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 Technology
Strategies for the
Hospitality Industry
This page is intentionally left blank
 Technology
Strategies for the
Hospitality Industry
Third Edition

Peter D. Nyheim
Ouy Tan University

with

Ashley Akright
Brian Cliette
Melissa Navarro
Bao Nguyen Le
Jessica Testa

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Library of Congress Cataloging-in-Publication Data

Names: Nyheim, Peter D., author.

Title: Technology strategies for the hospitality industry I Peter D. Nyheim,
Duy Tan University.
Description: Th ird Edition. I Boston, Massachusetts : Pearson, [2018]1
Includes bibliographical references.
Identifiers: LCCN 20180097271 ISBN 97801344 84495 I ISBN 01344844 95
Subjects: LCSH: Hospitality industry-Data processing. I Information
tech nology.
Classification: LCC TX911.3.E4 N95 20181 DDC 338.4/7910285-dc23 LC record ava ilable
at https://lccn.loc.gov/2018009727

@Pearson ISBN 10: 0-13-448449-5

ISBN 13: 978 -0-13-448449-5
BRIEF CONTENTS
1 Introduction andCompetitive Advantage 1
2 ComputingBasics and Networks 19
3 E-Commerce and Digital Marketing in Practice 35
4 Restaurant Management Systems 54
5 Hotel and Resort Technology 66
6 Technology inMeetings andEvents 86
7 Maximizing Revenues through Global Distribution 98
8 Databases 119
9 Information to Knowledge 130
10 Virtual Reality and AugmentedReality Applications for the
Tourism andHospitality Industry 141
11 Strategic Hospitality Technology Investment 154
Appendix 171
References 181
Index 184

v
This page is intentionally left blank
Preface xiii The World Wide Web 30
Foreword xvii Large Wireless Networks 30
Biographies and Acknowledgments xxi
Forward-looking Issues In Hospitality 30
Security 31
33
1 Introduction and Compe~~ve Advantage Summary
Case Study and l earning Activity 33
Chapter Objective
Key Terms 33
learning Objectives
Chapter Questions 34
Chapter Introduction 1
Interview 2 3 E-Commerce and Digital Marke~ng
Overview 3 35
in Practice
Welcome to the Worl d of IT! 6
Managing Your Career 7 Chapter Objective 35
Strategy 8 learning Objectives 35
Achieving Competitive Advantage 10 Chapter Introduction 35
Resource-Based View of the Firm 10 Interview 36
Past Examples of Competitive Advantage
Overview 37
Derived from IT 12 Advertising 37
Sustainability 14 A uctioning 38
Summary 16 M obile Commerce 38
Case Study and learning Activity 17 Social Commerce 38
Key Terms 17 User-Generated Content 39
Chapter Questions 17 E- Commerce Technologies 39
Overview of E-Commerce Technologies 39
2 Computing Basics and Networks 19 Servers 39
E-Commerce Web Apps andTools 40
Chapter Objective 19
Ccnversion Rate Optimization 40
learning Objectives 19 Analytics 40
Chapter Introduction 19 UCC (Pixlee, Curalate) 40
Interview 20 Social Sharing 40
Browser Notifications (Push(ire, Pushcrerv) 40
Overview 22
Email Subscriptions 40
System 22 Social Buy Bullous 41
Hardware 25 Live Chat 41
Software 26 Dynamic Latrdiug Pages 41
Networks 26 Content Management and E-Commerce
Security, Perfonnance, and Reliability 27 Platforms 41
Small Networks 27 Social Media 41
Large Networks 29 Subscriptions (Starbuck:s, Cratejoy) 42
The Internet 29 Loyalty Programs 42

VLI
VIU Contents

Inbound Marketing 42 Interview 55

Affiliate Marketing 43 Overview 56
Internet of Things u on - Smart Speakers, Restaurant Management System (RMS)
Smart Everything 43 Components 56
Messaging Apps and Chatbots 43 Other POS Functionality 56
Digital Marketi ng 44 Decreased Service Time 57
Introduction to the Topic of Digital M arketing
O rder Accuracy 57
Sewrity of Cash Transactions and lntemal
and Its Impact on Hospitality 44
Auditing Functions 58
SEO 44 Reduced Training Burden 58
SEM 45 Labor Scheduling and Performance Control 58
Paid Advertising 45 Analytics 58
Media Buying 46 The Kitchen Management System 58
Pay-Per-Ciick- PPC 46 Kitchen Management System (KMS) 58
Cost per Action- CPA 46 Inventory and Production Management 59
Shopping Ads 46
Pay per View-PPV 46
Inventory Levels and Consumption 59
Paid Social Advertising 46 Purchasing 59
Native Ads 46 Theft 59
Mobile Ads 47 Benefits of Inventory and Menu Management 59
Retargeting 47
Reservations and Table Management 60
Email M arketing 47
Interfaces 61
Reputation Management (Hotel-Focused
Reputation Management) 47
Self-Ordering/Onl ine Ordering 61
Proprietary versus Nonproprietary RMS 62
Content Marketing 48
Payment Security, and Compliance 63
Video Marketing 48
Summary 64
Podcasting 48
Case Study and Lea rning Activity 64
Conversion Optimization 49
Web Analytics 49
KeyTenns 65
Security 49
Chapter Questions 65
Security of Your Elect ronic Transactions 49
Securi ng You r Web Site 50 5 Hotel and Resort Technology 66
Message Security 50 Chapter Objective 66
Message integrity 50 Two Questions Add ressed in the Chapter 66
E-Commerce Security Trends 51 Lea rning Objectives 66
Crorvth in Cyber Crimes 51 Chapter Introduction 66
Ransomware, Malware, and Adware 51
Exploiting Social Commerce 52
Interview b7
Zero-Day Exploits 52 Overview 68
Fake Reviews 52 The Guest Lifecycl e 70
Summary 52 The Property Management System 73
Case Study and Learning Activity 53 Enable Guests to Make Reservations 74
Chapter Questions 53 Enable Guests to Check-In/Register When They
KeyTenns 53 Arrive and Check-Out/PayWhenT hey Leave 74
Enable Staff to M aintain Guest Facilities 74
4 Restaurant Management Systems 54 Account for Guests' RnanciaiTransactions 75
Track Guests' Activities for Use in Future
Chapter Objective 54 Sales Efforts 75
Learni ng Objectives 54 Track Guests' Complaints for Use in Customer
Chapter Introduction 54 Service Support 75
 Contents ix
Interface with Other Systems 76 Mobile Payments 94
Central Reservation System (CRS) 76 Signage 95
Point-of-Sale System (Food and Beverage POS) 77
Event Capture 96
Hotel Retail POS Systems 77
Back-Office Accormting 77 Summary 96
Sales and Cateritrg System 77 Case Study and Learning Act ivity 96
EneriJ)• Management System 77 Key Terms 97
In-Room Amenities 77
Chapter Questions 97
Sea.riry 78
The Call Accowrritrg System 78
Cuesr Ca/IJMaimenance Tracking System 78 7 Maximizing Revenues throughGlobal
Telephone Service and Cues/ Messaging 78 Distribution 98
Three Key Interfaces 78
Chapter Objecti ve 98
Real-Time Interface with the GDS/CRS 78
Lea rnin g Obj ectives 98
Integration with Activities Management
Systems 79 Chapter Introducti on 98
Built-In Revenue Management Tools 80 Interview 99
Graphical User Int erface 80 Overview 100
Advantages and Disadvantages of External Importa nce of GDS 103
Techno logies 81 Develop ing a Distribut ion Channel
Summary 83 St rategy 106
Ca se Stu dy and Learning Acti vity 83 Finding and Competing for Electronic Shelf
Space 106
Key Terms 85
Cost Implications 107
Chapter Questi ons 85
Understanding Share of Distribution 109
Inadequate GDSTechnology Infrastructure 110
6 Technology inMeetings and Events 86 How Hotels Find Return on Investment in
Chapter Obj ective 86 Third-Party Distribution 110

