E-TOURISM (AN INTEGRATED TOURISM PLATFORM)

E AN IN - TEGR T ATE o D TOU u RISM r PLA i TF s ORM m LIDYAWATI HARIS | NURULDAFIQAH KAMARULZAMAN

E-Tourism AN INTEGRATED TOURISM PLATFORM PUBLISHED BY

ALL RIGHT RESERVED PUBLICATION 2023 All rights reserved. No part of this publication may be reproduced, distributed, and transmitted in any form or in or by any means including photocopying, recording or otherelectronic or mechanical methods, without the prior written permission of the publisher, expect in the case of the brief quotation embodied in reviews and certain other noncommercial uses permitted by copyrights law eISBN 978-967-2860-74-7 E-Tourism AN INTEGRATED TOURISM PLATFORM Perpustakaan Negara Malaysia eISBN 978-967-2860-74-7 E-Tourism an Integrated Tourism Platform Mode of access : Internet Published in Malaysia by : Politeknik Sultan Idris Shah Sungai Lang 45100 Sungai Air Tawar Selangor No Tel : 03-3280 6200 No Fax: 03-3280 6400 Website: http://www.psis.mypolycc.edu.my Editor : Lidyawati binti Haris Nurul Dafiqah binti Kamarulzaman

ABSTRACT E-Tourism (An Integrated Tourism platform) is an e-book that designed to help Diploma in Tourism Management students in Politeknik Malaysia through a comprehensive exploration of topics . The first chapter of e-book focused discuss the concept of ICTs, information systems, identify the stages of ICT revolution, discuss the impact of ICTs on tourism , differentiate the use of hardware and software in tourism organization, and indicate the applications of ICTs in tourism and hospitality. For second chapter focused on Identify the concept of website design, study the purpose of website design, the element and principle of effective website design. explain the importance and purpose of website hosting and security and Identify the method in generating website development. For Chapter three, focused on prepare website and mobile application for accommodation , heme park and movie booking and purchasing process, identify strengths and weakness using e-reservation for transportation and park movie entertainment. Chapter four focused on identify concept and purposed travel writing, describe hardcopy and digital writing, recognise writing gear and techniques, integrate effective written report in a travelogue, Identify steps for writing a travelogue, construct an outline of a travelogue and construct the full travelogue Chapter five focused on smartphone as a travel facilitator for Information search (destination guides, hotel finder and mountain peak finder) , Location and navigations (compasses and maps), Marketing & distribution (online bookings), onsite purchases) , Business intelligence (tracking visitor patterns & behaviour) and Communication (translation). This e-book also complete with the simple exercise and video that can help readers understand more easily about E-Tourism .

Food and travel writing design. Concept and purpose. Describe hardcopy and digital writing. Recognize writing gear and techniques. Steps for writing a travelogue. Smartphone as a travel facilitator. Smartphones as a travel log. CONTENT ICT and Tourism Concept of ICTs, information systems, and their interrelationship. Stages of ICT revolution. Impact of ICTs on tourism. Differentiate the use of hardware and software in tourism organization. Indicate the applications of ICTs in tourism and hospitality. Tourism Technology Concept of website design. Purpose of website design. Element and principle of effective website design. Purpose of website hosting and security. Method in generating website development. Applications of ICTs in tourism and hospitality. E-Tourism Arena Prepare website and mobile applications. Strengths and weaknesses using e-reservation for transportation. Creative Writting Mobile Tourism and the Future 1-20 21 - 28 29 - 47 48 - 75 76 - 89 Summary Synopsis References 92 93 94 - 96

Where Are You Going Today? TOPIC 1 ICT AND TOURISM

THE INTERNET What is ICT ? Refers to Information and Communication Technology. It is used to describe a wide range of technological media, not just computer and include : MOBILE PHONE PROGRAMMABLE TOYS DIGITAL CAMERAS PRINTERS SCANNERS & ETC E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 01

The Stages of ICT STAGE 1 : DATA PROCESSING STAGE 2 : MANAGEMENT INFORMATION SYSTEM STAGE 3 : STRATEGIC INFORMATION SYSTEMS (SIS) STAGE 4 : THE NETWORK ERA The main objective was to improve operational efficiency by automating information-based process. The principle aim of this era was to increase management effectiveness and efficiency by satisfying organization information requirement. This era aim to improve competitiveness changing the nature or conduct of business, to enhance performance and to coordinate activities across functional and business unit. This era is gradually alternating the competiveness of firms in the global marketplace and reducing the location and size. E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 02

