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Voice Recognition in Travel and Tourism: A Strategic Plan for Intro Travels

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This assignment explores the implementation of voice recognition technology within the travel and tourism industry, focusing on Intro Travels, an Australian-based organization. It analyzes the short-term and long-term strategies for launching a voice recognition MVP, validating the product/process, and developing a viable business model. The study examines the potential benefits and challenges of voice recognition, including issues related to accuracy, privacy, and user responsiveness. Recommendations are provided to address these challenges and ensure successful integration of voice recognition into Intro Travels' operations.

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CIS8011- Assessment 2
Digital Innovation
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Executive summary:
Digital innovation has changed the world and the business areas in the most unique way.
Countless observations towards the shift of the digital to the seen or individual’s day-to-day
life. Digital innovation has changed the processes in travel and tourism business. The ways in
which travellers used to look at the journey has been completely changed. By the shifts in the
travel industry, the services are enhanced constantly and the consumer experience is lifted up.
The current digital transformations in this industry incorporate of integration of internet of
things, artificial intelligence, virtual reality, wearable technology and the most unique one was
of voice recognition which has changed the business completely.
Travellers could now access the data while travelling just by uttering certain words. This
technology is very much effectual while travelling, the travellers could easily get access to the
required data without even touching their device. Being a new face to the industry there are
certain issues that are occurred in the service of voice recognition. The service needs constant
fixes but is ready for dealing with the requirements of the clients.
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Contents
Executive summary:...................................................................................................................2
Introduction:............................................................................................................................... 4
Assignment 2 – Strategy Plan....................................................................................................5
Strategy:.................................................................................................................................5
Discuss the short-term strategy to launch the MVP and validate the product/process..........6
Experiments which leads to validate/invalidate as part of a short-term strategy to inform
product/services/process roadmap.......................................................................................11
Discuss the longer-term strategy to iterate the product/services/process with additional
features and to develop a viable business model.................................................................12
Product/services roadmap and minimal viable product/services/process for “Voice
Recognition”........................................................................................................................ 15
Intro Travel needs to consider their MVP for voice recognition which stated as follow:...15
Identify the issues and integrations of “Voice Recognition” in the selected organization.. 16
Recommendation & Conclusion..........................................................................................18
Conclusion:.............................................................................................................................. 19
References:............................................................................................................................... 20
3

Introduction:
The assignment will be developing a conceptual framework on the various research
prepositions related to the digital innovation and utilisation of Voice recognition software in the
travel and tourism industry. The organisation that was selected for the task is Intro Travels
which is an organisation based in Australia and has been adopting new innovative technologies
for the purpose of attracting a higher number of clients. The study focuses on the analysis of the
implementation of voice recognition software. The task discusses the short-term strategies that
can be utilised for launching the MVP and validating the products and services. The mission,
vision, goals, objectives and strategies will be discussed of Intro travels. The cost-benefit
analysis will be completed and a roadmap will be provided of products and services. The task
will be explaining the various issues that are faced in the voice recognition software at the time
of implementing it into Intro travels. The recommendations will also be provided so that the
issues can be resolved in an effectual way. The five steps for implementing the strategies will
also be discussed in the task.
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Assignment 2 – Strategy Plan
Introduction:
Strategies are a core part of the business through which management can accomplish their
signified targets. Whenever any new consent will be going to launch by business managers, a
proper strategic plan considers as essential propionate. Intro Travel will be going to implement
Voice Recognition tool into the business so that they can achieve an agreed outcome. Hence, to
prepare and work on such aspect, proper strategy is must to utilize. It will include a short-term
and long-term strategy to launch the products and services. It will also include product and
services roadmap with issues of voice recognition.
Strategy:
Intro Travel needs to implement voice recognition mode in business and its operations to
maximize their client’s satisfaction. In this relation, management will be going to prepare their
long-term and short-term strategy to gain efficiencies and better results (Caute and Woolf,
2016).
The strategy will of the two-phase process where the initial phase gives the solutions for the
bookings utilising the voice recognition software. This strategy incorporates not only the core
clients but also the agents that assist the clients in booking the tickets (Garrigos, et. al., 2016).
The first phase flawlessly opening Markets to the vertically integrate along with the second
phase. The second phase has been consisting of integrating the electronic ticket records
software into the diverse tourism markets. If the strategies could leverage the relationships of
the clients that are formed through these solutions (Shaalan, et. al., 2017). Intro travels could
gain the trust of their clients and also be able to determine as the leaders in the utilisation of the
speech recognition and the documents of the image management phase. At the times when
there is penetration of diverse vertical markets, they have the testimonials of peers.
5

