendance and/or the subsidy’s time delay are prohibitory for the smalland medium-sized enterprises. Also, as it is pointed out in the “New Synthetic Document for thePlanning of Interventions of the Programmatic Period 2007-2013 in the Tourism Sector”, revision andactualisation of eligible tasks for the modernisation of hotels are required.Other problems spring from the nature of the financing processes which are related with technologicalsectors that are developed permanently. Concretely, the small and medium-sized enterprises arecalled to be upgraded with modern technologies, without however to attend intermediary transparentstages. The bigger enterprises do not also consider certain the depreciation of their investmentespecially for high technology issues.The objective of the project is the development of a study on the modernisation and simplification ofthe subsidy processes for the tourist enterprises, especially for the SMEs. The study should cover thefollowing subjects:• Mapping of the existing situation: Usage of the subsidies from tourist enterprises, obstacles andproblems.• Field research about the profit of tourist enterprises that have adopted ICT methods viasubsidised programs.• Development of proposals:- For the improvement of Developmental Law, so much on the revision and actualisation ofeligible expenses, terms of attendance and relative processes, as long as for the cover ofother alternative types of tourism, based on the mapping of the existing situation and theresults of field research.- More specifically, for the simplification of the current time consuming subsidy processes forthe acquisition of basic equipment (PC, connection with the internet) and internet services.- For the announcement policy, the provision of motives for attendance to small and mediumsizedenterprises, the encouragement of collaboration and the creation of tourist clusters inthe frame of financed projects.The project requires the communication with the most important tourist institutions.Implementation Implementation PeriodImplementation CostBodyMinistry of Tourism 2008 150,000 € (estimation)GTOVersion 1Month: December Year: 200772

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Other InvolvedBodiesCollective Institutionsof Tourism SectorOther ObjectivesFunding BodyRegional Funding ProgrammesProfited OrganisationsSmall and medium-sized touristenterprisesPlanning and implementation of an informative electronic node for financing issues oftourist enterprisesDescriptionThe tourist enterprises are not as well aware as they were supposed to be about the financingopportunities for the import of ICT methods in their operation. A reason is that the various relativemechanisms of aid (Operational Programmes, Regional Operational Programmes, CommunityInitiatives, and Developmental Law) are not addressed exclusively in tourist enterprises, and as aresult the relative information does not exist assembled and “friendlily” formulated for them. Theterminology that is used in official web sites (as an example “Rationalisation and modernisation ofenterprise’s administrative processes”) does not become perceptible from the businessmen in thetourism sector, and the financing forms are considered complicated.The present project concerns the planning and implementation of an informative electronic node forfinancing issues, specifically for the modernisation of the tourist enterprises with the use of ICT, andaims to cover this information gap. The central idea is the briefing with a comprehensible way and,mainly, with the use of examples. Via these examples the most suitable practices of ICT usage willappear simultaneously with the exploitation, by case, of the financing mechanism. The main idea isthe creation of a completed web “driver” on the exploitation of modern technological opportunities inthe tourism sector. The informative material might be definitely also published in printed forms.Objectives of the project are:• the creation of informative material for the financing ways and the examples - most suitablepractices, and the formulation in various levels of detail, depending on the user’s familiarizationdegree.• the planning and the implementation of the informative electronic node.• the pilot operation and the collection of evaluation data (on-line evaluation and research fromusers - tourist enterprises).• the finalisation of the web content of the informative electronic node.• the make public tasks for the usage distribution of the node.The project is preferable to follow the “Study on the modernisation and the simplification of subsidyprocesses of the tourist SME”.Version 1Month: December Year: 200773

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Implementation Implementation PeriodImplementation CostBodyMinistry of Tourism 2008 - 2009 100,000 € (estimation)Ministry ofDevelopmentOther Involved Funding BodyProfited OrganisationsBodiesCollective Institutionsof Tourism SectorRegional Operational Programmes The total number of touristenterprises, via the higherexploitation of opportunitiesthat will come out from theadoption of new technologiesOther ObjectivesThe project serves at the same time the distribution objective of the most suitable practices thatconcern the ICT usage from tourist enterprises. It presents synergies with the proposed project“Planning and implementation of awarding processes for tourist web sites from the GTO”.Version 1Month: December Year: 200774

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»7.2 Thematic Area “Technologies and Tourism”The proposed actions in this unit concern more special technological issues in tourism, in the axis“State” and in the axis “Enterprises”, especially in the small and medium enterprises. In agreementwith the new Synthetic Document on the Planning of Interventions of the Programmatic Period 2007-2013 in the Tourism Sector, implementation of technological projects for the support of the Nationaland Community policies in tourism sector is sought, with the creation of infrastructures for theprovision of completed dynamic tourist packages, the interconnection of systems in the sectors oftransports and culture and the implementation of pilot actions for the most advanced technologies. Inenterprise’s level, it is also sought the implementation of technological projects for the operationmodernisation of SME via the specialisation of the Developmental Law for investments specifically onelectronic tourism issues.It is reminded that proposals for subjects that are already faced in the existing State framework arenot formulated, but these are taken into account in the proposal’s formulation. The distribution issuesfor electronic reservations (and more generally the ICT’s usage for the tourist projection) in theculture sector concern also the thematic area “Synergies and Collaborations”.In this framework, the following actions are proposed:• Study on the planning and the provision of completed dynamic tourist packages in Greek tourism(axis: State).• Study on the specialisation of the Developmental Law on issues that aid tourist enterprises forinvestments in the electronic tourism (axis: Enterprises, more specifically the SME).• Project for the exploitation of advanced technologies for the projection of regions with alternativetourism and the elongation of visitor’s staying (axis: State).Version 1Month: December Year: 200775

