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TLH 342 Digital Technologies In The Visitor Economy

   

Added on  2021-04-05

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University of Sunderland Name: Yee Lok Lai STU: 179116845 Program: BSc(Hons) International Tourism and Hospitality Management(Top-up) Module: TLH 342 Digital Technologies In The Visitor Economy Word Count: 3110 words A Winter Season Digital Communication Strategy of Hong Kong 1.0 Introduction22.0 Background Information23.0 Literature Review34.0 Case Study65.0 Discussion and Conclusion9Reference10Appendices141

1.0 Introduction The advancement of information and communication technology has led to the rise of the need to access faster information. Governments, organizations, institutions, and individuals continue demanding quick information, which has led to the rapid growth of digital communications and the need for revolutions in this field in order to fulfill demand. Contemporary organizations employ a wide range of online channels that range from website to mobile to blogs in order to connect with prospective and current employees, customers, and other stakeholders. Notably, modern businesses need digital marketing professionals with a keen understanding of how to leverage the convergence of contemporary technology and message to their advantages. Reports have shown that the use of digital has made a critical shift in how information is consumed and distributed as such, digital communication promises for possibilities of cost-effective methods that engage numerous stakeholders and prompt better public understanding of communication and science. 2.0 Background Information According to a recent study conducted by Martinez-Sanz (2012, pp. n. p), the internet provides individuals with the ability to communicate at a large distance and cover a Wide Area Network (WAN). The ability has, in recent years, expanded the role of network and includes information sharing through internet-supported sites such as social media and has been enhanced by the innovation of devices such as computers and mobile phones. Indeed, in the contemporary world driven by technology, social networking sites such as Facebook, Twitter, and other platforms have become the main avenue where salespeople, retailers, and businesses extend their marketing and other related campaigns to much wider consumers than before. Tarute, Nikou, and Gatautis (2017, pp. 146) define social media as a group of applications based on the internet and build on the Web's technological and ideological foundations. On the same note, Bicen and Kocakoyun (2017, pp. 20) point out that social media allow the exchange and creation of user-generated content. In the modern era, social media use through different platforms has become a part of humans’ everyday life in both their professional and private environments. Some of the social media uses include data exchange, communication, and the distribution of advertisements and news (Jothi, Neelamalar, and Prasad, 2011, 236). On the other hand, Mobile devices have become more useful and have increased in the last two decades allowing 2

individuals to execute more and different tasks in a mobile context. According to Stoyanov, Hides, Kavanagh, and Wilson (2016, pp. 72), a mobile application also known as an app refers to unique software that is designed to run on mobile devices such as tablet computers and smartphones. Mobile applications server to provide users with services similar to those accessed on PCs. As these mobile devices are designed to enable individuals to use them while mobile has made the impact of these devices on the users’ mobility, a critical factor to the failure or success of the application. In Hong Kong, social media platforms such as Instagram, Whatsapp, Facebook, and Twitter have operated freely despite being blocked in China’s mainland under the Great Firewall. According to some studies, technology companies, including Google, TikTok, Facebook, Twitter, WhatsApp, Zoom, and Telegram, have enjoyed Hong Kong’s fastest speeds. 3.0 Literature Review A comparison of the literature review conducted in the past consisted of a review and identification and online searches of key influences of social media and mobile technology. Reports have shown that it is more likely to see cyclists in the city riding along the streets while texting. On the same note, it is common to hear public announcements warning people to keep their eyes off their mobile phones while riding an escalator. These, among other reports, show that the consumption of smartphones is deep-rooted and has become a culture among the locals in the city. In another study, Au and Ho (2019, pp. 17) point out that businesses are taking advantage of social media as a vehicle of outreach. The businesses are heavily involved in social media platforms where they engage consumers and advertise their products. According to a survey conducted by TNS, Facebook was the most used social network in the city, with 50% of the population, which was about 4.4 million users in 2014 (Su and Chan, 2017, pp. 259). The study found that most of the Facebook users considered the site as their first contact point when reading breaking news. Additionally, it was found that more than 3.1 million individuals log into their Facebook account every day and spend at least 30 minutes on the site every time they visit. According to Socialbakers, a social media statistic provider, the largest Facebook's users across the city were aged between 25 and 34 years, followed by the cohort of 18 to 24 years, with both groups having females as the dominating users (Antoniadis, Paltsoglou, Vasios, and Kyratsis, 2020, pp. 366). Stone and Wang (2019, pp. 776) digital outreach as 3