Learning Object ives 86 The Rise in M eta Search Engines 111

Chapter Introduction 86 Shift in Balance of Power from Supplier to

Customer 111
Interview 87
New Models of Distribution and Pricing 111
Overview 88
Accelerated Rates of Change 112
Planning Phase 88
Relinquished Control of the Customer
Site Selection and RFPs 88
Relationship 112
Event Documentation 89
Trends in Hotel and Resort GDS 112
Reg istration, Housing, and Travel 89
Disintermediation and Reintermediation 112
Marketing and Sponsorships 89
Digital Divide 113
Internet Requirements 90
Transparency: A Hope for the Future 114
Event Phase 90
Packaging:The Bundling of Air T ickets,
Audio 90 Lodging, and Car Rentals 11 4
Visual 91 Leveraging Technology to Reduce
Virtual M eetings 91 Overh ead 11 4
Presentation Management System 93 Smart Device Apps Applications 115
Team Communication 93 Shopping Bots 115
Attendee Experience 93 Summary 115
Audience Response and Survey Systems 93 Case Study and Learni ng Activity 116
Mobile Application Software 94 Key Terms 118
Wearable Devices 94 Chapter Questions 118
X Contents

119 Overview 143

8 Databases
VR Definition 144
Chapter Objective 119 144
AR
Learning Objectives 119
Technologies for VR and AR 145
Chapter Introduction 119
Overview of 3D Scanning Technology 145
Interview 120 Types of 3D Scanuiug Techuologies 145
Overview 121 360-Degree Video for Quick VRJAR Sceue
Structured Data and Database Basics 121 Geueratiou 146
Database Management Systems (DBMSs) 121 VRIAR HMDTechnologies 147
Tethered VR Headsets 147
Functions of a DBMS 123
Wireless VR Headsets 148
Data Extraction and Information Gathering 123 Wireless AR Headsets 148
Distributed DBMSs and Cloud Computing 124 VR/AR in Tourism and Hospitality:
Unstructured Data 125 Rationales and Applications 149
Database Usage 125 Effective Policy Planniug and Mauagemellt 149
Effective Entertainmeut Tool 149
Analysis 125
Education Tool 149
Customer Relationship Management (CRM) 126 Virtual Attractions at Effective Cost 149
CRM in Use 126 Tuteractive Dining Experience 149
Summary 128 Easy Translatiou Capabilities 149
Real-Time and Reliable Navigatiou 150
Case Study and Learning Activity 128 Booking Rooms 150
Key Terms 129 Exploring the Property 150
Chapter Questions 129 Restauram Experiences 150
Local Attractions 150
Marketiug 150
9 Information to Knowledge 130 Hotel Management 150
Chapter Objective 130 Emerging Role of Artificial Intelligence 151
Learning Objectives 130 VR/AR Adoption in the Tourism and
Chapter Introduction 130 Hospitality Industry 151
Interview 131 Failures of VRIAR Adoption 152
Overview 131 Summary 152
Defining Business Intelligence 133 Case Study and Learning Activity 153
Information as a Valued Asset 135 Key Terms 153
Working Smart 136 Chapter Questions 153
The Balanced Scorecard 137
The Importance of Infrastructure 138 11 Strategic Hospitality Technology Investment 154
Summary 139 Chapter Objective 154
Case Study and Learning Activity 139 Learning Objectives 154
Key Terms 140 Chapter Introduction 154
Chapter Questions 140 Interview 155
Overview 156
10 Virtual Reality and Augmented Reality Reducing Expenses and Increasing Profits 156
Decreased Expenses 157
Applications for the Tourism and
Increased Gross Profits 158
Hospitality Industry 141
System Examples 158
Chapter Objective 141 159
Cash Flow and Costs
Learning Objectives 141 160
System Selection Process
Chapter Introduction 141 Verify/Develop the Coucept11al Desigu
Interview 142 for the Euterprise 160
 Contents xi
Define Functional and System Requ~remems Implementation 166
for the Component Application(s} and
Summary 168
Create Organizational Consensus 011 the
Case Study and Learning Activity 168
Requirt!lmmts 162
Compile a Request for Proposal (RFP) 163 KeyTenns 170
Develop a Vendor Short List 163 Chapter Questions 170
Solicit Proposals 164
Assess Proposals against Criteria 164 Appendix 171
Visit Reference Sites 165 References 18 1
Have Vendors Provide Demonstrations 165
Final Selection 166 Index 184
This page is intentionally left blank
 PREFACE
New To This Edition
• New expanded digital marketing and social med ia content
• New expanded meeting planning technology content
• New content on augmented rea liry
• New content on virtua l reality
• Database content includes big data and blockchain
• New discussion of cloud technology in hospitality
Welcome to the third edition! Hospitaliry organizations are embracing new technologies
every day. Whether it is with a customer, supplier, or coworker, our industry is expected
to embrace the digita l world. In an industry where presentation is everything, this must
be accomplished seamlessly, even though numerous boundaries and mu ltiple parties are
involved. Take heed that if along the way the technology breaks down, it will affect the
property where the customer is located. If it works properly, well that was expected in
the first place. The third edition of Technology Strategies for the Hospitality Industry not
only takes away the confusion surrounding technology in our industry, but it also gives
you the tools to succeed.
Obviously, the role of information technology (IT) or information systems (IS) is im-
portant and challenging for managers today. From daily operations to future planning, it
is hard to find a process where some form of technology is not involved. Do you wish to
understand it?
O urs is a fast-moving industry, where serving the customer right away often takes
precedence over all other considerations. For this and other reasons, oftentimes the uses
and advantages of technology are not employed to their fu llest potential. With the entry
of smartphones and cloud technology, today's customers are even more empowered and
demanding. Given the competitive nature of our industry and the fact that technology will
not go away, today's manager has no choice but to understand it. Simply put, technology
is part of doing business in the new mi llennium.
Information technology (IT), information systems (IS), management information
systems (MIS) ... just what is the difference? The first two are often used interchangeably
in this book and elsewhere; however, MIS is very different. The M in MIS stands for
management. Managers are concerned with getting things done through other people.
Managers are also evaluated on revenue and expenses. Although IS and IT are used, their
purpose is to lead the reader in understanding technology within a management context,
or MIS.
From a human resources perspective, those managers with this IT understanding find
themselves with a leg up on their competition and often a brighter career path. Whether
your role or career aspirations focus on food and beverage (F&B) management, asset and
space management, marketing and sales, consulting, or perhaps even MIS, your specialty
will only be enhanced with the right MIS knowledge base resulting in your becoming a
coveted "knowledge worker."