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Proposed Projects for the Thematic AreaStudy on the planning and the provision of completed dynamic tourist packages in GreektourismDescriptionThe provision of completed dynamic tourist packages (dynamic packaging) requires completion andinterconnection of electronic reservations in the various stages of visitor’s excursion in a country. Thebasic infrastructure that is developed for this aim is via the under way project “Interactive e-MarketingSystem for the Provision of Added Value in the Tourism Industry” (myEOT.gr). However in otherrelated sectors (e.g. transports, culture), electronic reservations do not exist and/or theirinterconnection, while regarding the picture of relative projects this is vague.Objective of the project is the study on the planning and the provision of completed dynamic touristpackages in the Greek tourism. The proposed study can clarify this picture, with:• the complete mapping of the existing situation regarding the electronic reservations in thetransportation and culture sectors and especially the possibility of interconnection /interoperability of these various systems with myEOT.gr,• the requirements in information systems,• the expected profits and costs, and• the priorities.The study will be supposed to lead to proposals for relative projects that will concern systemsimplementation and information interconnection.The depth of the analysis is not the same in all sectors or into the same sector:• In the transportation sector, strong emphasis should be given in the marine transports (it isenough to mention the cruises and the important profits that they would exist from the possibilityof combined reservations through internet). The study should proceed in details for the requiredprojects concerning inter-availability of the reservations, the passengers’ traffic management intoports, the connection with the tourist agencies as well as the development of a Data Warehousein the Ministry of Mercantile Marine for the exploitation of collected information and theoptimisation of passengers’ traffic management. The study in the railway and the remaining landtransports should not come into such details, since it mainly interests for the possibility of on-linetickets reservations. Also, in the air transportations the conditions of interconnection withmyEOT.gr already exist.• In the culture sector, the delay in reservations and in general in the adoption of ICT methods isgiven. In this sector the study does not concern the creation of projects with high infrastructure,but the simple possibility of electronic reservations and their combination with the projection,using ICT methods, of cultural issues in the web, depending on inter-country collaborations’projects such as EUMEDIS (Daedalus, Medina, Strabon, Networked Journeys, etc.), but also innational level. Here, it is interesting also the information incorporation in myEOT.gr (for example,dedications, e-expeditions based on virtual tours in museums, etc).Basic precondition for the development of the study is myEOT.gr system to be in operation.ImplementationBodyImplementation PeriodImplementation CostMinistry of TourismGTOMinistry of TransportVersion 1Month: December Year: 20072009 200.000 € (estimation)76

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»and CommunicationMinistry of CultureOther InvolvedBodiesInstitutions in thetransportation andculture sectorsOther ObjectivesFunding BodyRegional Funding Programmes or DigitalConvergence Operational ProgrammesProfited OrganisationsAll the tourism sector, via theupgraded presence of ourcountry through the webAll the promotion and possibility of electronic reservations, especially in the frame of completeddynamic tourist packages, are considered that it will lead to an increase of the visits to our country.Opportunities in the marine transports sector were already marked. Lacks in the adoption of advancedmethods for the promotion of our country’s cultural heritage in the web, recommend a big unexploitedoccasion for Greece. As an example, the virtual tour in Greek museums could attract man visitors fromtechnologically advanced countries and especially potential visitors familiarized with technology.Study on the specialisation of the Developmental Law on issues that aid touristenterprises for investments in the electronic tourismDescriptionTourist enterprises can develop aid opportunities through:• Operational Programmes such as the Framework funded, Development Operational Programmes Iand II, the Information Society Operational Programme and the Digital Convergence OperationalProgramme etc.• Regional Operational Programs.• Community Initiatives (Leader+, INTERREG etc).• Financing depending on the new Developmental Law (3299/2004).A relative “gap” that is observed is the focus in the electronic tourism. Specifically the small andmedium-sized tourist enterprises limit themselves in the opportunities that are provided to them bynew Developmental Law, that on the one hand it has bigger orientation in the exploitation of ICT, buton the other hand it continues concerning general and no concrete actions.Examples of concrete actions that are deliberate to be financed are:• The aid for the creation of additional functionalism in tourist web sites that already have beendeveloped.• The aid for the creation of e-reservation’s infrastructures and customer relationships managementsystems.• The aid for technological modernisation issues concerning internal operations and processes (ERP,electronic supplies, etc).Under these actions are profited the big number of enterprises that has made a first step for the ICTsadoption but on the other hand they are unable to proceed to the next step. Also, the specialisation offinanced actions can constitute a factor in order tourist enterprises to be better informed on ICTsissues.Objective of the project is the completion of the existing frame concerning the aid of touristVersion 1Month: December Year: 200777

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»enterprises, in agreement with what it was mentioned.Concretely, objective of the project is the development of a study on the specialisation ofDevelopmental Law concerning the aid of tourist enterprises for concrete actions as above. Theproposed study includes relative legal issues, the choice of the most suitable regions for aid, and theplanning of processes for the aid.ImplementationBodyImplementation PeriodImplementation CostMinistry of TourismGTOMinistry ofDevelopment2009 100.000 € (estimation)Other InvolvedBodiesCollective tourisminstitutionsOther ObjectivesFunding BodyRegional Funding Programmes or DigitalConvergence Operational ProgrammesProfited OrganisationsTourist enterprises, specificallythe SMEThe specialisation of Developmental Law with the aid of concrete actions on electronic tourism issuesis expected to involve reduction in the digital gap that is observed between high and SME touristenterprises. Also, the distribution e.g. of reservations systems will have direct results via the newGTO’s web site, myEOT.gr. Finally, the proposed action can partly cover the existing gap of touristenterprises briefing for the aid occasions concerning their technological modernisation.Project for the exploitation of advanced technologies for the projection of regions withalternative tourism and the elongation of visitor’s stayingDescriptionThe project accumulates various best practices that have been located in international level and whichuse advanced technologies for the promotion of tourist destinations, especially in the frame ofalternative types of tourism. Concretely, it concerns the implementation of pilot actions:• Combination of mobile appliances (PDAs, “intelligent” telephones) and position services (GPS) forthe prolongation of the visitors’ stay in a city or region. The central idea is the use of pre-storedinformation of personal interests in the mobile appliance. Based to such elements, while thetourist wanders in a region, he is informed for points those likely interests him (e.g. museums,monuments), he is guided to them and he accepts help about the planning of the way that he willfollow. Example of such application is the ABEL solution that is used in the region of TwenteHolland (http://www.uitmetabel.nl/).• Combination of mobile appliances and position services for the support of the nature’s tourism, asan example in parks and protected regions. The nature lover is informed e.g. for the flora andVersion 1Month: December Year: 200778

