COMMUNICATION AND INFORMATION TECHNOLOGIES IN TOURISM: THEORETICAL AND METHODOLOGICAL ASPECT

Abstract

The article provides insights into information and communication technology (ICT) issues used in the tourism industry. It is argued that information and communication technologies is a driving force behind the tourism industry which contributes to boosting positive effects to a number of internal travel company activities and organizational factors like net cost, market and competition. ICT has become a key impetus to enhance competitiveness of travel companies as well as of tourist destinations, since a wide range of technological advancements has triggered this evolution. Actually, the overall rapid development of information and communication technologies and the Internet, in particular, has dramatically changed the tourism industry making the Internet an effective marketing tool for the entire travel services sector. This tool is of critical significance to both suppliers and consumers in disseminating information, communication and purchasing goods and services online. It has been verified that the major technologies and ICT applications used in tourism are websites; digital marketing; social networks; multimedia; mobile technologies and intelligent environments (IE). A well-designed website proved its effectiveness in promoting customer loyalty to the website and its products. ICTs are changing the way tourism products are sold and apart from that are a powerful tool for marketing research. In tourism, customer reviews and recommendations are of great importance to enhance the travel company attractiveness and promote travel destinations. Apparently, tourist information involves a wide range of graphics and image data representation to ensure positive customer perception to travellers who plan their trip. The evolution of mobile technology and infrastructure is becoming a common attribute of everyday life. In modern market segmentation realia, travel companies need to know how to adapt their market offer at a time of booking and adjust travel services to a great number of customers and market segments. The research results specify that building strong relationships with the external environment will promote better coordination between all the tourism industry stakeholders. The future of tourism is to be focused on customer-centric technologies that will facilitate a more dynamic process of communication between travel companies and their customers.