Xlll
XIV Preface

Changing Roles In Hospitality Management

In the past, day-to-day operations in our industry involved pens, paper, and files. Although
they are obviously still used, the focus has shifted toward technology. Managers find
themselves using technology dail y. Examples include the systems and applications used
in a restaurant or catering environment. No longer is a stand-alone cash register or paper
seating chart enough. Now, enterprise, meaning company wide, systems have been put in
place to take advantage of data collection and collaboration across different locations. On
the lodging side, properties are now managed by entire systems that track the status and
charges of specific spaces and allocate costs and supplies accord ingly, all the while inter-
facing with the outside world via cloud technology. From apps, to fitness tracking and
games, to in-room technology, there is much to consider. If you are not "up to date" they
could go elsewhere. The use of the emerging technologies plays a large role in th is edition
of Technology Strategies for the Hospitality Industry.

Audience
If you are a current hospitality management student or a hospitality professional wishing
to better your MIS knowledge, you can use this textbook. With an eleven-chapter layout
and specific emphasis on aligning technology to business strategy, this text presents both
specific and conceptual themes.

New Layout and Unique Features

This text is a collaboration among authors who have been there. Further, the living world
of hospitality technology is incorporated via interviews at the beginning of each chapter
with leaders in our industry. Take a look at the beginning of each chapter to see if you rec-
ognize anyone. Through these interviews, we take a look at hospita lity technology from
two main vantage points. From Par to Oracle, we first seek to understand Technology
Strategies for the Hospitality Industry from a vendor's perspective. Second, we look at
these systems and applications from the view of those who purchase and use it every day
in hospitality, be they a general manager or a director of technology for a specific prop·
erty. Through these two views, the reader is able to fully capture the function and use of
technology in the hospitality industry.

Entrepreneurial
Regard less of the economy, the drive and execution of innovative ideas play a vital part in
our industry and are presented throughout the book. From the abi lity to make a restau·
rant reservation over the Internet through companies such as OpenTable (Priceline, Inc.)
to new smartphone applications and augmented reality, new technologies are giving more
capability to both managers and customers.

Layout
After the opening interview, the subject matter is deta iled in the chapter itself, with a case
study and learning activity at the end. After reading the chapter, we recommend that you
reread the interview with your newly gained knowledge.
Chapter 1 welcomes you to the world of hospitality information technology and
introduces the topic of competitive advantage. These two themes set the tone for the rest
of the book, while presenting to the reader what career and business opportunities are
available through technology understanding and usage. Rounding out the fundamentals
section, in Chapter 2 we have a description of computing essentials and networks, requi·
site knowledge for the next section.
 Preface xv
Chapter 3 begins with a detailed discussion of e-commerce and digital marketing.
Next, Chapters 4 and 5 cover operational-specific applications for both the F&B and
lodging sides. Chapter 6 is our expanded chapter on meeting and event technology.
Chapter 7 is our most detailed chapter and is a thorough ana lysis of the global distri-
bution system (GDS), where and through which much of our customer data originates
and travels. Chapters 8 and 9 round out the text with a discussion of databases and cus-
tomer relationsh ip management (CRM) (Chapter 8) and the efficient usage of informa-
tion through such systems as executive information systems (Chapter 9). Chapter 10 is a
new chapter on augmented and virtual reality (ARNR). Fina lly, we close our text with a
chapter on technology investment (Chapter 11) and an appendix with a sample request
for proposal (RFP) that may also be used in the investment discussion. Enjoy!
This page is intentionally left blank
 FOREWORD
We no longer live in a business environment where the effective use of technology pro·
vides a strategic advantage; we are now faced with the real ity that relevant technology
knowledge is only a start. This is truly the case in the hospital ity industry, where customer
expectations for accessibility of information and transaction ease driven organizations to
continue to innovate and implement new technologies to stay ahead of their competitors.
The hotel industry, for one, has evolved over the years to the point where a myriad of
challengers exists, not only competing against other hotel chains for the room nights or
meeting revenue, but also with the Internet booking channels like Expedia, Travelociry,
and Booking.com. These companies exist as a channel for consumers to leverage. While
they sell inventory in the hotels and provide that as a service, they also take a large per-
centage of the profitability from the brands by providing a more visible and often seamless
booking experience to the consumer. From the emergence of new brands appealing to the
changing tastes of a millennia! customer to competition for search-engine dominance on
the Web to get consumers to your direct sire and not through an intermediary, the indus-
try will continue to look at solutions that technology can bring to bear that allow them
to remain in control of the costs, their guests, and ultimately their continued existence.
Given roday's rech-hea vy climate and the need to create efficiency through the pru·
dent use of technology, this book will help the reader make sense of the growing use of
technology in the hospitality industry across all aspects of the business. We are exposed
to the existence as soon as we begin our search online for a hotel, are reminded at the
rime of check-in, see further evidence in the guest room, meeting rooms and public areas,
and cannot ignore the technology prevalent in the restaurant and bar. Tru ly, the hotel
has become an integrated ecosystem of technologies all generating data, providing real -
time access to information, and allowing the hotel ier the means to manage the business
factually.
Like many industries, hospitality has benefited tremendously from the growth and
proliferation of cloud-based technology solutions and the remova l of premise-based pro-
cessing. In the past, every location required a dedicated computer (often per application)
in order to manage the application, the data, and any interfaces created that allowed data
to be shared with other on-sire or off-sire applications. The architecture was problem-
atic and Jed to challenges around keeping the applications updated, problem-free, and
operational at all rimes. Technology has now evolved to the point where most if not all
hospitality systems actually support a SaaS (Software as a Service) model permitting less
demands in terms of hardware and maintenance issues on premise and making heavy use
of connectivity to the Internet as the backbone of the new technology estate.
The hospita lity industry is a complex ecosystem of collaborative products and ser-
vices each designed to provide further value to the guest. Each offering requires core
access to fundamenta l data to understand who the guest is, what they might want or
value in terms of the product offerings, and the capabilities to ensure that the services are
properly presented, charged for, captured, and paid for in order to complete the transac-
tion. Whether we are looking at a spa system that understands the previous stay informa·
tion for a loyal guest or a golf management system looking at handicaps to select proper
scheduling of playing partners, the applications rely on a system of "co-operative intel-
ligence" in order to provide relevance to the guest and address their wants and needs.

