The Impact of Technology Trends in the Voice Recognition Context in the Tourism Industry: A Case of Peppers Broadbeach Company

Running head: VOICE RECOGNITION TECHNOLOGY 1
THE IMPACT OF TECHNOLOGY TRENDS IN THE VOICE RECOGNITION
CONTEXT IN THE TOURISM INDUSTRY: A CASE OF PEPPERS BROADBEACH
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VOICE RECOGNITION TECHNOLOGY 2
Introduction
Over the last decade, technology has been playing an important role in the tourism
industry by helping improve customer experience and services, enhancing the operational
experience, and helping reduce costs (Aldebert et al. 2011 p.1207). Both businesses and
customers usually benefit from improved guest service systems, reservations, and
communication. Through technology, the tourism industry has been able to replace human labor
which is very expensive with technological labor hence helping in the reduction of labor costs
and in the avoidance of issues with customer service. With the invention of artificial intelligence,
voice recognition is currently helping in the transformation of the tourism industry by stealth.
For example, Amazon Alexa, Windows Cortana, Google Now, and Apple Siri are leading in
assisting consumers search without having to type and tapping into the preferences of users,
previous search history, and geographical location, with the use of artificial intelligence
algorithms for voice recognition and search (Canbek & Mutlu 2016 p.595). Therefore, the essay
seeks to analyze the impact of technology trends in the voice recognition context in the tourism
industry based on the case of Peppers Broadbeach Company.
Organizational Overview
Peppers Broadbeach soars high above Broadbeach’s premier dining and shopping
precinct and offers an exclusive and chic haven for tourists who are looking for relaxation,
sophistication, and luxury (Dedekorkut-Howes & Bosman 2015 p.72). At only an easy one hour
drive south of Brisbane and only thirty-five minutes drive north of Gold Coast airport, Peppers
Broadbeach consists of two towers which are architecturally impressive, each designed to reflect
surfside surroundings and the beach. Peppers Broadbeach offers a perfect setting in the
indulgence of life’s finer things and boasts of a luxury Gold Coast accommodation and a wide
range of guest services choice.
Existing Technology Analysis and Trends (Issues) in the Peppers Broadbeach
Technology is advancing every day at a fast pace hence changing the way Peppers
Broadbeach carry out its business activities. Some of the technology trends are leading to
significant improvements thus changing how the organization plans its staff requirement,
infrastructure, management structure and building (Cameron & Quinn 2011 p.6). The existing
and latest technologies used in the organization include Wi-Fi infrastructure overhauls, digital

VOICE RECOGNITION TECHNOLOGY 3
conference facilities, mobile communication, and automation, near field communication (NFC)
Robots and infrared sensors, internet on tap and media feedbacks.
The Wi-Fi overhauls have enabled the organization’s guests to connect effectively
without interruptions hence attracting potential customers who can do their online business while
still in the organization. In the past, the organization used to charge exorbitant rates and,
therefore, customers who are technology savvy stayed in the organization for a very short time.
The organization also has digital conference technologies such as Audio-visual, VoIP, real-time
local services and internet local television. The mobile and automated communication have
facilitated the effective online booking of Peppers Broadbeach with customers now being able to
process payment for services in the comfort of their home.
The scope of Voice Recognition in the Peppers Broadbeach Company
The heavy reliance on search engines by Peppers Broadbeach makes the company
susceptible to major changes in search and new trends thereby affecting their website’s traffic
which in turn hikes revenue. Currently, voice recognition and search have been the main search
trends which are highly driven by the availability and access to mobile devices which Peppers
Broadbeach players must adapt to in order to increase the company’s revenue. Law et al. (2014
p.740) states that the voice recognition and search trends have assisted in the provision of new
opportunities for all tourist companies as well as punishing the brands which never acknowledge
the opportunities fast enough.
The mobile device growth in the tourism industry remains significant although it is less
ascendant (Litvin et al. 2008 p.463). Aiming to tap into new clients who are allowed by the
mobile device’s ubiquity, Peppers Broadbeach optimizes voice recognition for users who interact
with the company’s website mainly through mobile platforms, which have poor internet speeds.
The company has integrated lightweight mobile pages that can be cached on their servers and
usually load fast hence creating the best experiences for users of mobile devices.
Peppers Broadband clients are using voice recognition and search more than ever due to
its convenience, reliability, speed, ease, and interaction with mobile devices in handsfree mode.
According to Gretzel et al. (2006 p.120) tech giants are aggressively battling for the command of
the human voice, with the eyeball battle almost evolving to a possible final form. Voice