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Hi,I have 3 short questions and I will post 2 chapters for any needed understanding. individual_assignment_2_questions_and_instructions.docx chapter_5_technology_trends_in_travel__tourism.pdf chapter_6_hospitality_information_technology.pdf Unformatted Attachment Preview Tourism and Technology Application (Chapters 5 & 6) Question 1 Review chapter 5 titled Technology Trends in Travel and Tourism and answer the following question; (5 points) • Define in your own language the recent trends of technology that are impacting the tourism and hospitality industry and give an example for the application of each of those technologies in the tourism and hospitality organization that you are working on in your project. For the trends that you could not find an example related to your project, you will still need to provide the example related to the application of the technology in another tourism or hospitality organization. Question 2 (2.5 points) One of the major lessons being learnt from the corona virus pandemic, is the very rapid embracing of technology to new uses and ways of working. Technology will be seen as part of the solution to the negative effect of the pandemic on tourism and hospitality organizations. • In light of the previous statement, give three examples of how technology can enable tourism and hospitality organizations to continue their operations during the spread of the pandemic. Question 3 (5 points) Review chapter 6 titled Hospitality Information Technology and the tutorial related OPERA PMS answer the following questions; • • If you were the manager of a luxury hotel with 300 rooms and different types of restaurants, what functionalities would you want from the PMS? Give examples for the integration between the PMS and three other IT systems. Give examples of other channels that you will use to sell the hotel and how the PMS will help you to manage those channels? Important notes 1. Providing general answers just by copying from the slides is not acceptable and will not be awarded any grade. 2. Do not share your work with other students as they might copy it and both of you will be negatively impacted. 3. Please make sure that you are submitting the correct file as I will deduct 3 grades for any student who want to resubmit for any reason. 4. Any question should be asked in the general channel. 5. Use another word file to submit your answers and write the questions and answers only. 6. Submission deadline is 28th of May at 5 pm. 7. No references are required as this assignment totally depend on your understating of the slides. Grading Rubric (Same criteria applies for all questions) Tourism and Technology Application (Chapters 5 & 6) Criteria Weight Understanding the question and reflecting the knowledge gained from the studied concepts 100 \% with real examples • Submission with Plagiarism higher than 20 \% will not be graded. 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&v=Q3ur8wzzhBU&feature=emb_logo Department of Logistics, Tourism and Service Management SS 2019/2020 Examples 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 example, 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 example 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 example gathering data about customers using specific hotel or airline facilities at the same time enabling for optimizing staffing levels. 5. Maintenance & Repairs: Providing real time data about different devices and their current status. Department of Logistics, Tourism and Service Management SS 2019/2020 Examples 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&v=qNpsdCPGyCk&featu re=emb_logo • Video 2: Airports roll out facial recognition technology • https://www.youtube.com/watch?time_continue=41&v=bTXfbNDG8Q&feature=emb_logo Department of Logistics, Tourism and Service Management SS 2019/2020 Examples 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 & 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&t=9s Department of Logistics, Tourism and Service Management SS 2019/2020 Examples 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 sample 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&v=qAySitA9fYU&feature=emb_logo Example 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 users 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: Example: Augmented reality within the travel industry https://www.youtube.com/watch?time_continue=1&v=H_VxlcdP0Kk&feature=emb_logo Department of Logistics, Tourism and Service Management SS 2019/2020 Examples of the use of Augmented Reality Within the Travel and Tourism Industry 1. Interactive Hotel Elements: For example 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&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 Examples 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 examples; 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 Worlds First Robot-Staffed Hotel https://www.youtube.com/watch?v=C6bQHUlq664&feature=emb_logo Video 2: The Future is Here. Autonomous Security Robots. https://www.youtube.com/watch?time_continue=1&v=d8cuHRJbSCY&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 example, 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 Examples 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 example 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&feature=emb_logo Department of Logistics, Tourism and Service Management SS 2019/2020 Examples 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., & 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 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 6 Hospitality Information Technology Department of Logistics, Tourism and Service Management SS 2019/2020 2 Chapter 3 Learning Objectives After studying this chapter you should be able to: 1. Understand the nature of the hospitality industry and its unique applications of IT 2. Be able to explain how a hotel’s property management system works and connects to other systems in the hotel 3. Understand how a hotel can use IT for improved management and decision-making Department of Logistics, Tourism and Service Management SS 2019/2020 3 Common IT Applications in Hospitality • Front-office applications: reservation system, check-in/check-out, room status and housekeeping, in-house guest information and guest accounting • Back office applications: personnel, purchasing, accounting, inventory, sales and catering and financial reports and statistics • Guest-related interface applications: call-accounting, electronic locking, and energy management • Restaurant and banquet management systems: menu management, management, sales analysis and forecasting, menu-item pricing and cost control. recipe Benckendorff, P. J., Xiang, Z., & Sheldon, P. J. (2019). Tourism information technology. Cabi. Department of Logistics, Tourism and Service Management SS 2019/2020 4 Property Management System (PMS) • Handles the core functions of information processing for an accommodation property and is the hub for all interconnectivity with other systems in the hotel • Major functions: • Reservations Management • Guest Folio and Billing • Room Management • Specialized PMS Functions • Back Office Applications https://www.oracle.com/industries/hospitality/hotel-property-management/ Benckendorff, P. J., Xiang, Z., & Sheldon, P. J. (2019). Tourism information technology. Cabi. Department of Logistics, Tourism and Service Management SS 2019/2020 5 Property Management System (PMS) Reservations management • Managing reservations from different sources? (phone calls, emails, website, OTA, etc.) • The reservation module of a PMS records details of reservation which Include information about room rate, type, and dates of stay. • Data from this part of the PMS is used to forecast room occupancy and revenue. Reservation screen Benckendorff, P. J., Xiang, Z., & Sheldon, P. J. (2019). Tourism information technology. Cabi. Department of Logistics, Tourism and Service Management SS 2019/2020 6 Property Management System (PMS) Guest Folio and Billing • Efficient check-in and check out are two of the most important aspects of the guest experience. • A PMS manages this process through its front-office systems. • Check-in transforms the guest reservation file into an active inhouse file and a guest folio is opened. • If the guest has no previous reservation a walk-in folio will be created. • The PMS is also integrated with credit card verification systems to ensure security and adequacy of funds. • Some hotels use self-serve kiosks to allow customers to by-pass check and checkout lines. These terminals are connected to the PMS. Benckendorff, P. J., Xiang, Z., & Sheldon, P. J. (2019). Tourism information technology. Cabi. Department of Logistics, Tourism and Service Management SS 2019/2020 7 Property Management System (PMS) Self service kiosk functions • They great the guest • Guide them through the check-in procedure • Assign a room • Generate keys • And provide direction to the room • Allow the guest to settle payments • Enable the customer to check-out https://www.youtube.com/watch?v=gYKj0u7f-jw Hotel self check-in and check-out kiosk Benckendorff, P. J., Xiang, Z., & Sheldon, P. J. (2019). Tourism information technology. Cabi. Department of Logistics, Tourism and Service Management SS 2019/2020 8 Property Management System (PMS) Guest Folio and Billing cont. • Once the guest folio is initiated at check-in, all the guest charges throughout the stay are posted to this folio either manually or electronically. • Manual Posting is done by employees - prone to time delays and errors. • Electronic posting through hardware and software interfaces. • The night audit function where all the financial transactions of the past 24 hours are posted and audit ... Purchase answer to see full attachment