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»fauna that he meets, and in general for anything interesting that happens around him, he canprogram his tour etc. The main difference from the previous application is that the use is not inconditions of a city and the cover from the wireless network is not continuous. Example of suchapplication is the mobile driver on nature lovers called WebPark – product of an inquiringcollaboration concerning a project that is part-financed from the European Union(http://www.webparkservices.info/index.htm)• The use of geo-coded information in combination with methods of virtual reality (virtual geomultimediainformation systems) for the promotion of rural regions, and in general of ecologicaltourism. The user can make three-dimensional (3D) virtual “flights” (virtual flyers) in a region,from his PC, seeking information on lodgings and routes for cycling via his PDA as soon as hearrive at his destination, and see the results in three-dimensional chart etc. Such application is thesolution that was implemented in a project part-financed from the European Union REGEO(http://thayatal.geo-konzept.de/z/regeo).The objective of the project is the application of the previous actions in a pilot region, in order profitsand costs, problems and critical factors of success to be elected. The stages of the project includeplanning, pilot application, evaluation, conclusions and proposals for the continuity. Suitable planningis afterwards the implementation of the proposed action “Development of an interdisciplinary networkfor the study of applied subjects concerning the ICT usage in Greek tourism”.Implementation Implementation PeriodImplementation CostBodyInterdisciplinaryinquiring collaboration2010 - 2011 It is not possible to beestimated in this phaseOther Involved Funding BodyProfited OrganisationsBodiesLocal institutions, interalia for the datacollectionRegional Funding Programmes or DigitalConvergence Operational ProgrammesTourist enterprises that areactivated in alternative types oftourism concerningacquaintance with nature andtradition, city tourism etc.Other ObjectivesThe project concerns advanced technological combinations that can yield important profits in visitorsattracting and in regions with alternative types of tourism (especially for the acquaintance with natureand tradition). It is also served the objective of elongation of the stay of a visitor in a region.Version 1Month: December Year: 200779

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»7.3 Thematic Area “Human Resources”The proposals that are formulated in this unit cover many from the requirements in the Axis “Upgradeof Human Resources” of the new Synthetic Document on the Interventions Planning of ProgrammaticPeriod 2007-2013 in the Tourism Sector, concerning the turn to innovative actions that willincorporate the use of modern tools and ICT. More concretely, the proposed actions aim in the directconnection of tourist education and training with the job market. They mainly interest the reformationof the tertiary education level in the sector, the executive’s training of tourist enterprises in ICT thatare used in the sector and the extension of modern education methods in all the spectrum of touristeducation. It is not discussed here the reformation of study programs concerning faculties of OTEK forbigger orientation in the use of technological methods, which is already in development, with theexploitation of actions in the Society of Information 37 .At this frame, the following actions are proposed:• Reformation of study programs in tourist faculties and departments of Higher Education Institutes/ Higher Technological Educational Institutes with emphasis on the import of courses for the ICTusage in the tourism (Axis: State).• Subsidised executive’s training of tourist SME on ICT issues (Axis: Enterprises, more specificallythe SME).• Extension of provided education with e-learning methods in the abroad tourist agents (Axis:State).37 Recent interview of Prof. K. Kouskouki, President of OTEK in TravelDailyNews (29/7/2007)Version 1Month: December Year: 200780

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Proposed Projects for the Thematic AreaReformation of study programs in tourist faculties and departments of Higher EducationInstitutes / Higher Technological Education Institutes with emphasis on the import ofcourses for the ICT usage in the tourismDescriptionTaking into consideration the mapping of our country’s educational infrastructure and theascertainment of limited Academic Departments and Faculties presence in one of the Greek economicbranch with vital importance, the reformation of existing study programs is judged essential andpresupposes at least the import of a ICT courses circle in Higher Education Institutes / HigherTechnological Institutes and the Tourism Faculties.Regarding certain questions that should be taken into account in the proposed action:• The objective is the students familiarization with ICTs, with the initial use of PCs, their educationin specialised software programs, as well as their familiarization with the use of new technologiesin business practices.• This ICT courses circle can include the creation of laboratorial courses with the use of specialisedinformation systems that are already used in tourism (reservations systems, customer relationshipmanagement systems, e-marketing tools in tourism, etc).• A part of the provided training should be in an e-learning form, as is imposed by the moderntendencies 38 .• At last the combination of infrastructure and specialised courses is judged essential so that thecontinuity in the training to be ensured, but also to be created the essential infrastructure in thepotential executives of tourist enterprises for their flexible adaptation in the future developmentsof technologies.Implementation Implementation PeriodImplementation CostBodyMinistry of NationalEducation & Religious2008 – A’ semester 2009 It is not possible to beestimated in this phaseAffairsOther Involved Funding BodyProfited OrganisationsBodiesHigher EducationInstitutes / HigherEPEAEKPotential executives of touristenterprises38 See for example S. Retails “Study on the Progress of Tourist Training and Compilation that utilize ICTs», SETE’scongress “ICTs and Tourism”, Athens, 2007 - http://www.ict-etourism.gr/default.asp?pid=21&la=1Version 1Month: December Year: 200781

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»TechnologicalTourist enterprisesEducation InstitutesTourist Faculties andResearch CentresOther ObjectivesThe project in general can contribute in the competitiveness increase of the Greek tourist enterprisesthrough the engagement of graduates with modern and specialised knowledge. Simultaneously thecontribution in the reduction of unemployment is considered important, because the study programswill be adapted in the needs of business community and the graduates will approach the job marketwith modern supplies.Subsidised executive’s training of tourist SME on ICT issuesDescriptionFrom a variety of studies and researches, an important weakness of ICT exploitation from the touristSME has been elected mainly owed in the “digital illiteracy” and the fear of technology. The particularproposal concerns the provision of motives in small and intermediate tourist enterprises for theirexecutive’s training, with accent in the independence of the training units and in the quick-pacedtraining.The proposed project has as an objective:• Initially the development of a study about the recording of cognitive deficits concerning theexisting human resources in the tourism sector and afterwards the organisation and planning ofthe personnel’s training program.• The constitution of a multileveled-training program based on the lacks that have been recordedbut also directed so as to keep pace with each tendencies and developments. Fundamentalobjective of the program is the effective combination of informative technologies andcommunications with the operational business activity of tourist enterprises.• The constitution of a representative instructor’s team that will emanate from the academiccommunity and from enterprises with developed know-how and accumulated experience.The initial, pilot operation of the training program and the evaluation of results are judged necessaryso much from the participants as also from the enterprises, trying an exploitation of the retroactionand the continuous modernisation of the content and the teaching methods. Finally, it is proposed inthe project framework the development of an evaluation system concerning the training results andits’ effect and in the service’s quality of SME with relative later research. The attendance of theprofiting enterprises in the research will constitute a condition for the subsidy of training.Implementation Implementation PeriodImplementation CostBodyVersion 1Month: December Year: 200782

