Zborník - Mesto Nitra

5 DESTINATION MANAGEMENT SYSTEM FOR TOURISMspeaker: Ing. Michal Homola, CMA Group, s.r.o.DMS – The Destination Management System is very important and powerful on-line salesand marketing tool in Tourism for the distribution of products directly to the customers /visitors of the target locations.According to the last surveys, 33% of the global population is on-line (Internet WorldStats, December 2011). Internet have changed buying behaviour of clients (market research,decision making, booking system, purchasing) and its importance is currently comparablewith an information base from the off-line environment (stores, brochures, conventionalmedia).Whether the Phone, Internet, or Local Tourist Office – a widespread and easyaccessible Information is the most important for a guest. Therefore, the central recording ofall important information on Destination and delivering it in the most current andcomprehensive form through all relevant distributions channels, is one of the basic functionsof the DMS systems. They are considered to be an innovation in our country, but they are aninevitable Standard in the more advanced destinations for several years already.If you enter the „e-tourism“ in the Google Internet Search Engine as a keyword, you will findseveral tens of thousands of records, but the only one idea for: e-tourism as an internetsales channel for tourism. This broad concept of e-tourism allows you to take advantage ofthe most divers sales opportunities and implement all the tasks with the technological support,in an individual and effective way as follows:• Information, Reservation and Booking Service in Tourist Organization• Analyzing of existing, and concept of new marketing activities by the large databasemanagement (CRM)• Adding on-line presentation with the large internet applications in the field of RoomSearching, On-line Booking, Events ...• Electronic demands for accommodation, administration and executing of demands,statistic processing and comparison• Participating in the large number of other distribution channels – starting with theinformation terminal, via mobile phone, ending with the call-centerThe goal of the DMS system is to administrate different tourist information, or all services ofTourism in one Database, which is future oriented including the assurance of databaseinterconnection with all relevant sales and distribution channels and operation of all workprocesses that are connected with the Organisations of Tourism by one common sytem.Destination Management Performance includes a wide range of activities from economicsystem of a workplace in the small Organization of Tourism to a solution of regional ornational networking. In other words, the goal of the DMS systems is „Formation of UnifiedSolution“.The basis of the DMS system is the Data-Center in which a Central Database includes datawith all supplied services in a particular region of Tourism. In addition to the flexible systemof authorization and administration of mandants, the technological particularity of the systemis that it is open to Internet. Dynamic architecture of the system will be adjusted to64