Components of ICT Data centers available to many users over the Internet. Large clouds, predominant today, often have functions distributed over multiple locations from central servers. The process of connecting to the internet using personal computers, laptops or mobile devices by users or enterprises. Internet access is subject to data signalling rates. Represents other forms of data using specific machine language systems that can be interpreted by various technologies. A set of instructions, data or programs used to operate computers and execute specific tasks. This is a generic term used to refer to applications, scripts and programs that run on a device. The physical elements that make up a computer or electronic system and everything else involved that is physically tangible. This includes the monitor, hard drive, memory and the CPU. Online or automated transactions that take place between people and organizations without the use of paper. All equipment and programs that are used to process and communicate information. CLOUD COMPUTING SOFTWARE HARDWARE TRANSACTION COMMUNICATIONS TECHNOLOGY DATA INTERNET ACCESS E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 03

E-tourism is the digitalization of all processes and value chains in the tourism, travel, hospitality and catering industries that enable organisations to maximise their efficiency and effectiveness (Buhalis, 2003) What is e-Tourism? E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 04

History & Evolution of e-Tourism NO TECH 1900 1920 1940 1960 1980 2000 Telephone (Voice) Telephone (Heart, sounds, ECG) Radio/ Telegraph Closed-Circuit Television Video-Conference Satellite E-mail Internet Hi-speed wireless E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 05

CRS evolved into GDS as airlines expanded their geographical coverage. GDS incorporated a wide range of services and products for the entire industry. It integrates multiple airline systems horizontally. A tourist can book ticket of both British Airways and American Airlines using the GDS. GDS vertically integrates services such as accommodation, car rentals, bus/train etc. Information search and ticket booking is done faster. Owners charged commissions and participation fees. Transaction costs are too high for small operators. Helped the standardization of processes as it interconnects most of the tourism organizations and intermediaries. Example : Air ticket format/ template. GDS Example : Amadeus, Galileo, Sabre, Abacus etc. Stage (1970s): Emergence of Computer Reservation System (CRS) Stage (1980s) - CRS emerged into Global Distribution System (GDS) Stage (Since 1990s) - Internet Distribution System (IDS) & Destination Management System (DMS) CRS consists of a database to manage inventory of tourism organization. Remote access was possible to the database. The reservation offices will have online live data available. CRS formulated a new marketing and distribution system. CRS is limited to airlines tickets booking only. It was created by each service provider to aid in the purchase of tickets from their provider only. Example : American Airlines Computer Reservation System developed by American Airlines. Tourist cannot book a ticket of British Airways using American Airlines CRS. IDS are virtual travel agents or online travel agents. IDS uses GDS systems internally, and leverage the internet to provide online services Virtual Travel Agents offer wide range of services and packages needed for tourism The major difference between the second stage and third stage is websites replace the ticket booking offices and ticket booking clerks. E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 06

Destination Management System (DMS) Destination Management System emerged after the Internet Distribution System. It consists of product database, customer database, and a mechanism to connect the two. DMS allows customers to create personal destination experience DMS provides information and undertakes some marketing activities through mass media advertising Provides advisory service for consumers and the travel trade with regular and efficient communication with customer Customer experience is enhanced through customer relationship management using DMS. This is the main differentiator of DMS from its predecessor. Designs and distributes brochures, leaflets and guides online Helps to overcome seasonality problems by spreading and balancing tourism demand Customer experience is enhanced through customer relationship management using DMS. This is the main differentiator of DMS from its predecessor. E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 07

B2C B2B C2B C2C G2C G2B G2G Type of e-commerce inTourism BUSINESS TO CONSUMER BUSINESS TO BUSINESS GOVERNMENT TO CONSUMER CONSUMER TO BUSINESS CONSUMER TO CONSUMER GOVERNMENT TO BUSINESS GOVERNMENT TO GOVERNMENT Example : A traveler purchases a flight on Lufthansa's website Example : A tour operator purchases a block of rooms from a hotel using the Internet Example : A tourist offers their services as an attorney to a hotel where they are staying Example : A tourist sells souvenirs to another tourist on eBay Example : Two governments negotiate a bilateral air service agreement using the Internet Example : A museum applies for a building permit to a government agency online Example : A tourist applies for a passport online E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 08

Hardware Software and E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 09

e-Tourismmix E-Tourism Mix is a combination of Tourism activities, business activities and Information and Communication Technologies. It consists of regular business functions like marketing and sales, finance, HRM, procurement, inventory management, and tourism activities such as transport, travel, hospitality, Leisure and the Information and Communication Technology used in maintaining and managing the tourism business. E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 10

