Palma, from 23 to 25 October 2013
Celebrating and Enhancing the Tourism
Knowledge-based Platform: A Tribute to Jafar Jafari

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General programme, activity sheet

Thursday 24 October, 2013 12:10 to 12:30 Oral Communication
Is already tourism a technology knowledge-based industry? The increasing dominance of technology in tourism strategic management, entrepreneurship and innovation and management implications
Speaker: Julio Batle, Universitat de les Illes Balears

Authors: Dr. Julio Batle

Is already tourism a technology knowledge-based industry? The increasing dominance of technology in tourism strategic management, entrepreneurship and innovation and management implications Julio Batle- University of the Balearic Islands Is tourism becoming a technology knowledge-based industry industry? Historically the tourism and hospitality industries have widely adopted IT to reduce costs, enhance operational efficiency, and most importantly to improve service quality and customer experience. The interdependence between trends in tourism and developments in information and communication technology is well documented in the literature (Werthner & Klein, 1999). It is increasingly obvious and notorious the critical role of IT for the competitive operations of the tourism and hospitality organizations as well as for managing the distribution and marketing of organizations on a global scale. The increasing focus and dependence of internet in the marketing process of tourism products is bringing about dramatic changes in the strategies of different players in the industry, involving structural changes. The focal point in this article, far beyond strategy considerations or industry structural change, is the extent to which technology is changing the rules of the game: is it necessary to be technologically proficient and professionally driven for IT and new technologies to assume top managerial responsabilities, for innovating and for venturing into new business in the industry? Are the same rules appliable for understanding the industry? The literature has widely focused on changes along the tourism value chain addressing topics such as tourism in a digital or network economy; technological, strategic, and organizational dimensions of electronic commerce applications; emerging structures and success factors in the electronic market place (Buhalis, 2008), but few attention has been paid on the management, innovation and entrepreneurship implications regarding adaptation to technological change in terms of knowledge and professional drive (Buhalis, 2008). The inter-relationship between diffusion of new technologies and industry understanding and prospective analysis is emerging as a key topic for the industry since average professional backgrounds, historically, were not technological ones. Technology as a complex adaptive system –in a frame in which technological change becomes a process of recombinant search over technology landscapes- suggests that key actors in the industry might face a ‘complexity catastrophe’ when they attempt to combine highly interdependent technologies (Fleming & Sorenson, 2001). The process of strategic understanding of the industry and successful adaptation coincides in important ways with biological evolution. The corollary is that new knowledge and professional drives are required. The papers discusses the implications of these findings for research on technological evolution, industrial change, and technology strategy and focuses on This article aims at offering a comprehensive review of papers that were published in 27 tourism and hospitality research journals from 2006 to 2013, revising the linkages established between technology and the above-mentioned three realms of tourism re-creation: strategic management, innovation and entrepreneurship. The objective is ascertaing the extent to which technology is recognized as the new central knowledge basis for understanding and managing the industry. Grouping the findings into the mentioned categories of actors and themes, the article aims at sheding light on the increasing pressure and confusion –which implies growing indecisión- that IT and other new Technologies bring in the tourism and hospitality industries. To conclude, the article analyses techological change implications for actors at the strategic and innovative level (20 hotel chains) and at the entrepreneurial one (45 entrepreneurs in the IT & tourism context) by jeans of structured questionnaires that focus on the managerial implications of rapid change in IT and the knowledge and professional drive change that it may require.
Session 1 – Technology
Place: Room SB03

Other activities in Session 1 – Technology
11:30 h. to 11:50 h.Oral Communication

Smart sustainable tourism development. A new emerging paradigm in destination governance

Speaker: Roberto Micera, Institute for Service Industry Research (IRAT) National Research Council (CNR)
Speaker: Tazim  Jamal, Texas A&M University, USA
11:50 h. to 12:10 h.Oral Communication

Influence of the contents generated by travellers in the formation of the image of a tourist destination

Speaker: Bel Llodrà, Fundació BIT, Coordinadora àrea cibersocietat