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IMPROVING THE EFFICIENCY OF MARKETING INFORMATION ACCESS AND USE BY TOURISM ORGANIZATIONS

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Because reliable information is a key requirement for effective marketing, many tourist offices have used the advances in computing to create systems that extensively record tourism data. Nevertheless, many tourism managers have encountered difficulties in accessing and exploiting these data efficiently. This article describes different technological approaches to improve easy access to statistical data. The access problems that the study confronts are those where the potential user lacks detailed knowledge of the available data. The solution presented is basically a procedure that analyzes large data sets and reports the results in table format. The presentation requirements of the information and the necessary guidance through the data warehouse leads to two research problems that are addressed in this article. The database used in this study is a collection of tourism statistics that has been created by the Austrian National Tourist Office in close collaboration with the Vienna University for Economics. The on-line hypertext database is called TourMIS and is implemented on the World Wide Web and used by 256 European tourism managers. Analyses of the server's log file shows a significant correlation between different presentation styles and the usability of the system. Exploring content and quantity of requested information by user groups also leads to results that will contribute to a more efficient architecture of Marketing Information Systems in tourism.
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Keywords: Decision support systems; Log file analysis; Marketing information systems; Tourism organizations; World Wide Web

Document Type: Research Article

Publication date: January 1, 1998

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  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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