BMSP4001: Impact of Smartphones & Business Intelligence on Tourism

This report examines the impact of smartphones and business intelligence on the tourism sector, focusing on Pembrokeshire Coast National Park. It begins by assessing the current state of tourism in the park, including its characteristics, visitor profiles, and challenges. The report then identifies specific problems within the tourism sector, such as declining profit margins and increasing competition. Subsequently, it explores various innovations within the tourism industry, emphasizing the role of smartphones and digital solutions. The report proposes an innovation plan for the tourism sector, highlighting the potential of mobile applications, data analytics, and digital marketing to enhance visitor experiences, increase revenue, and address the challenges faced by the park. The study emphasizes the need for digital transformation to meet the evolving expectations of tourists and maintain the park's competitiveness in the global tourism market. The report concludes by emphasizing the benefits of smartphone integration and business intelligence for the tourism sector.

Running head: THE IMPACT OF SMARTPHONES AND BUSINESS INTELLIGENCE ON
TOURISM
The Impact of Smartphones and Business Intelligence on Tourism
Name of the Student
Name of the University
Author’s note

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Table of Contents
1. The Present State of Tourism in Pembrokeshire Coast National Park........................................2
1.1 Characteristics of Pembrokeshire Coast National Park.........................................................2
1.2 Visitor Number and Profile...................................................................................................3
1.3 Challenges faced by Pembrokeshire Coast National Park.....................................................4
2. Identification of a Problem within the Tourism Sector...............................................................4
3. Innovations within the Tourism Sector........................................................................................5
4. Innovation Plan for the Tourism Sector.......................................................................................8
References......................................................................................................................................12

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1. The Present State of Tourism in Pembrokeshire Coast National Park
Pembrokeshire is considered as the most popular and highly reached coastal holiday
destination in West Wales. It is considered as the popular destination for tourists flocking from
all over the world. The tourists are mostly attracted to the national park based on the beautiful
landscape, abundant wildlife and unspoilt scenery (Lambas & Ricci, 2014). The Pembrokeshire
Coast National Park appeals to the wide number of tourists who come with their families and
friends. They also actively participate in various sporting activities and events that are conducted
on a regular basis.
1.1 Characteristics of Pembrokeshire Coast National Park
Some of the vital characteristics of Pembrokeshire Coast National Park are:
 The Pembrokeshire Coast National Park offers a variety of features for the attraction of
visitors from all over the world. Some of the coastal features include bays, caves, cliffs,
harbours, sea arches and islands (Rhind, 2015). They offer a major attraction for the
people who would come to visit the park.
 The Pembrokeshire Coast National Park offers the promotion of opportunities based on
understanding and refreshment of the special offered features by the management.
 The park provides a varied range of high quality of habitats and rare species of animals
and birds.
 The park also supports a rich cultural heritage consisting of 14 conservation areas,
different archaeological landscapes and some historic sites.

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1.2 Visitor Number and Profile
The Pembrokeshire Coast national Park provides an appeal to a diverse range of visitors
who would come in groups. The main objective of these visitors is to explore the entire park and
perform in different sporting events. Based on the recent research on the tourism within
Pembrokeshire, it has been seen that there has been an increase in the tourist association within
West Wales (Hassan, 2016). There are 500 members in every sectors linked with Pembrokeshire
Coast National Park. The different sections linked with the tourism sector of the park are retail,
accommodation, businesses and catering facilities. The different sectors provide variety of
services to the sector of tourism. The tourist association within Pembrokeshire have a primary
role in keeping the businesses to be informed about the latest updates on the tourism sector. This
would further help in the development of potential and representation of interests.
The County Council of Pembrokeshire has two forms of dedicated teams. These include
the Tourism Marketing and Development team. The concerned team has the primary role of
persuading the visitors to visit Pembrokeshire during their term of holidays (Jones, Munday &
Bryan, 2016). The team also assures that they would remain the most popular costal destination
in West Wales. The other is the Visitor Services team who is responsible for running seven types
of Tourist Information Centres. They help in providing the best kind of information to the public
in regards to their concerns about the entire package of tourism that would be provided to them.
The County Council also provides a varied range of services for the tourists during their visit to
the park. These include the Food Development Support, Fish Week Festival, Business Support,
Beach Management, Highways and Food Safety and Coastal Bus Services (González, Román &
Marrero, 2018). The diverse range of offered services help in facilitating the tourists to ensure
that each of their guests would have a rich experience from visiting the park.

