Impact of ICT on Tourism: A Comparative Analysis

This assignment content appears to be a collection of academic papers and research studies related to tourism, hospitality, and information and communication technology (ICT). The papers explore various topics such as the use of ICT in established and emerging tourist destinations, strategic management for travel and tourism, internet usage for travel and tourism, optimal pricing strategies for service products using online reservation systems, and more. The studies were published in reputable journals and provide insights into the importance of online promotion for tourism small and medium-sized enterprises (SMEs), innovativeness and business performances in tourism SMEs, factors affecting the adoption of ICT in the hospitality industry, and emerging issues from negative tourists' online reviews. The content provides a comprehensive overview of current research trends and challenges in the fields of tourism, hospitality, and ICT.

E-Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
Literature review .............................................................................................................................3
Case study findings..........................................................................................................................7
Social media strategy plan...............................................................................................................9
Discussion and conclusion.............................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
After globalization, income level of the consumer is growing day by day which can
increase the growth and development of hospitality and tourism sectors. Hospitality industry is
one of the leading and growing sector in many countries around the world. This is a combination
of other industries such as hotels, motels, resort, transportation etc. in fact in various countries it
is the backbone of economy, because it provide source of funds like foreign exchange (Pantano
and Di Pietro, 2013). Hospitality and tourism sector are inter-related with each other, one cannot
thrive without the development of the other. In the present era, there are various development in
the hospitality sectors which can increase the number of tourist domestic as well as international.
Internet played a significant role in the development of hospitality sector where ICT is
part of internet. Information and communication technology (ICT) is a combination of computer
hardware, telecommunication, netware, groupware etc. (Hojeghan and Esfangareh, 2011). Apart
from that e-commerce also promote hospitality sector and reducing the operational cost of the
company. E-commerce is a process of buying and selling of goods and services through internet
and payments also make via online. It can increase the capabilities of small and medium
hospitality business unit and decrease size of equipment and cost. It can also make them more
competitive in the market through electronic and social media platform such as Facebook, You
Tube Instagram etc.
In this regard, the report is based on Black Lion hotel which is engaged in the business
of hospitality. Black Lion hotel is a privately owned hotel with village style architecture. The
cited hotel is desirous of increasing their efficiency and brand value through promotions by
social media (Garín-Muñoz and Pérez2011). The management of hotel has adopted “E-
commerce” as its promotional tool. It has advertised about its substantial menu introducing new
hearty favourite dishes along with its antique emporiums. The main purpose of this report is to
evaluate current social media strategies which can help the Black Lion to promote its product
and services and increase the sales of the business unit across the world.
Literature review
The information and communication technology - It define the various information transfer and
allow to process the data for the right person to appropriate way. It include he tool using the
transfer like- radio,telephone, network -hardware system and other various services and

application for the information. It deal with the digital and transmission of the information by the
computer network. It also help to the Black lion to store the data ,and manipulate ,analysis and
evaluate the decision according to the information. It also help the company to communication
with the stakeholders of the company,effective sales channel for enhancing the sales person to
develop the need of the consumers.
Advantages if ITC in Small business-
 Storing and protecting the information – It help to company to store the data in sufficient
manner and giving the past related information for increase and making the strategy in
the business. They can secure the information related to the customer name,address and
registration date. They also secure the details using the passwords another system sothat
the anyone can not saw the all information in details. Automated process – In business people have a lot of work and they have completed in
short period of time they make the system that can design according to the industry the
hotel we can make the system that detect the amount of visitor and also include the report
,queries,track project and evaluate the financial analysis and feedback of the visitors.
 Work remotely – it give the help to access the internet services so that we can work in not
a physical office work in home and way also help of network connection. Communication – It is the essential element for the every business It service give the
information quickly and effectively for using the electronic component through-
email,video conferencing Improvement in decision making- They store the data analysis the vast data the
information data manager and employees accurate and quickly decision and also manage
the effectively operation and knowing the opportunity and threats of the business. Increase the productivity – IT tools and techniques used they can reduce the efficiency
and improve the production process. Example the computer may be design with the help
of set up the time and design process better used of resources with reducing the time. Improvement in customer services – It provide the help in making the customer
information and demand,preferences of the consumer for making and generating the
product accrding to the customers.

