CHAPTER 3:

DIGITAL CULTURE AND

ELECTRONIC TOURISM :
THE TECHNOLOGIES
SUB-CONTENT:
3.1 Purpose of making digital application in Tourism & Hospitality
Industry.
3.2 Web 4.0 Concept, Context, and Content
 3.1
PURPOSE OF MAKING DIGITALAPPLICATION IN TOURISM AND HOSPITALITY INDUSTRY
 Digitization is the most important change in our constantly changing INTRODUCTI
world. These innovations and technologies have helped change and develop
new systems, apps and even devices which help people in business and ON
their personal life.
 The wave of digital transformation is now visible all over the world in
different industries like healthcare, banking, media and entertainment.
However the most effects are seen and felt in the tourism and hospitality
industry which seems to have been turned topsy-turvy.
 Digital transformation altered the operations and customer relations of the
tourism industry. Customers no longer stand in lines and queues to book
flight tickets, hotels, or even make dinner reservations. It is all done with a
few clicks of the button in a fraction of the time it would normally take.
 It is safe to say, the travel industry was one of the first to adopt digital
transformation and its positive impact can be seen today. In this new digital
environment, consumer expectations are not what they used to be. They are
now set very high due to the innovative disruptions like virtual reality,
artificial reality, Internet of things, mobile bookings and even online
payments 
​
 Digital
Transformation
Trends in
 Tourism and technology have been going hand in hand for some time now providing many
opportunities for innovation. This expanding footprint is not merely to plan holidays on the
smartphone but also to make travel more affordable, frictionless and convenient. For
Hospitality and
Tourism
example, apps provide different prices, deals and customised packages as per a customer’s
budget. The customer reviews aide in finalizing hotels which is beneficial as the reviews are
from fellow travelers.

 According to the UNWTO, tourism is the world’s 5th fastest growing industry, with one
billion international travelers, $1.53 trillion in global revenues and 5% growth globally per
year.

 In the next few years, the world of hospitality and tourism will look different than it does
today. Let us have a look at the digital trends affecting this industry:

1. Internet of 2. Mobile 4. Review and

3. Data Analysis
Things (IoT) Integration Ratings

5. Artificial
6. Virtual
Intelligence and
Reality
Chatbots
 1. Internet of Things (IoT)
 We live in an era where things which were once science fiction are now a part of our
daily lives. With the integration of IoT with internal circuits of a room, hotel rooms can be
automated for example, heated or cooled when people leave and enter the room.

 As more devices get connected to IoT, the tourism and hospitality industry can use the
same to give the customer a higher sense of satisfaction. Knowing the customer’s
preferences would also be beneficial as it helps the staff be proactive in anticipating guest’s
needs.

E.g For example, a customer who has been regularly staying at a hotel and using the spa
services, can be offered a complimentary or discount deal for the next service. 

Image Reference Source:

https://www.bu.edu/bhr/2018/05/31/the-digital-future-of-the-
tourism-hospitality-industry/
 2. Mobile Integration
​
Customers have everything on their phone right from shopping to
managing finances and even booking travel. Some brands have
apps which make books more frictionless and pleasant. Changes
become convenient and the customer also gets updates on the
latest deals.
Without a mobile presence, does a booking company even exist?
Interestingly, Asia and Middle East are ahead of North America
and Europe in mobile bookings. Approximately 28% of bookings
are done via the mobile in North America.
3. Data Analysis

Forecasting plays an important role in all fields to help a business plan and

strategize. In 2020, data science is sure to play a bigger role to help companies

offer clients personalised deals thanks to predictive market analysis.

Data plays a huge part in this new era where customer data is used to determine

their preferences and where they make their bookings. For example, instant

booking features guarantee a reservation alleviating the customer’s concern and

doubt.
4. Reviews and Ratings
​
As mentioned previously, customer reviews play a very critical role in converting a potential client.
Customers do not make bookings without first reading and checking the ratings from previous
customers. Worst case they can prepare for what is coming since the reviews are from the horses’
mouth directly.
This has pushed, and will continue to push, hotels and AirBnB hosts to up their games and provide the
best and highest quality of customer service. 
 5. Artificial Intelligence and Chatbots
Once upon a time, hotels would have binders and pamphlets or brochures at
the welcome desk to help customers with queries like:
1. What to do in the area?