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1.3 Challenges faced by Pembrokeshire Coast National Park
Despite the appeal from Pembrokeshire Coast National Park, the future of tourism within
the park could not be considered as secure. There are significant forms of challenges that are
incurred within the tourism sector of Pembrokeshire Coast National Park. The challenges include
the retainment and growth of revenue model for the tourism within the sector. There are several
kind of issues that have a significant impact on the visitor patterns within the park (Balomenou &
Garrod, 2014). These include the issues based on weather, pricing of fuel, economical state of
the maintenance of the park that could be changes on a local basis.
There are some other kinds of challenges that are based on providing directions to the
park, advertisements and booking guest houses within the park premises. There is a very low
amount of investment for the digitisation of services within the park (Otero et al., 2015). With
the lack of digitised services within Pembrokeshire Coast National Park, the management team
faces major challenges to attract tourists in the recent time. Action for the implementation of
strategy would need a huge amount of funding and gathering of resources from other
organisations.
2. Identification of a Problem within the Tourism Sector
There are some sectors within the tourism sector of Pembrokeshire Coast National Park
that have experienced reduced margins of profits in the present climate of the economy. The
team involved with the management of tourists would have to struggle for investing based on
providing of facilities band thus maintain a year-round employment (Wiscombe & Gelder,
2017). Without the improvement of facilities, the visitors would often choose to travel elsewhere
where there would be an availability of every kind of facilities. This would in turn lead to a
decline in the profitability of business within the tourism sector of Pembrokeshire. There is an

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increasing level of competition from different parts of the world. Most of the offered facilities
that are available within the modern resort hotels has been the main centre of attraction for
traditional family visitors. The tourists would mainly visit the Pembrokeshire Coast National
Park during their summer and winter holidays.
The national park also has a huge traditions of loyal customers who come to visit the
centre on a regular basis. The tastes and trends of visitors who come to visit the site change on a
huge basis. The various activities, restaurants, accommodation and image of the national park
should be needed to be changes in order to attract much number of people (Hernik et al., 2017).
There is a significant amount of population who do not have the knowledge about the various
locations within the national park and which are the primary center of attraction within the park.
With the impact of new kind of technological services, the Pembrokeshire Coast National
Park would need to adopt different technological aspects within their business scenario. They
would need to exploit the digital opportunities for the purpose of improvement of
communication, efficiency and promotion (Bird, 2016). The need for the development of high
speed of connections and building of digital understanding would be highly required in order to
meet with the higher expectations of the tourists. With the impacts of smartphones and digitised
solutions within every sector of businesses, there would be a huge form of improvement within
the sector of tourism. Hence, the problems based on the reduced profit margins for the
organisation could be benefited with the impact based on the implementation of digitised
solution strategies for the business.

