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»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
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