2. Where to find particular cuisine?

3. Specific activities?

4. Closest shopping districts?

5. How to get to a certain place?

Today all the information can be provided on AI powered apps and devices.
Customers can access the information at any point with their smartphones.
Voice activated chatbots help set alarms, open or close curtains and even order
breakfast. Simple clerical tasks like reservation changes can be done without
using human resources unless it is a delicate situation and a sensitive touch is
needed.
 6. Virtual Reality

Virtual reality tours have gained popularity in a big way.

Clients can take a look without actually leaving their homes
what they are booking and paying for. For example,
• Hotel room and facility tours
• Museum tours
• Tourist destination previews
A person does not get the full experience but they get a
preview of what they can expect. This also offers the guests
more confidence and peace of mind while making bookings.
 Digital Future
of Hospitality
 In this world of digital interactions, travellers today are highly dependent on
technology like their mobile applications and digital platforms to make bookings and
and Tourism
plan trips. It is imperative for businesses to make digital innovation a part of the
solution to help the growth continue in a sustainable manner.
Industry
 Personalization is the key to success as it shows the customer, they are valued and
the company is paying attention to and taking care of their needs. Personalization is
expected to play a larger role as enhancing a customers’ experience takes precedence
in most upcoming business models.
New trends of travel demand tailor-made offers beyond mass marketing and
personalised solutions address these needs. Detailed information on consumers and
their behaviour helps companies design such plans and target audiences accordingly,
leading to a higher conversion rate.
​
 Click icon to add picture

WEB 4.0 CONCEPT, CONTEXT, AND CONTENT

H
OS
PI
TA
LI
TY
4.0
 While many industries target specific demographics, the hospitality industry is more diverse.
What It Is and
Take Disneyland for example. It could be viewed as a destination for children and families. But, Why You
Should
if that were strictly the case, it would not have its current allure. Instead, Disneyland built itself
into a destination resort for all ages.

 Technology can help other businesses in the same way. Millennials aren’t looking for products Embrace It?
or services like previous generations. They seek experiences. Preferably, unique experiences at
that. Hospitality businesses that harness tech to create experiences can use it to benefit all
guests.

 Industry 4.0 gives varied demographics a different experience, even within the same location.
Gartner estimates there will be 20 billion connected devices by 2020. These devices are going to
generate an avalanche of information about individual consumers. Businesses can access this
data to their advantage.

 What does this look like? This means a hotel can leave a red robe in the room of a guest that
purchases red things on the internet 67% of the time. It can also put a guest that favors purple
92% of the time in a purple room. Ironically, while technology often makes things more
impersonal, it can also provide the ability to offer more personal services.
 Trends can vary by demographic, too. Marketing to baby boomers is different than 
marketing to Millennials. If a Baby Boomer has a customer service issue, they will likely pick up
a phone. If a Millennial or Gen Z individual has an issue, they will likely take to social media to

Digital Trends in
tell you – and they will expect a prompt response.

 The hospitality industry has to meet a broader set of needs than almost any other industry, but
technology can help. With virtual customer service, guests that prefer to use a phone can, while the Hospitality
chatbots can assist guests online. Technology means you don’t need to hire separate staff to meet
the different needs of your guests; you just need the right programs.
Industry
 However, hospitality business can use technology for more than customer service. For example,
technology can help create a more safe and secure environment with recognition technology. In Conclusion:
Technology changed the face of business. It
 Soon, guests will no longer need to use key cards, which can be easily stolen – their face will
can help hospitality brands better market
get them in the door. They won’t need to check in or check out. Hotels will know exactly when a themselves, cater to the needs of guests, and
guest’s room can be cleaned and prepared for the next guest. Technology has already had a even streamline operations. But Hospitality
significant impact on inventory management in the 21st century. It is poised to get better, faster, 4.0 is only beneficial for businesses that
and more efficient.
take advantage it. The rest may get left in a
trail of digital dust.
TOURIS
M 4.0
OR
SMART
TOURIS
M
 Smart tourism is defined according to the technological capabilities of a
particular destination, attraction or the tourist themselves. Many
What is smart
destinations are now modernising to include increased use of smart
technology in their operations ranging from payment methods to interactive
tourism?
activities.

