Marianna Sigala

Smart tourism: foundations and developments

Smart tourism is a new buzzword applied to describe the increasing reliance of tourism destinations, their industries and their tourists on emerging forms of ICT that allow for massive amounts of data to be transformed into value propositions. However, it remains ill-defined as a concept, which hinders its theoretical development. The paper defines smart tourism, sheds light on current smart tourism trends, and then lays out its technological and business foundations. This is followed by a brief discussion on the prospects and drawbacks of smart tourism. The paper further draws attention to the great need for research to inform smart tourism development and management.

Integrating Web 2.0 in e-learning environments: a socio-technical approach

The great diffusion of Web 2.0 is having a tremendous effect and change on the way people search, find, collaboratively develop and consume information and knowledge. Education and learning are not an exception of Web 2.0 trends, as the number of Web 2.0 empowered e-learning environments are booming. Although research in Web 2.0 applications in learning is rising, the studies tend to be very descriptive failing to identify and discuss the pedagogical theories and models that support and enhance the exploitation of Web 2.0 tools in (e)-learning environments. This paper aims to first discuss the use of Web 2.0 in (e)-learning and the new skills that they enable, and then, debate the pedagogical theories that support the exploitation of Web 2.0 for creating personalised and collaborative learning environments. To achieve that, a socio-technical approach is suggested.

Using Data Envelopment Analysis for Measuring and Benchmarking Productivity in the Hotel Sector

SUMMARY Low productivity within the hospitality industry has been a major concern, but this situation is unlikely to improve without a general change in the way productivityis measured and managed. This paper aims to illustrate the value of stepwise Data Envelopment Analysis (DEA) for measuring and benchmarking hotel productivity. The issues regarding productivity measurement as well as the advantages of using DEA for measuring productivity are analysed. However, the paper extends current DEA applications by developing a stepwise approach to DEA. The latter technique combines correlation and DEA analysis for developing robust DEA models and its advantages are illustrated by applying it in a dataset of three star hotels in the UK.

The information and communication technologies productivity impact on the UK hotel sector

Despite the great investments in information and communication technologies (ICT), research has not persuasively established corresponding productivity increases, while many studies have also found no significant relationships between productivity and ICT. However, several shortcomings have been identified in past studies, e.g. measurement errors, redistribution of impacts, ICT mismanagement. This study proposes a methodology for assessing the ICT productivity impact that overcomes these shortcomings. The methodology is tested in a dataset of three star hotels in the UK by using data envelopment analysis, a non‐parametric technique. Findings revealed that productivity gains do not accrue from ICT investments per se, but rather from the full exploitation of ICT networking and informalization capabilities. Suggestions regarding the effective and productive configuration and management of ICT applications are provided.

ICT Paradox Lost? A Stepwise DEA Methodology to Evaluate Technology Investments in Tourism Settings

Despite the continuous increase of investment in information and communication technologies (ICT) in the tourism industry, empirical studies have not persuasively established corresponding increases in productivity. Indeed several shortcomings have been identified in past studies. This study proposes a new way of assessing ICT productivity. The methodology is tested in a data set from the three-star hotel sector in the United Kingdom using a nonparametric technique called data envelopment analysis (DEA). Empirical findings reveal that productivity gains accrue not from investments per se, but from the full exploitation of the ICT networking and informationalization capabilities. A model for managing ICT applications and benefits is proposed.

DEVELOPING AND BENCHMARKING INTERNET MARKETING STRATEGIES IN THE HOTEL SECTOR IN GREECE

Despite the exponential growth of e-commerce on the Internet, little is still known on how the new medium is transforming marketing concepts/practices and their effectiveness. This empirical study aims to fill in this gap. This article first analyzes the Internets capabilities and features as well as the new virtual market space that Internet advances have fostered. After reviewing models and strategies for Internet marketing, an Internet marketing mix is proposed based on the Internet strategies of hotels in Greece that were investigated. Using a nonparametric technique, the data envelopment analysis (DEA), Internet strategies were also benchmarked to identify best practices and provide suggestions on the development of effective Internet marketing strategies.

Mass customisation implementation models and customer value in mobile phones services

Purpose – To analyse the mass customisation strategies (MC) developed by mobile phone operators and to identify the types of customer value perceived by mobile phone users that customise services to their profiles.Design/methodology/approach – A customer‐centre approach was adopted for analyzing MC strategies that enhance both extrinsic and intrinsic customer value. A convenience sample was surveyed for gathering data regarding the customer value dimensions perceived by users of customised mobile phone services in Greece.Findings – Findings revealed that MC strategies that are customer centred are vital as, users of customised mobile phone services perceive both “give” and “get” customer value dimensions. As MC does not come for free, to persuade customers to get involved and invest time and effort in value chain operations for designing customised services, companies need to identify and provide enhanced customer values.Research limitations/implications – Research findings have great implications in the ...

Productivity in hotels: a stepwise data envelopment analysis of hotels' rooms division processes

Low productivity within service industries has been a major concern, but this situation is unlikely to improve without a general change in the way productivity is measured and managed. This paper aims to illustrate the value of stepwise data envelopment analysis (DEA) for measuring and benchmarking productivity. The issues and problems regarding productivity measurement as well as the advantages of using DEA in productivity measurement are analysed. The article extends current DEA applications by developing a stepwise approach to DEA. The latter technique combines correlation and DEA analysis for developing robust models and sound productivity measurement. The advantages of the proposed methodology are illustrated by applying it to a dataset of three-star hotels in the UK. Six inputs and three outputs are identified as the factors affecting rooms division efficiency in three star hotels.

Trends and Issues in Tourism and Hospitality Higher Education: Visioning the Future:

Changes in the higher educational environment are having a tremendous impact on the education process, curricula, learning outcomes and instructional practices. This paper aims to identify the challenges facing established universities in tourism and hospitality education and to provide insight of how these could be managed in the future. Five sources of change are identified: the socio-economic and technological environment; global competition; the student market; educators and teaching methods; and the tourism and hospitality industry. The exploitation of modern technologies and the development of information literacy and knowledge management skills are the two major issues that universities need to consider in the future.

Strategic implementation and IT: gaining competitive advantage from the hotel reservations process

Reviews the development of approaches to reservations management in the hotel industry alongside models of the stages of development in information technology (IT). Suggests that strategic success and operational implementation have been built on the prevailing IT “era”. Explores the future strategic potential of reservations management. Hotel operators need to understand how technology changes the “rules of the game” and identify alternative strategies for gaining competitive advantage. In reality, strategic implementation is either “service‐led” or “IT‐led”.