Discuss the short-term strategy to launch the MVP and validate the product/process
Mission: To create a thoughtful, inclusive and curated tour for each and every group and
community.
Vision: To be a responsible as well as building the creative leaders in the tourism industry:
designing and operating the innovation and demonstrate the positive impacts of the best ethical
practice.
Goals: Intro Travels define their goals which are as follow:
 To enhance and provide multiple income generation opportunities
 To facilitate a strong strategical relationship with leaders of the travel and tourism industry.
 To launch and determine new strategies for asserting better growth opportunities
Values:
 To look beyond the horizon and anticipate the changes.
 Being innovative and solving all the concerns in new ways. With the assistance of highly
talented individuals developing innovative practices to the work.
 Travel and tourism can’t be said just about the technology and systems. The things need to
be completed at certain times where the updating could be carried out.
 Intro travel provides what they promise and they work with humour, warmth and great
significance of thought.
 Their clients are extensions of their own families that leave no stone unturned in making
sure the clients ensure safety and comfort.
 Together they all are strived to be a part of the community.
Strategies: Intro Travels basically use social media promotion and advertisement to reach their
clients. They also focus on push strategy so that maximum clients reach towards business and
gain quality standard services. Strategies could be implemented by Intro travels and this can be
done by completing various steps (Garrido, et. al., 2017).
Step one, High-level strategy:
At this point, Intro travel needs to develop a various higher level of strategies that would let
them have the research and determine the best suitable out of the three high-level social media
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strategies. The three strategies are of Increasing awareness which means of developing the
brand, the second one is of Build community where it is engaged in the prospects and the third
one is of Generate publicity (Fomin, 2018). These strategies would look like a goal and the
utmost goal of the strategy is to uplift the revenues of the business. Each of the three strategies
is dependent on each other for the formation and will drive, improve and increase the other two.
Step two, mid-level strategy:
The second step in the process was to develop the strategic plan that was needed to develop the
mid-level strategy. This is proficient likewise as they built up the high-level strategy. One
must comprehend that developing People group is presumably the most goal-oriented and
most asset serious technique in the rundown, while likewise restoring the most noteworthy
result of any recognized (Singha, et. al., 2016).
On the off chance that they investigate developing People group and decide their mid-level
procedures Intro Travel may locate the accompanying rundown.
 Manufacture Their Twitter Following
 Direct people To Their Blog
 Increment their Facebook Fans
 Twofold their Email Rundown
 Create Link Love, Google Juice and Other Web optimization Improvements
They ought to understand that they could have picked any of the other high-level strategies
and kept on a certain step of the summary to build up a marketing plan on Social media
created around that methodology (Simón, et. al., 2015).
Step three, Low-level strategy:
The third and last advance in building up a sound web-based media strategy is to now pick
one of the mid-level procedures. With the end goal of this article, Intro travel will pick
"Direct Traffic To their Blog".
In this way, now they have established that:
 To eventually expand incomes, they have to enlarge their current promoting plan by
using internet-based marketing.
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 Of the abnormal state systems, they created, they’ve picked "Developing groups to build
fast”.
 Of the mid-level procedures, they have picked "Direct traffic to their Blog".
To completely build up the third step, low-level technique, it is useful to utilize the old run
from offspring reporting, The Five "W's"; Who, What, Where, When, Why, and How. Intro
travel should take a gander at each.
 Who’s going to do it?
 What’s going to be done?
 Where are we going to do it?
 When are we going to do it?
 Why are we doing it? And,
 How are we going to do it?
What: Introduction fly out will create and actualize an internet-based media methodology
that will "Direct traffic to their Blog".
Where: They going to actualize that procedure both on and disconnected to completely
incorporate their current customary promoting systems and our recently created web-based
life advertising techniques (Fatima, et. al., 2015).
when: Once their arrangement is completely created they will start usage quickly.
Why: Intro Travel needs to interface with their gathering of people, socioeconomics,
network, clients, and prospects to get them occupied with our image and increment
mindfulness, which will at last increment incomes.
Who: They will execute this methodology with in-house staff with just a little help from
their outside showcasing organization.
How: Introduction travel will use the greater part of the accessible strategies and
apparatuses that web-based media and the Web-generated revenues for the travel company.
Step four, tactics:
8

