Introduction to tourism systems
Impact of IT computing on tourism systems development
Internet services and Web generations
Key funcionalities of e-business systems
Customer Relationship Management - CRM
Enterprise Resource Planning - ERP
Supply Chain Management - SCM
eTourism
Cloud Computing
Cloud Tourism
1. E-BUSINESS SYSTEMS IN TOURISM
- Lesson 2 -
Angelina Njeguš, PhD
Associate Professor at Singidunum University
Belgrade - Serbia, 2013
2. Prof. dr Angelina Njeguš
Table of Contents
The Tourism System
Introduction to e-Business
E-Business Systems
E-Tourism
Cloud Tourism
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The Tourism System
What is behind all this?
Attractions
Accommodations
Tourists And there is much more ...
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The Tourism System
The answer:
Together:
THE TOURISM SYSTEM
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What is a System?
In a system, all separate parts perform together to
make it function
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What is a System?
Something that has parts: Components
Which are Interrelated
As a part of Society, the system receives and sends
influences from and to the External Environment
Because components, interrelations, and society
change over time – all these make a system: Dynamic
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Output
Feedback -> Dynamic System
Tourism as a System
Components: Tourists, Companies, Destinations
Interrelated: Supply and Demand
External Environment: Political, Economical, Social and
Technological Factors ...
Dynamics: Nature of Tourism changes over the years
Tourist
Companies
Destinations
Input
Demand
Supply
Tourism System
Environment
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Dynamics of Tourism
Tourism in the recent past: OLD TOURISM
Travel industry was in charge
Attraction based
Old technologies
Tourism in the near future: NEW TOURISM
Consumer is in charge
Experience based
New technologies
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Evolution of IT Computing
Impact on Tourism
1980s 1990s 2000s
Client-Server
Computing
Mainframe
Computing
Internet Computing
E-Business
Cloud
Computing
Service-Oriented
Computing
2010s
Centralized services Shared services Self-servicesServices:
Software: Centralized Decentralized Distributed
e-Tourism
Cloud
Tourism
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What is Internet?
Network
A connected system of objects or people
Computer network
A collection of computers and other related hardware
devices connected together so users can share hardware,
software, and data, and electronically communicate
Internet
Global network of computer networks that:
─ transmit data using TCP/IP protocol
─ interconnected with special gateways or routers
─ provide various services
11. Prof. dr Angelina Njeguš
TCP/IP protocol
The most widely used
communication protocol, that
consists of two protocols:
Transmission Control Protocol
(TCP) - responsible for
delivery of data
Internet Protocol (IP) –
provides addresses and
routing information
Uses packet switching to
transmit data over the Internet
Messages are separated into
small units called packets and
travel along the network
separately
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Internet services
Internet services can be grouped into:
Basic services (e-mail, FTP, Telnet ...)
Public services (IM, WWW ...)
Search services (Yahoo, Google ...)
Security services (Pretty Good Privacy - PGP, Secure Shell – SSH ...)
System services (Ping, X-windows ...)
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Internet service: World Wide Web
World Wide Web (WWW, W3, or the Web) is a system of
interlinked hypertext multimedia documents accessed via the
web browser
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Web generations: Web 1.0
Web 1.0 (1991 - 2004) features:
Static websites
Read-only content
P2W (People to Web)
Source: Hay, 2010
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Web generations: Web 2.0
Web 2.0 (2004 – 2009)
features:
– User-generated content
– Read-write web
– Collaboration
– P2P (People to People)
Web 2.0 technologies:
– Blogs
– Wikis
– Social networking sites
– RSS feeds
– Video-sharing sites ...
Source: Hay, 2010
17. Prof. dr Angelina Njeguš
Web generations: Web 3.0
Web 3.0 (2009 - ...) features:
Semantic Web (or the meaning of data)
Personalization
Intelligent search
W2W (Web to Web)
Source: Hay, 2010
19. Prof. dr Angelina Njeguš
Intranet
Private network of an organization based on Internet
technology, and accessed over the Internet
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Extranet
Restricted computer
network that allows
controlled access to a
company’s internal
parts of information
system to authorized
outsiders such as
customers, suppliers,
partners etc.
