Digitalisation

Question 1

Definition of digitalisation?

Answer 1

CBI 2022: states that digitalisation is defined as the use of digital technologies to manage and grow a business, which as well as selling good and services online, includes the gathering and interpreting of Data.

Question 2

Digitalisation in the tourism industry and FIT’s?

Answer 2

4 Types of Digitalisation in our industry are Artifical Intelligence, Augmented Reality, Virtual Reality and Chatbots. The rise in changed travel behaviour creating Fully Independent Travellers also as a result of the accessibility to technology.

Question 3

Dredge 2018 outlines Opportunities and Difficulties of Technology as…?

Answer 3

Opportunities: increased visitor satisfaction, improve brand online visibility.
Difficulties: training on new digital technology, costs and uncertain return on benefits.

Question 4

Dredge 2018 outlines Motivations and Obstacles of Technology as…?

Answer 4

Motivations: improving online competitiveness, future opportunities and networking growth.
Obstacles: Lack of finance, high training costs and rapid pace of technological change.

Question 5

WNS 2015: used technology to…

Answer 5

create a two stage analytics model of their customers that looked at 700 variables much quicker than people could. It optimised their targeting and campaign costs, as they were able to market certain types of properties and types of rooms to correct customers. It saved the company money and time, and the customer time by 30%.

Question 6

Digitalisation in nature tourism…

Answer 6

Nautiyal et al. 2023 conducted a study on mobile technology in nature tourism. They found that using mobile phones to send out information about trails and hikes to visitor was extremely useful and quick, as well as cost effective. HOWEVER, an interesting implication they found was that they had to be careful to not spoil the experience to the visitors by giving out too much info.