Information System

Tourism Organization

BASIC CONDITIONS

TOURISM ORGANIZATIONS ARE CONFRONTED WITH A VAST FIELD OF COMPLEX AIMS, REQUIRING DIFFERENT PLANS OF ACTION.

THE SPECIAL WORKING REQUIREMENTS OF THE SERVICES SECTOR ARE A RESULT OF ITS BUSINESS PECULIARITIES.

PROBLEMS IN STRATEGIC, AND OPERATIONAL PLANNING, ARE CHARACTERIZED BY THEIR COMPLEXITY (INTERMINGLED, NON-TRANSPARENT, INDIVIDUALISTICALLY DYNAMIC AND REQUIRING THE ACHIEVEMENT OF MULTIPLE GOALS).

THE VAST AMOUNT OF INFORMATION CAN PRESENT AN INSURMOUNTABLE PROBLEM FOR HUMAN RESOURCES.

HIGH EXPECTATIONS OF DECISION-MAKERS’ TROUBLE-SHOOTING ABILITIES.

THE USE OF INFORMATION SYSTEM

IN ORDER TO SOLVE COMPLEX PROBLEMS, DECISION-MAKERS NEED TO HAVE A:• FACTUAL KNOWLEDGE OF THE INDUSTRY (DECLARATIVE

KNOWLEDGE), AND • THE METHODOLOGY USED (PROCEDURAL KNOWLEDGE).

THE WEALTH OF KNOWLEDGE IS DRAWN FROM TWO POOLS:• FROM THE “STORAGE” OF ALREADY EXISTING

EXPERIENCES, AND • BY GENERATING KNOWLEDGE IN THE RESPECTIVE FIELD.

COMBINING THESE TWO POOLS CREATES AN ARENA FOR PROBLEM SOLVING.

ORGANIZATION OF INFORMATION

INFORMATION ON MARKETS AND ENVIRONMENT,

INFORMATION ON CUSTOMER BEHAVIOR,

INFORMATION ON COMPETITION IN THE INDUSTRY, AND

INTERNAL INFORMATION FOR EXECUTIVE BOARDS.

CHARACTERISTICS OF EFFECTIVE TOURISM

INFORMATION SYSTEMS

1. EACH CHANNEL IN THE SYSTEM HAS ITS OWN FUNCTION.

2. ALL THE INFORMATION CHANNELS USED IN THE SYSTEM RELATE TO EACH OTHER.

3. ALL CHANNELS USED IN THE SYSTEM ARE INTERDEPENDENT.

SUMBER: Ellsworth & Ellsworth, 1996; Helnen, 1996.

THE WIDTH OF TOURISM INFORMATION SYSTEM

SUMBER: WTO, 2001

The Internet

National Tourism Organization

Regional Tourism Organization

Area / Local DMO

Consumer

Accommodation at Destination

SwitchIncoming Agent

Group CRS

Tour Operator

Travel Agent

GDS/CRS

Air/Rail/Bus + Car hire

TYPES OF INFORMATION SYSTEM IN TOURISM

1. COMPUTER RESERVATION SYSTEM (CRS)

2. GLOBAL DISTRIBUTION SYSTEM (GDS)

3. DESTINATION MARKETING SYSTEM (DMS)

4. MARKETING DECISION SUPPORT SYSTEM (MDSS)

5. E-COMMERCE AND TOURISM MARKETING

6. TOURISM INFORMATION SYSTEM (TIS) MANAGEMENT

MARKETING INFORMATION SYSTEMS

ARE AN ESSENTIAL MEANS FOR:

EFFECTIVE TOURISM MARKETING, AND

IMPROVING QUALITY OF SERVICES OF TOURISM ORGANIZATIONS.

TOURISM MARKETING INFORMATION SYSTEM

COMPRISES:

1. A DATABASE CONTAINING TOURISM MARKET RESEARCH DATA (DECLARATIVE KNOWLEDGE),

2. VARIOUS PROGRAM MODULES (METHOD-BASE, PROCEDURAL KNOWLEDGE) CONVERTING ACKNOWLEDGED METHODS/MODELS INTO SIMPLE SURFACES, AND

3. VARIOUS ADMINISTRATIVE PROGRAMMES WHICH ASSIST THE MAINTENANCE OF THE DATA-BASE AND TRACK AND CONTROL THE INFORMATION SEARCH BEHAVIOUR OF USERS.

INFORMATION SYSTEM IN TOURISM MARKETING

Marketing Environmen

t

MarketsChannelsCompetitorsPoliticalLegalEconomyTechnology

Internal Report System

Marketing Models

Marketing Research System

Marketing Inteligence

SystemOperational Decisions

Data

Marketing Decisions and Communications

Informations

Control Decisions

Strategic Decisions

DRIVERS OF CRS & GDS

SUMBER: Go, 1982