Tourism Information Technology PDF

CABI TOURISM TEXTS 3rd Edition Tourism Information Technology PIERRE J. BENCKENDORFF ZHENG XIANG PAULINE J. SHELDON COMPLIMENTARY TEACHING MATERIALS ...

CABI TOURISM TEXTS 3rd Edition Tourism Information Technology PIERRE J. BENCKENDORFF ZHENG XIANG PAULINE J. SHELDON COMPLIMENTARY TEACHING MATERIALS  CABI TOURISM TEXTS Chapter 8 Technology-enabled Visitor Experiences  CABI TOURISM TEXTS Chapter 8 Learning Objectives After studying this chapter you should be able to:  Explain the role that IT plays in attracting visitors to attractions and events  Analyze the different roles of IT in the staging of memorable attraction and event experiences  Understand how IT can disrupt or moderate some visitor experiences  Apply various IT solutions to the management of visitors in attraction and event settings  CABI TOURISM TEXTS Key Concepts  Android, animatronics, mechatronics  Augmented and virtual reality  Electronic ticketing system  Experience economy  Gamification  Interpretation and orientation  Virtual guide  Virtual queuing system 4  CABI TOURISM TEXTS Understanding Attractions Natural Cultural  flora and fauna  theme parks  terrestrial/marine parks & reserves  art galleries & museums Permanent  landscapes  historic sites  geological features  architectural wonders  zoos & aquaria  sports & entertainment sites  shopping & tourist precincts  volcanic eruptions  sports events  astronomical events  festivals Temporary  wildlife migrations  concerts & performances  coral spawning  conferences & meetings 5  CABI TOURISM TEXTS Attracting Visitors  Visitor Information Centers  Mobile apps  Mediawalls  Twitter feeds  Information kiosks  Tablets  Sales and Distribution  Electronic ticketing 6  CABI TOURISM TEXTS High Technology - Empowere d Interactive, immersive, pervasive technology Experience LEVEL OF TECHNOLOGY s Technology- Enhanced Experiences Interactive Web 2.0 technology Technology-Assisted Experiences Non-interactive Web 1.0 technology Conventional Experiences Low technology Low FIGURE 9.1 Technology-enabled experience hierarchy. (Neuhofer et al., 2014) 7  CABI TOURISM TEXTS Staging Experiences Role Description Enabler Providing the inspiration, time and economic means for people to travel Creator Creation of tourism experiences and settings Attracto A focal point for travel experiences r Enhance Supporting comfort, orientation, interpretation and r translation Protecto Protect travelers and the resources that attract them r Educato Reveal meanings and understandings of objects, artifacts, r landscapes and sites Substitu Substitute experiences when resources are threatened, te congested or not accessible Facilitat A tool for the tourism industry or Remind Recording, reflection and sharing of experiences er Destroy Negatively impacting the social, environmental and economic er well-being of travelers or employees  CABI TOURISM TEXTS Technology as an Enabler Technology…  stimulates the broader socio-economic conditions for travel  increases productivity and relieves workers from mundane tasks  enables the movement of travelers  is used extensively in the production and delivery of goods and services  has provided easy access to travel information 9  CABI TOURISM TEXTS Technology as a Creator  Engineers, architects and other professionals use CAD software to design tourism facilities  Technological infrastructures and machines create new opportunities for tourist experiences  Examples:  jet boating  jet skiing  Segway tours  simulators,  roller coasters  ski runs 10  CABI TOURISM TEXTS Technology as an Attractor  Technology may be the focus of the experience that attracts visitors  Examples:  science and technology museums (e.g. EPCOT)  industrial sites (e.g. Guinness Brewery)  working farms (e.g. Dole Pineapple Plantation)  technology expos and motor shows  theme park rides  audio-visual effects  augmented and virtual reality 11  CABI TOURISM TEXTS Technology as an Enhancer  Visitor orientation  Translation  Communication and translation  Planning and scheduling 12  CABI TOURISM TEXTS Technology as a Protector  Protection of travelers  Electronic locking systems  Surveillance systems  Security scanning  Warnings sent to mobile devices  Water treatment and food safety  Protection of resources  Climate control systems  Documenting historical and natural