Tourism and Technology: Challenges and Opportunities Report

This report delves into the crucial role of information and communication technology (ICT) in the travel and tourism sector, emphasizing its impact on organizational development and competitiveness. It explores the challenges and opportunities arising from technology adoption, including issues related to consumer demand, technological advancements, and the need for adaptation within organizations. The report highlights the importance of innovation, such as Tourism 4.0, and examines the barriers to implementation, including lack of capital and expertise. It also discusses the significance of addressing the digital divide, ensuring equitable access to technology, and fostering trust in new solutions. The report concludes by emphasizing the necessity for organizations to embrace technological changes, communicate effectively with employees, and engage with communities to drive growth and enhance the overall tourism experience. The report also provides references to key resources and studies on the subject.

Contemporary issues

INTRODUCTION
Travel and tourism is an important sector of hospitality sector in which information and
communication technology plays major role in organisational development and enhancement. To
enlarge business opportunities organisation have to build their products and services by using
advance technology to remain always competitive in marketplace.
INDIVIDUAL REFLECTION
Tourism is an important pleasure or business and that for attracting, accommodating and
entertaining tourist and business of operating tours. In every industry to lead in market and to
remain always competitive need of technological advancement and innovation are very much
important. In past the consumers are not as much demanding and techno savvy but as time passes
need of adaptation of it rises.
Issues and reflection:
There are some issues or concerns while adopting technology in travel and tourism
industry while adopting to enhance working and giving delighted experience to consumers. This
is a group report in which 12 candidates conduct through research, in which I personally found
issues or concerns while accessing needs and want of application of technology and innovation
in travel and tourism and while adopting merger & acquisitions. On other hand people are in
organisation not able to adopt changes that come while adopt technological advancement and for
consumers people who belong from rural areas not able to adopt and utilize required and
prevalent technological advancement that creates hinders in development of travel and tourism
sector. Information technology plays vital role in Hospitality and tourism industry over the last
decades.
Technology and innovation helps in reduce cost, in improving operational efficiency and
enhance services with focus on giving delighted consumer experience. With the help of
technological advancement customers and businesses can reap benefit of improved
communication, fast reservations and effective guest service system (How Information
Technology Has Affected the Tourism and Hospitality Industry 2019).

According to Wang Dan for adopting advance evolving technology needs a close
assessment by evaluating needs of company and consumers, capabilities of employees and
proper interaction with system. In an organisation because of volatility in travel and tourism
industry, decisions with rely on technology should be fairly short term and majorly emphasise on
solving concerns in present scenario. Study shows that technological development, innovation in
business and changing lifestyle of people are majorly engines in mobility in travel and tourism
industry while adopt information technology and innovation. For the last two decades
technological advancement in which information technology infrastructure helps in made
communication possible at global scale, highly effective but the issue that low cost data with its
processing and high use of personal technology impacts adversely on tourism industry.
Experiential learning and academic learning
According to Urska Starc Peceny in early time people have been travel or visit has
always adapting social and technological development but in present era people are more techno
savvy and demands digitalization and number of people rising day by day, it almost 1.3 billion
people are travelling around the world. In that aspect organisations to give delighted experience
to consumers adopt new paradigm, tourism 4.0 to appeal to apply and unlock innovation
potential in whole tourism sector. In new techniques and innovation in travel and tourism sector
consist industry 4.0, internet, big data, block chain, artificial intelligence and virtual reality with
augmented reality. The main issue while adopting or implementing that kinds of technological
advancement and innovation that organisations and major countries faces lack of capital,
technology and marketing with management expertise that hinders growth of tourism in less
developed regions in whole country. With the help of advanced ICT infrastructure helps in
adaptation a more dynamic, least rigid and interactive within in organisational and any other
chain at the tourist destination that helps in build strong infrastructure. It helps in increased
communication and collaboration. But the challenges that organisation not able to provide proper
information environment and various business models are come into subjected failure category.
The major issue while adopting and implementing technological and innovation that is while
market new innovation or paradigm 4.0 is organisations are lacking in build trust and increase
interest for difficult and new solutions. On other hand it is very crucial to be acknowledge about
lack in readiness level of target groups in terms of skills set and processes in which research and

development not best fitted according to the strategies and implementation to get desired results (
Sharpley and Telfer, 2014).
According to Don duval 2019 organisations initially faces problem while adopting
information and technology with innovation that they might initial decrease in productivity or
push back from their present situation because people are not easily get award about potential
changes in that areas and employees also resist for adopting changes that hinders self interest of
an organisation. In that case organisation and industry have to convince and properly
communicate with their employees so that they happily contributes in adopting changes
(Scheyvens, 2012.). To lead in market travel and tourism sector with potential organisations
have to respond in positive manner that changes come into that industry and impacts in both
positive and negative manner. They have to consult and recruit an community so that they can
share knowledge and effective information to potential influencers from technological
advancement and development (Sharpley and Telfer, 2015.). The effective tool to overcome
from the technological advancement that people or consumers who belong from rural areas are
not able to adopt or communicate in proper manner with that sector. In that case organisations
have to enhance their approach and also communicate about the facilities that travel and tourism
sector provide at that time and how it can change and raise standard of living of them. The
reason that consumers are very much important for industry to lead in market and commence in
organisational growth and enhancement by bringing harmony in works and procedures to give
best tools and techniques (Yuan, Gretzel and Tseng, 2015). In that case to give advance
techniques and tools to every tourist government also contributes so that every one can reach to
advancement in context of living and facilities. In travel and tourism sector to adopt
technological advancement the level of sectors which are interrelated to each other should be
same class so that they can harmoniously give services to their consumers and their overall
experience should be good enough. Hence technology advancement and innovation are very
much important for organisation as well as an individual to contributes in economy.
CONCLUSION
From the above individual reflection it has been summarised that information technology
is an important aspect to lead in market and give best products and services to lead in market. In
an organisation there are some issues regarding products and services that are not according to

consumer choice so that by using technology an organisation can give best products to
consumers.

REFERENCES
Books and journals:
Yuan, Y., Gretzel, U. and Tseng, Y.H., 2015. Revealing the nature of contemporary tourism
research: Extracting common subject areas through bibliographic coupling. International
Journal of Tourism Research. 17(5). pp.417-431.
Sharpley, R. and Telfer, D.J., 2015. Tourism and development in the developing world.
Routledge.
Scheyvens, R., 2012. Tourism and poverty. Routledge.
Sharpley, R. and Telfer, D.J. Eds., 2014. Tourism and development: concepts and issues (Vol.
63). Channel View Publications.
Online:
How Information Technology Has Affected the Tourism and Hospitality Industry 2019 [Online]
Available through<https://www.entremt.com/information-technology-affected-tourism-
hospitality-industry/>.
Challenges in marketing a paradigm shift 2019[Online] Available
through<https://www.intechopen.com/online-first/tourism-4-0-challenges-in-marketing-
a-paradigm-shift>.
Today's company have a technology adoption problem, not and innovative problem
2019[Online] Available
through<https://www.forbes.com/sites/forbesnonprofitcouncil/2019/01/28/todays-
companies-have-a-technology-adoption-problem-not-an-innovation-problem/
#7062b5cd1f66>.