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3. Innovations within the Tourism Sector
There is a high competition within the fast growing business scenario. Without the
improvement in the number of facilities within the business of Pembrokeshire Coast National
Park, it would be extremely difficult to bring in tourists within the park. There is a significant
decline in the generation of tourism revenue (Williams, 2019). This is mainly due to the fact that
there is a lack of tourist engagement within the national park.
Based on regarding about the identified problems associated within the tourist sector,
there could be some kind of recommendation for the innovations within the tourism sector.
Pembrokeshire would need to make use of digital opportunities in order to attract a lot of tourists
and new visitors to the premises of the park (Gliozzo, Pettorelli & Haklay, 2016). Improvements
within the services offered within the park would need to be constantly updated for meeting with
the expectation of each visitor. Development of new form of services would be extremely
essential for attraction of new markets. This would also include the style and presentations that
would be offered by the business. With the rising growth of visiting sites from all over the world,
the expectation of visitors are increasing with each passing day. Hence, the national park would
have to take care of each of the concerns of visitors and would have to develop efficient
approaches for meeting with those expectations (Cochrane, 2017). These business should also
upgrade regularly and thus provide improvement in the facilities for the purpose of increasing of
profitability within the tourism business.
With a fast form of research, it has been discussed that technology would play a major
role within the sector of travel and tourism. In the recent times, the impact of technology has
helped tourists to book the online reservations and hotels from their personal mobile devices
(Guiver & Stanford, 2014). The advancements in technology have allowed different tourist

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corporations to save their manpower. The impact of technology would also empower customers
for making their own personal decisions. With the rise in the number of smartphones and
supported mobile applications, it would help to improve the sector of tourism. The impact of
mobile applications and Social Network Services (SNSs) would be helpful for tourists and
visitors for accessing and interacting with the information related to travel (Murphy, 2014). The
use of mobile technology and smartphones would be able to include information about the most
popular destinations and accommodation details. This would also provide information to the
tourists about the inclusion of time, cost and exact place that would be needed to be visited.
In the previous times, people were much more accustomed to make use of magazines and
guide books in order to plan their upcoming travel destination. The visitors used to highly
depend booking agents who would use to purchase the flight or railway ticket. With the
development of mobile applications within the tourism department, it has been helpful for
boosting the economy of the tourism sector (Ghanem & Elgammal, 2017). This would also help
in incurring a lot of tourists within the Pembrokeshire and would thus generate a huge revenue
model. The use of smartphone within the use of tourism industry would aid the tourists to make
use of their smartphone for locating various places and book hotels. With the advancement made
with the use of technology within the tourism sector, tourists are often guided with a 360-degree
view of rooms in hotels. This would help in facilitating tourists to make a general idea about the
rooms and the basic kind of amenities that would be provided within their selected location.
There is no such additional kind of charge that would be payable by the guests (Chung, Dietz &
Liu, 2018). Additionally the tourists are also never misguided or would be forced to book guest
rooms within the Pembrokeshire Coast National Park. The tourists would be solely responsible to
book hotels based on their choices, reading the reviews of other tourists who had visited the

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places and thus watch the ratings. The previous visitors who have visited the sites and have
provided feedback about the place would help the other visitors (WATKIN, Jones & HELEY,
2015). The digital platform that would aid the visitors help in providing them with various kinds
of combo offers during the process of booking of tickets and hotels.
In the recent times, it has been seen that there has been a huge surge in the use of
smartphones. The Pembrokeshire Coast National Park should also provide the use of
smartphones and a mobile application that would help in aiding the tourists to book hotels within
a single click on their device (Lumber et al., 2017). The primary focus of the initiatives based on
smart tourism within Pembrokeshire Coast National Park would help in the conservation of
resources and improvement in the quality of life. Hence, with the inclusion of mobile
technologies would further lead to a sustainable development of tourism within the national park.
The industry of tourism for the Pembrokeshire Coast National Park would also focus on certain
kind of initiatives based on the conservation of resource and bring about a positive change with
the help of enriched interactions based on local residents.
The rise of technological platforms would also bring about the introduction of another
form of vast implementation of a technology known as the Internet of Things (IoT). The use of
IoT technology would prove itself to be highly useful based on attracting certain specific
locations that would be able to provide the tourists with a range of facilities such as virtual maps.
The traveller would be able to detect the exact position of the tourist and thus send messages to
their smartphones during their need of guiding them (Wardley, 2015). Thus the use of such kind
of technology would be benefiting the tourists and the Pembrokeshire Coast National Park to
generate a much higher revenue model for their business.

