The European e-Business Report The European e ... - empirica

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The European e-Business Report 2006/07The main results of the survey can be summarised as follows:Companies with broadband internet access: The uptake of broadband internetconnections in tourism companies is similar to the average in the ten sectorssurveyed. On average, micro enterprises in tourism show a stronger broadbandpenetration than their counterparts in other economic sectors. But the overallinternet connectivity in the sector is somewhat below the average of the tensectors, i.e. there are still many “internet deniers”.Small base of ERP systems: The overall uptake of Enterprise Resource Planningsystems - an important backbone for B2B integration and cooperation - is low inthe sector; only large tourism enterprises show a higher uptake of ERP systems.Online procurement activity is significantly less developed than in other sectorsstudied. But the results differ considerably between sub-sectors: travel agenciesand tour operators are strong adopters of e-procurement and the accommodationsector is close to the average of other economic sectors, while in bars andrestaurants online procurement activities are little developed.Online marketing and sales are the applications responsible for the commonperception that “e-tourism has taken off”. This is true especially for the business-toconsumer(B2C) area, in particular for the accommodation sub-sector and for touroperators.Customer expectations and gaining competitive advantages – the maindrivers: The higher relevance of B2C e-business activities corresponds to thecompanies’ perceived major influence on customer expectations. Furthermore,gaining competitive advantage is still one of the most important drivers of e-business adoption. Interestingly, this holds true for the whole spectrum of companysize classes.Size and cost – the main barriers: Companies that do not practise e-businesssee two main barriers: their company is "too small" for doing e-business, and theycannot afford the required technologies. Other barriers (e.g. security concerns,incompatibility of technologies) are perceived as less relevant.e-Business Scoreboard 2006In the ranking of the ten sectors studied by e-Business W@tch in 2006, the tourismindustry scores in the middle field regarding its overall use of ICT and e-business.Marketing and sales-oriented objectives dominate electronic business in tourism. In threeout of four component indicators in the field of e-marketing and sales (i.e. D.1 ‘CRM use’,D.2 ‘Firms accepting orders online’ and D.3 ‘Use of ICT systems for marketing/sales’)tourism shows results above the average of all ten sectors surveyed. The only othercomponent indicator scoring above the cross-sectoral average is an indicator in the fieldof e-sourcing and procurement (i.e. C2 ‘Use of ICT systems for sourcing’).In all other areas, the deployment of ICT and e-business in tourism is below the averageof the ten sectors. In particular, there are shortfalls regarding the infrastructure for ICTnetworks and the uptake of e-integrated business processes.169
The European e-Business Report 2006/07e-Business Scoreboard 2006D.4A.1A.2Component indicators(based on data in % of firms)D.2D.3A.3A.4A. ICT NetworksA.1 Internet connectivity (index)A.2 LANA.3 W-LANA.4 Remote access to company networkD.1B.1B. e-Integrated Business ProcessesB.1 IntranetB.2 ERP systemsB.3 Online tracking of production timeB.4 e-InvoicingC.4C.3C.2B.4C.1Max Average TourismB.3B.2C. e-Sourcing and ProcurementC.1 Firms placing orders onlineC.2 Use of ICT systems for sourcingC.3 ICT system linked with suppliersC.4 Online inventory managementD. e-Marketing and SalesD.1 CRM useD.2 Firms accepting orders onlineD.3 Use of ICT systems for marketing/salesD.4 ICT system linked with customersSource: e-Business W@tch (Survey 2006)2.8.3 Current e-business trendsA number of issues were selected in consultation with industry federations 51 and incoordination and agreement with DG Enterprise and Industry as particularly relevant andtopical for e-business developments in the tourism industry. These issues were analysedin the full sector study and, along with the presented case studies, provide useful insightsinto current ICT use and e-business practices which are specific to the tourism sector.Dis-intermediation and re-intermediatione-Business processes have led to conflicting, parallel trends which have a profoundimpact on the role of intermediaries in the tourism market:Dis-intermediation: ICT permits tourism service providers to interact directly withconsumers, which puts enormous pressure on traditional intermediaries (i.e. travelagencies and tour operators). The extent to which intermediaries are by-passeddiffers considerably between sub-sectors. While, for example, the accommodationsector is only partially affected by dis-intermediation, the aviation industry tends tobe much more affected – mainly by airlines selling tickets directly to consumersover the internet.51E.g. ETOA – the European Tour Operators Association, HOTREC – Hotels, Restaurants &Cafés in Europe and ECTAA – Group of National Travel Agents’ and Tour Operators’Associations within the EU. Among others, representatives from these organisations attendedthe e-Business W@tch kick-off meeting in Brussels on January 24 th , 2006, and discussed thetopics in focus with the authors of this study.170
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