xvu
xvm Foreword

The design and content of this book is intended to provide the reader with a better
understanding of the current state of hospitality technology, as well as a view to where the
industry is headed. From chapters that speak to the need for a coherent well-thought-out
e-commerce strategy to the emerging use of new technologies such as augmented and vir-
tual reality to market properties around the world to potential consumers in their homes,
the industry continues to evolve dynamically, leveraging the emergence of new tech to its
benefit.
At the core of the hospitality-technology stack is data: it is the lifeblood of all systems
and properly collected, managed, and evaluated, can be the difference between operation·
al success and failure. Historically, hotel systems existed in silos with each product (res-
ervations, point-of-sale, property management, spa, golf, meeting scheduling, etc.) having
its own data stored often in different formats that couldn' t easily be shared with other
systems. The result was a disjointed environment that did not meet the business needs of
the hotelier but more importantly was a major disservice to the guest whose expectations
of a holistic experience was seldom met. The hotels or resorts that were able to meet the
guests' expectations often did so with heavy doses or labor and man ual manipulation of
data to create the experience for the guest at the expense of heavy labor costs. With in·
creased pressure on wages, the industry has recognized that this process isn' t sustainable
and has challenged the technology providers to knock down the wa lls and create integra·
tion that allows data to move in and out of collaborative systems in order to achieve the
same guest experience without the heavy manual touch. The growth and standardization
of industry-grade databases such as Oracle and SQL allow the ability for systems at the
most granular level to share information, and the emergence of integration tools like web
services and standard APis (application program interface) means that data sharing can
occur in the cloud on an enterprise level rather than at the property or micro level.
Today's hospita lity consumer has high expectations: much like abilities in their
consumer-technology world, they expect to be able to find anything, book anytime, and
pay using any number of options. They expect that the pricing that is displayed for them
is the best price, and that if it does not meet their needs they wi ll either be offered other
choices or they wi ll move on. The percentage of reservations being made online continues
to dramatically increase, and as reported in 2017 by the research performed by Smart
Insights, 60% of leisure and 41% of business travelers make their travel arrangements via
the Internet. Not only does this statistic continue to trend up, but guests are much more
savvy about what they want (and what they don't) and wi ll be active in the creation and
review of comment sites like Trip Advisor and Yelp before they book. It is reported by
Tnooz that 95% of consumers read reviews before booking. What this means for the ho-
telier is that the management of their product, services, message, and customer sentiment
now extend out beyond the property or the chain out to the World Wide Web. Managing
this message and ensuring that guests who have had bad experiences (and are happy to
post about them) can be identified and resolved in a timely basis may actually have more
business impact than a guest dispute that occurs on property. While good news may travel
fast as the old adage states, the new reality is that bad news goes vira l.
While technology has done much to change the day-to-day operations in the hospital-
ity industry, it must be viewed through the lens of providing better information for the
hotelier to manage their business. Technology in and of itself is irrelevant without a plan,
a purpose, and proper business operations to support it. The book speaks to the impor·
ranee of identifying the requirements that technology can address, the manner in which
applications can be sourced and selected, and key principles to follow when implementing
solutions to maximize their chance for success. As has been said many times, technology
solutions often fai l because of a reluctance of those asked to support them to change, so
the humanistic side of technology and its adoption is critical when such initiatives are
contemplated.
I hope you can take advantage of the eleven chapters provided by this book; it can
serve as your guide to the dynamic world of hospitality technology. Whether you are em-
barking on a technical career or more on the operations side of the business, the content
will be equally applicable and will provide you the basis for understanding the climate,
appreciating the challenges, and moving forward with your career aspirations. While I
 Foreword XIX

hope you can leverage the knowledge provided, remem ber that at the core of the busi-
ness, it is hospita lity and the existence of it that wi ll drive the ind ustry now and for all
time. People who don't love the opportunity to serve others to provide the ultima te guest
experience need not apply.
Enjoy.
Toby W. Malbec
Mauaging Director
ConStrata Teclmology Consulting
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 BIOGRAPHIES AND
ACKNOWLEDGMENTS
Peter Nyheim, Ph.D. is the Principal at BizEnglish, a technology agency focusing on
English-speaking clientele. Prior to BizEnglish, Dr. Nyheim taught at Penn State University
and Drexel Universiry.
Dr. Nyheim earned a B.A. in Government from Lehigh Universiry, an MBA from
Drexel Universiry in Information Systems and a Ph.D. in Work Force Education from
Penn State Universiry.

Leading th is charge a third time has been quite an endeavor and aside from my
contributing authors, publisher, and interviewees, many deserve praise. I would like to
thank all the many companies, colleagues, and individuals who helped with this project.
Take a look inside the book to see them all!
Paul Lawler
University of Har.uai'i at Mtinoa

Dongsoo Lee
Arkansas Tech Uuiversity

Zhenxing Mao
California St-ate Polytechnic University, Pomoua

Glenn Rinsky
je{ferso11 State Commuuity College

Diane Withrow
Cape Fear Commuuity College

XXI
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 CHAPTER 1
Introduction and Competitive Advantage

Chapter Objective
• At the end of this chapter students w ill gain an understanding of the technology they w ill use in their
career and competitive advantage.

Learning Objectives

• Gain an overview of IT w ithin a ca reer path • Gain an understanding of developing a business

• Understand the importance of IT strategy
• Understand you r personal strengths and weak- • Understand what sets you apart
nesses • Obtain a long -lasting strategy

Chapter Introduction

Interview 2 6. Sustainability 14
1. Overview 3 7. Summary 16
2. Welcome to the World of IT ! 6 8. Case Study and Learning Activity 17
3. Managing You r Career 7 9. KeyTerms 17
4. Strategy 8 10. Chapter Questions 17
5. Achieving Competitive Advantage 10

1
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him, evidently intending to try and pacify him, but the old fellow
persisted in screaming and threatening. Again I put my hand in my
pocket, with as good a result as before.
The Khalifa and the Sheikh awaited me in their dwelling, and after
a little conversation with them, and a stroll in their company through
the lanes, and to visit some of the dwellings, I ordered the horses to
be saddled.
As I set foot in the stirrup, the Khalifa came forward with a
mouflon horn, which he begged me to accept. It was the same that I
had seen in the mosque. My guide had evidently told tales out of
school.