When creating fruitful Strategies for each low-level procedure one has recognized, they need
to have certain data of what's handy to them in both prevailing strategies and their
associating devices. This needs a certain survey on their part or the assistance of somebody
that realizes what's accessible and the ways they have been taken into consideration
effectively (Khalil and Fathy, 2017).
Their specific indicates that need is considered by Intro travels for redesigning their
methodologies:
Content: Many have said that the expression "quality written substance makes all the
difference" is dead. Well the news of the demise of the lord has been significantly
misrepresented. the great substance is the reason individuals allude Intro travels out the blog
to companions, partners, and potential clients. It's about great substance.
Rich media: Awesome substance today needs to incorporate however much lavishness as
could reasonably be expected. That is the intensity of the Web and "hyperlinks". In their
awesome content, they should make certain it is rich with connections to installed video,
sound digital broadcasts, extraordinary or bigger designs, connections to supplemental
content, for example, jpg's, Word docs, pdf's or even other site pages (Alexis, 2017).
SEO: While finishing the blog, Introduction head out the need to play out a few of the
housekeeping decides that us web software engineers take after. Fortunately, as a blogger,
Intro travel don't need to be a software engineer to execute them.
Keyword Meta Tags: Much the same as standard website pages, the web index is searching
for a watchword list in the goal of their HTML code which explains the search engine that
they believe are some of the most imperative rundown of keywords that it should utilize
when somebody composes their keywords into the search engine question. Intro travels can
even expand their page rank focuses if the reports they are connecting to, for example, a
Word doc or pdf record likewise utilize similar catchphrases in their titles.
Cooperative & Comment Marketing: Another fruitful strategy for directing people to their
blog is cooperative and comment Advertising. Intro travels should make sure to set their
Google Alerts for the majority of the keyword phrases they use in their blog. They have to
note which website pages and web journals are returned. By including their comments and
partaking their blog website section of their enlistment on the comment and at times
9

specifying a comparable blog or comparative subject on their blog webpage in the remark
and providing the URL; they are developing Link Love (Luimula, et. al., 2015).
Step five, tools:
The final advance of the procedure is to recognize apparatuses Intro travels will utilise to
achieve every one of the undertakings. In this illustration, they would need to set aside some
opportunity to distinguish or relying on their mastery have somebody recognize the best
apparatuses accessible to execute every one of their strategies. An illustration will be:
Content and Rich Media:
• which stage of blogging will they utilize; WordPress, Joomla or any other?
• which kind of word processor will they utilize for the best altering, grammar, and
the spell-checking devices; Word, Pages, other?
• Where would they post their video so it can be proficiently gushed to their blog;
YouTube, Vimeo, or any other?
• Where would they post their photographs; Flickr, PhotoBucket or any other
platform?
Search engine optimization Streamlined:
• What keyword modules will they utilize; Quick META keywords or other?
• What Search engine optimization Streamlining module do they utilize;
HeadSpace2 Web optimization or other?
Twitter:
• What instrument will they utilize screen your tweets; Tweetdeck, Seismic
Desktop or other?
• What instrument will they use to convey planned Tweets, Hootsuite, Twuffer,
other?
When They have experienced the above exercise and have achieved this point Intro travel
have finished a completely created, one effective online networking system, which would
now be able to be fused into their current showcasing effort. Presently comes the genuine
exertion, the usage which chooses all the further procedures (Petković, et. al., 2018).
10

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Experiments which leads to validate/invalidate as part of a short-term strategy to inform
product/services/process roadmap
Business will be going to implement a voice recognition system in their working. This is a new
kind of experiment through which management leads to identify their clients. They encode a
message from the client and use it as a source to identify them. Thus, to launch this technique
business need to properly work on their targets and mission and vision. This results in them in
anticipating better results in return (Kephart, 2015).
Cost-benefit analysis: It is a process through which venture and analyst get to determine their
judgment regarding project so that associates cost and revenue evaluated properly. Intro
Travels need to prepare their cost-benefit analysis for the next three years after launching the
voice recognition technique. Analyst signifies that such technology is used in the travel and
tourism sector and Intro Travel will be the first to launch this aspect. This will enhance the
revenue of business by 30%.
11

