Management Information Systems in Tourism

Information and
Communication
Technologies
in
Tourism
Management Information Systems in Tourism
eTourism and Management

Management Information Systems (MISs)
Case study TourMIS
Case study T-MONA
2 ICT in Tourism copyright IFITT

Role and Importance of ICT in Tourism
ICT usage has an impact on

Market structures of the tourism industry
Competitive position of market players
Optimal ICT usage is prerequisite for

competitiveness
Optimal ICT usage requires intellectual
and organisational change
Tourism organisations strongly depend on

the strategically right employment of ICT

Indicators for ICT usage
Are up-to-date information critical for purchasing or

booking?
Is the choice of products huge and complex?
Is a price/service comparison with concurrence products
important?
Does the customer tend to fast and spontaneous
purchasing decisions?
Is a precise and prompt booking confirmation important?
Is a dynamic price determination possible or necessary?
Can the product attractiveness be increased by additional
information?
Can the customer be contacted directly or only via an
intermediary?
Exists a wide geographical despersal between suppliers
and customers?

Success Factors in the Information Age
Information
Time
Individualisation
Strategy
Tourism
as information
business
Structure Culture
Fast reaction Trust

Optimisation of business processes Willingness to change
Communication Teamwork
Cooperation Customer orientation
(Schertler 1994)

ICT Support
Individualisation
ICT systems support product differentiation
Detailed product information
Flexible & dynamic product creation
Reduction of transaction costs
Process optimisation and efficiency increasement
Disintermediation
Concentration and economies of scale
Information networks by cooperation
Virtual organisation as information network
Economies of scale and flexibility
Time and fast reaction
Provision of up-to-date information
Reduction of necessary time for search and booking
process

Competitive changes by ICT
Bargaining power
Bargaining power of customers
of suppliers ICT increases market
ICT enables direct transparency (price
selling comparison)
(disintermediation)
ICT reduces customer
loyality
Competitive rivalry
between existing
organisations
ICT usage as central
success factor
Threat of Threat of
new entrants substitute products
ICT reduces market ICT replaces services
entrance barriers of intermediaries (e.g.
ICT supports vertical tour operators or
integration travel agencies)

eBusiness Models & Strategic ICT Use
eBusiness Models in Tourism

E-Tailing (i.e. single hotel website or commission based portal
supports customer query, e.g. www.tiscover.com,
www.skistar.com)
Infomediary (i.e. buyers & sellers gain info and do business,
e.g. www.expedia.com , www.travelocity.com)
Adverstising (i.e. search engines generate traffic and permit
customization, e.g. www.austria.info)
Brokerage (i.e. market makers)
Marketplace exchange (e.g. www.orbitz.com)
Demand collection (e.g. www.priceline.com)
Auctions (e.g. www.ebay.com)

eBusiness Models & Strategic ICT Use
Strategic ICT Use

Value proposition (tourists benefit & role)
Management & re-engineering (cost structure & sources of revenue,
resources and assets)
Market Value Chain (linkages to online portals & e-commerce operators,
n/r/l PPP)
eMarketing (interaktive meta-market offer experience customization)
ICT investments (R&D, training, adequacy,TAM)
Consumers e.g. online

auction
New markets
e.g. DMS, online new players
plattform
Fixed network
structure
Inter-firm collaboration networks
e.g. SBN
Suppliers

eBusiness Adoption and Impact
Online survey (Jan- March 2008)

managers of 3,600 hotels
E-Business Intensity- 723 completed questionnaires (20%)
Readiness-Impact Framework
equally distributed over whole of
(Fuchs et al. 2009)
Austria
Are Austrias hotel managers

unable to generate or to recognize
efficiency gains from ICT ?
Supplier relationships 4,00

e-Business Application Adoption Usage Intensity
Share (Mean) Marketing costs 3,70
Distribution via Online Platforms (OPLA) 96% 1.85 Procurement costs 3,70
Online Procurement (PROC) 88% 3.21 Labour productivity 3,60
E-Mail-Marketing (EMM) 87% 2.73 Costs of internal processes 3,50
Property Management System (PMS) 78% 2.37
Quality of relationship to partners 3,30
Costing & Accounting System (CAS) 78% 3.14
Websites with booking functionality (WBOOK) 68% 2.99 Tourist satisfaction 3,10
eCustomer Relationship Management (CRM) 67% 3.08 Quality of relationship to tourists 2,80
Intranet (INTR) 50% 4.00 Increased booking rate 2,40
Yield Management System (YMS) 42% 4.71 New guests 1,80
Enterprise Resource Planning System (ERP) 41% 4.86
0 0,5 1 1,5 2 2,5 3 3,5 4 4,5
Personal Information System (PIS) 40% 4.76


Case Study TourMIS
Case Study T-MONA

Management Information Systems

Management Information Systems
MIS (Management information system)

Collection, provision and preparation of relevant
information for the management
eMarket analysis
eSatisfaction analysis
eCompetition analysis
eMarket potential analysis
eBenchmarking analysis
DSS (Decision support system)
Direct decision support for the management
Recommendation of optimal choice of action
Calculation of optimal problem solution
Simulation, linear programming, etc.