 Create the competitive advantages – The company can used the new Technology to
increase the advantages for the competitors. It make the product for increasing consumer
satisfaction.
Factor that affect the SMEs -
 High maintenance cost- It is the more expensive for the small firm to purchase the new
techniques in the business. The business can afford the cost of hire the technical person
and experience educated employees in the organisation. If the new technology tools like-
computer is not well and maintained the performance of employees is decreasing and the
purchase of new tool is more expensive for the small business.
 Employees lazy – the automated technology also reduce the manual work the employees
are not used the brain they all over depend on the IT services they cannot solve the
problem for software do with the challenges. Unemployment- When the information technology down lined than it create the job
according to the technical work and experience and knowing person It increase the more
turnover in the business. Privacy and security problem- Through the used of more technology the information are
transfer easy and convenient and some problem which related to the hacking the emails it
affected the business. The some information related to the particular customers and the
email are connected then they prefer the dissatisfaction of the consumers.
 Fund problem – The investment of the company is more less and they have a less scope
of the operation in the small business so the big company are not invest the company.
This importance for making the marketing and communication process in the orgnisation.
(2) The new technologies adopted by the SMEs-
 Online reservation System – The SMEs adopt the technology for generating the more
profit in the business. It is the system which help to customer to book the room and
making the payment with the help of debit and credit card directly from the websites. It
give the benefits to the hotel for front office work. The system can easily integrated with
our websites.they are not making the any fancy and expensive server and lease lines.

Advantages -
 Customer make the decision to booking the hotel in booking the 24 hours and 7 days it
also reduce the daily operation cost and time also for making the tickets.
 It provide the database for the analytical and evaluating the data and help to growing the
business. It also taking the advantages of the consumer want and saving the money and
efficiency for increase the profit.
 Management Information System – It is the set of business process and resources that are
used to pull together information for tactical and functional system. It include the
functional like -sales,purchase,financial. The every hotel have a different system for
transferring the information.
Advantages -
 This system make the less data error and duplicate entry related to the text perversion in
the hotel .
 Hotel manager take the decision on the daily basis information related to the accuracy
and satisfying the result of consumers.
 The manager better track the type of visitors and target the right consumer in right market
with the influencing the customer demand for the product and services of the hotel.
 It is the system that collaborate the all information related to the all business functions
and make the real time report and also display the status.
Use of new technology
Online marketing is very effective tool which can be used by firm so that it can make aware
people about its services and products. It help in increasing the loyalty and attract more clients
for selling products and services.
Online reservation system is one of the best ICT application which can be used by the
Black lion hotel. In modern era, small and medium sized company used this technology so that
it can easily provide services to customer. There are different way through which firm can easily
increase its sale because online reservation system provide comfort in booking tickets to
customer. From the study it is identified that there are many SME who adopted new technology

for expanding business. Along with this, there are some factor which are becoming barrier at the
time of using new technology. Employee are not much aware of new technology, so company
need to provide training facility to its employees.
Mobile technology
Mobile technology is used for the purpose of promotional e campaign so that it can
provide services and products on time to customer. There are some SME who adopted mobile
technology for increasing the sale of their business. Along with this, the mobile technology help
in making strong relation with customer. They also started QR code, Bar code and iconic
expression for increasing sale of company. There are different POS such as I pay, paytm etc
which make easier for customer to securely pay amount. Along with this company can create its
online websites in which it show the image of hotel and its interior for increasing the sale. It help
in providing detailed information of hotel and its services which help customer in making
decision to book that particular hotel or nots. Along with this can also show all its discount and
offers which it provides on any occasion to customer. This strategy grab the attention of large
number of customer for increasing the sale. Apart from this company can use social marketing
strategy in which it can advertise its product and services so that more and more people came to
know their product and services.
Case study findings
Overview of the case study
Black Lion hotel is considered as one of the low budgeted hotel based in London and thus
it provides quality services and products to its customers in order to satisfy their needs. Company
has created its websites and upon that it has been provided it contacts details and e-mail id
through which consumers can book their rooms (Brotherton, 2012). It also helps them to give
better assistance by hiring skilled staff and thus enhance customer satisfaction. Hotel is providing
breakfast, lunch, dinner and other accommodation facilities to customers. It helps them to
improve customer base and raise their satisfaction level. Black Lion aims to give the best
accommodation facilities so that they can overcome competitors from market and enhance
business performance in market. Further, business also provides several other facilities such as
free Wi-Fi, 24 hour reception services, bell boy and other facilities such as cab services,
sightseeing on special demand of customers (Cohen and et. al., 2014). Thus, through providing
such quality services to clients it helps them to overcome rivals and give better facilities to