Discuss the longer-term strategy to iterate the product/services/process with additional
features and to develop a viable business model
Mission and Vision: To create such kind of products and services which create fruitful efforts
to reach target users.
Goals: Following are certain goals of Intro Travel in long duration:
 To implement the voice recognition technique for customer satisfaction
 To enhance sales through technique by 5%
 To enhance revenue by 30%
Objectives: The business strategy of Intro travel will be revolving around the needs and the
perspectives of the quality services as well as the diverse targets in the customer services for
satisfying their whole desires. This all needs to be undertaken with the recruitment of all the
professionals in the teams and the provisions of the goods in the custom designed packages of
travels (Bhargava, et. al., 2016). With time Intro travels encouraging effort would enlarge the
consciousness of their administrations in the unlike market shares that they will target (Rani
and Sachdeva, 2016). They will position themselves as a excellence business transportation
administrator which gives client satisfaction, happiness, unwavering quality and a initial
picture.
A portion of the other clarified destinations of Intro travels are,
Self-expertise, not deals:
Online travel sites and hotel commercial centres have the arrangements section well close by.
Rather than battling for position, Intro travel will beat them in aptitude. Change their plan of
action and message to tout their own involvement, proficient exhortation and customized
benefit.
Engage:
Take a prompt from online travel organizations and huge box offices that can draw in with
clients after the get-away is reserved and their sacks are unloaded. Joining this procedure will
empower Intro travels to keep up that individual, insinuate association they built up with
customers when they initially met, talked on the telephone or traded messages. It will likewise
12

give them a thought of a customer's inclinations so they can all the more likely tailor their future
excursions (Stankov, et. al., 2018).
Create a Marketing Plan and Stick to It:
Expect to invest 50 percent of their energy working with customers and 50 percent on
marketing. Focus on particular showcasing exercises on every day, week after week, month to
month, quarterly and yearly premise. Try not to depend on memory. Place these on their date-
book and plan them out. For instance: Introduction head out presents on their Facebook page
day by day; send an electronic pamphlet and refresh their sites week by week; record maybe a
couple recordings and post on their YouTube channel and blog every month; send a mail letter
to their best customers each quarter; and host a nearby philanthropy occasion every year.
In rundown Intro travels plan to accomplish the supplementary destinations:
 Constantly give charming quality outings/blunders on time and on the expenditure plan.
 To create excitedly satisfied clients effectively.
 Develop a market nearness that makes sure here and now and long-haul productivity,
expansion and accomplishment.
 We are fully working on supporting development and improvement in the tourism and
generally speaking economy.
 Underwrite decidedly to their networks and our condition.
Strategies: Core strategy which will be going to implement by Intro Travel is market
penetration. With this technique, management will be going to enter into the new market world
as well as improve their technique or technology to greet existing market world (Buhalis and
Leung, 2018).
Case study: Intro Travels identify that emerging technology and digital innovation is
expanding from past few years. To gain a rise in a competitive market, new and emerging
technologies work as an essential aspect. Voice recognition mode consider as beneficial aspect
for business to launch in a long period of course so that they can take leverage and become first
travel agency providing such feature as a security mode. Some of the individuals might look at
the voice recognition software as a gimmick while some of the individuals might use this
software at regular intervals.
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Cost benefits analysis: Intro Travels found that in near future, they can cover all associated cost
of project properly. They have a target to maximize revenue by 30% which facilitate them in
cover value related to the project. This aspect defines by an analyst with a trust that voice
recognition mode is helpful to attract maximum individuals.
14

Product/services roadmap and minimal viable product/services/process for “Voice
Recognition”
A roadmap of product and services considered as a plan which supports and facilitate in
meeting long-term and short-term plans and targets of business with the assistance of new
technology. This process basically applies to new product and services or on existing offerings
of a venture. Below is a product and service roadmap for Intro Travel for launching their
services in defining the market world that is voice recognition:
 Strategy: Intro Travel will be going to use market penetration to deliver their product and
services. This results in them in gaining a higher return.
 Customise feature: Use voice recognition as a security tool to recognize potential client or
guest before travel.
 Prioritise feature: Individual recognition and searching things quickly consider as two
major features of launching this technique.
 Share roadmap: All strategies and target customers need to define by managers of Intro
Travels to their employees. This assists them in launching technology properly on the
concentrated world.
Intro Travel needs to consider their MVP for voice recognition which stated as follow:
 CTO identify voice recognition as suitable technology to please clients for enhancing their
satisfaction.
 Managers need to code and build such an idea properly so that they can easily implement
such technology into the business by learning its deviations (Beedie, 2017).
 Next step of the minimal viable product is to measure success and deviations arise from
voice recognition in front of the business to derive beneficial aspects to get rid out from it.
 The last aspect is learning through such process so that proper improvements in the idea
which is voice recognition get done into it.