MIS in Tourism

MIS in Tourism

MIS in Tourism

eSatisfaction Analysis
IPA matrix based on self-stated importance

5,00
Accommodation 1
Explicit self-stated Importance
4,50
I. Concentrate here II. Keep up the good
work
4,00
7
Shopping Attractions (?) 2
3
Restaurants
3,50
4
Sports (?)
5
III. Low Priority
3,00 IV. Possible Overkill
6
Culture (?)
2,50 Wellness
3,6 3,8 4,0 4,2 4,4 4,6 4,8
Performance (Satisfaction)

Penalty and Reward Indices for Tourist Satisfaction

Cluster 4
Highly Important Low Important Low Important
Performance Factor Basic Factor Satisfying Factor Satisfying Factor Basic Factor Performance Factor Performance Factor
0,15
Reward for Satisfaction
0,09 * 0,089 *
0,1
0,078 *
0,05
0,02 0,021
0,006
0,004
0
Accomm. Entertainment Destination Recreation Sports Shopping Restaurants
Penalty for Dissatisfaction
-0,029
-0,05
-0,036
-0,06 -0,065
-0,1
-0,087 *
-0,104 **
-0,123 ***
-0,15
Indices are standardized regression coefficients
Significance levels 10% * 5% ** 1% ***
www.destinometer.com

www.destinometer.com

eBenchmarking Analysis
Quality management and improvement technique

'standard against which something can be measured
or judged'
Measurement and improvement of an organisation's
performance against best in the industry to obtain
information about successful practices
Benchmarking types according objective
Performance benchmarking
Product and/or service comparisons (i.e. consumer
satisfaction) and analysis of operating statistics
Process benchmarking
Identifies efficient processes from many organisation
units that perform similar functions
Strategic benchmarking
Explores industries to identify winning strategies that
enabled high-performing companies to be successful

Conventional benchmarking
Output 2
(e.g. satisfaction Destination B
with winter sport (Best-Practice)
facilities)
Destination A
Destination C
Destination D
Destination E
Output 1
(e.g. satisfaction
with accommodation)
Loss of destination profile

DEA-based decision support
Output 2
(e.g. satisfaction
with winter sport
Destination B
facilities)
Destination C Destination D Destination E
Maximal performance
Destination F
Output 1
(e.g. satisfaction
with accommodation)
Fuchs/Hpken 2005


IT framework for DEA- Cu stom er da ta D estina tio n reso u rce

- C ustom er profile da ta
based decision support - C ustom er satisfaction - C ap acity data
- Sales
online o nline
D a ta w are h ou se
D estin ation profiles

- S upp lier factors
Custo m er profiles
- C ustom er factors
(Factor structure
of custom er
satisfaction)
D ecision su pp ort sy stem
Interactive D EA -b ased decision sup port
DMOs DMSs S uppliers

Fuchs/Hpken 2005


Case Study TourMIS
Case Study T-MONA

TourMIS
Research issues for tourism managers

Significance of tourism within specific
destinations or regions/cities
Changes and trends in travel behaviour
Optimal market segmentation strategies
Comparison amoung destinations
Evaluation of marketing strategies and business
models
Effectiveness of ICT strategies
Wber 1998

TourMIS
Tourism Management Information System

Electronic delivery of market research
information and decision support tools for the
tourism management
Provides free and easy access to tourism
statistics
Platform for tourism associations to exchange
data/information/knowledge
Supports the harmonisation of tourism statistics
Tool to learn about the actual usage of tourism
market research information
Increases the application of management science
models in tourism

Technical Evolution of TourMIS
1984 TourMIS installed as mainframe

application
1990 TourMIS transferred to
PC solution
1998 TourMIS introduced on the
Internet (xBase, preformatted
web pages)
1999 Technical redesign (SQL server,
dynamically generated web
pages)
2004 > 100.000 queries answered by
TourMIS

Framework for Tourism Statistics
Model for tourism statistic data
Accommodation defined
Definition of Tourism Definition of City
measures of demand
Demand Supply Scope

