Report of Digital Technologies in The
Visitor Economy
By
Student no:
Course: International Tourism and Hospitality Management
(Top-Up) BSc (Hons). University of Sunderland in London.
Tutor:
Date:
Total word limit:
,TLH342 - Digital Technologies in The Visitor Economy (2019/0 -
London - HL9 - TRM2)
Table of Contents
Digital Technologies in The Visitor Economy.
1 Literature review................................................................................................................................2
1.1 Digital technology in the tourism and hospitality sector.............................................................2
1.2 Consumers and Businesses in the industry are moving fast in adopting digital tech...................5
1.3 How if SMEs don’t keep up, they will be left behind....................................................................8
2.0 Case study........................................................................................................................................9
3.0 The target audience.......................................................................................................................10
4.0 Swot analysis of Rules Restaurant..............................................................................................10
4.1 Strengths....................................................................................................................................10
4.2 Weaknesses...............................................................................................................................11
4.3 Opportunities.............................................................................................................................11
4.4 Threats.......................................................................................................................................11
5.0 Marketing Mix analysis..................................................................................................................12
6.0 Social Media strategy of the Rule restaurant.................................................................................14
7.0 The author’s plan social media marketing strategy for the Rules Restaurant................................14
.............................................................................................................................................................14
8.0 Conclusion.....................................................................................................................................16
9.0 References.....................................................................................................................................17
10 Bibliography....................................................................................................................................21
11 Appendix.........................................................................................................................................23
Introduction.
1|Page
,TLH342 - Digital Technologies in The Visitor Economy (2019/0 -
London - HL9 - TRM2)
In this report, the author will illustrate changes in the tourism and hospitality industry toward
the newest digital technologies. Afterwards, a meaningful interpretation of insights between
business and consumers will be revelated and how digital technology can improve the R.O.I.
metric. Further, the author will provide explanations for the SMEs who are failing to apply in
social media risking losing the digital global business market. Furthermore, the author will
assess the case study of the Rules restaurant based in Covent Garden in London. The author
then will provide marketing strategies for the firm in the context to improve its social media
performance.
1 Literature review.
1.1 Digital technology in the tourism and hospitality sector.
Digital technology can be defined as a way the communication transfer from one device to
another one. The communication can be transfer by transforming it into a digital code
through the internet channels, which at the time it reaches the receiver automatically
converted into the origin communication (Reference, n. d.).
The fast-growing development of digital technology changed customers approaching for the
tourism and hospitality sectors. The improvement of the information and communication
technologies (ICT) generated the emerging of the new global market and ways of producing
marketing strategies. The use of internet technology for the tourism and hospitality industry
produced a terminology called “e-tourism” which define practices such as analysing, design
and create content for online sources for the tourism sector (Chuan, 2017). Thus, the e-
tourism changed customers behaviour toward the industry by being able to do their research
about information and booking. The facilitating on finding various online providers gives to
the customer the ability of extended variety of choice and the opportunity of gain good deals.
Nowadays, travellers can create their self-personalised holiday package by simply just using
the internet (Egger and Buhalis, 2015).
Furthermore, the current advancement of ICT gives rise to smart tourism for destinations
accessible through cloud computing and Internet of Things (IoT). Cloud computing is a tool
which exists in the internet channel where users can access data and programmes for the
smart tourism destination (Dobrica, 2019). On the other hand, the IoT technology is a tool
which produces a connection among the internet and the external world in a real-time,
2|Page
, TLH342 - Digital Technologies in The Visitor Economy (2019/0 -
London - HL9 - TRM2)
resulting in enhancing the tourism experience facilitating the selling of services and products
for the businesses destination with the use of the portable gadget. For example, hotels make
the use of IoT to amplify guest room innovation and assisting them in managing their
environment with ease (Buhalis, 2019).
Moreover, the adoption of the latest technologies in e-tourism changes the market and
processes for the tourism and hospitality industry. For example, the 5G mobile network
speeds the transferring of data network, improving the IoT connection and renovating the use
of films and games and more (Buhalis, 2019). Another sophisticate tool handy for the tourism
and hospitality industry is the artificial intelligence (AI). This system can learn from real-time
data and can make a decision using a logical structure similar to humans. An example of AI
used in the tourism industry described by Navio et al. (2018) is to predict the arrival of
tourists with high accuracy. It is crucial to identify that the AI not only can read complex data
and stock supplies for the firm but can also assist customer-facing service in a robot form
More and more, another technology advancement used by the tourism and hospitality
industry is the radio frequency identification which the function of it is essential for the use of
GPS. This tool helps the local businesses on being visible on google maps by portable
devices, giving precise directions for the firm to the user (Buhalis, 2019).
Unfortunately, the significative progress for the digital technologies brought not only benefit
to the tourism and hospitality industry but issues as well. For example, tracking cyberattack
on the internet system can result in the stealing of customer data and identity. Therefore, the
organization should invest in new technology advancement in the context to protect their
customers. Unfortunately, such a system can be expensive for the industry, but the
acquirement seemed essential in term of complaint deviation and for keeping up the brand
image of the company (Buhalis,2019). The blockchain technologies are the answer to this
problem since transaction with this system is much safer.
