Professional Documents
Culture Documents
3rd Edition
Tourism Information
Technology
PIERRE J. BENCKENDORFF
ZHENG XIANG
PAULINE J. SHELDON
COMPLIMENTARY TEACHING
MATERIALS
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Chapter 2
The Digital Tourism Landscape
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Key Concepts
◉ Digital tourism ecosystem
◉ Diffusion of innovations theory
◉ Hype cycle
◉ Technological innovation theory
◉ Disruptive innovation
◉ Technology acceptance model (TAM)
◉ High-tech / high-touch
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Inspiration
Entities
Suppliers,
Travelers,
Intermediaries,
Connections Governments,
Broadband, DMOs Devices
Mobile, WiFi, Desktops, Smart
NFC, BLE, GPS, Devices, Mobile
Broadcasting, Devices, Digital
Protocols, Communities Kiosks
Standards Social Networks
Reflection Blogs, Reviews,
Transaction
Forums, Wikis,
Content Local Experts, Touch Points
Rich Media, Media Sharing Websites,
Maps, Navigation,
Search, Engines,
Transactions,
Mobile Apps,
Dynamic Content,
Email, Telephone,
User Generated
Face-to-face
Content
Experience
FIGURE 2.1 The Digital Tourism Ecosystem
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AL C REVOLUT REVOLUT
REVOLUT REVOLUT ION ION
Artificial
ION ION Intelligenc
e
Digital
Networ
ks
Electroni
cs
Electrici
ty
Steam
Power
Mechanizati
on
WebCrawler,
Netscape Baidu Google Oculus Rift,
Google .travel Images, Siri HoloLens
Search
Mosaic Web 2.0 Wikipedia, Skype domain Google Glass,
Browser Hotmail coined iPod iPhone iPad Amazon Echo
Internet & Technology
Developments
Del.icio.us,
LinkedIn, Instagram,
Tencent Dot.com WordPress,
YouTube Amazon Pinterest, Apple App
bubble Reddit Cloud iQiyi Store 40bn
Alipay, Facebook
(EC2) Uber, downloads
Alibaba, Taobao 1bn users
Napster, Twitter, Weibo,
eBay, Netflix YouKu, WhatsApp, WeChat,
Amazon Blogger, PayPal Tik Tok
Facebook Spotify Quora
QQ Twitch eCommerce & Social
Media Developments
◉ Innovators: eager to try new ideas and prepared to take risks such
as adopting technologies that may fail.
◉ Early adopters: opinion leaders who embrace change but are not
as obsessive as innovators.
◉ Early majority: tend to adopt new innovations before the average
person but will thoroughly research a new innovation before
deciding to adopt.
◉ Late majority: will only adopt an innovation after the majority have
tried it and adoption may be the result of economic necessity or
social pressure.
◉ Laggards: traditionalists and are the last to adopt an innovation
because they are skeptical of change.
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EXPECTATIONS/VISIBILITY
‘Early adopters’
adopt products
Negative publicity
Supplier proliferation
R&D
Peak of
Technology Trough of Slope of Plateau of
Inflated
Trigger Expectations Disillusionment Enlightenment Productivity
TIME
Everyday life
High tech High touch
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Discussion Questions
1. In 2007 the World Economic Forum released three scenarios
of digital ecosystems, which are summarized in the following
YouTube video: http://youtu.be/jnrAtXt3uu4/.
Considering IT developments since 2007, which one has been
the most accurate? Justify your answer and discuss the
implications for IT and tourism.
2. Speak to someone who works for a company in the
hospitality or tourism sector regarding their adoption and use
of a specific, important technology. According to Rogers’
Diffusion of Innovation Theory, which category (i.e.,
innovator, early adoptor, early majority, late majority, and
laggard) do you think they belong to? Why?
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Discussion Questions
3. Conduct your own research about the major generational
cohorts alive today (Baby Boomers, Gen X, Gen Y and Gen
Z). Do they differ in how they use technologies? Are older
consumers as likely to use IT for travel purposes as younger
consumers?
4. Provide examples of how the use of technology can deliver
both high-tech and high-touch outcomes.
5. What are the key elements of the TAM? Provide your own
tourism and technology example to illustrate the various
components of this model.
6. In this chapter we used AirBnB to illustrate the concept of
disruptive innovation. Identify another example of
disruptive innovation in tourism and use Christensen et al.’s
model of low-market/new-market footholds to justify your
example.
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Useful Websites
American Society of Travel Agents (ASTA)
www.asta.org
Inspirock
www.inspirock.com
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