27116 e-Marketing and Management of Services

Subject level: Undergraduate

Handbook description

This subject examines how information and computer-mediated communication technology is used in the information-intensive leisure and tourism industries. It examines and analyses the use of this technology in the management and marketing of such organisations to establish why it is used, what efficiencies it brings and the implications for the links in the service distribution chain. It gives students an understanding of how e-commerce in the tourism and leisure industries is changing the way in which such services are promoted and distributed to the consumer.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. demonstrate an understanding of the development of information technology in the events and tourism sectors
2. apply information technology and e-marketing to the management of tourism and events firms and organisations
3. describe and apply the technology (hardware and software) used in the electronic marketing of services and its connectedness to its various users
4. articulate the benefits and disadvantages of the use of e-commerce techniques in tourism and event services from the perspective of industry principals, intermediaries and consumers
5. produce an e-marketing and management plan for a tourism or event firm that incorporates information technology applications.

Contribution to graduate profile

Services are generally an information intensive industry. This subject represents an area of management that is growing more significant with the growth of information and communication technologies and computer mediated communication, which facilitates the flow of information between tourism and event principals, intermediaries and consumers. It enables students who seek a career in marketing or management in tourism, leisure or events firms or organisations to be familiar with the various ways that information communication technology can be used to achieve desired marketing and management outcomes. It gives students the basis on which to apply the principles of e-commerce to the management and marketing of leisure and tourism services.

Teaching and learning strategies

Classes will incorporate lectures, practical exercises in computer labs, student presentations of project work, and guest lecturers. The project work requires students to both apply and review information communication technology development practices. Content for this subject will be supported by UTSOnline. Students are to contextualise all the electronic marketing and management theories, techniques, and applications into a case study of either a medium sized tour wholesaler or a leisure service provider. This applies knowledge and skills discussed in class and in other forms of learning to an appropriate enterprise, in which students may find themselves working in the future.

Content

• Introduction: a history of the application of information technology to the travel and tourism industry from the first reservations system to e-tickets and e-bookings
• Consumers: the use of the internet and Global Distribution Systems by travel and tourism consumers and its implications for the travel and tourism industry
• The tools: a description of the different types of communication technology hardware and software used in tourism firms for marketing and management, and their application
• The WWW: navigation, hyperlinks, search engines, e-commerce business models, security issues
• Marketing and management issues of e-commerce
• Emerging trends: the future for tourism information and communication systems, and its impact on traditional tourism services distribution channels.

Assessment

Assessment item 1: E-Services Tutorial Commentary (Individual)

Assessment item 2: Case Study (Individual)

Assessment item 3: Final Exam (Individual)

Required text(s)

Strauss, J, El-Ansary, A, Frost, R (2006) E-Marketing, 4th edn, Pearson Education, New Jersey

This is a generic e-marketing text that will provide a solid foundation for your e-marketing activities over your career

McDonnell, I (2009) eTravel and Tourism: Marketing and Management Techniques, Butterworth Heinemann, Oxford

This book is in press and chapters are posted on UTSOnline for students to read — no charge for students until next year when it will be finally finished.

Faculty of Business (2006) Guide to Writing Assignments, UTS, Sydney (available at www.business.uts.edu.au/resources/guide.html)

Students will occasionally receive extracts from appropriate journals to read in some weeks to prepare for the following week's learning activities. These will be placed on UTSOnline as this is a totally paper free subject.

Indicative references

Access Conferences International, (2000) Changing Distribution Channels in the Travel Industry, ACI, London

Anatolia (2000) Volume 11, No. 1 (special issue on internet marketing)

Albert, T and Sanders, W (2003) e-business.marketing, Prentice Hall, New Jersey

Alter, S (2002) Information Systems: The Foundation of eBusiness (4th edn) Pearson Education, New Jersey

Awad, E (2003) Electronic Commerce, Pearson Education, New Jersey

Bickerton, P and Parpeu U (2000) Cybermarketing, Butterworth Heinemann, Oxford

Buhalis, D and Licata, M (2002) 'The future of e-tourism intermediaries', Tourism Management, Vol. 23 (3) pp 207-220

Buhalis, B (2003) eTourism: Information Technology for Strategic Tourism Management, Prentice Hall, Harlow

Chaffey, D, Mayer, R, Johnston, K, Ellis-Chadwick, F, (2003) Internet marketing 2nd edn, Prentice Hall, Harlow

Genesys (2004) Travel Agency Technology Review 2004/5, Genesys UK

Genesys (2004) Tour Operator Technology Review 2003/4, Genesys, UK

Genesys (2004) Hotel Reservations Technology Review 2004/5, Genesys, UK

Fesenmaier, D, Klein, S, Buhalis, D (2000) Information and Communication Technologies in Tourism 2000, Springer-Verlag, Wien

Grant, D and McBride, P (2003) Guide to the Internet: getting your business online, Caterer and Hotelkeeper and Butterworth Heinemann, Oxford

Laudon, K and Traver C (2004) E-commerce, Pearson Addison Wesley, Boston

Malhotra, Y (2001) Knowledge Management and Business Model Innovation, Idea Group London.

Marcussen, C (1999) Internet Distribution Of European Travel And Tourism Services: The Market, Transportation, Accommodation And Package Tours, Research Centre of Denmark, Bornholm.

O'Connor, J, Galvin, E, Evans, M (2004) Electronic Marketing: Theory and Practice for the 21st Century, Prentice Hall, Harlow, England

O'Connor, P (1999) Electronic Information Distribution in Tourism and Hospitality, CABI, New York

O'Connor, P (2004) Using Computers in Hospitality, 3rd edition, Thompson Learning, London

Sheldon, P (1999) Information Technologies for Tourism, CAB, Oxford

Sutherland, K (2000) Understanding the Internet: A Clear Guide to Internet Technologies, Butterworth Heinemann, Oxford

Sweeny, S (2000) Internet Marketing for Your Tourism Business, Maximum Press, Florida

Urban, G, (2004) Digital Marketing Strategy – texts and cases, Pearson Education, New Jersey

World Tourism Organization Business Council, (2000) Marketing Tourism Destinations Online: Strategies for the Information Age, WTO, Madrid

Journal

Newspapers/Periodicals

Sydney Morning Herald IT and Biz.com sections

Traveltrade; Travelweek

Websites of interest to travel eMarketers

These may help you in locating companies that can offer software for the case study, and assist with eMarketing strategies

www.accovia.com/product_suite-e.cfm
www.amadeus.com/en/30130.jsp
www.coral-technologies.com/ingles/itos/itos1.html
www.datalex.com/tellits/tour.asp
www.4ds.com
www.global.amadeus.net/about-ama
www.expedia.co.uk
www.galileo.com.au
www.wilsonweb.com (this site is the home of thousands of book reviews, articles and tips on e-commerce)

www.orbitz.com
www.opodo.com
http://pavintheway.com/why/cases2.html
www.tca.co.nz
www.tourcat.com
www.tca.co.nz/iComhostConnect.htm
www.tt.com.au
www.towd.com
www.travelmole.com
www.travelocity.com
www.stile.coventry.ac.uk/cbs/staff/beech/tourism/index.htm
www.wizcom.com