A HALT IN THE DESERT—TENT OF A TRIBAL CHIEF.

When we had descended into the valley I turned and looked up.
Near the Khalifa’s house stood some white burnous-clad figures. I
waved a farewell, and saw a couple of arms flourished in reply.
So, by the same path, we rode back to Tatuin. The goats on the
mountains were now grazing amongst the rocks.
My horse was fidgety, and the flies worrying him made him
constantly toss his head. I was careless, and he struck me a blow on
the right hand, causing it to swell, and compelling me to carry it in a
sling; and thus I had to ride for several days.
After riding hard for full five hours, we reached Tatuin a little
before sunset. Lieutenant Adam had arrived there with his company,
and a great surprise also awaited me.
 CHAPTER XV

The Tuareg

I dismounted at the office of the Intelligence Department. In the

archway a number of burnous-clad men waited to be admitted into
the office, where the interpreter, M. Grosset-Grange, and Lieutenant
Donau were at work.
My eyes roved over the crowd of waiting men, who hailed from far
and near. They were fine types, all wrapped in white or grey cloaks.
Then I started, for on the stone bench sat—yes, by Jove!—two
stalwart figures, with black kerchiefs wound round about their faces,
so that only their fine eyes were visible, most of the nose and a little
of the forehead being covered. Their light brown complexions
surprised me.
Below their white garments appeared bare legs and sandalled
feet, and, if I am not mistaken, they wore light blue trousers. A tuft of
black hair protruded above the dark head-covering. They were
evidently Tuareg.
Lieutenant Donau came out to receive me. Pointing to the two
men, I ejaculated, “Tuareg?”
“Yes, certainly,” he said with a smile.
I seated myself on a bench opposite to them, while Donau fetched
the interpreter, so that between them they might interrogate the
Tuareg. At first I could not realise that I indeed sat peacefully face to
face with the dreaded sons of the desert, and that I should have the
luck to take home for our National Museum their costume and
equipment. It seemed too good to be true.
 A TUAREG.

“Do you think I shall be able to buy their clothes?” I asked the
interpreter.
“It will be very difficult to manage,” he replied. “The Tuareg are
suspicious, and will not understand that anyone would sooner buy
their old rags than fine clothes, such as you wear. Besides, similar
costumes are not to be had here, and they will not like to return
home in ordinary Arab dress.”
“Very well, tell them I am a stranger from a distant country, who
has come here to see whether my people may not be of the same
origin as theirs. Tell them I should be glad if I could take their
costume with me to show to my countrymen. I will pay for them more
than their value, or, if they will not take money for them, I will
undertake to send them corn by caravan from Gabés, for I know that
they have been unable to buy any here.”
The interpreter then began the lengthy and tough transaction.
It then transpired that one of the two, Akhemed-uld-Bai, spoke
Arabic, but not so his compatriot, Mohammed-ben-Mohammed. The
conversation therefore took time.
First I addressed the interpreter in French, he then translated
what I had said into Arabic for Akhemed, who again repeated it in the
Berber language to Mohammed.
After the matter had been thoroughly discussed by the pair, the
reply was returned in the same way.
They informed us that they belonged to the “Foghass” section of
the Azgu tribe of Tuareg. But though the name of Akhemed-uld-Bai
had the true Tuareg ring, as much could hardly be said for his
companion’s patronymic. Their proper home was on the farther side
of Rhadamés.
When they learnt that I was anxious to become the possessor of
their property, both of them stared at me long and fixedly, after which
they consulted together for a while. Then Akhemed began to divest
himself of his white “Tuat” burnous, for which we bargained. As I
gave him what he asked, his other garments soon followed, and bit
by bit he stripped himself, until he was actually clothed in nothing but
a scanty shirt, or under-tunic, and the black veil, of which the lower
part concealed his mouth.
A Tuareg never exposes his mouth before others so long as he
can avoid doing so; it would be a breach of propriety.
But in the presence of foreigners they had evidently less regard
for decorum than they would have had before their own people. Now
and then Akhemed, as he talked, dragged the kerchief away from
the lower part of his face, and I saw the handsome well-formed
beardless mouth and white teeth. Whether he were shaved I know
not; but it is said that the Tuareg do not care for beards, and
therefore shave.
 When he rose to take off his clothes, his fine muscular form
towered above all those present; a truly herculean specimen, he was
some six feet high, sparely but splendidly built.
His costume was as follows:—
A shirt-like under-tunic (akhebaïl), above it a grey patterned tunic
with short white sleeves that came from the Sudan (taiden).
Trousers, which were wide at the top and narrow below; they
reached half-way down the calf (kortebba).
Sandals (ghetimèn) of tooled leather, with crossed latchets that
passed between the toes and fastened round the ankle.
A long, narrow black veil, used to enwrap the head. This veil is
furnished in two places with a broad flap; one serves to cover the
forehead, the other the lower part of the face. The crown of the head
is left bare, and shows above the veil a black tuft of hair (tadilmus).
Outside the veil a long piece of white material is rolled turban-wise,
but so arranged that the veil shows both above and beneath it (ash
shash).
Over this dress is worn an ordinary light wrap, a “haik” from Tuat
(kheiki).
The costume was completed by three square amulet cases (tira)
made of tin, and apparently fashioned out of old sardine boxes. They
hung by leathern strings on the man’s breast and outside his clothes.
Supposing that these cases contained inscriptions in the Berber
language, I was very anxious to get possession of them. But all my
endeavours in this respect were unsuccessful. Akhemed would not
part with them. He declared that to him they were worth more than
the value of a camel. He had bought them from a Marabout, they
protected him from danger and misfortune, and since he had
possessed them no ill had befallen him.
“Then sell me the cord and the cases and keep your amulet.”
For a high price he agreed to this, but I could not get permission
to see the contents. Next morning he brought and handed over to
me an unsoldered case.
 When there was no more to be bought from this man, I turned to
his companion.
His costume differed little from the other, so I did not trouble about
it, but on the wrist of his left hand was an embroidered leather ring,
and the same hand grasped the hilt of a dagger (tilek).
The Tuareg always carry one of these in the left sleeve, so
disposed that the point is turned up the sleeve, whilst the sheath lies
along under the forearm, and is secured by a sewn band which is
slipped over the wrist. The handle of the dagger is cross-shaped and
bound with brass wire. The dagger is therefore, very evidently and
literally, handy.
I bought it and a large leather bag (agherid), made apparently of
antelope or gazelle hide. Through holes on the edges of the bag
were drawn leather thongs, which again were made fast with a very
peculiar iron lock. This is the only lockfast receptacle owned by the
Tuareg, for they rarely possess even a chest (senduk), as do the
Arabs.
Of other weapons they had none, though the Tuareg generally
carry spears, but rarely swords, bows and arrows, or shields.
Next I bought one of their light smart saddles for riding the
dromedary (mehari). The saddle has a broad cantle at the back, and
that in front, though narrower, is also high and terminates in a cross.
The cross is often found in Tuareg ornaments, and, as I show by
an illustration in my book called Algiers and the Sahara, is supposed
to be a relic of the time when this people were Christians and
inhabited the more northern regions whence they were driven by the
Arabs.
All the wearing apparel that I purchased was, according to the
vendors’ account, manufactured by Tuareg or brought from the
Sudan.
The price of each article was named in piastres, and the
interpreter having added up the total, I paid in francs, without the
Tuareg overlooking the account, their trust in the interpreter being so
entire. A sign of their confidence in the French.
 M. Grosset-Grange told me that these two Tuareg examined all
that was novel to them just like children. That when they entered his
room they at first stood dumfoundered, then touched and examined
everything. The system by which the window was closed and bolted
was carefully investigated, and pleased them much. The handle of
the bolt chanced to be decorated with the representation of a man’s
head, and the Tuareg naïvely asked, “Is that your father?”
Commandant Billet told me many amusing anecdotes of these
children of nature, who are so sober and abstemious in their daily
life, and who can subsist for days in the desert almost without food.
Once a “Targui” (the singular of Tuareg) happened to come to him
at one of the stations. “Are you hungry?” asked the commandant.
Yes, it was long since he had tasted food; so an enormous
quantity was set before him, enough to have satisfied six or seven
ordinary folk. When he had consumed all this he went to see a
captain, by whom he was as generously treated. One might have
supposed that he would then be satisfied; but no, half an hour later
the insatiable son of the desert called on a third official, and again
complained bitterly of hunger, and was fed with a couple of dishes of
“kus-kus.”
It is inconceivable how any one man could swallow so much food,
but probably it had never before fallen to his lot to fully satisfy his
appetite.
Apparently the Tuareg are at present anxious to keep on friendly
terms with the French. On several occasions small caravans have
travelled as far as the southern stations of Tunisia, most of them
certainly with a view to trade, mais enfin, it is always a move in the
right direction, which, prudently encouraged, may lead farther.
It would be to the signal advantage of the French that the old
caravan road to the Sahara should be reopened, so that traffic from
Rhadamés could proceed direct to Gabés or other towns of Tunisia,
instead of, as now, viâ Tripoli. The chief impediment at present lies in
the fact that the caravans, not being permitted to carry slaves, are
not profitable. The baskets, leather goods, weapons, etc., which the
last caravans brought with them—though in small quantities—were
disposed of with difficulty in Tatuin and Medinin, which will not tend
to induce them to make another trial.
No; that traffic through the Sahara may be remunerative, slavery
is essential. In fact, so long as slavery continues to flourish in Tripoli,
so long will the stream of trade flow that way.