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»OAED 2008 - 2009 It is not possible to beestimated in this phaseOther Involved Funding BodyProfited OrganisationsBodiesTourist Enterprises OAED Small and medium-sized touristenterprisesOther ObjectivesThe proposed project is expected to strengthen the competitiveness of SME and at extension thetourism sector through the aid of provided service’s quality. It is also considered important the profit’sdiffusion from the adoption of ICT via the mobility of the work.Extension of provided education with e-learning methods in the abroad tourist agentsDescriptionThe Ministry of Tourism is already programming the electronic knowledge diffusion (e-learning), incollaboration with OTEK and other institutions. Recipients of this education are the tourism enterprisesand their personnel.The present proposal is an adaptation of a best practice that is followed in countries as Portugal andMalta and concerns the education of foreigner tourist agents with e-learning methods (with theGrafenstein system - http://www.grafenstein.net/index.html). The basic idea is that the foreigneragent which is better educated – informed about the tourist products and our country’s services, hashigher sale motive and hence higher motive to promote destinations in Greece.The action can still be more effective if it is combined with agent’s training visits (“familiarization trips”or “fam trips”).Objectives of the project are:• The development of suitable supporting material, for example in the form of electronic books (theones that are used by the national institution of tourism in Germany are considered exemplarily).• The development of a special access area in the GTO’s web site.• The planning and the implementation of announcement energies, for the use of e-training by theforeigner agents.Implementation Implementation PeriodImplementation CostBodyMinistry of Tourism 2010 200.000 €GTOOther Involved Funding BodyProfited OrganisationsBodiesRegional Funding ProgrammesAll the tourism sector, with theVersion 1Month: December Year: 200783

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»increase of the visitor’sattractingOther ObjectivesThe action adds value in the proposed project “strategic Planning and Implementation of e-Marketingprocesses and operations in the National Tourism Organisation”, because the departments ofinternational market that has the higher interest for adoption of new approach methods are studied,and the partial GTO’s rearrangement for the adaptation in the new operation will also have beenstudied.Version 1Month: December Year: 200784

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»7.4 Thematic Area “Synergies and Collaborations”The proposed actions in this unit serve objectives that cannot include themselves in the previousones, that is to say collaboration subjects between tourist enterprises and contribution of academicresearch in the Greek practice.The connection of academic research with Greek reality is a constant demand of tourism sector, asemerged from the common discussions. For the development of tourist clusters, the governing lines ofAxis “Aid of business entrepreneurship and extraversion, productive reconstruction of the country” ofthe new Synthetic Document on the Interventions Planning of Programmatic Period 2007-2013 in theTourism Sector are followed. In the above, it is expressly reported the growth of collaborationnetworks between tourist enterprises “and between these and the remaining enterprises” targeting atthe growth of competitive new services, the creation of economies of scale and synergies, thepromotion of the technological and organisational innovation, the diffusion of good practices, themanagement of tourist growth etc. The relative proposal concerns the encouragement of attendanceof other know-how enterprises - institutions in these synergistic forms.In this framework, the following actions are proposed:• Development of an interdisciplinary network for the study of applied subjects concerning the ICTusage in Greek tourism (Axis: State).• Revision of the legal and institutional frame for the creation encouragement of tourist clusters andthe provision of motives for the attendance of IT enterprises in those (Axis: Enterprises, morespecifically the SME).Version 1Month: December Year: 200785

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Proposed Projects for the Thematic AreaDevelopment of a interdisciplinary network for the study of applied subjects concerningthe ICT usage in Greek tourismDescriptionThe development of constant interdisciplinary network for the connection of the academic researchwith the tourist practice is a demand of businessmen in the tourism sector and it can serve thepromotion need of the applied research on ICT issues.Such an interdisciplinary network, with focus on ICT’s application issues in the tourism sector, mightdevelop an innovative action in the Greek tourism. For example, the pilot action for the promotion ofregions and alternative types of tourism with the use of mobile appliances and satellite (locationbasedservices) that was reported in the previous proposed project.Objective of the project constitutes:• Study for the participators, organisation and staffing and the way of the interdisciplinary networkoperation.• The description of indicative projects and studies that can be undertaken from the interdisciplinarynetwork.• The syntax of a business plan and the synergies for the foundation and operation of theinterdisciplinary centre.Advantage of the constant interdisciplinary network, apart from the concentration of the know-how,will be the increased administrative ability in the search of resources from European inquiringprograms. Also, this network might act, as intermediary institution, for the distribution of innovation inthe Greek tourism, on behalf of the State.Implementation Implementation PeriodImplementation CostBodyMinistry of TourismGTO2008 - 2009 It is not possible to beestimated in this phase.Ministry of NationalEducation & ReligiousAffairsOther Involved Funding BodyProfited OrganisationsBodiesHigher EducationalInstitutionsHigher TechnologicalEducational InstitutionsRegional Funding ProgrammesThe tourist institutions andenterprises, via the applicationof ICTs innovative actions in thetourism sector.Other ObjectivesVersion 1Month: December Year: 200786