In the traditional business value chain, the supply channel consists of many intermediaries between Manufacturers and consumers, such as Distributors and Retailers, which not only increase the cost of the product and service but increases time of delivery. The cost increases because of transport, inventory maintained at different levels and the commissions added at each level. In case of Ecommerce, the intermediaries are reduced, and the product and service is delivered directly from manufacturer / service provider to the customer. E-Tourism bypasses Distributors and Retailers to reach end customers, and thus saves cost on commissions, transport, inventory etc. E-Commerce and Industry Value Chain E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 11

Functions of e-Tourism e-commerce e-marketing e-finance e-accounting e-HRM e-procument E-tourism includes business functions like : E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 12

Management support Strategic planning Competition analysis Financial planning and control Accounting and finance Marketing research Marketing strategy & implementation Pricing decision and tactics Middle term planning & feedback Management statistics/reports Operational control management functions Communication between departments Communication between departments Business functions Payroll Accounting/billing Networking & information exchange Operational planning Human resources management Staff coordination Communication and function with branches Coordination of operations Reports and budgeting Availability/prices/information requests from Share of common resource databases for customer and headquarters /administration operational information E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 13

• Negotiations and bargaining • Receipts/documents • Vouchers & tickets production • Keep partners informed about plans • Follow up progress • Amend plans should unexpected developments arise • Payment & commissions clearance • Feedback & suggestions • Complaint handling Links between partners Availability/prices inquiries Travelling facilitation Reservations & confirmations Feedback and clearing commissions Building loyalty through data mining E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 14

Components of e-Tourism Asseccebility Accommodation Tour Operators Travel Agencies Attractions e-airlines e-hospitality e-tour operators e-travel agencies e-destination E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 15

Asseccebility Accommodation e-airlines e-hospitality E-Airlines focusses on improving the accessibility and customer relationship using online services and data mining. It provides electronic bookings and online ticketing. Distribution of airline seats is done using ICT and internet. It also has E-Auctions for last minute deals, which enhance customer satisfaction. It makes the business operations efficient, quick, low-cost and accurate management of inventory. E-Airlines also help customize the services based on customers. E-Hospitality helps manage inventory, automate frontend and backend operations using software. E-Hospitality maximizes revenue and profitability by reducing the cost of operations and enabling service of more customers in lesser time. Property Management Systems is an ICT application that help manage end-to-end operations of hotels. Distribution and Marketing is done using ICT in E-Hospitality. The cost of promotion is reduced with EHospitality. E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 16

Using ICT, tour operators connect to the databases of travel agencies to book services for the customers. ICT improved productivity, capacity management and enhanced services to customers. Tour operators promote their products and attract customers using internet. The services can also be customized using E-Tour operators by providing packages which include transport and accommodation. E-Tour operators internally use Global Distribution System for making the bookings. Internet is extensively used by E-Tour operators to promote the products and services. E-Travel agencies operate reservation systems to check availability, prices and make reservations for tourism products. They offer services for booking air ticket, hotel, car, bus, train, cruise etc. E-Travel agencies act as intermediaries between consumers and principals. With ICT, it has become easier for ETravel agencies to coordinate and control information among themselves and customers. Example : Expedia.com.my, arbatravel.com, and Tripfez.com e-tour operators e-travel agencies Tour Operators Travel Agencies E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 17

Destinations are a combination of tourism products, facilities, and services all under one brand. It applies ICT to do planning, management, and coordination functions of destinations. ICT used to facilitate the tourist experience before, during, and after the visit. Before the visit, a tourist can search for detailed information about the destination and also can make bookings to visit the destination. During the visit, E-Destination enhances the customer experience by promptly resolving customer complaints and providing any additional services as requested by the customer. Post-visit, E-Destination seeks customer feedback and keeps informing the customer on the upcoming offers and also offers customer loyalty points. Helps coordinate with all partners involved in the production and delivery of tourism. It provides detailed information about the destination such as location, attractions, amenities, accessibility, etc. Have multimedia content to provide a glimpse of the destination. Tourists can make informed decisions based on the information provided on the E-Destination websites. Example : Malaysia. travel e-destination Attractions E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 18

Limitations of e-Tourism Difficult to integrate Internet and e-commerce software with some existing (especially legacy) applications and databases Add to the cost of e-commerce Security and privacy concerns deter customers from buying as it involves using credit card and bank account details online Lack of trust in e-commerce and in unknown sellers hinders buying Internet accessibility is still expensive and/or inconvenient Dependent on digital literacy Online fraud is increasing, and this makes the customer sensitive financial information vulnerable to hackers Survival of travel agents is getting difficult with the advent of virtual travel agents The basic question remains - Can virtual travel replace real travel? E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 19