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4. Innovation Plan for the Tourism Sector
The role of Information Technology has a major role to play within the tourism sector of
Pembrokeshire Coast National Park. The use of technological aspects would prove to be
extremely helpful for the reduction of costs, enhance the operational efficiency and thus also
provide improved service experience to the customers. In this way, both the tourism business and
customers would get benefited from the improved form of communication, guest service systems
and reservation.
With the idea of including the use of smartphones and mobile applications within the
tourism sector of Pembrokeshire Coast National Park, there should be a proper plan of
innovation within the tourism sector. The idea of innovation within the tourism includes five
stages. These would include:
Generation of Idea and Mobilization – The successful generation of idea based on the
implementation of smartphone and mobile application technology within Pembrokeshire Coast
National Park would be helpful for the planning phase of the project (Rodriguez, Williams &
Hall, 2014). Once the idea of implementation of smartphone technology project is generated, it
would move on to the mobilization stage. In this stage, the generated idea would be travelling to
a different kind of logical or physical location. The generation of the innovative idea based on
the inclusion of smartphone technology within the business would need a high level of support
from the generator of the idea. This stage is extremely crucial for the future progression of an
innovative idea and thus to skip any form of delay or aborting the process of innovation.
Screening and Advocacy – This stage within the innovation plan of the project would be
extremely vital based on the measurement of advantages and disadvantages of moving on with
the implementation of the project. Advocacy within the project would and screening of ideas

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should move together in order to bring out other forms of innovative ideas that might lack
potential (Gretzel et al., 2015). During this process, it can be discussed that the tourism business
would face much form of success as the entire process was standardized and transparent to the
stakeholders who are responsible for administering over the entire process.
Experimentation – During the conduction of this stage within the innovation plan of the
project, there would be a testing on the sustainability of generated ideas within a particular
environment. During this stage, there should be a proper form of assessment based on the
potential visitors would be visiting the tourist location. In this stage, the mobile application that
would be developed for Pembrokeshire Coast National Park should be developed and thoroughly
tested. The developers of such kind of application should keep each factors in mind that would
be included within the application and could benefit the workers. The developers of the mobile
application should test the application on a certain group of users in order to ensure that the
application would be able to suit as per the needs of the standards of the tourist business.
Commercialization – In the commercialization stage, the tourist organisation should be
able to view the customers from their perspective. They should evaluate the problems of the
customers based on analysing the costs and the benefits that would be made based on the impact
of rolling the innovation process (Benckendorff, Sheldon & Fesenmaier, 2014). The
commercialization step would be important for advocating that the right people would be
responsible for progressing with the idea of the next stage of development. After a proper
evaluation of the problems faced by the customers, the developers would thus implement
different kinds of changes that would be necessary within the application.
Implementation – The implementation and diffusion stages are generally considered to
be equally same. In the process of diffusion, there should be a wide form of acceptance from the

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internal levels of the organisation. The implementation process within the project would be
needed as it would help in setting up of structures, maintenance and resources needed for
producing it. After a proper kind of development of the mobile application, it would be deployed
on an online platform that could be then downloaded by tourists who would wish to navigate in
the Pembrokeshire Coast National Park (Kiráľová & Pavlíčeka, 2015). Based on the use of the
mobile application, the tourists would be able to make use of the application. The application
should include the use of latest advanced technologies in order to meet to the raising
expectations of customers. The customers should be able to make use of the mobile application
in order to search for various places of attraction, book their rooms, order food and perform
various other functionalities. The inclusion of social media strategies could also be considered as
a viable option for the display of advertisements. This would in turn gain the attraction of tourists
from all over the world and thus the Pembrokeshire Coast National Park would be able to
achieve the business goal. This would thus increase the business revenue model of the
organisation based on the amount of profits that would be gained with the help of the innovation
plan within the business strategies. Hence, the inclusion of smartphones within the national park
would be able to put a major impact on the growth of the business of the organisation.