Visitors All forms of accommodation Objective criteria
Tourists All paid forms of accommodation Size
Same-day visitors Hotels and similar
Accommodation capacity
Congress facilities
establishments
Other Travellers Transportation facilities
Other paid forms of Cultural supply
accommodation Visitors perceptions
Unpaid forms of Citys self-image

accommodation (VFR)
Area
Greater city area
Arrivals City trip relevant area
(Bed/Room-) Nights
Expenditures/Revenues
Wber 1998

Welcome to TourMIS

Tourism in Austria latest Trends

Nights & Arrivals

Nights & Arrivals

Nights & Arrivals

Nights & Arrivals - Trends

Nights & Arrivals - Benchmarking




Attractions & Sights




Case Study TourMIS
Case Study T-MONA

T-MONA
T-MONA MIS for tourism

Online management & domain information system for
the tourism decision-maker
Partners: sterreich Werbung, RTOs, destinations,
Statistik Austria
Collection and preparation of information about
organisations, municipalities, destinations, the market
(customers/guests)
Anonym or open benchmarking on different levels
Aggregated domain figures for regional or national
organisations
Latest reports and statistics
ASP solution: Access via Internet no local software

Technical Overview
Apache Apache webserver

(http requests)
Jetty
Webserver Jetty
T-MONA (mod_proxi)
www.mortbay.org
Helma Application server Helma
(www.helma.org)
mySQL database
mySQLmySQL
mySQL

T-MONA Data Model
SAMON YEARLY SURVEY TREND-

MONITOR
Customer Balance figures
satisfaction data Indicators
Data transfer
Data transfer Aggregation
Offers
Data transfer database
SURVEY SCOBE
Survey variables Balance & customer

figures, indicators
Offers
database Offers
Creates Enters data database
REPORT
Offers Calculations
database
MEMBER
Basic data Gets
Creates
CUSTOMER
customer
Customer data
Enters data

Data Collection
Guest surveys in Austria

Guest profile
Travel motives
Information and booking behaviour
Activities
Satisfaction
Re-visit intention
Recommendation intention
Expenditures
Wighting of results
Based on figures of Statistik Austria
Region, destination of origin, accommodation type,
season

Guest Typology of a Destination

Guest Satisfaction

Destination Positioning
Perceptual map: charming or hospitable

++
Hospitable
--
-- Charming ++

Management Information Systems in Tourism

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Information and

eTourism and Management

2 ICT in Tourism copyright IFITT

ICT usage has an impact on

Optimal ICT usage is prerequisite for

Tourism organisations strongly depend on

3 ICT in Tourism copyright IFITT

Are up-to-date information critical for purchasing or

4 ICT in Tourism copyright IFITT

Fast reaction Trust

5 ICT in Tourism copyright IFITT

6 ICT in Tourism copyright IFITT

7 ICT in Tourism copyright IFITT

eBusiness Models in Tourism

Demand collection (e.g. www.priceline.com)

Auctions (e.g. www.ebay.com)

Strategic ICT Use

Consumers e.g. online

9 ICT in Tourism copyright IFITT

Online survey (Jan- March 2008)

Are Austrias hotel managers

Supplier relationships 4,00

10 ICT in Tourism copyright IFITT

eTourism and Management

11 ICT in Tourism copyright IFITT

12 ICT in Tourism copyright IFITT

MIS (Management information system)

13 ICT in Tourism copyright IFITT

14 ICT in Tourism copyright IFITT

15 ICT in Tourism copyright IFITT

16 ICT in Tourism copyright IFITT

IPA matrix based on self-stated importance

17 ICT in Tourism copyright IFITT

Penalty and Reward Indices for Tourist Satisfaction

18 ICT in Tourism copyright IFITT

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Quality management and improvement technique

20 ICT in Tourism copyright IFITT

Loss of destination profile

21 ICT in Tourism copyright IFITT

DEA-based decision support

Destination C Destination D Destination E

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IT framework for DEA- Cu stom er da ta D estina tio n reso u rce

D estin ation profiles

D ecision su pp ort sy stem

Interactive D EA -b ased decision sup port

DMOs DMSs S uppliers

24 ICT in Tourism copyright IFITT

eTourism and Management

25 ICT in Tourism copyright IFITT

Research issues for tourism managers

26 ICT in Tourism copyright IFITT

Tourism Management Information System

27 ICT in Tourism copyright IFITT

1984 TourMIS installed as mainframe

28 ICT in Tourism copyright IFITT

Model for tourism statistic data

Demand Supply Scope

Unpaid forms of Citys self-image

29 ICT in Tourism copyright IFITT

30 ICT in Tourism copyright IFITT

31 ICT in Tourism copyright IFITT