A TUAREG.

Neither does slavery appear so terrible at close quarters as it

does when read of in heartrending romances in the style of Uncle
Tom’s Cabin. The truth is, that slaves are well treated everywhere in
the East, so well that even if given their freedom, as they were by
decree in Tunisia, they, as a rule, remain in their master’s house.
The transport across the desert is, indeed, full of horrors, but
when once arrived at their destination the slaves do not suffer from
want—quite otherwise.
Amongst the caravans that came to Tatuin in 1893 was one in
charge of two nephews of Aissa, the Tuareg Sheikh who rules over
the tribe of “Imaughasat.”[4]
The elder of these, named Uan Titi, brought a letter to the officer
in command of the military station at Tatuin, in which he reclaimed
several camels and a negress robbed from the Tuareg by the tribe of
Uderma.
As it was politic to show a friendly disposition, the camels were
forthcoming at once, though they were probably bought; but it was
otherwise with regard to the negress, who was a cause of great
perplexity.
According to law, every slave is free who sets foot on territory
under French control, consequently nothing could be done.
That the Tuareg were afraid of again coming to blows with the
tribe of Uderma, is evident from the fact that the Tuareg Sheikh had
written to the Khalifa of Duirat to beg him to take care that the
emissaries went no farther north than Tatuin, and had also taken the
precaution of ascertaining whether absolute peace prevailed in
Uderma.
Uan Titi spoke of the latest French explorers, Foureau and Méry,
who travelled last winter in the Sahara. He had conducted the first
named, who, however, had not reached Rhadamés. Méry had spent
some time with the Azgu tribe from whom the Imaughasat had then
separated themselves. They now camp together and are fairly united
under their Sheikh Aissa, but they still have some “duars” near
“Rhat.”
According to Uan Titi’s account, the highroads in the Sahara pass
Fezzan, Rhadamés, and Tuat. That by Rhadamés may be
considered the most important.
The Tuareg, amongst whom perfect peace reigns at present,
come to Rhadamés from the southern regions to escort the caravans
and to supply camels for hire.
 It is rare, however, for them to go farther than Tripoli or than
Southern Tunisia.
The Turks in Tripoli refuse, of course, to acknowledge French rule
in Tunisia; and as the people of Rhadamés are mainly Berbers under
Turkish administration, these do all in their power to destroy the little
trade there is with the French territories of Duirat, Tatuin, Medinin,
and beyond them to Gabés.
For the moment the Tuareg place no obstacles in the way of
persons who venture to travel from the Duirat mountains through the
desert to Rhadamés; so the route is open, but no one who is
supposed to have the slightest relations with the French is allowed to
enter the oasis.
The traveller who desires to visit this town, which in the time of the
Romans had constant intercourse with the coast, must start from
Tripoli; if he has letters of recommendation from the authorities there,
he is sure to be admitted; the journey on camel back is wearisome
and even distressing through the heat and lack of water, but of
danger there is none—for the present—the Tuareg not being
camped by the roads in any appreciable numbers.
The French authorities have done all they could to establish
peaceful relations with Rhadamés and to explore the southern
frontier. Officers have reconnoitered the country from the southern
mountains to far into the desert. Commandant Billet in person has
ridden through the mountains as far as the Tunisian frontier. On one
of these expeditions he visited the ruins of a very ancient village in
the mountains, known as “Ksar Uni,” which lies eighty miles south of
Tatuin.
An interpreter who spoke Arabic like a native, and who was,
further, a Mohammedan, was sent to the desert not long since to
endeavour to penetrate as far as Rhadamés. His mission failed
entirely. He was robbed, imprisoned in Rhadamés, and sent to
Tripoli, from whence, after much difficult negotiation, his release was
obtained.
 West of the Matmata mountains and south of the belt of shotts is
a steppe where are found a number of small wells, but south again
of this and as far as Rhadamés is an almost waterless desert, barren
and waste and very dangerous to cross. A few earlier travellers may
possibly have passed through it, but in March and February of this
year the desert was traversed by two French officers, under such
marvellous conditions that I cannot refrain from giving an account of
their journey, exactly as I heard it related by Major Gausset in
Gabés.
Lieutenant Dumas of the Spahis (now captain of the 6th
Chasseurs at Oran), and Lieutenant Cazemajou of the Engineers,
both courageous and determined men, who feared neither exposure
to the elements nor the sufferings of hunger and thirst, determined
on trying to make their way secretly from Nafta, by the shott and
through the desert, to Rhadamés. Well aware that a request for
permission to travel during the difficulties in connection with the
frontier would be refused by their superiors, they only asked for
leave to take a trip to Algiers. This was granted without suspicion
being aroused, and, accompanied by a guide, they disappeared in
the desert, both in Arab dress and mounted on camels.
After a dangerous and fatiguing ride they drew near to Rhadamés,
and were already rejoicing over the happy termination of their
journey; but no sooner had they reached the gates than they were
driven off like dogs, their lives were menaced, and they were
compelled to retreat.
Their coming had been announced by some Marabout whose
kubba they had passed shortly before arriving at the town.
There was nothing to be done but to return as quickly as possible,
which they did; but as they thought it possible that they might be
pursued and attacked on their homeward way, they took another
route, where water was very scarce, and with which none of them
were acquainted.
After incredible exertions and having suffered much from hunger
and thirst—they were reduced at the last to a little chocolate with
which to allay the pangs of hunger—they succeeded in reaching
home.
Their journey was, of course, to a great extent a failure, but they
had reconnoitered an unknown country and proved themselves to be
a couple of exceptionally energetic, brave men. They resumed their
duty in silence, but a rumour of their exploit leaked out and reached
the ear of the General. He demanded an explanation, with the result
that they received a slight official reprimand—soon shaken off.
Since Duveyrier undertook his memorable journey, of which the
