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

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«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
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