The European e-Business Report 2004 - Berlecon Research GmbH

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The European E-Business Report 2004Exhibit 2.7-2: The importance of various e-business objectives and applications in thetourism industryE-business application area Importance Remark / exampleFacilitate remote and mobile work(field-work, home-based telework)Improve knowledge managementby using special softwareAutomate internal businessprocessesLarge companies are average performers in remoteaccess applications when compared to other sectors,SMEs less so.KM software use is limited, as the organisations do notperceive clear benefits. KM is estimated to have a vastpotential within the industry.Business process improvements are considered to be arelatively low priority to the organisations in the tourismsector.Improve ERP-to-ERP connectivity ERP applications should make supply chain processesmore efficient and thereby improve lead-time.Supply chain process integration The sector is beginning to focus on SCM, but is yetunderperforming as compared to the cross sectoraverage.Decrease direct procurement coststhrough e-procurementWeb-based e-marketing andcustomer related servicesElectronic customer relationshipmanagement (CRM)E-business: Increase sales volume/ area through selling on theInternetAs in other sectors, the larger companies pursue the goalof streamlining their supply firms. In general, the focus israther on making processes more efficient.The tourism sector is highly dependent on the Internet interms of distribution of information, sales and servicesperformed via the Internet. This is a key-application areafor the sector.A key element for the sector as personal relations andcustomisation of services are success factorsSelling online through the company website is of highpriority and a key activity for organisations in the tourismsector. Both large and small companies are operatingonline selling, and are constantly revising their services.B2B marketplaces on the Internet Only a limited number of enterprises in the sector areusing marketplaces, but this is an area which is expectedto grow over the coming yearsUse of e-business standards forexchanging structured dataWeb services and XML basedstandardsExtended enterprise: collaborative(online) e-product designBelow average use of exchanging document, an elementwhich is yet carrying little focus in the sector.SMEs are reluctant to invest in XML as they are not yetconvinced of the benefits and it is a costly investment.More and more organisations are forming partnershipsand relations with external players in their supply chain todesign new products, to forecast demand, and to managecapacities and market services. = little relevance; = average relevance; = very relevant; = high relevance for sector = mixed results, depending on the sub-sector within the tourism industrySource: e-Business W@tch (2004)E-Marketing and Relationship DevelopmentA new trend within the tourism industry is the growing tendency to create relationships among playersregarding a given destination in order to optimise the outcome of the marketing efforts. This tendencycan be spotted on national, regional and local level, where countries on a national level are introducingportals to present themselves as a whole – see for instance www.visitgermany.com. This is linked tooperations at a regional level, be it intra-country regions such as the south of Spain (seewww.andalucia.com) or inter-country ones such as the Scandinavian countries (seewww.goscandinavia.com).Attempts to operate relationship and networks on a practical level have led to a variety of alliancesand partnerships in recent years (Hartman et al, 1999). An overarching trait of these partnerships is143
The European E-Business Report 2004that they bridge players from different sectors and/or industries of the society that have traditionallytended to be more isolated from one another (Hartman et al, 1999; Inkpen & Crossan, 1995). As thesepartnerships develop, they face the challenge of learning. Often this challenge is greater than inhomogenous groups, for example networks that consist of enterprises from only one sector. In thecross-sectored networks, very different rationales and mindsets meet, making the creation of acommon basis for development more difficult (Ford, 2002; Lü tz, 1999).Exhibit 2.7-3: Online marketing and e-commerce activities (2003)Have a websiteon theInternetMakeonline salesAllow onlinepayment ofgoods/servicesorderedOnline sales systemwith securetransactionscapabilitySector total (EU-5) N=502 N=502 N=502 N=502% of employment 76 37 16 18% of enterprises 63 33 14 150-9 employees 61 33 14 1510-49 employees 85 38 13 1450-249 employees 93 53 22 34250+ employees 92 39 23 27All (9) Sectors (EU-5) N=4516 N=4516 N=4516 N=4516% of employment 66 16 7 9% of enterprises 35 9 4 4Base (100%): all enterprises. EU-5 (DE, ES, FR, IT, UK). Weighting: Figures for size-bands in % of enterprises. Figures fortotals are weighted by employment ("enterprises comprising … % of employees"). Reporting period: March/November 2003.Source: e-Business W@tch (2004)In tourism, the customer is controlling the market to a large extent. The Internet has further shiftedpower to consumers, as it facilitates the search for offers and increases market transparency. Costsfor switching between suppliers are low, which increases the importance of communication andmarketing tools for service providers (such as tour operators, travel agencies). Most SMEs from thesector co-operate with various partners in one way or the other, but very few have made a strategicdecision on establishing formal relationships in order to achieve a better market position and acompetitive advantage.CASE STUDY: TRYSILFJELLET BA (NORWAY)BackgroundTrysilfjellet BA is an umbrella-organisation – a consortium conducting wide-rangingtourism activities in the Trysil area, Norway’s largest skiing area. The consortium ismanaging the following areas:• Further expansion and investments of Trysilfjellet BA• Running the ski and golf resort• Booking and management of a vast number of hospitality entitiesThe consortium is comprised of the subsidiary companies Trysilfjellet Alpin AS (theski resort), Trysil Booking AS (booking of accommodation and activities), FjellbyggAS (construction of rental accommodation), Trysilfjellet Golf AS (golf resort) andownership in other enterprises.ActivitiesThe players in the Trysil area have found it more beneficial to be represented asone grand enterprise instead of a number of individual players. This has made iteasier for the individual organisation to reach customers and likewise for thecustomer to realise the potential of the area.144
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