clients in order to retain them for long time period. Hotel is situated at the best place and it
attracts clients such as family and couples who visit the destination for spending their holidays.
However, as per the different needs of customers, Black Lion is providing its services
from single bed room with large 5 bed room facility in which whole family can spent their time
together. Thus, it appeals customers to spent their time and thus enhance the list of guests using
the services of hotel. Main advantage of company is that it is a budget hotel and thus provide
best quality accommodation services to guests so that they can choose Black Lion hotel instead
of any other hospitality firm (Desbordes and Richelieu, 2012). Hotel also aims to make
customers comfortable and thus provide them better quality services so that success can be
attained. Company uses different social media promotion such as Facebook, Twitter etc. in
regard to promote the company and thus enhance the sales of firm. Social media is considered as
one of the effective promotional tool through which organization enhances communication and
provide benefits to consumers in the form that sharing information with clients helps in
improving sales and profitability of firm in market (Dickinson and et. al., 2014).
However, in recent times, each and every organisation is using social media tools for
interacting with customers and thus promoting the business on wide scale. Further, it also helps
in increasing the sales volume and thus create awareness among customers. Black Lion uses such
methods in regard to promote the company products or services in market and thus enhance the
brand image so that organizational goals can be attained (Evans, Stonehouse and Campbell,
2012). Through using such form of method it results into improving the brand and thus influence
customers by providing them the best products as compared to rivals. Company provides its
detailed information on website such as its tariff rates of room, food facility and transport facility
on request of customers. Further, there are several other social media tools such as mobile
application, link with other websites, search engine optimization etc. All these tools are being
used in regard to integrate with customers and thus provide them the best information so that
company can promote its products or services in market. Also, creating mobile application
results into connecting with customers easily and thus provide them useful information regarding
hotel rooms and other facilities provided by them to guests (Hall, 2013). However, it would
result them to enhance their services and brand image so that large number of customers could be
attracted towards hotel.

Also, social media is considered as an effective tool and therefore it helps in interacting
with customers so that Black Lion could raise its performance in market. It is essential for hotel
staff to enhance their skills and capabilities in terms of providing best services related to
accommodation and thus guests could feel satisfied. Company also provide feedback facility that
has been collected in the form of suggestion box and thus use the same in regard to improve the
quality services so that it would prove to be beneficial for customers to raise their satisfaction
level (Hartmann, 2014). However, there are different types of social media platforms available
that helps Black Lion to promote its business activities and thus influence clients to use quality
products or services so that sales and profitability can be enhanced (Lima and Martins, 2012).
For instance, using Facebook, Twitter and Instagram helps in uploading the crucial
information and pictures of hotel that would satisfy the requirements of customers. Company
also carries out various promotional events that helps them to improve their performance and
thus results into raising market share (Korstanje and Clayton, 2012). Company also improves it
service quality through enhancing skilled staff and thus it would result in improving firm's
performance in market. Therefore, using such services would enhance company's performance in
market. Thus, through Facebook, Official Website and Trip Advisor etc. are considered as useful
methods that helps in improving business performance in market. Hence, all such methods are
considered as effective and thus it would result into improving their performance and carry out
effective services so that best results can be attained (Le Serre and Chevalier, 2012).
Facebook – Facebook is a type of social media which helps in promoting the products as well as
services of Hotel so that they can attain success in the competitive market. On Facebook,
employees of Black lion can upload different pictures along with the videos so that they can
attract large number of consumers. Along with this they can create a event page so that they can
attain success. They can share photos on the sites which assist in conveying information to
produce or attain better outcomes and by that they can attain maximum profits. They have to
create and promote a search optimised video about the destination (Evans, Stonehouse and
Campbell, 2012).
Official website – On the website, black lion can upload the appropriate information which helps
in attracting large number of consumers. Many consumers or visitors monitor social media
channels as well as review sites. They can create awareness as well as social media mentions so
that they can maintain relationships. Along with the engagement of the unique visitors as well as

time on site. They have to do proper analytics so that they can create a pages on Facebook etc.
and track the activity on the channels which will assist in targeting large number of consumers
and by that they can gain maximum profits (Hall, 2013).
Trip Advisor – It helps in providing proper and appropriate information and data about the
different places which helps in gaining new experience and by that they can attract large number
of consumers and improve the sales of company. Trip Advisor provide all information
appropriately which assist in targeting the consumers and by that they can increase the sales and
earn maximum profits (Le Serre and Chevalier, 2012). Moreover, it assist in reaping and gaining
new experiences which improve the brand image of black lion so that they can achieve goals and
objectives.

