module specification

The role of information communication technology (ICT) and media increases rapidly in tourism and travel industry and is nowadays regarded a key for the development of tourism and travel enterprises and destinations. Ability to analyse and evaluate the implications of media and changing information communication technology, effects on the nature of the service sector and the opportunities and threats such technology presents to consumers, businesses and public sector organisations is essential to tourism management.

This module offers introduction to available e-tourism technologies; explains how ICT is and can be used for marketing and management purposes, as a tool for increased competitiveness and as a platform for B2C and B2B communications.

This module aims:

1. To develop a critical appreciation of the nature, role and importance of the e-tourism business environment at different scales and provide students with a strategic and managerial perspective of the use of technology within travel and tourism
2. To analyse factors inhibiting and encouraging ICT development in tourism and travel industries with consideration of specific issues, ethics, corporate responsibility and sustainability viewpoint.
3. To critically evaluate the influences of specific technologies on both the demand and supply side of travel and tourism.
4. To communicate effectively via a range of media appropriate to module topic

It also aims to develop students’ skills, in particular:

• Academic Reading 
• Analysing Data
• Application of Knowledge and Presenting Data
• Critical Thinking and Writing

ICT - definitions and concepts
The role, nature and importance of ICT and media in travel and tourism
e-Tourism: technology supported supply and demand
e-Tourism and accessibility
Technology and the consumer - social media networking
Mobile tourism and wireless systems
ICT as a platform for B2C and B2B communications
Online distribution and multi-channel strategies
Online marketing including Search Engine Optimisation (SEO) and Pay-Per-Click (PPC) campaigns Destination Management Systems and e-Destinations
Tourists and technology - from GPS to Virtual visitor guides
Relations between technology and competitive advantage
Security and electronic commerce

Teaching is structured around lectures and workshops. Weekly lectures introduce students to essential concepts and theories of e-tourism and information communication technology. Those sessions incorporate in-class exercises, practical examples and topical case studies to critically discuss and apply theoretical knowledge to the real world. Preparatory materials in the form of lecture slides, relevant case-studies, articles, book extracts, reports and reading materials will support each lecture.

Workshops act as arenas of group discussion and investigation of practical aspects of each weekly topic.
The module uses blended learning strategy where student learning is supported and enhanced by both classroom contact and on-line activities (blog) and support.

To ensure effective and efficient teaching and learning, availability of traditional (i.e. teaching rooms), technological (i.e. computers with internet access and video-conferencing facilities), e-learning (i.e. Weblearn, reflective log) and library resources is required.

On successful completion of the module, students will:

• be able to evaluate the impact of new information and communication technologies (ICT) on both the supply and the demand side of travel and tourism
• gain a critical awareness of the main issues/challenges in making strategic and tactical decisions about the use of technology to benefit travel and tourism organisations
• be able to critically appraise the role of ICT in creating value propositions for customers and competitive advantage for organizations in the tourism industry and understand the benefits and costs of the adoption of new technologies for stakeholders in the hospitality and tourism sector

The module assessment strategy comprises of two components:

1. Individual blog portfolio – tests student’s ability to discuss the importance and impacts of various forms of ICT on tourism and travel market. Students are required to set up an online (Weblearn) blog where they will weekly reflect on a relevant case study on ICT use in tourism and travel industry. Printout of the blog activity will constitute the final assignment item. Weighting 40%
    
2. Individual case study report – students will be asked to assess the application of ICT technology and online presence of an existing tourism/travel enterprise and provide recommendations for deploying strategic technology solutions. The report is designed to assess ability to define the case study problems and issues, and to carry out an independent observational research. Weighting 60%

Key texts:
Egger, R. and Buhalis, D. (eds) (2008) Management and Marketing issues in eTourism, Butterworth Heinemann: Oxford
Handbook on e-marketing for tourism destinations (2013) World Tourism Organization; Brussels: European Travel Commission.
Pease, W., Rowe, M. and Cooper, M. (2007) Information and communication technologies in support of the tourism industry, Hershey.
Sigala, M., Christou, E., Gretzel, U. (2012) Social media in travel, tourism and hospitality: theory, practice and cases,

Recommended reading:
Fesenmaier, D. R., Wöber, K., Werthner, H. (2006) Destination recommendation systems: behavioural foundations and applications
Lytras, M.,  Ordóñez de Pablos, P.,  Damiani, E. and  Diaz, L. (2011) Digital Culture and E-Tourism: Technologies, Applications and Management Approaches