brilliant results are related in his book, Les Touaregs du Nord, no
one probably has dedicated himself so entirely to a desert life as
Cornitz, a young Swiss, of whom the officers in the south spoke in
the highest terms.
This man, who appears to be a thinker and philosopher of no
mean order, came for the first time to Southern Tunisia some years
ago, in order to study the mode of life and opinions of the Bedouins.
He was so charmed with their nomad existence that he returned
every year for three years. He dressed as they did, and lived
amongst them in the desert, and, under equal conditions, shared in
the joys and sorrows of their tent life, their hunts and their boundless
horizon. But the time came when even this did not satisfy him, so he
purchased palm trees, a house and a herd, and settled down in the
town of Duz to the west of the Matmata and south of the shotts.
To enable him to take long journeys to the south, he bought two
“mehari” (chameaux coureurs) and practised the difficult art of riding
them. After eight days’ hard exertion he could ride as well as any
“Targui.”
He then travelled with his flocks, or alone, in the south as far as
Rhadamés, but neither was he able to gain admittance to that town.
While on this journey he completed the French map.
Each year, after a visit home, he returned. The last time, in May
1893, that he travelled home he passed through Gabés, where he
was struck down with fever and was very ill. The French officers
begged him to go into the military hospital, but he declined their
offers and started for the north. During my stay in the south I was
told that he had written to one of the Khalifas that he would soon
return to visit his herds, left in charge of an Arab, and to again
resume his life in the desert.
“Il est un peu original, mais très intelligent,” the officers at Gabés
said of him.
In truth, there are many who are attracted by the free life that is
led under tents, where no one need fear troubling his neighbour,
since space is unlimited.
If one place is unpleasing, you move to another—laying your tents
on camels and vaulting into the saddle, you drive your flocks and
herds onwards, ever onwards, for the horizon has no limit.
Whilst dwelling on the men who rove in the alluring, mysterious
desert, which has engulfed so many in its deadly embrace, my
thoughts turn to an evening at Gabés, when, after my return from the
south I sat in the guest-room of the “Hotel de l’Oasis” and refreshed
myself after my exhausting ride.
The landlord, M. Saissy, a man of about fifty, was setting in order
the tables, after the guests, who were mostly officers, had left. I was
the only one who remained and trifled with a cigar and a glass of
beer to pass away the time before retiring to bed.
I was absorbed in thought and long remained so—so long,
indeed, that M. Saissy probably concluded it was time to turn in, for
he approached me and began a conversation by way of rousing me
from my reverie, with, “Have you had a pleasant journey, sir?”
I replied in the affirmative, and gave him a sketch of my travels
and described the Matmata mountains—not a little vain, I confess, of
my expedition. “Have you ever been there?” I asked in conclusion.
“No, I have not,” he replied. “I came here some years ago with the
regiment which I followed as sutler, and, as the officers could not find
a place where they could dine, they proposed that I should cater for
them. This my wife and I agreed to do. By degrees we organised this
hotel, but to make it pay we have to be careful, and we cannot leave
it; since our arrival at Gabés I have positively only been twice
absent.”
Good heavens! thought I, how dull never to have a change and
look about one a bit; but I said, “You ought some day to go south; it
would interest you, for instance, to meet the Tuareg of the west at
Tatuin. I had the luck to be there just when two arrived, whose
equipments I bought.”
“Ah, those may be the same that I once saw.”
“Indeed, and when?”
“Ah, yes—it was a long time ago; I was quite young then, and the
love of travel drew me away from home. I do not remember how it
came about, but eventually I started with two companions to shoot
ostriches in the Sahara—in those days it was not so difficult to
penetrate there. We hunted with the Tuareg.”
“Did you venture far?”
“Yes, I do not exactly know how far, but certainly to the other side
of Tuat. The natives were a peaceful people, and we were never at
enmity with them. Our hunting was successful, and we made money
for our employer.
“Once I was on the point of going there again with Dr. Nachtigall,
but something intervened, and to my bitter regret I could not leave—
for I have always had a longing for that sort of life. It was very
different from slaving as we do now, my wife and I; for it is not easy
to please everyone—no, indeed! But to return to those days. You
see, I have been acquainted with many of the well-known travellers.
Most of them behave badly—for they do not respect the natives.
Some rely on force—which is a mistake—it is always best to be
unarmed. If ever I should venture there again, I would take a stick in
my hand and naught else.
“Miss Tinné I knew well. She would not listen to good advice and
was murdered. Good heavens! she needed only to ask the chief of
the Tuareg for a safe conduct and all would have been well, but she
would not wait till the matter could be arranged, believing that she
could safely penetrate farther with the protection she had.
 “No—believe me; it is easy enough to push one’s way forward,
but one must avoid offending the natives.
“There was another traveller who deserved to have been slain
also—but escaped. He simply stole cattle when he required them.”
We conversed long, and I gathered much information with many
interesting details, as old recollections were recounted by him as
they came back to his mind.
Saissy’s wife joined us, and we sat together and discussed a
glass of wine. Saissy promised me then to note down his
recollections, which are to be forwarded to me, and I hope to be able
to publish them later; for the present I confine myself to what I have
already mentioned.
On my referring to the great desire I had to visit Rhadamés some
future year—“Take me with you,” burst from M. Saissy. “I am in
earnest; pay me only sufficient to enable my wife to live in comfort in
my absence, and I will accompany you. You may be assured that I
should be of use to you.”
“From Tripoli?” I asked.
“Of course from Tripoli.”
“Nous verrons, M. Saissy.” And so we went to bed.
When I left, a couple of days later, Saissy came to me and gave
me his portrait, saying—
“You will let me know when you have come to a decision.”
 CHAPTER XVI