QUIZ TIME E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 20

Where Are You Going Today? TOPIC 2 TOURISM TECHNOLOGY

Whatis a Website? A presentation tool A way to communicate A learning tool A marketing important tool A teaching tool The purpose of website design Website development is a way to make people aware of the services and/or products you are offering, Understand why your products are relevant and even necessary for them to buy or use, and see which of your company's qualities set it apart from competitors. E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 21

Principle of Effective Website Design for medium Design the whole site Design for the user Design for the screen The shape of a computer screen Design pages that provide enough contrast Computer screens use a much lower resolution than the printed page 4 A screen is not a page Knowing your audience/user answers almost all design questions Find out what users expect from your website User scanning content, pointing graphics and Normal reading habits, user’s eye may move from left to right and back again Design for the interaction Guide the user's eye The destination is a computer, not the printed page Must consider the layouts, fonts & colours, and how they will appears When designing a Web site, remember: The interface user must navigate is often called ‐ the look and feel of a website They read text, associate with links, view graphics – depends on the freedom of your design - create their own path through your information. Be portable & accessible across different browsers, OS, & computer platforms Don’t make a mistake testing in only one environment – assume their pages same to all. Craft the look & feel Make your design portable Plan to create a unified look among the sections & pages of your Web site The grid is a conceptual layout device that organizes page into columns & row Use table elements to build the grid for pages- although table for tabular data – table elements were used as a tool for building the type of columnar grid structure Well‐designed sites use tables to provide structure & consistency of pages. White spaces are the blank areas of a pages White space that is used deliberately – called active white space Passive white spaces are blank areas that border the screen/result screen/result of mismatched shapes Create smooth transitions Use a grid to provide a visual structure Use of active White Space E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 22

Element for Effective Website KNOW YOUR OBJECTIVE 1. 3. 5. 2. STAND OUT GOOD VISUAL DESIGN 4. MEANINGFUL CONTENT RESPONSIVE E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 23

Web hosting is the service that provides business server space to individual businessmen to make their websites accessible over the internet. So that other people can easily view their website on the internet. In other words, a web hosting service makes the website available so that website can easily be viewed by people on the internet. Home Contact About Us Whatis Web Hosting? E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 24 E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 01 E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 01

Website (Ad ev sitr ni g) ADD GRAVITY GATEWAY TO GLOBAL MARKET DOOR TO MULTIPLE CLIENT SIMULTANEOUSLY TARGETING GROUP ONLINE MODE E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 25

Website Security Web security is also known as “Cybersecurity”. It basically means protecting a website or web application by detecting, preventing, and responding to cyber threats. Websites and web applications are just as prone to security breaches as physical homes, stores, and government locations. The importance To protect from various online threats including website hacking To prevent data leakage To shield the corporate network from viruses and spy-ware To protect sensitive business information from unauthorized parties To thwart malware threats To prevent unauthorized data uploads E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 26

Methods of Website Development Website Development A Web development process is a documented outline of the steps needed to be taken from start to finish in order to complete a typical Web design project. Free builders Template Websites WordPress Websites (blog/cms) Professional web design Do-It-Yourself E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 27

QUIZ TIME E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 28

Where Are You Going Today? TOPIC 3 E-TOURISM ARENA

Transportation Transportation plays a vital role in moving tourists from their place of residence to their final destination and on to various attractions. Transport connects the markets in tourism generating regions to destinations and facilitates the internal movement. Connecting with customers or stakeholders through internet. Use e-reservation to increase the efficiency of promotion and marketing for transportation E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 29

Transportation Sector T r a n s p o r t a t i o n Transport, or transportation, is the movement of humans, animals and goods from one location to another. In other words, the action of transport is defined as a particular movement of an organism or thing from a point A to a point B. Modes of transport include air, land, water, cable, pipeline and space. Transportation is moving whatever comes out of one location to the next location. That might mean transporting something from a manufacturer to a distributor, or from a distributor to a customer. Suitable for a short, close and local destination that have railway or highway chain. More cheaper compare to air transport. Easy to move. Use as business & delivery goods activities. E.g.: Train, car, bus, motorbike, truck, trailer, etc. Suitable for the long journey / far destination. To save time & but high cost. Use for oversea travel, business, goods delivery (import & export). Examples: Jet, Airplane, Helicopter, Rocket, Hot Air and Balloon. Take longer time compare to land transportation. Passenger can enjoy the sea view during the journey. Bring the tour from one destination to another destination. Used for import & export businesses. To cross sea. Examples: Ships, Cruise Ship, Submarine, Jet Ski, Canoe, Ferry,Yatch, Boat Mode Of Transportation Type Used In Tourism By Ground / Land By Air By Water/ Sea E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 30