21. Prof. dr Angelina Njeguš
What is e-Business?
Conducting key business
functions over electronic systems:
– e-finance
– e-HRM
– e-procurement
– e-marketing
– e-manufacturing
– e-management
...
Connects critical business
systems directly to its customers,
employees, partners, and
suppliers using Internet
technologies
An integrated system that should
provide:
– e-Commerce
– e-Payment
– e-Communication
– e-Production
– e-Distribution
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E-Business Adoption Proces
Source: The McKenna Group Interviews and Analysis
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e-Commerce
e-Commerce is a subset of an overall e-business strategy
the sales aspect of e-business
e-Commerce involves conducting business transactions over
electronic systems
It is usually associated with buying and selling over the Internet, or
conducting any business transaction involving the transfer of
ownership or rights to use goods or services [6]
The main e-commerce actors are represented as:
B – Business
C – Customer/Consumer/Citizen
G – Government
E – Employee
24. Prof. dr Angelina Njeguš
E-Commerce Models
Depending on the parties involved in the transaction, e-commerce
can be classified into some basic models:
Business-to-Business (B2B)
Business-to-Consumer (B2C)
Consumer-to-Consumer (C2C)
Business-to-Employee (B2E)
Government-to-Business (G2B)
Government-to-Citizen (G2C)
...
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E-Commerce Business Models
B2B Business Model
B2C Business Model
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Consumer-to-Consumer Model
The C2C model involves transaction between consumers
a consumer sells directly to another consumer
eBay is common example of online auction Web site that provides a
consumer to advertise and sell their products online to another
consumer
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E-Government Models
E-Government provides and improves online services, transactions and
relationships with their employees internally, businesses, citizens, other
government agencies
27
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Mobile commerce
Modern e-commerce typically uses mobile
devices
Mobile commerce is delivery of e-commerce
capabilities via wireless technology
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E-Payment
1The difference between e-money and e-
finance is the fact that e-money funds are
not kept in the bank's financial accounts
Electronic transfer of money
from one account to
another
e-Payment
E-Finance
E-Banking
Internet
banking
Telephone
banking
Other e-
channels
Other financial
products or
services
Online
brokering
Internet
insurance
Other e-
services
E-Money1
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E-Communication
E-communication is electronic transmission of coded
information between software units, that:
combine numerous media (text, graphics, sound, video ...) into a single
message
are interactive – engages audiences in active two-way communication
involve many-to-many communication - geographically distributed
groups communicate interactively and simultaneously
use World Wide Web as communication tool to enhance team work
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Some e-Communication Methods
Method Description
E-mail
Method of transmitting
communication across the
Internet
Phone
Conf.
Digital Phone System – allows
conference call by participants
Chat
A method of real-time
communication between a group
Instant
Messaging
(IM)
A method of real-time
communication between two
people
Video
Conf.
Telecommunication technology
that allows two way video conf.
33. Prof. dr Angelina Njeguš
What is CRM?
Customer Relationship Management (CRM): The measures
an organization takes to identify, select, acquire, work with,
and retain its customers
CRM
Technology
Customer
Process
CRM is a business and marketing strategy
that integrates technology, process and all
business activities around the customer
(Feinberg & Kadam, 2002)
34. Prof. dr Angelina Njeguš
CRM parts
...a management strategy that enables an organization to become customer-
focused and develop stronger relationships with its clientele.
It helps piece together information about customers, sales, marketing
effectiveness, responsiveness and market trends.
(Soutiman Das Gupta, 2005)
35. Prof. dr Angelina Njeguš
CRM features
Continuous dialog
across all customer
touch points
Consistent user
experience across all
contact points that
the customer chooses
Personalization of
products and
services based on
customer needs and
expectations
Real-time access to
all customer
information across
the enterprise
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CRM software
CRM software provides sales,
marketing, and support teams
with powerful tools to efficiently
and effectively manage
customer relationships [7]
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From Traditional to Social CRM
Traditional CRM Social CRM
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What is ERP?
Enterprise Resource Planning (ERP) system is a packaged business
software system that allows an organization to automate and integrate key
business processes, share common data, and access information in a real-
time environment
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ERP Modules
ERP solution is divided into several different software
modules:
Financial Management
Human Capital Management
Sales and Marketing
Procurement
Production
Analytics
...
