298
M. Kachniewska
3 Conclusion
Tourists have experienced numerous benefits of applying ICTs in tourism, primarily
through easier access to numerous bits of information and the comparability of all
factors relevant to the planning and organisation of their journey. They have the
possibility to change any element of their journey immediately and on the spot, obtain
information in real time and space, and make online reservations and immediate
payment of booked services. They are masters of every aspect before, during and
after their travel and are the creators of their experience.
Big data is becoming a very promising vehicle to support decision making in
tourism marketing and management. It plays a crucial role in matching organisational
objectives with customer needs and formulating new ways of improving services
and enhanced tourism experiences. Brands are able to increase their performance
efficiency by dynamically engaging and performing timely actions based on realtime consumer intelligence and contextual data. Dynamic communication enables
destinations and organisations to create meaningful real-time contextual information
and establish conditions for the newness service.
Entities that transform ordinary services into extraordinary, positive experiences
have a chance of gaining a lasting competitive advantage. Creating experience is an
area that has great development opportunities. Entities will be forced to offer more
and more related services and products, stimulating feelings and triggering positive
emotions, for which the demand will increase. They can contextualise, personalise
and individualise service offerings, using real-time contextual data.
Competition in the tourism market and high customer expectations drive the need
for differentiation. The experience economy when combined with modern technologies creates opportunities for the development of co-creation, where unique, significant and memorable experiences are key to achieving a competitive advantage.
Location applications, virtual maps, augmented reality or social media, as well as
mobile technologies have changed a lot, and it seems that they will change both the
experience and behaviour of tourists significantly.
While big data adoption within the industry exists, more research is needed to
clearly identify the pros and cons for organisations to invest in big data analysis and
predictive marketing development. There are clear foci of tourism organisations for
the adoption of big data to extract strategic value, but data-driven decision making
is still in its infancy in the tourism market.
M. Kachniewska
3 Conclusion
Tourists have experienced numerous benefits of applying ICTs in tourism, primarily
through easier access to numerous bits of information and the comparability of all
factors relevant to the planning and organisation of their journey. They have the
possibility to change any element of their journey immediately and on the spot, obtain
information in real time and space, and make online reservations and immediate
payment of booked services. They are masters of every aspect before, during and
after their travel and are the creators of their experience.
Big data is becoming a very promising vehicle to support decision making in
tourism marketing and management. It plays a crucial role in matching organisational
objectives with customer needs and formulating new ways of improving services
and enhanced tourism experiences. Brands are able to increase their performance
efficiency by dynamically engaging and performing timely actions based on realtime consumer intelligence and contextual data. Dynamic communication enables
destinations and organisations to create meaningful real-time contextual information
and establish conditions for the newness service.
Entities that transform ordinary services into extraordinary, positive experiences
have a chance of gaining a lasting competitive advantage. Creating experience is an
area that has great development opportunities. Entities will be forced to offer more
and more related services and products, stimulating feelings and triggering positive
emotions, for which the demand will increase. They can contextualise, personalise
and individualise service offerings, using real-time contextual data.
Competition in the tourism market and high customer expectations drive the need
for differentiation. The experience economy when combined with modern technologies creates opportunities for the development of co-creation, where unique, significant and memorable experiences are key to achieving a competitive advantage.
Location applications, virtual maps, augmented reality or social media, as well as
mobile technologies have changed a lot, and it seems that they will change both the
experience and behaviour of tourists significantly.
While big data adoption within the industry exists, more research is needed to
clearly identify the pros and cons for organisations to invest in big data analysis and
predictive marketing development. There are clear foci of tourism organisations for
the adoption of big data to extract strategic value, but data-driven decision making
is still in its infancy in the tourism market.