Big data promotes China’s tourism(1/9)

Beijing’s Temple of Heaven is one of the destinations in a top 10 list of China’s AAAAA scenic areas based on online reputations. (Photo provided to China Daily)

Big data plays a growing role in China’s tourism.

The tips independent travelers regularly share online are providing the tourism industry with a growing trove of big data about destinations, restaurants and hotels.

Travelers are increasingly making decisions based on internet reviews, so digital reputations are becoming increasingly important. And they’re being quantified as more big data analysis is being applied to the tourism sector.

Beijing International Studies University recently released a top 10 list of China’s AAAAA scenic areas based on big data analyses of their online reputations. It also presented five awards in such areas as service and environment to these sites. (AAAAA is the National Tourism Administration’s highest rating.)

Beijing’s Temple of Heaven, Fujian province’s earthen buildings and Shanxi Province’s ancient city of Pingyao made the list.

The list was presented at the third annual Meeting of Smart Tourism and Marketing hosted by the university. Tourism experts and representatives of scenic spots and travel companies attended.

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Tourism industry must view adoption of information technology as a long-term project

Information technology has become a part of people’s everyday lives and its adoption in business is almost taken for granted these days.

However, instead of treating technology adoption as a one-off, managers and decision makers must acquire better knowledge of the progressive and accumulative affects of such technology. This will let them make a better informed decision on what – and how – technology can be best geared for their business.

Because of the volatility of the tourism industry, decisions on technology by organisations tend to be fairly short term, focusing on solving problems in the present moment. Managers in this sector might thus face much greater challenges than peers in other industries, in their attempts to adopt information technology for realising long-term strategies.

Literature proves technological development, business innovation and travellers’ lifestyle changes are three powerful engines mobilising tourism and hospitality organisations to adopt information technology. For over 20 years, an information technology infrastructure that enables communication at a global scale, highly efficient but low-cost data processing and heavy personal use of technology have profoundly affected the tourism industry.

However, in the past decade, such technology has also brought forth rapidly escalating competition and the breakdown of conventional value chains. Online travel agencies, sharing economy platforms such as Airbnb, the transformation of customer relationship management by smartphones and big data analytics, etc are just some examples.

Ongoing changes in the macro social environment and micro business contexts have, therefore, made digital transformation a must for every tourism organisation.

Frontline managers crucial for effective adoption

The government has backed the development of smart tourism as one of the four main growth strategies for Hong Kong’s tourism industry, as stated in its latest Development Blueprint for Hong Kong Tourism Industry report.

Both short and medium-term initiatives were proposed to encourage the industry to leverage information technology to enhance its competitiveness. In 2016-17, the government injected HK$10 million to subsidise small and medium-sized travel agents to adopt technology to improve their productivity and service quality, as well as to strengthen their competitiveness in local or overseas markets. So far, more than HK$4 million has been committed to support more than 80 agents.

And while the government’s support for digital transformation is in the right direction, the affect of one-off efforts is hard to predict. Studies have found that the leverage of such investment is correlated with the integration of information technology into organisational routines.

Yet, the impact of technology on business practice and outcomes hinges much on the relationship between technology and people within the organisation. Thus, it is crucial to ensure managers at the operational level also understand the technology adopted.

Furthermore, to ensure the sustainability of the effects of the technology adopted, managers and decision makers need to understand the overlapping processes and complex impact of information technology.

Digital transformation involves a series of adoptions in a relatively longer term. Interactions involved in this process are in turn driven by changes in the macro social or market environment, and advances in hardware and software capabilities.

Technological adoption is self perpetuating

We conducted a 20-year study, starting in 1997, on a casino and resort organisation in this region to examine the adoption of information technology. The organisation adopted five systems to facilitate its customer relationship management. Each decision to adopt a new system was influenced by operational needs, the evolution of information technology and the ups and downs of the tourism market.

More importantly, our findings indicated interaction between people and the technology adopted could over time shape or change organisational routines, including procedures, structures, rules, etc. The changes in routine and market environment then lead managers to initiate new business goals, perceive the constraints of the current technology system and adopt new systems. The process continues along with technological advances and business environment changes; and perpetuates.