15

Identify the issues and integrations of “Voice Recognition” in the selected organization.
Intro not only has to determine the benefits and contribution drawn by voice recognition
system. It is also important for business managers to investigate issues and problems align with
such a system (Kephart, 2015). This proper assessment from such system facilitates business to
grow and explore their idea properly by working on deviations and differences effectively.
Following are certain issues and problems face by Intro Travel while launching voice
recognition system:
 Sometimes, dictation becomes a major issue where voice recognition does not
understand properly sentence or word pronounce.
 It also not gets command properly while communicating one thing and get disturbed by
external sources.
 Manipulation of voice enhances chances where another person can access data. This
results in theft of information and contamination of legislation as well.
 Some of the other problems recognised in voice recognition for travel and tourism
industry are,
 Phrasing: Individuals have developed various ways of expressing their ideas and
various others for developing the same ideas. Various other people repeat the same kind
of words which would lead to the phrasing of subject and confusion in things.
 Speech structure: Speech is a continuous audio stream that relatively stables the mix
of states with the dynamically changing ones. In the various sequences of states that
could define less similar kind of phones of the sounds. The acoustic properties of a
waveform that is corresponding to a markedly depending on diverse factors which
furthermore informative.
 Recognition process: The standard ways in which the voice recognition software of
Intro travels identifies the recognition is as follows. They take the waveform that is
splinted into segments on the various bases of the silences between them. If the voice in
Intro travels get interrupted that is being said in each of the utterance (Alexis, 2017).
 Wavelet transformation does not allow Intro travels to enhance the recognition by
reducing the loss of data.
 Recognition can’t be done by utilising the fractal code descriptor. It creates a barrier in
reconstructing the signals.
16

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All these are certain issues and problems which might face by Intro Travel while providing
voice recognition facility to clients. Hence, managers need to work on them so that better return
could be proclaimed. A great way for focusing towards the processes of the recognition of voice
is to determine the most suitable ways that could minimize the rates of error at the time of
recognition. The other aspects of the performance of the audio input systems keep down
because of the various other resources of this technology. The accuracy of the service also gets
affected due to the undesired inputs and the low results of output (Beedie, 2017).
The faults, as well as the tolerances capacity for lacking the issues, also lead to a negative
impact on the travel and tourism industry. One of the other challenges faced by this technology
is of user responsiveness which happens at the time of working in the industry. This usually
takes place when the resources that are not ready and all the users start to speak about the
commands and then it further starts to the issues of synchronizing the data with diverse kind of
applications. One of the other issues that are highly faced in this technology is of privacy as all
the orders are provided over the internet and spoken out loudly. Voice recognition has been
presented as a most subtle advance for the travel and tourism industries such as Intro travels.
Not even the economic implications are a concern for the clients but the devices spend most of
their time in a passive listening mode which runs only on device keyword spotting.
17

Recommendation & Conclusion
Recommendations:
Intro Travel has to work on potential problems which arise while using a voice recognition
system. Below are certain suggestions to management which enables and support them in
dealing with harmful issues and problems which determine as major hurdles in the project:
 Need to made system advance so that dictated words and their pronunciation easily
understand by technology. This reduces chances of misinterpretation by including
thousands of words with meaning.
 Require to prepare in such frame so that external sources do not create so much problem.
This kind of aspect and feature is important to include in the system.
Conclusion
It gets interpret from an assignment that strategies enable and support in launching things
properly. It is essential to create long-term and short-term strategy so that things went in the
right direction. Along with this, product roadmap enables in defining things in the right
direction so that maximum gain to be reflected properly. There are certain problems also
evaluated with emerging technology which needs improvement with define recommendations.
18

Conclusion:
Voice recognition is a relatively new interface in the terms of travel and tourism industry. In the
particular assignment, learnings have been gained on technology which is upgraded for the
purpose of uplifting the services. The voice recognition technology and the voice user
interfaces (VUI) used by Intro travels will be assisting greatly in generating a higher number of
clients and developing the services. The services will be enhanced and the clients will be
engaged in a better way. The task discusses the strategies for launching the MVP and validates
about the products as well as the services. The mission, vision, goals, objectives and the
strategies have been discussed in the tasks.
The case experiments were used which have been validating the short-term strategies for
informing the products and the services of the roadmap. The cost-benefit analysis has also been
provided in the task. The long-term strategies for the products and services with the additional
features for developing the viable business model. The issues which are leading to poor
performance of voice recognition software in the travel and tourism industry have also been
explained. The possible recommendations for solving the issues have also been discussed.
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References:
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