45. Prof. dr Angelina Njeguš
What is SCM?
The modern supply network is complex, covering many suppliers,
modes of transport and different countries.
Supply Chain Management (SCM) is the process of planning,
implementing, and controlling the operations of the supply chain
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Supply chain
The supply chain encompasses all of those activities
associated with moving goods from the raw-materials stage
through to the end user
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SCM System
Supply Chain Management
(SCM) system includes
tools or modules that are
used to execute supply
chain transactions,
manage supplier
relationships and control
associated business
processes
50. Prof. dr Angelina Njeguš
E-Tourism
E-Business transforms tourism industry
The term „e-Tourism“ refers to the use of e-business
systems in tourism industry
E-tourism is the digitalization of all
processes and value chains in the tourism,
travel, hospitality and catering industries
that enable organizations to maximise
their efficiency and effectiveness.
(Buhalis, 2003)
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Cloud Tourism
What is Cloud Computing?
Cloud computing (often referred to as simply „the cloud“) is the delivery of
on-demand computing resources (software, infrastructure, platforms and
information) over the Internet and on a pay-for-use basis [8] without the
need to install, store, purchase and maintain them locally on client computers
52. Prof. dr Angelina Njeguš
Why Cloud?
Small companies can not
afford a large amount of
hardware nor the staff that
goes along with it
Large companies may find
the costs of maintaining and
managing their own
datacenters to be
prohibitive, or perhaps they
have made a significant
investment only to discover
that much of their resources
idling away
...
53. Prof. dr Angelina Njeguš
Cloud dilemma
Why not outsource to companies who specialize in running
data centers and providing hardware/virtualization services
and only pay for what you use?
It is the classic "buy vs. rent" scenario
Users no longer need to worry about managing, saving, and backing
up their files
Applications can be accessed from any computer with an Internet
connection, eliminating expensive licensing and hardware costs and
allowing organization to pay for only what it needs
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Cloud Tourism
Hotels & Resorts Restaurants and
Foodservice
Cruise Airline Destination
Service Providers
Travel Agencies
SaaS
Software as a
Service
PaaS
Platform as a
Service
IaaS
Infrastructure
as a Service
Micros
Cloud POS
Fidelio
WebSuite
Sabre Airline
Solution
Amadeus
e-Ticket
Database Development
tools
Middleware
Storage Servers Network
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Cloud Tourism
Cloud
Tourism
Business
• Management
• Marketing
• Finance ...
Tourism
• Transport
• Travel
• Hospitality
• Heritage ...
Information
Technologies
as a Service
• Hardware
• Software
• Telecomunications ...
Cloud
Tourism
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References
1. Swindoll, C. (2011) „Redefining Fundraising – Data“, Pursuant [Online]. Available at: http://www.pursuant.com/blog/tag/dikw-model/
(accessed: 1.11.2012)
2. Nedorost, T. (2009) „CGS1060 Introduction to Computer Science“, PowerPoint presentation [online]
3. Hay, D. (2010) „Web 3.0 demystified: An explanation in pictures“, Social Media. Available at: http://socialmedia.biz/2010/10/21/web-3-0-
demystified-an-explanation-in-pictures/ (accessed: 30.11.2012)
4. Venema, M. (2011) „An Introduction to the Tourism System“, Education for Tourism, Edutour BV.
5. Njeguš, A. (2012) Information Systems in Tourism Industry, Singidunum University, Belgrade.
6. WikiBooks, „E-Commerce and e-Buisness – Concepts and Definitions“. Available at: http://en.wikibooks.org/wiki/E-Commerce_and_E-
Business/Concepts_and_Definitions (accessed: 16.01.2013)
7. Sage CRM (2010) „Creating a customer focused business with CRM“. Available at: http://www.sagecrm.com/northamerica/what-is-crm/
(accessed: 17.01.2013)
8. IBM Smart Cloud, „Computing as a service over the Internet“, IBM. Available at: http://www.ibm.com/cloud-computing/us/en/what-is-cloud-
computing.html (accessed: 18.01.2013)