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»The operation of a constant interdisciplinary network for the study of applied ICT subjects in theGreek tourism serves at the same time a lot of other objectives. As an example, the upgrade of theresearch is expected to have effect in the tourist education and training. The production of inquiringresults, capable to be appeared in international level, can render our country as a world pole oftechnological research in the tourism.Revision of the legal and institutional frame for the creation encouragement of touristclusters and the provision of motives for the attendance of IT enterprises in thoseDescriptionThe objective that is served with the proposed action is the creation of SME’s clusters for the touristenterprises, and the joint acquisition of know-how, the distribution of investment danger and theculture of differentiated marketing picture, adapted in the particular tourist profile of each region.Even if it is related with the aid subjects of small and medium-sized enterprises that are faced withthe proposed projects “Subsidised executive’s training of tourist SME on ICT issues” and “Study on thespecialisation of Developmental Law on aid issues of tourist enterprises for investments in theelectronic tourism”, the present proposal does not have the same character.The target here is the real enterprising attendance of IT companies in tourism clusters for thepromotion of the utilities that come out from existing synergies in an enterprising group. The reason isthat the creation of tourist clusters is difficult to be promoted without pre-existence of these utilities,despite the motives that give as an example the new Developmental Law. Important obstacle is thesuspiciousness of Greek businessmen in the idea of the in-between collaboration in one region.Of course, the proposal does not concern the creation of real enterprising groups, because it is notasked the loss of tourist enterprise’s autonomy. The ideal form is that of a cooperative or aconsortium, where an IT enterprise participates, with profit for all. The profits for the know-howenterprise - institution on ICT issues could be for example tax exemptions. The profits for thecooperative members would be the acquisition of know-how and the access in technological solutionswith cost prices. The proposed action presupposes a dialogue between State and social partners forthe agreement of solution that would also ensure the independence of tourist enterprises. Afterwardsit requires capable legal work.Implementation Implementation PeriodImplementation CostBodyMinistry of Tourism 2009-2010 It cannot be estimatedMinistry ofDevelopmentOther Involved Funding BodyProfited OrganisationsBodiesVersion 1Month: December Year: 200787

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»Remaining InvolvedInstitutionsRegional Funding ProgrammesTourist enterprises, especiallySMECollective and localtourism institutionsOther ObjectivesThe proposal presents synergies with other projects that aim in the aid SME and their growth with theadoption of ICT methods.Version 1Month: December Year: 200788

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»7.5 Indicative 5 Years’ Plan of Action and InterventionsThe timetable that follows includes the more specific projects and the actions that were described inprevious units of Chapter 7, in the framework of a 5 Years’ Actions and Interventions Plan. The timedurations and the interdependences are accordingly with the descriptions. Also priorities subjects havebeen taken into account.The timetable also includes two phases of the project “Interactive e-Marketing System for theProvision of Added Value in the Tourism Industry” (myEOT.gr) because the relations of the first phase(application study) with many of the proposed actions. The second phase (implementation) is notrelated with any of the proposed actions and is reported for plenitude reasons, with indicativeduration. Similarly in the timetable the action “Extension, improvement and interconnection ofreservations systems” that has not been described is presented, but it’s obvious that it follows theproposed offering study of completed dynamic tourist packages.Version 1Month: December Year: 200789

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»8. Appendix A - Indicative Greek Tourist Web PagesIndicative Greek tourist web pages - Classification based to Alexa.com (source: “Tourist Greece inInternet”, Yannis Patellis, 2005).Web Site Universal Ranking E-Mailwww.gnto.gr 28.354 info@gnto.grwww.familyhotels.gr 404.469 seedde@otenet.grwww.agrotour.gr 323.960 info@agrotour.grwww.shootingingreece .gr - -www.liveyourmythingreece. gr - -www.grhotels.gr - grhotels@otenet .grREGIONSwww.westerngreece .gr 136.279 pdet@otenet.grwww.thessalia.gr 480.145 -www.roe.gr 445.495 Ggphp@otemnet.grwww.stereaellada.gr 1.549.014 Sterea@otenet.grwww.ionianislands. gr 579.538 Region@ionianislands.grwww.rcm.gr 244.082 -www.crete-region.gr 313.960 -www.remth.gr 681.020 -PREFECTURESVersion 1Month: December Year: 200790

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»www. nomarchiapeiraia.gr - Nomarchis@nomarchiapeiraia.grwww.kozani.gr 785.224 -www.nomarchia-artas. gr - -www.na-lar.gr 911.948 Tourism@na-lar.grwww.nagrevena.gr - -www.nad.gr 489.101 Dot@nad.grwww.kastoria.gr 1.008.456 Info @kastoria.orgwww.fokida.gr 1.063.166 Infnafok@otenet.grwww.karditsa.gr - Info@theologis.grwww.drama.gr 534.015 Progdrama@yahoo.grwww.arkadia.gr 492.339 Nomarchis@arcpred.grwww.ndianrodopis. gr / euro - -www.na-kefalinia.gr 548.805 -www.thaki.gr - Nomarchi@otenet.grwww.na-messinia.gr - -MUNICIPALITIES – TOPONYMSwww.chania.gr 267.436 Dimos@chania.grwww.hydra.gr 659.317 Info@hydra.grwww.hydra.com.gr - -www.toubis.gr 5.151.052 Info@toubis.grwww.spetses.gr 548.957 Depo@otenet.grVersion 1Month: December Year: 200791

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICTin the Tourism Sector»www.loutraki. gr 631.389 Touristinfo@loutraki.grwww.kalymnos.isl. gr 1.804.565 Jckalym@ath.fortnet.grwww.skiathos. gr 505.527 Dimos@skiathos.grwww.larissa. gr - -www.patra. gr 196.695 -www. infocenterpatras. gr 1.515.837 Www.infocenterpatras.gr/contactwww.patmos. gr 1.591.516 Dimpatm@12net .grwww.paros. gr 531.770 -www.parosweb. com 273.396 -www.karditsa.gr 4.429.532 Info@theologr.grVersion 1Month: December Year: 200792

