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»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
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