Social media strategy plan
In the present era, social media played a significant role in the all size of business organisations.
As a social media marketer, to develop an effective marketing plan for social platform and try to
sustain in the market. There are various strategies and approaches which can be sued by Black
Lion (Mohamed and Moradi, 2011). But before design such strategies for hospitality sectors
manager required that to make a effective plan which can help to attain their target customers.
There are following stages can be used by Black Lion in order to make a social media campaign:
Audit social media presence:This is the first stage of social media plan where Black Lion
required that to scanning their current social medial platform. It can help to understand their
capabilities and opportunities avail in the market. For this, there are various tools and techniques
which can be used by the company in order to evaluate their presence online. For example, firm's
can hire a IT professional which can help to provide enough knowledge about latest trends in the
social media marketing. So that, business unit can know about their strength and weaknesses and
make their market plan accordingly (Kounavis, Kasimati and Zamani, 2012).

Target firm's customer: This is one of the significant stage where company are required to
identify their target market. Therefore, Black Lion can also conduct a market and customer
research which can help to know its customer. For this, they can divide their target market on the
basis of age, geographic location, profession, income group etc. it can also help to designing
their product and offer accordingly. For example, Black Lion can focused on the young
generation in order to offer their new hotel products. Therefore, most of the youth people are
available on social media platform such as Facebook, Twitter, Instagram and promote their
products more effectively as compare to traditional tools.
Create a social media mission statement: Black Lion social media mission statement will drive
firm's future actions, so make sure you put some thought into it (Strickland-Munro, Allison and
Moore, 2010). This statement will make it clear exactly what you plan to use your social media
presence for and should reflect your brand identity. Keep in mind organisation ideal customer
when trying to create this statement. For example, firm's mission statement can be “ to use
social media platform and provide information and knowledge about the digital marketing.”
Determines key success metrics: In this stage company required that to analyses the key success
and efforts of marketing plan. Because, it is important for business unit is to compare their return
with investments. If the return is more than investment, it means social media campaign has
successful (Pantano and Di Pietro, 2013). On the other hand if the return is not sufficient they
required to improve their plan and use new and innovative strategies in order to attain their long
term goals and objectives. There are various tools which can be used by Black Lion includes
conversion rate, time spend on website, reach, total share and likes.
Create engaging content: This is another stage where company required that to use innovate and
creative content which can help to attract large number of customers. Therefore, Black Lion
required that to use more attractive e-content such as image, video, company information and
news, e books, tamplets and so on. For this, the business unit can also take suggestion form
social media experts in order to make create awareness of their product through social media.
These content can be posted on the various tools such as mobile app, Facebook page, e-book and
other. One of the best approach to reach the customer is mobile app (Hojeghan and Esfangareh,
2011). Black Lion can design their company's app which can provide all relevant information
about offering products, discount offers and so on. The marketing manager make sure that their
app should be user friendly in different languages for their domestic and international customers.

Business entity also can make Facebook page which can help to inform their potential customer
regarding their product. E-book is another useful tool where a Black Lion can make a digital
book which covered all relevant information like hotel rooms, category, price discount offer and
etc. This e-book can be put on the firm's official website and other trade and hospitality websites.
Invest in social media management tool: In this stage manger of Black Lion are required to
focused on the management of social media approaches. It can help to sustain in the market
through update their product and news to their potential customers. For example, it Black Lion
wants to promote discount offers vie Facebook, You Tube, Instagram, Twitter etc. (Garín-Muñoz
and Pérez, 2011).
Track, analyse and optimize:This is final stage where business unit required that to track new
trends on social media and analyse it carefully. For this, company can make a small group who
can track, analyse and react accordingly. So that, Black Lion can increase their market share and
revenue in the market.
Instagram
Black lion hotel have instagrm Id where it post it hotel designs in order to attract large number of
customer. Along with this it not much use instagram as compare to other websites such as
facebook, twitter etc.

Discussion and conclusion
From the above study it can be concluded that information and communication
technology play important role in hospitality sector. There are different type of ICT tools which
can be used by small and medium organization so that it can provide better quality services to its
customer. Further there are different barriers which company face at the time of adopting new
technology. It is necessary for organization to have enough finance available for buying new
technology. If employee of organization are not skilled then company cannot make proper use of
new technology. Further it can be stated that Black lion company online presence is very strong,
it has Facebook and twitter account which help in making aware people about its hotel and new
services. However, company need to adopt some different social media marketing strategy for
expanding its business in different geographical area. Company uses different social media
promotion such as Facebook, Twitter etc. in regard to promote the company and thus enhance
the sales of firm. Social media is considered as one of the effective promotional tool through
which organization enhances communication and provide benefits to consumers in the form that
sharing information with clients helps in improving sales and profitability of firm in
market.social media played a significant role in the all size of business organisations. As a social
media marketer, to develop an effective marketing plan for social platform and try to sustain in
the market. There are various strategies and approaches which can be sued by Black Lion
(Mohamed and Moradi, 2011). But before design such strategies for hospitality sectors manager
required that to make a effective plan which can help to attain their target customers.

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