(Mt) – UB Technology in Marriot Discussion

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Dr. Osman Barghouth Department of Logistics, Tourism and Services Management Faculty of Business and Economics Department of Logistics, Tourism and Service Management SS 2019/2020 Chapter 5 Technology Trends in Travel and Tourism Department of Logistics, Tourism and Service Management SS 2019/2020 2 Chapter 5 Learning Objectives After studying this chapter you should be able to: 1. Identify the different types of technology trends in travel and tourism. 2. Understand the different Applications of Technology in Travel and Tourism. 3. Demonstrate case studies of recent technology applications in travel and tourism; Department of Logistics, Tourism and Service Management SS 2019/2020 3 1. Internet of Things (IoT) Internet of Things is used to refer to everyday physical devices, appliances and other ‘things’ that have been fitted with internet connectivity, making them capable of sending and receiving data (revfine, 2020). ➢ This effectively turns them into ‘smart’ objects, capable of ‘talking to’ or interacting with one another. The technology allows devices to be controlled or monitored remotely, and to perform actions automatically. ➢ For instance, IoT technology can be used in hotel rooms to provide customers with a device that connects to everything from the lights, to the heaters and air conditioning, allowing all to be controlled from one place. In airports, meanwhile, luggage cases can be installed with sensors that will alert passengers when they pass by. Video 1: What is Internet of Things https://www.youtube.com/watch?time_continue=1#038;v=Q3ur8wzzhBU#038;feature=emb_logo Department of Logistics, Tourism and Service Management SS 2019/2020 Exles of the use of IoT Within the Travel and Tourism Industry 1. Personalization: IoT enable a greater degree of personalization within hotels, and on flights, and this is primarily provided by enabling customers to control more appliances or services through a centralized device, such as a tablet or even their own phone. 2. Seamless Travel: enhancing and facilitating the customer experience during the different interactions with organizations’ touch points. For exle, in airports, this may mean using sensors and sending information to passengers’ smartphones, alerting them when their baggage is nearby and allowing them to locate it faster. 3. Smart Energy Saving: For exle hotels use sensors to adjust the lighting according to the guest presence in the room or to the level of natural light. 4. Location Information: For exle gathering data about customers using specific hotel or airline facilities at the same time enabling for optimizing staffing levels. 5. Maintenance #038; Repairs: Providing real time data about different devices and their current status. Department of Logistics, Tourism and Service Management SS 2019/2020 Exles of the use of IoT Within the Travel and Tourism Industry Air conditioning Unit in a hotel controlled through IoT technology Department of Logistics, Tourism and Service Management SS 2019/2020 Lightening system in a hotel controlled through IoT technology 2. Recognition Technology Recognition Technology refers to the ability of a device to identify an individual, or verify their identity, based on their finger print recognition, facial recognition, retina scanning and various other biometric identifiers (revfine, 2020). • Video1: Facial Recognition Check-in in Marriott China https://www.youtube.com/watch?time_continue=3#038;v=qNpsdCPGyCk#038;featu re=emb_logo • Video 2: Airports roll out facial recognition technology • https://www.youtube.com/watch?time_continue=41#038;v=bTXfbNDG8Q#038;feature=emb_logo Department of Logistics, Tourism and Service Management SS 2019/2020 Exles of the use of Recognition Technology Within the Travel and Tourism Industry 1. Personalization: By matching up faces in real-world environments to those on a database, hotels and other companies can identify people quickly and tailor services to those people. 2. Security: For instance, facial recognition can be used to verify the identity of a guest and grant them access to a hotel room, gym or other hotel facility. 3. Data Analysis: The technology can enable the travel supplier to collect demographic data about the customers such as age and gender based on photo analysis. 4. Payments: Can enable the travel supplier to authorize the payment quickly and seamlessly. Matching the face to an image in a database. Department of Logistics, Tourism and Service Management SS 2019/2020 3. Virtual Reality (VR) VR can be defined as an interactive digital-generated medium that enables participants to experience simulated environments using the a VR device (Hobson #038; Williams, 1995). Virtual reality technology typically involves the use of a VR headset, which helps to immerse a user in a digital environment. Through the use of images, sounds and other physical sensations, the user is essentially placed within a virtual world, which they can move around and, in some cases, interact with in other ways. ➢ As technology developed, Lee and Oh (2007) found that VR tourism reduces customers’ perceived anxiety or risk by familiarizing them with unfamiliar destinations or hotels. ➢ This affords hotels or other travel suppliers the opportunity to showcase their products and even local tourist hotspots on their website, in order to encourage bookings. Video 1: The world’s first Virtual Reality travel search and booking experience by Amadeus https://www.youtube.com/watch?v=Ax0BmO3DrTc#038;t=9s Department of Logistics, Tourism and Service Management SS 2019/2020 Exles of the use of Virtual Reality Within the Travel and Tourism Industry 1. Virtual Hotel Tours: allows potential customers to experience what the hotel looks like before they arrive, offering more transparency than standard images. 2. Virtual Booking Interface: This replaces the need to use a traditional computer mouse, or touch screen, in order to make a hotel or flight booking. 3. Virtual Travel Experiences: Enable users to sle some of the main attractions that are likely to draw them to a location in the first place. 