 The ultimate aim of smart tourism is to improve the efficiency of resource

management, maximise competitiveness and to enhance sustainability
through the use of technological innovations and practices.
 Ways to implement
smart tourism
Smart tourism can be implemented in any number of different ways, providing it
achieves the outcomes of enhanced resource management, sustainability and
competitiveness. 

There are five (5) main ways to do this, although this list is, of course, not
exhaustive. These five methods include; smart accessibility options, smart
sustainability initiatives, smart information sharing, smart research and management
tools and smart tourist experiences.
 In order to a tourism agent to identify as smart tourism initiative, they must
demonstrate that they are accessible to all, both in a physical and a digital
sense. This means that everyone has access to the tourism provider, regardless
Ways to implement
of age, gender, religion, race, sexuality or disability.
 A smart tourism attraction or destination should have a well development
smart tourism
transport infrastructure that enables all types of people to travel (i.e. there is
wheelchair access and lifts for parents with prams etc). This should also
include reasonably priced transport options, which will usually be public
transport. 1.
 At the attraction or destination itself, there should be opportunities for
everybody to access all areas. This may include lifts and ramps for disabled Smart Accessibility
people.
Options
 Smart tourism accessibility also includes language
 
communications. Example at China, many Chinese attractions do not provide
information for non-Chinese speaking tourists. This is constraints to tourists to
understand about the place.

 Sustainable tourism is at the forefront of many tourism agent’s plans and operations
Ways to implement
nowadays, and for good reason.  Such practices not only help to provide a good image smart tourism
for the organisation, but also help to combat the negative social, environmental and
economic impacts of tourism.

 An important arm of smart tourism is the sustainability sector. Tourism agents which 2.

operate successful smart tourism initiatives should have a considerable focus on
Smart Sustainability
sustainability; reducing their carbon footprint, adopting environmentally friendly
approaches and taking into account the host communities and their needs.
Initiatives
 Of course, having sustainable practices alone doesn’t qualify a tourism agent as a
smart tourism provider. These practices need to be underpinned by technologies, such
as the use of solar panel lighting for example, that enable said practices to be achieved.
 One of the key advancements enabling smart tourism to occur in recent years is the
growth of information sharing platforms. The digitalisation of modern day society has
opened up a wealth of opportunities for tourism providers to share information to a
Ways to implement
wide range of tourist types.
 The growth of social media, QR codes and mini-programmes has provided tourism
smart tourism
agents with opportunities that were not previously available.
 Tourism organisations can now use these new opportunities to provide information
prior, during and after the tourists’ visit. They can also utilise more efficient
promotional methods and marketing on these online platforms. 3.
 Complex algorithms, cookies and other digital monitoring methods can help Smart Information
organisations to be more and more in tune with their consumers or potential
consumers. This allows them to develop more suitable and targeted products. Sharing
 Nowadays there are many methods of obtaining and monitoring
information. Organisations now have a wealth of data at their fingertips.
 Adopting smart tourism research and management tools, such as designing a
custom-made tourism flow monitor or developing a tailor-made CRM
programme, can dramatically improve business outcomes.
 Ways to implement
smart tourism
Nowadays there are many methods of obtaining and monitoring
information. Organisations now have a wealth of data at their fingertips. 4.
Adopting smart tourism research and management tools, such as designing Smart Research and
a custom-made tourism flow monitor or developing a tailor-made CRM
programme, can dramatically improve business outcomes. Management Tools
 Perhaps the most obvious type of smart tourism (for the tourist at least), is the
Ways to implement
smart tourist experience. smart tourism
 Destinations, attractions and other tourism providers are now adopting
innovative technological approaches to develop and enhance the tourism
experience that they offer. This ranges from augmented reality applications to
gaming and virtual reality. 
5.
 In the UK, The Hub Hotel from Premier Inn has made augmented reality Smart Tourist
compatible with the wall maps in the hotel rooms. When these maps are
viewed through a smart device the wall maps present additional information Experiences
about some of the local places of interest.
 In China, a virtual reality hot air ballon has been used at Qiandao Lake. Here
tourists would wear a mask which would make them feel like they would be
lifted to a height inside the hot air ballon, where they could appreciate the lake
view around them. In reality, their feet would never leave the ground!
THE END..