artifacts  Monitoring and managing wildlife  Energy and waste management 13  CABI TOURISM TEXTS Technology as an Educator Interpretation and Edutainment  Virtual guides, audio guides & podcasts  Mobile technologies (QR codes, geofencing, wearable technologies)  Special effects  Virtual and augmented reality  Holographic projection  3D printing  Robotics and mechatronics  Interactive surfaces 14  CABI TOURISM TEXTS Technology as a Substitute Technology can re-enact or recreate environments, activities or events to provide substitute experiences for:  fragile or dangerous places  experiences that are too costly  attractions and objects that no longer exist  visitors with disabilities or mobility constraints 15  CABI TOURISM TEXTS Technology as a Facilitator Applications Technology Examples Marketing & Distribution Websites, online bookings, apps, onsite purchases Visitor management Managing access, managing queues and crowding Business intelligence Tracking visitor patterns and behavior Facility management Property management systems, safety and security Back office systems Revenue management, accounting, payroll systems Personnel Employee access systems, laundry and costuming services Automation Cleaning, order taking, self-service kiosks, robotics 16  CABI TOURISM TEXTS Technology as a Reminder  Visitors use IT to document, capture and share experiences  Examples  Image and video sharing  Geotagged images  Social media  Product reviews  Blogs 17  CABI TOURISM TEXTS Technology as a Destroyer Technology can also bite back, resulting in negative experiences, inconvenience or more serious consequences  Technology failure  Noise and visual pollution  Resource depletion 18  CABI TOURISM TEXTS Managing Visitors Admission Smart cards, wristbands, barcoded tickets, biometrics, seat allocation Orientation LCD maps and directories, mobile apps Ancillary Cashless payment systems for parking, Purchases accommodation, food and beverages, photos and merchandize; geofencing and mobile notifications Crowding & Visitor tracking, controlled access, forecasting Queue demand, virtual queuing systems, wait time Management displays, queue entertainment Business Strategic listening, monitoring visitor behavior Intelligence & CRM Safety & CCTV, secure access, electronic lockers, safety Security systems Casinos & Slot machine maintenance and accounting, table Gaming games, player tracking and marketing, cage management, and staff systems  CABI TOURISM TEXTS Discussion Questions 1. What technologies do you use when you are traveling? How can technology be used in the co- creation of visitor experiences? 2. Some commentators have predicted that virtual reality will eventually eliminate the need to travel. Do you think this is a valid prediction? Discuss your reasoning. 3. Think about places you have visited on your travels. Have you experienced any examples of technology in interpretive experiences? Were these technologies effective in supporting your learning or were they just a gimmick? 20  CABI TOURISM TEXTS Discussion Questions 4. In this chapter we explored some of the challenges and opportunities of using IT for interpretation. What are some of the operational advantages and disadvantages of using technology in the creation of experiences? 5. Does the use of technology in attractions erode or enhance opportunities for high touch experiences? Discuss your reasoning and compare your points with other students. 21  CABI TOURISM TEXTS Useful Websites IAAPA International Council of Museums www.iaapa.org icom.museum PDC Wristbands Accesso www.wristbands.com accesso.com iVenture Card Walt Disney Company www.iventurecard.com thewaltdisneycompany.com 22  CABI TOURISM TEXTS Case Study: Walt Disney Company Any sufficiently advanced technology is indistinguishable from magic (Arthur C. Clarke)  Walt Disney Parks and Resorts include six destinations with 13 theme parks and 46 resorts in North America, Europe and Asia  Walt Disney was an early pioneer in the adoption of new technologies for animation, live action films, nature documentaries, special exhibits, theme park rides and city planning MyMagic+  My Disney Experience web site and mobile app  MagicBand RFID wristband  Provides theme park entry, hotel room access, purchases, dinner reservations, fastpass and photopass access, and 23 various interactive experiences