3|Page
Visitor Economy
By
Student no:
Course: International Tourism and Hospitality Management
(Top-Up) BSc (Hons). University of Sunderland in London.
Tutor:
Date:
Total word limit:
,TLH342 - Digital Technologies in The Visitor Economy (2019/0 -
London - HL9 - TRM2)
Table of Contents
Digital Technologies in The Visitor Economy.
1 Literature review................................................................................................................................2
1.1 Digital technology in the tourism and hospitality sector.............................................................2
1.2 Consumers and Businesses in the industry are moving fast in adopting digital tech...................5
1.3 How if SMEs don’t keep up, they will be left behind....................................................................8
2.0 Case study........................................................................................................................................9
3.0 The target audience.......................................................................................................................10
4.0 Swot analysis of Rules Restaurant..............................................................................................10
4.1 Strengths....................................................................................................................................10
4.2 Weaknesses...............................................................................................................................11
4.3 Opportunities.............................................................................................................................11
4.4 Threats.......................................................................................................................................11
5.0 Marketing Mix analysis..................................................................................................................12
6.0 Social Media strategy of the Rule restaurant.................................................................................14
7.0 The author’s plan social media marketing strategy for the Rules Restaurant................................14
.............................................................................................................................................................14
8.0 Conclusion.....................................................................................................................................16
9.0 References.....................................................................................................................................17
10 Bibliography....................................................................................................................................21
11 Appendix.........................................................................................................................................23
Introduction.
1|Page
,TLH342 - Digital Technologies in The Visitor Economy (2019/0 -
London - HL9 - TRM2)
In this report, the author will illustrate changes in the tourism and hospitality industry toward
the newest digital technologies. Afterwards, a meaningful interpretation of insights between
business and consumers will be revelated and how digital technology can improve the R.O.I.
metric. Further, the author will provide explanations for the SMEs who are failing to apply in
social media risking losing the digital global business market. Furthermore, the author will
assess the case study of the Rules restaurant based in Covent Garden in London. The author
then will provide marketing strategies for the firm in the context to improve its social media
performance.
1 Literature review.
1.1 Digital technology in the tourism and hospitality sector.
Digital technology can be defined as a way the communication transfer from one device to
another one. The communication can be transfer by transforming it into a digital code
through the internet channels, which at the time it reaches the receiver automatically
converted into the origin communication (Reference, n. d.).
The fast-growing development of digital technology changed customers approaching for the
tourism and hospitality sectors. The improvement of the information and communication
technologies (ICT) generated the emerging of the new global market and ways of producing
marketing strategies. The use of internet technology for the tourism and hospitality industry
produced a terminology called “e-tourism” which define practices such as analysing, design
and create content for online sources for the tourism sector (Chuan, 2017). Thus, the e-
tourism changed customers behaviour toward the industry by being able to do their research
about information and booking. The facilitating on finding various online providers gives to
the customer the ability of extended variety of choice and the opportunity of gain good deals.
Nowadays, travellers can create their self-personalised holiday package by simply just using
the internet (Egger and Buhalis, 2015).
Furthermore, the current advancement of ICT gives rise to smart tourism for destinations
accessible through cloud computing and Internet of Things (IoT). Cloud computing is a tool
which exists in the internet channel where users can access data and programmes for the
smart tourism destination (Dobrica, 2019). On the other hand, the IoT technology is a tool
which produces a connection among the internet and the external world in a real-time,
2|Page
, TLH342 - Digital Technologies in The Visitor Economy (2019/0 -
London - HL9 - TRM2)
resulting in enhancing the tourism experience facilitating the selling of services and products
for the businesses destination with the use of the portable gadget. For example, hotels make
the use of IoT to amplify guest room innovation and assisting them in managing their
environment with ease (Buhalis, 2019).
Moreover, the adoption of the latest technologies in e-tourism changes the market and
processes for the tourism and hospitality industry. For example, the 5G mobile network
speeds the transferring of data network, improving the IoT connection and renovating the use
of films and games and more (Buhalis, 2019). Another sophisticate tool handy for the tourism
and hospitality industry is the artificial intelligence (AI). This system can learn from real-time
data and can make a decision using a logical structure similar to humans. An example of AI
used in the tourism industry described by Navio et al. (2018) is to predict the arrival of
tourists with high accuracy. It is crucial to identify that the AI not only can read complex data
and stock supplies for the firm but can also assist customer-facing service in a robot form
More and more, another technology advancement used by the tourism and hospitality
industry is the radio frequency identification which the function of it is essential for the use of
GPS. This tool helps the local businesses on being visible on google maps by portable
devices, giving precise directions for the firm to the user (Buhalis, 2019).
Unfortunately, the significative progress for the digital technologies brought not only benefit
to the tourism and hospitality industry but issues as well. For example, tracking cyberattack
on the internet system can result in the stealing of customer data and identity. Therefore, the
organization should invest in new technology advancement in the context to protect their
customers. Unfortunately, such a system can be expensive for the industry, but the
acquirement seemed essential in term of complaint deviation and for keeping up the brand
image of the company (Buhalis,2019). The blockchain technologies are the answer to this
problem since transaction with this system is much safer.
3|Page