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»9. Appendix B – Specific Features, Functions and Services of a Tourist Web SiteInformation and PresentationMapsInteractive Maps (GIS systems)National levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities,Regional levelGreek TouristCommunities andOrganisation)Prefectures)Exceptionally useful featurethat is used widely by touristVery important feature.organisations. The presenceProvided that the userof informed and updatedEquivalents importantinterests for a specificmaps for the country lendselement with the tworegion, the map of theparticular value in the webprecedents levels.region is an essentialsite. It is from theelement for the web site.widespreadest elements thattourists seek.It is the next step of the simple presentation of a map. They obviously have the samevalue with not interactive maps with the advantage of their interconnection with a lotof levels of information. Recent applicable maps, have the ability to connect withlocation based information systems or even to propose optimum ways based to certaincriteria. Very important feature that is adopted more and more in the last few years.Despite of the costly adoption of such a complete system with all the functionalities andpossibilities seeing that all these levels in final analysis promote the Greek touristproduct, the implementation of such an application that it serves all the levels, possiblewould be valuable.Enterprising Level(Hotel Unit)A map that gives thegeographic place of thelodging is essential. Othermaps of the region are notessential. Links can beexisted in the local andregional levels.High investment with smalloutput for this particularlevel.Version 1Month: April Year: 200893

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»Variety of multimedia (photographs, video, 360's,virtual tours, etc)Information on stayInformation on food and drinkInformation on well-being centresNational levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities, Enterprising LevelRegional levelGreek TouristCommunities and(Hotel Unit)Organisation)Prefectures)Exceptionally considerably in all levels. The nature of the tourist product is such that does not allow the user/thetourist to really try a product/service. All the possible ways in order to represent, to present and to promote theproduct are always imposed based to the economic and technical restrictions of each one. It is important anythingthat is presented to be real. More specifically for the hotel units, the ability to present their rooms through an internal360 degrees view, has exceptionally high effect in the potential customer’s decision.All information onAll information with regard to accommodation’s types and categories and the levels ofavailability, prices, andprices is important. If the ability of reservations does not exist, lists and links withtype of rooms, services, etcvarious accommodations are important.is essential.Obviously this informationwill concern the enterpriseitself about the numberand the types ofrestaurants that allocate,Equally important information and in the same logic with the accommodation regardingas well as their dailythe presentation.schedules. Informationrelative with special eventsor known chefs, who workin the certain place, lendsadditional value.If the tourist unit allocatesIf the corresponding product exists, this information is useful to the potential visitors.services of such type, theVersion 1Month: April Year: 200894

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»Information on night lifeInformation on local productsInformation on alternative activitiesInformation on local traditionsNational levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities,Regional levelGreek TouristCommunities andOrganisation)Prefectures)Very important information for each visitor. It should cover all the range of relativeavailable product.Specific presentation andGeneral presentation in Presentation in region’sinformation.country’s level.level.Differentiation element.All the activities that areRespectively with the Respectively with thepromoted by the enterprise’sprevious level and always previous level and alwaysstrategy should beconcerning the strategic concerning the strategicpresented extensively. Theyplanning. Simple reporting planning. Simple reportingshould answer to mainon semi-finished,on semi-finished,questions such as: whereunderdeveloped and underdeveloped andcan I make it, when can Iincomplete products incomplete productsmake it (period), why shouldshould be better avoided. should be better avoided.I make it here.Important information in Equivalents important with Very important and needcountry level and more specialisation infor specialisedEnterprising Level(Hotel Unit)report and theirpresentation are essential.The hotel units want theircustomers to remain in thehotel, therefore thisinformation can beavailable after specificquestion.Does not exist any reasonor value for their report.Usually the hotel unitsorganise their alternativeactivities for theentertainment of theircustomers. Thisinformation is usefulspecifically if it concernsfamilies with children.Only if the place of theaccommodation can beVersion 1Month: April Year: 200895

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»Information on climate and weatherInformation on transportationNational levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities, Enterprising LevelRegional levelGreek TouristCommunities and(Hotel Unit)Organisation)Prefectures)specifically if it is relative geographic level.presentation. Point of connected with somethingwith specific periods (Easter,differentiation.important. “In square XChristmas etc).that the known event Y isbeing held”.Exceptionally important information for the tourists. The weather and the climate constitute decisive parameters forthe choice of the final destination. The relative information should include daily temperatures, period’s mediumtemperature, sunlight, and levels of humidity and forecasts. All the relative values should be presented in Europeanand in American units.Very important information.Tourists want their visit tocover as more places aspossible. For this reason thisinformation with regard toA simple report is enoughThe information regarding transportation becomes stillthe possibilities ofbut if there is anmore important as long as the geographic leveltransportation, availableinterconnection with someminimizes. Simultaneously however it becomes easiermeans, routes andorganisation that providesto be found and to be managed from an organisationitineraries are important. Ifcompleted picture, it willwhen the possibility of interconnection does not exist.there is no connection withbe ideal.other web sites that providethis information, thenorganisation itself shouldprovide.Version 1Month: April Year: 200896

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»Information on pricesInformation on shop’s and services opening hoursInformation on saint’s days and public holidaysInformation on eventsNational levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities,Regional levelGreek TouristCommunities andOrganisation)Prefectures)Information that concernsthe cost of life is useful alsofor the tourist in order todetermine his/her budget. Itis good to be mentioned in a Less essential in the smallest geographic levels but alsorationale of easilyenough useful and of important value for the tourist.comparable and usefulproducts (bus tickets, beers,coffees, bottle of water,etc).Basic information, particularly useful and of important value for tourists in order not toface unpleasant surprises.Basic information, particularly useful and of important value for tourists in order not toface unpleasant surprises.Exceptionally important information in these levels. Of course, it should be focused onthe geographic region and on the region’s objectives.Enterprising Level(Hotel Unit)In this particular level, itconcerns the hotel’sproduct prices and it isabsolutely essentialinformation, which shouldbe as more concrete andclearly as possible.A simple report but if it ispossible, a connection withmore concrete informationwould be ideal.A simple report but if it ispossible, a connection withmore concrete informationwould be ideal.Information about events isessential, especially aboutregions where potentiallycan be constituted aVersion 1Month: April Year: 200897