4. Virtual Museums: Enable people to visit museums online especially during time of crisis. Video 1: Atlantis Hotel Dubai Virtual Tour VR 360 https://www.youtube.com/watch?time_continue=193#038;v=qAySitA9fYU#038;feature=emb_logo Exle 2: How to explore the British Museum from home https://www.google.co.uk/maps/@51.5197774,-0.1276391,2a,75y,99.24h,87.18t/data=!3m6!1e1!3m4!1sPRSBYbWN1RVYnsvRUtWwQ!2e0!7i13312!8i6656?hl=en Department of Logistics, Tourism and Service Management SS 2019/2020 4. Augmented Reality (AR) AR in the wide tourism sector is described as a technological tool able to augment user’s experience using a multimedia instrument, making the visitor more conscious about the visit (Capuano et al., 2016). ➢ The technology has similarities with virtual reality, but AR does not replace the real-world environment, but augments it by overlaying digital components. ➢ Typically, augmented reality is experienced through a smartphone, tablet, or similar device. As a result, it is less expensive for the consumer than most virtual reality-enabled headsets or devices. ➢ it enables hotels and other businesses operating in this field to enhance the physical environments they are actually trying to encourage customers to visit, including local sights and hotel rooms. Video 1: Exle: Augmented reality within the travel industry https://www.youtube.com/watch?time_continue=1#038;v=H_VxlcdP0Kk#038;feature=emb_logo Department of Logistics, Tourism and Service Management SS 2019/2020 Exles of the use of Augmented Reality Within the Travel and Tourism Industry 1. Interactive Hotel Elements: For exle wall maps that include extra information about some of the local places of interest, serving as a kind of tourist information tool.. 2. Augmented Tourist Destinations: Apps which allow tourists to enhance physical locations and tourist attractions. 3. Augmented Museum experience: Museums us AR to enable customers to add explanations of pieces. This means visitors will get more information when they view exhibitions using AR. Museums could even use it to display digital versions of artists next to their work. Video 1: ACROPOLIS 3D with Augmented Reality https://www.youtube.com/watch?v=8KA0C26Vzs8#038;t=291s Department of Logistics, Tourism and Service Management SS 2019/2020 5. Robotics A robot is a machine, which has been designed to automatically perform specific tasks accurately. This could include physical tasks, such as part assembly in a factory, or text or speech related tasks (revfine, 2020). Department of Logistics, Tourism and Service Management SS 2019/2020 Exles of the use of Robots Within the Travel and Tourism Industry 1. Replacing normal staff: with robots being used to perform tasks traditionally performed by an employee. 2. Security Robots for Airports: robots are being deployed in some locations to assist human security staff. 3. Other exles; suitcase robots; airport assistants robots where customers can ask for information; help travel agents during busy times; robot luggage porters and robots that are capable of handling check-ins and check-outs. Video 1: A Tour of the World’s First Robot-Staffed Hotel https://www.youtube.com/watch?v=C6bQHUlq664#038;feature=emb_logo Video 2: The Future is Here. Autonomous Security Robots. https://www.youtube.com/watch?time_continue=1#038;v=d8cuHRJbSCY#038;feature=emb_logo Department of Logistics, Tourism and Service Management SS 2019/2020 6. Artificial Intelligence (AI) AI refers to “computers or machines performing tasks that would normally require human intelligence to carry out. This could, for exle, be learning lessons, making decisions, or recognising and interpreting speech” (revfine, 2020). ➢ deploying AI can save businesses time and money, while potentially eliminating human error and allowing tasks to be performed quickly, at any time of the day. Department of Logistics, Tourism and Service Management SS 2019/2020 Exles of the use of Artificial Intelligence Within the Travel and Tourism Industry 1. Online Customer Service: with chatbots possessing the ability to deliver rapid response times to problems or queries. It is also able to continuously learn from interactions with customers. 2. Face-to-Face Customer Service: Such as using robots as concierge to respond to customer inquiries in hotels and travel agents. 3. Data Processing and Data Analysis: For exle AI is used by airlines and hotels to sort through customer feedback from surveys, reviews and online polls, in order to build a clearer picture of current opinion, in real-time. Video 1: Sam, intelligent travel chatbot! https://www.youtube.com/watch?v=bpOB4vE5P5g Video 2: Hilton and IBM pilot “Connie”, the world’s first Watson-enabled Hotel Concierge https://www.youtube.com/watch?v=hgIAjN07de8 Department of Logistics, Tourism and Service Management SS 2019/2020 7. Big Data Big Data refers to ” refer to large data sets, that are too big to be processed through more traditional processing methods. Big data is typically associated with customer views, habits and behaviour.” (revfine, 2020). ➢ Due to the huge amounts of data that are now collected by businesses of all kinds, big data has become a top priority for many, and this is especially true in the travel industry. Video 1: What is Big Data and how does it work? https://www.youtube.com/watch?v=TzxmjbL-i4Y#038;feature=emb_logo Department of Logistics, Tourism and Service Management SS 2019/2020 Exles of the use of Big Data Within the Travel and Tourism Industry 1. Revenue Management: Airlines, hotels and travel agents can analyze big data about occupancy, competitors and historical transactions in order to anticipate demand and also price future products. 2. Reputation Management: Customers can leave reviews on a wide range of different platforms, including social media sites, search engines and dedicated review websites, sharing their opinions. Analyzing this big data organizations can understand whether customers are satisfied or not and try to find ways for improvement. 3. Targeted Marketing: Big data enables organizations to understand the behavior of their customers such as their favorite communication channel, the time they prefer to shop, etc. and therefore those organizations can target the right customers at the right time in the right place. Department of Logistics, Tourism and Service Management SS 2019/2020 References Core reading Benckendorff, P. J., Xiang, Z., #038; Sheldon, P. J. (2019). Tourism information technology. Cabi. Further reading ▪ https://www.revfine.com/technology-trends-travel-industry/ Department of Logistics, Tourism and Service Management SS 2019/2020 19

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