miércoles, 26 de abril de 2017

Digital transformation of sectors (I): Tourism

It is said that digital technologies are changing any economic activity. This is something more than a common place. This is the first post of a new serie. I plan to review some legacy activities beyond the usual suspcts (government, manufacturing, ...) and shortly review the impact of the digital transformation on them. Let´s start with tourism, and next post with farming. After that we will see the next ones.

The World Tourism Organization (WTO) defines tourism in 2015 as "“a social, cultural and economic phenomenon which entails the movement of people to countries or places outside their usual environment for personal or business/professional purposes”. As a consequence, the digital transformation of tourism has two main drivers. On one hand, the growth of people´s personal hiperconnectivity due to the spread of smartphones as a personal and professional tool that is always at hand. On the other hand, the digital transformation of the places where they move to, which is symbolized in the creation of smart cities and communities underpinned by IoT, broadband and cloud infrastructure and the digitalisation of any kind of companies established in the place and their products and services. 

Digital transformation of tourism is characterized by the creation of data ecosystems, with data flows originated by the actors mentioned above.  The visitor, destination community and companies takes advantage of the data in the three stages of the touristic activity. Before the travel, with the anticipation of the tourist needs based on the previous activities of other travelers and the information on the personal demands of the tourist. During the travel, enhancing the experience of the tourist with constant flows of information and refueling the infirmation database of the destination and its companies with the personal digital footprint of the individual. After the travel, enabling travelers to share their travel experiences so that they can help other travelers.

Sharing the information and knowledge build on top of this data could benefit equally all of the actors with the transformation of tourism in an interactive activity based on co-creation and co-production paradigms. On one hand, tourist has access to personalized and context awareness services and products. On the other hand, the visiting community makes a better allocation of resources for the benefit of residents and visitors through real-time monitoring. Last but not least, firms and companies improve its economic sustainability with access to relevant information.

The keys for a successful transformation of tourism in a place it is two-fold. Firstly, the integration of tourism on top of the smart city or community as another service, taking advantage of the infrastructure already in place as a distinguished activity. Secondly, taking into consideration of the tourist as a differentiated profile of citizen to serve in both public and private digital services, to begin with with the extensive usage on multilinguism.

The revolution of transport makes places physical closer for tourist. Digital technologies extends the time of tourist experience beyond the timespace we visit the place and makes more intense our experience with visiting blending physical and virtual worlds. To sum up,  changes completely the dimensions of travelling.

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