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»National levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities, Enterprising LevelRegional levelGreek TouristCommunities and(Hotel Unit)Organisation)Prefectures)motive for tourists.Essential information for aspecific group of touristsInformation on sightseeing’s accessibility,accommodations, beaches, etcEssential information and of important value for tourists with disabilities and specialneeds, concerning relative levels. It constitutes the basic and perhaps the uniquecriterion for the destination’s selection. An accessible destination has also positivelystrengthened impact on the potential tourists.which also constitutes thefirst criterion for selectionin this level. Beyond thatthis information has also apositive impact in theenterprise’s profile.Essential basic informationand of important value forthe tourists. It cancompletely contribute to thefinal selection or rejection ofInformation on country’s entries processesthe destination if the Useful information. Report and connections with There is no need to berequired processes are suitable organisations.included.complicated and obscured.They should be evident andwith essential references tothe responsible country’sservices.Information on currency and methods of payments Essential basic information. Useful information. Report and connections with Report on enterprise’sVersion 1Month: April Year: 200898

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»Information on safetyInformation on communicationsInformation on congresses and congress placesNational levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities,Regional levelGreek TouristCommunities andOrganisation)Prefectures)It should include the name suitable organisations.of the currency, thesubdivisions, and the paritieswith the basic currenciesand all the usual andacceptable methods ofpayments.Essential information,specifically nowadays. Itshould give a more generalSimple report.sense of safety and stabilityof the country (lowcriminality, stability etc).Essential basic information.It should include the choices Useful information. Report and connections withof connections (telephone, suitable organisations.via internet etc).Important information with regard to the promotion and organisation of congresses inthe country, in the region or in the municipality and community. It should include theplaces where they can host such events and their abilities to support.Enterprising Level(Hotel Unit)payment policy.Report in the internalhotel’s safety that concernsso the individuals as alsothe baggage.Essential information morespecifically forprofessionals.Presentation of the abilityto held congresses in theaccommodation unit.Number of rooms,capacities depending onVersion 1Month: April Year: 200899

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»Information on organisation of marriage ceremoniesInformation on nature and countrysideInformation on cruisesInformation on beachesNational levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities,Regional levelGreek TouristCommunities andOrganisation)Prefectures)Important information with regard to the promotion and organisation of congresses inthe country, in the region or in the municipality and community. It should include theplaces where they can host such events and their abilities to support.Important information with regard to the promotion and projection of this particularproduct. The amount and quality of information depends on the region’s strategicpriorities. Information can concern general points up to analytic descriptions dependingon the importance of issues (national trees or plants, nature paths, agro-tourism etc).Important information with regard to the promotion and projection of this particularproduct. The amount and quality of information depends on the region’s strategicpriorities. Information can concern destinations, companies, itineraries, frequencies ofitineraries, prices, etc.Important information with regard to the promotion and projection of this particularproduct. The amount and quality of information depends on the region’s strategicEnterprising Level(Hotel Unit)the place’s provision,ground plans andsupporting material.Presentation of the abilityto held marriageceremonies in theaccommodation unit.Number of rooms,capacities depending onthe place’s provision,ground plans andsupporting material.There is no need.There is no need.There is no need.Version 1Month: April Year: 2008100

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»ContactsInformation on direct helpInformation on communication with embassies andconsulatesInformation on the safety of transactions through theweb siteInformation on the policies of returns and guaranteesNational levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities, Enterprising LevelRegional levelGreek TouristCommunities and(Hotel Unit)Organisation)Prefectures)priorities. Information can concern locality, accessibility, opening hours etc.Absolutely essential in all levels. It should include individual’s contact details (names, addresses, telephones, fax,emails, etc).Absolutely essential in all levels. It should include public organisation’s contact details (addresses, telephones, fax,emails, etc) in case of emergency.Essential basic information.It should include the Useful information. Report and connections withThere is no need.elements of relativeresponsible organisations.organisations.Absolutely essential in all levels while transactions are fulfilled. They should include the organization’s policy and ifpossible a certification of a third party.Absolutely essential in all levels while transactions are fulfilled. They should include the organization’s policy and ifpossible a certification of a third party.Organisation and PlanningVery useful feature for aTravel Organizergovernment tourist web site.It helps user to distinguishand to organise theinformation that interestshim/her through a personalUseful feature that givesalso profits in this level.Useful but no essentialfeature. The profits arethe same as in abovelevel.There is no need.web area. It is a tool thatVersion 1Month: April Year: 2008101

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»National levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities, Enterprising LevelRegional levelGreek TouristCommunities and(Hotel Unit)Organisation)Prefectures)increases the interactivitywith user and the adaptedinformation. It is an enoughwidespread tool for touristweb sites, in various waysimplemented andcompleted.Timetables of servicesImportant feature in all levels and of exceptional importance for the tourist’s effort toorganize his/her vacations. They should be informed, valid and comprehensive.There is no need.Timetables of eventsImportant feature in all levels and of exceptional importance for the tourist’s effort toorganize his/her vacations. They should be informed, valid and comprehensive.There is no need.Timetables of activitiesImportant feature in all levels and of exceptional importance for the tourist’s effort toorganize his/her vacations. They should be informed, valid and comprehensive.There is no need.Guides of regionsUseful and important inUseful but no essential inthis level. The availabilityThere is no need.this level.of downloading or printingThere is no need.is also essential.Maps of Regions Essential in all levels with the ability to download them or print. There is no need.It is an extension of a GISsystem that proposes to theDesigner of pathsuser the most optimal waybased to criteria betweenThere is no need.There is no need.Version 1Month: April Year: 2008102

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»National levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities, Enterprising LevelRegional levelGreek TouristCommunities and(Hotel Unit)Organisation)Prefectures)two points. For example itproposes the cultural mostoptimal way between Athensand Thessalonica. Usefulfeature with important valuefor the user. Helps also inthe increase of theinteractivity andindividualization.Online Diary Simple, useful and important tool that gives value in the user. Essential in these levels. There is no need.Favourites Simple, useful and important tool that gives value in the user. Essential in these levels. There is no need.Depending on thegeographic size, basic or It is needed if it concernsSearch depending on regionsBasic functional search of Basic functional search of more basic. For aan enterprise that isexceptional importance. exceptional importance. community is obviously activated in a lot of regionsmore basic than for a and offers similar products.prefecture.Search depending on periodsBasic functional search of exceptional importance. It primarily concerns activities and Essential for the availabilityevents and it should be continuously precise and informed.of rooms.Search depending on interestsBasic functional search of exceptional importance. It concerns another approach ofproduct and is essential in all these levels.There is no need.Brochures and other materials DownloadingSimple, useful and important tool that gives value in the user. Essential in all levels.Version 1Month: April Year: 2008103