T r a n s p o r t a t i o n Technology Trends in Transportation Transportation agencies are in the process of making mobility systems more seamless, sustainable, accessible, affordable, and safe. Develop a high-capacity, high-speed, high-frequency transit network, that includes new modes of transit and improvements to existing services. E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 31

T r a n s p o r t a t i o n Online Reservation in Transportation ONLINE BUS TICKET RESERVATION SYSTEM Social Media 1. Choose your desired destination Visit the transportation website, and choose the date, start point and destination, check ticket availability 2. Click the book now button To get started, buy the ticket online 3. Select the bus When begin to make a reservation, the travelers will be prompted to bus schedule consist of departure time and expected time arrival. 4. Select seat Choose your desired seat based on subject of availability and proceed. 5. Fill up the travelers detail Carefully fill up your detail and confirm your selected transportation ticket. E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 32

Accommodation Accommodation is a group of rooms, or building which someone may live or stay and is important to any tourists who want to travel to another destination or on a trip as you are always going to need a place to stay such as hotels, caravan parks, lodges, camp sites et. Accommodation is split into two parts, serviced and non serviced which are different from each other. They are all in the private sector which means that they want to make a profit and grow their businesses. E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 33

A c c o m m o d a t i o n Type of Accommodation HOTELS AND MOTELS GUEST HOUSES, BED AND BREAKFASTS CARAVAN PARKS AND CAMPING GROUNDS RESORT TIME SHARE PROPERTIES APARTMENTS, VILLAS AND COTTAGES CONFERENCE AND EXHIBITION CENTRES E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 34

best e-commerce practices for accommodation services Use High Res Photos Build Your Credibility Make It Extremely Easy To Book a Room Make Your Website Easy to Navigate Display Customer Service Channels Prominently Have a Single Call to Action Per Page Ensure That Your Website is Mobile Friendly Ensure That Your Website is Secure for Financial Transactions Always Have an Email Collection Mechanism in Place Use Persuasion Element E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 35

ways accommodation smarttechnology Smart Energy Management Predictive Maintenance Smart Guest Experiences Big Data and Big Data Smart Reserved Parking Protection Remote Check-In/Check-Out Mobile Room Keys Smart Room service Smart Marketing Practices Online Reputation Management Technology E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 36

ACCOMMODATION MOBILE APPLICATIONS PROCESS ONLINE BOOKING AND PURCHASING HOW TO BOOKING ONLINE THROUGH WEBSITE? A c c o m m o d a t i o n E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 37

Booking .com ONLINE BOOKING CHANNEL A c c o m m o d a t i o n Hotels.com Kayak Trivago Priceline Trip Advisor Expedia .com Agoda E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 38

The Theme Park & Movie Entertainment According to the International Association of Amusement Parks and Attractions (IAAPA), a theme park is ‘an amusement park that has themed attractions, be it food, costumes, entertainment, retail stores and/or rides’ A theme park is a destination in its own right, which combines entertainment, food and beverage and shops, and an environment that is different from that found outside its gates. E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 39

Theme parks can generally be classified into 7 theme types and related attributes as follows: Adventure Excitement and action, frightening, mysterious, and thrill rides Futurism Advances in society and technology, discovery, exploration of science and technology, robotics, scientific and science fiction. International Flavours of the world, International village, miniature replicas, scenic spots and world expositions. Nature Animals, floral displays, horticultural gardens, landscaping, marine life, natural wonders, ocean and wildlife. Fantasy Animation, cartoon characters, childhood enchantment, children’s play park, fairy tales. Magic make-believe, myths and legends. History and Culture Aboriginal, authentic, cultural heritage, cultural village, gold rush, historic ambiance. Movies American Wild West shows, comedy, motion pictures, show business and stunt shows. T h e m e P a r k & M o v i e E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 40

Connecting with customers or stakeholders through internet T h e m e P a r k & M o v i e The Theme Park & Movie Entertainment Use e-reservation to increase efficiency of promotion and marketing for theme park & movie entertainment Theme park & movie entertainment is a subset of visitor attractions The theme park & movie entertainment technologies transforming guest experience E-TOURISM (AN INTEGRATED TOURISM PLATFORM) | 41