based technologies in tourism

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5 Νοε 2013 (πριν από 3 χρόνια και 5 μήνες)

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Application of the web

based technologies in tourism

(
The praxis of Bulgarian tour operators and travel
agencies
)


Author: Tania Gorcheva, Associated Professor,

Dep. International Business, Tsenov Academy
of Economics

Svishtov, Bulgaria


Contents


Introduction to the problem


The relation “technical progress


tourism
business”


Survey


application of the web technolo
-
gies in the praxis of Bulgarian firms


-

Methodological fundament


-

Survey results

Introduction to the problem

What are the web technologies as an
innovation in tourism for?


They translate the communication with
customers from the real to the virtual
space and make the distribution cost
lower, so the firms gain competitive
advantages.


The relation “technical progress


tourism business”

The influence of modern technologies will
be studied in the following aspects:


Electronic nets


Semantic nets


Web sites


Computer animation

On the base of those aspects we construct
a profile of the web technologies in the
tour operators and agencies firms

Survey


application of the web technologies
in the praxis of Bulgarian firms

Methodological fundament of the estimation of
the present situation

а)

Questionnaire to the


584
tour operators and
agencies
,
no respondent
-

165

b
)
Questionnaire includes three sections of
questions


Observation information about the firm


Profile of the applied web technologies in the firms


Implementation problems and difficulties

First section.

Study of the profile of the applied
technologies


Structure of the observed firms in the field
of tourism


Character of the relation “level of
technology


level of firm development”


Possibilities to gain competitive
advantages through the web technologies



Possibilities for growing of the framework
with the help of technology

Structure of the
observed firms in the
field of tourism

-
Name and location of the firm

-
Type of the enterprise

-
Scale of firm:

small/big/medium

-

Main characteristics


-

Structure measures
;

-

Share measures

Character of the relation “level
of technology


level of firm
development”

-

Applied software products

-

Type of the Internet
-
based
technologies

-

Purpose of using the Internet

-

Structure measures
;

-

Quality measures


Main connection for analysis


Is there a connection between the size of
the firm and the level of the web
technology?


What kind of connection exists between
the firm activity and the applied web
technology?


What kind of technology finds priority in
the praxis?


Are there any problems and barriers in the
process of implementation of web
technologies?

Results from the survey

А)
Structure of the observed firms in the field of tourism

small, 94%

big, 0%

medium, 6%

Profile of the web technologies in the tour operator firms

b
)
Character of the relation “level of technology


level of firm
development”



20%

45%

46%

0
%

50%


Integrated software


Accounting software


Other products

Main aspects of using the Internet based
technologies

88%

86%

85%

85%

72%

2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

We don’t use

Analyses of

competitors


Market analyses

Communication

with the customers


Submitting

information



Advertising


/

Character of the relation “level of
technology


level of firm development”

(web technology is exploited for)

6%

6%

3%

3%

3%

2%

0%

1%

2%

3%

4%

5%

6%

7%

Check of the normative

documents

Contact foreign partner

Online payment operations


For everything

Reservations


tickets,

hotels, product packages


Communication flow in the

firm

Forms of innovation



Own site

or portal


83%

We use other

portals,

but don’t have our own

site


11%

We don’t have our own site/ portal

6%

A Corporate site

Other portals


Without a portal /

site

What kind of form does the firm use to present its own
activities to the public

Forms of innovation

2%

3%

5%

8%

12%

37%

43%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

"D to D"

Can’t under
-


stand


“D to D”



"B to D"

others


none

"B to C"

"B to B"

Applied forms of e
-
business

Possibilities to gain competitive
advantages from the web technologies

12%

68%

78%

85%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%



E
-
payment


Разплащания


Reservations


PR
-



information

Advertising

Application of the firm Internet site

Possibilities for growing of the
framework with the help of technology

2%

2%

6
%

3%

2%

2%

2%

0%

1%

2%

3%

4%

5%

6%

7%


The partners are cannot use the


web technologies


T
here is not a terminal for e
-
payment in the city



The customers are not informed enough

Because of thee
-
business the agencies


are not needed


Not enough personal qualification



Bad or not a reliable Internet connection



Problems of the small city

Barriers for applying the web technologies


Possibilities for growing of the
framework with the help of technology

0%

2%

2%

3%

5%

6%

11%

15%

17%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%


The technology is


not needed


No motivation to apply innovations

Bad communications


High cost of qualification

Not an efficient investment


No qualified personnel



Technologies are too complicated

High costs

No difficulties

Difficulties in applying the web technologies


CONCLUSIONS


Compared to the world level of innovative technologies, Bulgarian
tour operators and agencies are far from this level. They use the
simplest form of the web technologies:



The electronic and business nets and integrated reservation systems
are still rare;


They are more expensive in the field of Internet based technologies
and direct reservation systems;


They are convinced that the Internet technologies are appropriate for
purposes such as advertising, communication, PR


information, but
they do not use those technologies for e
-
payment or e


business.



At present there are predominantly small and medium
-
sized firms
in Bulgaria, working in the field of tourism distribution. However,
we have not discovered a clear

connection between the size of the
firm and the level of applied web technologies in their activities.



The problems for Bulgarian tour operators and agencies in using
the web technologies are of different kind.