This document discusses how information and communication technologies are challenging the tourism industry. It notes that while 7.2 billion people live on Earth, 5.8 billion have mobile phones, showing the ubiquity of mobile technology. Rural tourism businesses have a highly authentic and engaging product for customers who want to share their experiences. Technologies discussed that can enhance the customer experience include social media, online travel agencies, user-generated content, location-based services, augmented reality, near field communication, and wearables. Upcoming technologies like augmented reality, near field communication, and Google Glass could significantly change the tourism industry if their adoption increases.

1. Information and communication
technologies challenging
the tourism industry
Prof. Dr. Roman Egger
Salzburg University of Applied Sciences
Innovation and Management in Tourism

2. Where does the technology come in?

3. „the service of now“ society

4. enabled by….? Technology

5. Technology everywhere - mobile everywhere
7.2 billion people live on
our earth
5.8 billion people have a
mobile phone
Only 4.2 billion own a
tootbrush

6. Rural Tourism & Technology?

7. rural tourism technologyconsumer behavior

8. Traveling is about experiences!!!
You have the perfect product:
•High authenticity
•High customer involvement
•Possibility for co-creation
BUT don´t forget
Customers want to share their
experiences!
high customer experience

9. Pre-Trip
Online travel sales drives the overall
ecommerce in Spain – accounts for 60%!
The internet is also the most common
way to arrange a trip.
In 2013, 58% of European travellers
booked their travel online (Source: European Travel
Commission)
In the UK, more than 50% of all
consumers have given up on
traditional travel agents

10. By the end of 2014, mobile bookings accounted for 15% of all online
booking.
Mobile purchases are expected to represent one fifth of online bookings by
2015.
The UK is predicted to lead the way, with 21% of travel bookings made on a
mobile device, followed by Italy (20%), France and Germany (18% each).
Pre-Trip / MobilePre-Trip

11. Technologies along the customer journey…
Many numbers,
statistics etc…
SEO
Social Media
OTAs
Instagramm
Facebook
Google
DMO Website
Youtube
UGC
Maps
Location
based services
digital storytelling
Augmented reality
Near field communication
Wearables
Review-Sites
Recommender-
systems

12. Upcoming Technologies this will change
the tourism industry
my examples

13. A selection….. (customer driven)
Wearables
Augmented Reality
NFC

14. NFC (Near Field Communication)
= Standard for short range data transmission
Short range = tap n´go (a few centemeters)

15. Functions & fields of application of NFC
Providing Information
Retrieving additional information via your mobile
Just touch the TAG / smart poster
•Navigate to an URL
•Call a phone number stored in the TAG
•Send preconfigured mails and SMS
•Launch an App on your mobile
•Pairing two devices
•Etc.

16. Functions & fields of application of NFC
Access control
Your mobile is your key
Tests: Clarion Hotel Stockholm
Nordic Choice Hotels, Holiday Inn...
Check-In / Check-Out – example

17. Functions & fields of application of NFC
Loyalty-Cards, Bonus-Cards……. Destination-Cards?
Loyalty-, Bonus- and Membershipcards are stored at your mobile and can
be managed there
(Advantage for the supply side: – mobile tracking & monitoring, expensive
readers not necessary )

18. Functions & fields of application of NFC
Location Based Services
Providing location based information
-Especially within buildings, where localization
via GPS is getting problematic
Foursquare, Google +, Facebook, Gowalla
but also point-of-interest-specific services.

19. Augmented Reality

20. +virtual Information
+real Information

21. Augmented Reality…

22. Augmented Video…

23. Google GLΛSS

24. Google GLΛSS

25. Commands…

26. Glassware (APPs für Glass)

27. Usecases…

28. What´s coming up?

29. Diffusion / Acceptance
•28th of June 2012 (presentation)
•Developer-Version: February 2013
•End-User: April 2014 (just in US, beta version, very limited)
•2015 – Glass Project stopped……

30. Was this the END …..?
It´s not the end, it´s the beginning!

32. ФЕРМА

33. праздник

36. THANK YOU!
Prof. Dr. Roman Egger
Salzburg University of Applied Sciences
Innovation and Management in Tourism
roman.egger@fh-salzburg.ac.at