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»National levelOTA of Α' and Β'(Ministry of Tourism,Greek TouristRegional levelDegree (Municipalities,Communities andEnterprising Level(Hotel Unit)Organisation)Prefectures)Converter of exchangeSimple and useful tool but not essential.Online Processes and MarketDynamic PackagingVery useful operation that completes fully the tourist package through the internet. Itgives the user the ability to create his/her own holiday package with all the necessaryelements and to buy it through only one transaction. Exceptional importance for theweb site but also for the tourist. For the tourist because he/she can complete his/herwish at the same moment and exactly as he/she wants. For the internet place because There is no need.it keeps the tourist in its’ web site and completes the client’s wish there avoiding thusthe danger to be lost in the maze of alternative proposals that are available online.Alternative ways of implementation exist. Usually the difficulties of the implementationare not technological but enterprising logic.Useful operation in the same frame with the previous one. Useful for tourists and forThe real-time availabilityand online completionthrough the hotel’s webAvailability and reservation of roomsweb sites. Usually the difficulties of its implementation are not technological butsite are essentials.enterprising logic.Particular value for small tomedium-sized enterprises.Useful operation in the same frame with the previous one. Useful for tourists and forAvailability and reservation of packagesweb sites. Usually the difficulties of its implementation are not technological but There is no need.enterprising logic.Availability and reservation of tickets for events, Useful operation in the same frame with the previous one. Useful for tourists and for There is no need.Version 1Month: April Year: 2008104

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»museums, sights etcAvailability and reservation of flightsAvailability and reservation of rental cars, bicycles,ships etcAvailability and reservation for tours, activities etcAvailability and reservation of public and othertransports meansNational levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities,Regional levelGreek TouristCommunities andOrganisation)Prefectures)web sites. Usually the difficulties of its implementation are not technological butenterprising logic.Useful operation in the same frame with the previous one. Useful for tourists and forweb sites. Usually the difficulties of its implementation are not technological butenterprising logic.Useful operation in the same frame with the previous one. Useful for tourists and forweb sites. Usually the difficulties of its implementation are not technological butenterprising logic.Useful operation in the same frame with the previous one. Useful for tourists and forweb sites. Usually the difficulties of its implementation are not technological butenterprising logic.Useful operation in the same frame with the previous one. Useful for tourists and forweb sites. Usually the difficulties of its implementation are not technological butenterprising logic.Enterprising Level(Hotel Unit)There is no need.There is no need.There is no need.There is no need.Entertainment and InteractivityPhotos downloadingVideos downloadingVirtual pathsGamesVersion 1Month: April Year: 2008Essential in all levels. There can exist different qualities and types as well as user rights.Essential in all levels. There can exist different qualities and types as well as user rights.Useful but not essential, especially because of their relatively high implementation cost.There is no need.Exceptionally effective however.Useful but no essential. They do not have particularly high implementation cost and are exceptionally effectively forthe increase of the brand name.105

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»National levelOTA of Α' and Β'(Ministry of Tourism,Degree (Municipalities, Enterprising LevelRegional levelGreek TouristCommunities and(Hotel Unit)Organisation)Prefectures)Useful tool for interactivity and collection of elements. They do not have particularly high implementation cost and areCompetitionsexceptionally effectively for the increase of the brand name. It is not a permanent web site’s element.Exceptional tool of interactivity and individualization. It can provide a lot of usefulUser’s blogsinformation but it needs enough human resources to be held in regard to the content’s There is no need.management. For this reason it is not being used a lot.User’s chat rooms The same as above. There is no need.Very useful operation and it is usually combined with a competition that functions as a motive for higherResearchescorrespondence. Essential tool for the evaluation of the internet and for researches relative with the picture of thedestination. Simple operation almost basic.Exceptionally useful for theIt used to be the most effective tool in the representation and demonstration of a presentation of rooms andPhotographs with 360 degrees viewstourist product. It continues to be used widely but progressively began its’ replacement other hotel’s areas. Thedue to the increase of broadband connections and their speeds and to the increase of development of videovideo’s quality.quality will not so muchinfluence it at this level.Essential in some way. It can be one simple email, a way that would guide the user through a series ofpredetermined questions and answers or even and a live chat with someone from the organization or the company.Online supportDifferent choices and implementation costs but its’ existence is essential because it offers safety and increases theuser’s trust.Still a tool of product’s representation in a live way. Effective and with relatively smallWeb / Live camsimplementation cost but increased needs in control and maintenance. Widespread innational tourist organisations (the Austrian’s tourist organisation has above 100) but noThere is no need.Version 1Month: April Year: 2008106

«Evaluation, Synthesis and Formulation of Proposals for the Use of ICT in the Tourism Sector»National level(Ministry of Tourism,Regional levelGreek TouristOrganisation)so many in other levels. Effectiveness is given.OTA of Α' and Β'Degree (Municipalities,Communities andPrefectures)Enterprising Level(Hotel Unit)Individualization and Client RelationsUser’s registrationInformative bulletinsUser’s profileLoyalty schemesEssential in all levels. It is a source of information and a starting point of actions concerning marketing andindividualised information. It is a clear objective of each web site to register as more users as possible. Certainrequirements exist in terms of technology and safety of data, but it’s absolutely an essential operation.In consequence to the previous one, the informative bulletins it is an action that is based on the user’s registration.The bulletins can be general, specialised per product and individualised per user. They can concern offers but alsonew products. It is a simple basic operation, with low cost and high effectiveness.User’s profiling begins also from the registration. It can include simple demographic elements as well as very analyticpersonal data depending on the use, their processing and the possibilities of keeping them safe. It is essential for themarketing and for the user’s classification.Very useful tool specificallyin big units that areIt is not usual and neither essential at these levels.activated in a lot ofregions.Version 1Month: April Year: 2008107