possessing capabilities or changing the way individuals engage in issues, especially through social media. As the number of individuals who access information and data from social media platforms continues to increase, the role of social media vehicles in shaping people’s opinions will become increasingly significant. On the same note, two studies explore the influence of social media on people’s opinions. To examine the role of YouTube in Climategate, Sopu, Chisaki, and Usagawa (2016, pp. 210) employ a multi-determinant framework. On the other hand, Lim, Wright, Carrotte, and Pedrana (2017, pp. 189)provide a study that attempts to explore the role of social media in influencing youths in political disaffection. Both studies insist on contextualizing research by use of social media data. For instance, Lim, Wright, Carrotte, and Pedrana (2017, pp. 189) noted that social media consumers were more likely to become disaffected and cynical on campaigns. On the other hand, consumers who express themselves online are more likely to be skeptical and easily to be better informed as they are persuaded through additional information. Both Lim, Wright, Carrotte, and Pedrana (2017, pp. 189) and Sopu, Chisaki, and Usagawa (2016, pp. 210) present results that underscore the growing need of conducting further studies to understand better the dynamics of how individuals perceive information from online sources. The authors point out that relying on one-dimensional indicators may be insufficient predictors. As a result of recent advancements in mobile technology, individual daily lifestyles are changing exorbitantly from the fact that smartphone penetration and use is on the rise. According to Niu and Ho (2014, pp. 2671), the majority of human life aspects are becoming very dependent on mobile technology, thus increasing demand for better software necessary for running mobile devices. Software developers prompt to produce high-quality mobile applications in order to sustain the growing demand for mobile technology (LeFevre et al. 2017, pp. 27). Larger applications like Weibo may need more attention, bigger budgets, and expansive resources compared to minute applications whose usage is still within the usual demand limits. Research studies are being done to highlight the more reasonable estimations between mobile app development and application testing. A similar Systematic Literature Review (SLR) is applied in this paper to highlight the comprehensive application software testing and development estimation process. In his recent study, Law, Chan, and Wang (2018, pp. 629) argue that agile 4

software development approaches are currently employed; thus, this paper further compares and brings forth estimation techniques likely used in mobile application development. Mobile device usage is on the rise, especially in recent years, allowing respective users to attend more tasks through mobile technology compared to the previous years. The rise in mobile device usefulness strongly depends on how usable a device is or how easier it is to run the software in those devices without requiring one to undergo intense training (Wong, Wong, and Yeung, 2019, pp. 47). In another study, Lee, Yeung, and Cheung (2019, pp. 14) discovered that mobile device usability depends on the main key attributes that include; satisfaction, efficiency, and effectiveness. Attributes like cognitive load are likely to be rated more highly, especially in prominent usability models, even though they are likely to be of more impact on the application’s success or failure. The majority of social media applications use this approach, the more usable a social media platform is, and the more users it is likely to have. This further explains that users will also cling to an application that responds in real-time, and the overall performance is smooth and effective. According to Kent and Li (2020, pp. n. p), the social media theory stipulates that a social media app is always expected to be interactive with its users, especially those that tend to be supported by the service provided by the concerned organization. To counter the cognitive load attribute, the PACMAD (People at the Center of Mobile Application Development) usability model is introduced. PACMAD which is originally designed to address the drawbacks of current usability models when employed on smartphone devices. Az-Zahra, Fauzi, and Kharisma (2019, pp. 73), in his study, argues that the PACMAD usability model attracts all significant attributes from several usability models so as to develop a more accurate and intuitive complex model (Goel, Nagpal, and Mehrotra, 2018, pp. 35). Usability models also play important roles in the overall choice of mobile applications that developers or mobile companies should integrate into the operating systems of different devices in order to give better outputs. Augmented reality is the latest class of mobile applications whose development has been based on the presence of cameras in smart devices. The incorporation of GPS into mobile devices makes navigation easier and accurate compared to traditional maps (Taneja and Goel, 2015, pp. 791). It is currently possible for visitors to travel anywhere without reference from physical landmarks and maps. A good number of latest technical systems tend to 5

use tactile feedback to offer assistance to clients. Similarly, users interact by allowing feedback notifications to reach them through alert messages or vibrations. Devices alert users in terms of which direction to follow or where there is a possibility of coming across obstacles in the course of navigation. 4.0 Case Study Insights from these pieces of literature could be useful in designing website features and content. The use of social media and mobile applications in Hong Kong has been a part of their lives in both professional and private environments. Hong Kong residents use social media for data exchange, communication, and distribution of advertisements and news. On the other hand, there are more than 9580 apps from the city’s publishers on Google play. According to a study conducted by Doris (2015, pp. 49), 65% of all apps released by publishers in Hong Kong are apps while the rest are games. This statistic shows that people from the city focus more on apps over games. Therefore, the consumption of social media and mobile apps will continue growing and will most likely hit the peak during the 2020 winter. Hong Kong Tourism Board and Mobile Applications Hong Kong Tourism Board The Hong Kong Tourism Board (HKTB) is a government-subvented body tasked to market and promote Hong Kong as a travel destination worldwide and to enhance visitors' experience once they arrive. (About Us | Hong Kong Tourism Board, 2020) There are six objectives of the HKTB, which include endeavor to increase the contribution of tourism to Hong Kong, promote Hong Kong globally as a leading international city in Asia and a world-class tourist destination, promote the improvement of facilities for visitors, support the Government in promoting to the community the importance of tourism, support, as appropriate, the activities of persons providing services for visitors to Hong Kong; and​make recommendations to and advise the Chief Executive (of the Hong Kong Special Administrative Region) in relation to any measures which may be taken to further any of the foregoing matters.​(Corporate Information | Hong Kong Tourism Board, 2020) 6

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