These days, the management needs to decide on the adoption of new technology, on the update of software and hardware, and on operation adjustments to match these updates.

For them, information technology adoption is no longer a question of yes or no – but one of how and what.

The management must also review and evaluate the impact of older technology on organisational routines and even internal culture. The knowledge of such specific impact will enable it to make more accurate estimates of the long-term effects of new technology on its organisational routines and development. This knowledge will also facilitate the smooth adoption of technology in the long run. Yet, all selection of new technology must also be based on the readiness of people in the organisation, given the crucial impact of the interaction between people and technology on the outcome.

Wang Dan is an assistant professor at the School of Hotel and Tourism Management, The Hong Kong Polytechnic University

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New Analytics Product Helps Airbnb Hosts Compete with Hotels

DENVER, Aug. 14, 2017 /PRNewswire/ — Leading provider of vacation rental data AirDNA has released a cutting-edge market intelligence product to help professionalize the Airbnb host community. Market Minder displays key hospitality metrics for every Airbnb rental worldwide, enabling hosts to compete on the same level as hotel executives.

AirDNA Market Minder

In a simple, interactive dashboard complete with maps, charts, and adjustable filters, the tool allows vacation rental managers to make informed pricing decisions, spot peaks in travel demand, and better understand how their properties stack up against similarly sized and priced competitors.

After hosts have optimized their own rentals, the Market Minder also provides insight on the best locations in town in which to expand their businesses. With neighborhood-level analytics available in more than 1,000 major tourist destinations, the application allows users to explore different parts of town to discover where the most profitable short-term lodging can be added.

Market Minder empowers small operators with big data. “Airbnb hosts have been operating in an informational vacuum,” says Scott Shatford, CEO of AirDNA. “We have created a tool that finally puts the business intelligence directly into the hands of these small business owners, allowing them to make more informed, data-driven decisions in an increasingly competitive marketplace.”

The demand for hotel alternatives like Airbnb shows no signs of slowing. AirDNA projects that global revenue for all properties listed on Airbnb will exceed USD $40 billion in 2017 alone. Yet, despite the 1.7 million Airbnb hosts currently using the platform, no analytical tools have emerged to empower this new generation of entrepreneurs. With the release of Market Minder, these mission critical KPIs are available to any host who wants to optimize their listing for success and intelligently compete for tourist dollars in their own city.

Market Minder is a subscription-based service for users to access local information on more than 25,000 cities and neighborhoods around the globe. Pricing starts at USD $14.99/month. For more information, please visit https://airdna.co/market-data

About AirDNA

AirDNA is a market research firm specializing in everything Airbnb. Everyone from individual Airbnb hosts to hedge fund managers trust AirDNA to better understand the disruption and opportunities that the rapidly growing private accommodation industry is creating.

Abigail Long

AirDNA

rel=”nofollow”>abigail.long@airdna.co

www.airdna.co

View original content with multimedia:http://www.prnewswire.com/news-releases/new-analytics-product-helps-airbnb-hosts-compete-with-hotels-300503477.html

SOURCE AirDNA

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Qrious launches big data powered visitor movement service

Spark’s data analytics subsidiary Qrious has launched a service for the tourism industry to provide information on visitor movements.

Qrious says the service, LoQal Destinations, will enable business that rely on tourists to: optimise marketing spend, enhance operational efficiencies and anticipate visitor movements.

“Through LoQal Destinations, those within the tourism industry and local governments will now have the ability to access robust, timely, location-based insights to support their business planning, understand the impact of events in their region, optimise marketing, and track and measure visitor uplift,” Qrious said.

“The LoQal Destinations dashboard displays a regional heat map along with detailed information regarding domestic and international visitors over time and their place of origin. A time period selector feature allows users to navigate through yearly, monthly, weekly or daily views. Data is published to the software platform every Tuesday, providing end users with timely access to information from the previous weekend.”

Qrious claims LoQal Destinations provides a more complete picture than that of survey-based data, which has typically been gathered through traditional accommodation providers, and as such has excluded visitors using alternative accommodation, such as Airbnb and Bookabach, or those visiting friends and relatives.

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