Back to Tunis

In the course of the night a telegram arrived, ordering Dr. Cultin to

return with me next day to Medinin, as his colleague had been
suddenly seized with fever and was very ill.
We were a little late in starting, and the sun was scorching hot.
Followed by our two Spahis and a led horse, which bore my
purchases from the Tuareg, we hurried homewards.
After a halt near Bir el Ahmer, where we breakfasted, and where a
fresh horse awaited me, our progress was rapid.
But it was after nightfall when we reached Medinin. Outside the
camp we met the lieutenant of the Spahis, who said that the doctor
was worse, and was about to be sent in a carriage to Gabés.
Dr. Cultin hurried away to his sick comrade, and I dismounted at
the quarters of the commandant, who came galloping in to receive
me, and invited me to a splendid dinner with some of the officers.
I need scarcely mention that I expressed my thanks in the
warmest terms for the brilliant reception I had received, and for my
memorable trip to the southernmost military stations.
I was offered a horse for an expedition to Zarsis and the island of
Jerba, but had to decline with many thanks, as my time was limited.
After a comfortable breakfast with the infantry officers, I bade my
friends farewell before the commandant’s house, and, waving my hat
in a final salute, rode off to Gabés.
Commandant Billet accompanied me nearly as far as Metamer,
where we parted.
 “Should you ever go to Rhadamés by way of Tripoli and return by
this route, you would be heartily welcome, and this would certainly
be your best way home,” said the commandant.
I replied that should the journey ever be attempted by me,
Medinin would have a great attraction for me, and thanked him
heartily for all his kindness.
Then I rode with my Spahi towards the camp at Metamer, where
the lieutenant on guard came out and invited me in.
After a short halt, I continued in a north-westerly direction along
the foot of the mountain of the signal station, and thence by a hilly
country north; the Matmata mountains lying to the west of us, and
the plain to the east.
On both the plain and the hills I saw ruined Roman remains. We
also passed a spot where a few soldiers were encamped for the
purpose of digging a well, and as we ascended a hill saw a vehicle
come swinging towards us. Before it rode a red Spahi, behind it
another. The carriage was a heavy box on four wheels, and had an
awning over it; it was drawn by four mules, and two soldiers acted as
postillions. From within peeped a woman’s face. It was a captain’s
wife who had taken advantage of the opportunity of going viâ
Medinin to visit her husband at Zarsis—the carriage being on its way
to fetch the sick doctor.
It was nearly sunset, and I urged on my horse to avoid arriving
late at the little caravansarai where we were to spend the night.
Soon it became so dark that the horses stumbled on the rough
road, and we had to slacken to a walk. For a long time we saw
nothing but each other’s dim figures and heard only the tramp of our
horses.
At last, at the village of Aram, lights shone and dogs barked as we
passed amongst its palms.
After riding in the still night about an hour longer, we again heard
dogs barking and saw lights. We were then near the oasis of Marath,
where, having ridden fully twenty miles, we were to rest some hours
and start again at sunrise for Gabés.
 In the caravansarai—which resembled that of Bir el Ahmer—a
Spahi from Gabés awaited me with a fresh horse.
The lights in the house streamed from the rooms into the
courtyard. Within were some soldiers, who had bivouacked round
about a candle placed on the floor. They came out, received our
horses and conducted me to an officer’s room. Four bare walls;
raised on masonry was a sloping plank-bed which extended along
the inner wall; besides this there was a table and a bench.
A native, who was in charge of the place, I sent to the oasis to buy
me some candles. The soldiers eagerly offered to lend me, till his
return, their little taper stuck in a bottle.
The Spahis then laid the table, and I dined, after first dividing with
them and the soldiers the eatables with which I had been so
sumptuously provided, for no one knows better than I do how a small
extra ration tends to put a soldier into good-humour. I have not
forgotten the old days in South Oran when I was myself a mere
private.
The Spahis and the four soldiers drew up in line at the table, and I
began the distribution—bread and dates to the Mohammedans, and
wine to the soldiers, which I poured into the tin mugs they held out to
me, and to whom I gave also bread and meat.
“Right about face, march!” I gave the order involuntarily, and the
troop at once vanished through the door.
Soon the sound of gay voices singing reached my ear from the
adjoining room.
When I had finished my repast I lit a cigarette and took a turn
through the courtyard to have a look at the horses, which still stood
saddled and had not yet been either fed or watered, they were so
overheated from their journey.
Having given orders that they were to be unsaddled, fed, and
watered, I returned, and, lying on the bed, listened to the singing.
I had rested but a short while when a smart soldier entered, and,
with his hand to his cap, asked if he and his comrades might enliven
the evening for me, as if so, they would come in.
I agreed willingly; so they came in, each carrying his mug, and sat
on the ground facing me.
After I had questioned them, asking each where he hailed from,
and had talked with them about a soldier’s life in the desert—a life I
also knew something of—I asked them to sing; then the usual
barrack ballads with comic choruses woke the still night. Afterwards I
chatted again a little with them, refilled their mugs which they
emptied, wishing me a happy journey, and then withdrew.
I wrapped myself in my burnous and slept, but was disturbed, first
by the stamping of the horses, and later by the noise of some carts
being yoked in the yard.
Before it was light next morning I was broad awake. The soldiers
made and brought me some coffee that I drank with relish, and it
was just daybreak when, wrapped in my burnous, I got into my
saddle, after having inscribed my name in the register. The soldiers
stood at attention and saluted as I bade them farewell and thanked
them for the songs they sang for me, while they, in return, wished me
a happy journey.
Our road was towards the north through the palm groves of the
lowland, where we now and again crossed the dry beds of torrents
that began in the mountains.
After a couple of hours we traversed the Ketena oasis, leaving
other palm groves on one side.
Here the level of the country rose a little, and far away on the
northern horizon we could see the palm forests that lie south of
Gabés, and now and again caught a glimpse in the east of the sunlit
surface of the Mediterranean.
Presently the temperature became very sultry, and a hot wind
rose, which whirled the sand in our eyes. This was the sirocco.
When we reached the high ground, where stands the Marabout’s
tomb of “Sid Hamed ben-Habib,” and had passed its palms, we saw,
through dust clouds and flying sand, Gabés, looking like a white