E-Business for Tourism Syllabus - BBA-TT (PU)

Course objectives

Students will learn about the application of e-business in tourism sector with understanding of contemporary issues of the use of electronic technology in the tourism business.

Course Description

For every tourism destination and supplier, large and small, electronic business on the platform of the Internet offers the opportunity to undertake their business in new and more cost-effective ways. Marketing across the Web and by e-mail is a key aspect. However, e-business is much broader than that. It impacts on all types of communication and business process, internally and externally, and requires new ways of thinking and working.

Thus, this course provides students with the knowledge and skill of e-business strategy. It is to develop their understanding of a number of basic e-business concepts and theories supported with case examples. Upon the completion of this subject, students are expected to have a basic understanding of what e-business is and how to conduct e-business in tourism sector successfully under the dynamic changing environment in the tourism industry.

Course Outcomes

• Students will gain competence in the theoretical and practical knowledge of e-business, systems for the implementation of e-business.
• Student will be able to identify and evaluate the present and future of impact of e- Business to the tourism industry.
• Students will be able to analyze, evaluate the current trends and make sound judgments on how to manage e-Business issues through the applications of e-Business theories.
• Students will be able to critically assess and apply the basic concepts, as well as managerial and technical techniques which are fundamental to the e-Business management process.
• Students will be able to exercise independent thinking in the application process in order to formulate viable solutions for the tourism industry.

Course Content

Unit 1: Introduction to E-Business                                                                           4 hours

Definition, Nature, Scope and impact of e-business technology, history & development, Objective of E-business, Advantage of E-business, E-Business and E-Commerce, The Internet and tourism – a powerful combination

Unit 2: E-Business Models                                                                                        8 hours

Introduction, E-business structure, E-business models: based on functionality, based on types of transactions, E-business model design, IT infrastructure requirements of E-business models.

Unit 3: Strategy of E-Business                                                                                 9 hours

Introduction, Effects of E-Business on industry structure, E-Business, firms, and the value chain, Business models, competition, and e-business. Effects of e-business technologies on marketing strategy, customer relationship management (CRM), e-CRM. Creating e-business plan-importance, elements, phases.

Unit 4: E-Business application                                                                                  4 hours

Introduction, characteristics, classification, current trends in e-business applications. 

Unit 5: Functional applications of E-Business in tourism (Part I) : DMOs, Networks-intermediaries and tourism industry                                                                        9 hours

E-business for Destination Management Organizations: Principles and concepts – Positioning DMOs in value net, destination e-business system model, e-Business Partnerships for DMOs, The scope for e-marketing by DMOs, CRM for DMOs, E-marketing techniques.

Networks for intermediaries: Travel trade intermediaries-Features of a travel trade web site, implementing a travel trade website, online travel intermediaries. MICE-Features, implementing a website.

Networks for the tourism industry: Getting SMEs wired and skilled, Features and functions, steps and critical factors.

Unit 6: Functional applications of E-Business in tourism (Part II): Tourism SMEs, Travel agencies, Tour operators, Visitor attractions                                                          10 hours

E-business for Tourism SME’s: Growth of tourism e-business and impacts of SMEs throughout the industry, Strategic importance of e-business for SMEs, mapping e-business applications.

E-Business for travel agencies: targeting e-business strategy, e-business application and functionality, steps to implementing e-business strategy, critical success factors.

E-Business for tour operators: targeting e-business strategy, e-business application and functionality, steps to implementing e-business strategy, critical success factors.

E-business for visitor attractions: targeting e-business strategy, e-business application and functionality, steps to implementing e-business strategy, critical success factors.

Unit 7:Future challenges and opportunities E-business (emphasizes on tourism industry)

4 hours

Introduction, Challenges and opportunities: Environmental, Economic, Technological, Social Regulatory and ethical consideration

 Basic Text:

1. Reynolds, Jonathan. (2012). E-Business: A management Perspective. Oxford University Press.
2. Kulkarni. P, Jahirabadkar. S & Chande. P. (2012). E-Business. Oxford University Press.
3. World Tourism Organization. (2001). E-business for tourism: Practical guidelines for tourism, Destinations and businesses. World Tourism Organization.

References:

1. Stiakakis. E. & Georgiadis C. K. (2009). Drivers of a tourism e-business strategy: the impact of information and communication technologies. Oper Res Int J. DOI 10.1007/s12351-009-0046-6
2. European Commission (2004). Electronic Business in Tourism: Key issues, case studies, conclusions. European Commission. Enterprise publications. Sector Report: No. 07-II, August 2004
3. Šimunić. M, Pilepić L., Šimunić M. (2013). Tourism and e‐business: the semantic paradigm as a precondition for success. Informatol. 46, 2013., 1, 1‐7
4. Buhalis. D., & Hyun Jun S. (2011).  E-Tourism. Contemporary Tourism Reviews: Series. Goodfellow Publishers Limited, Woodeaton, Oxford, OX3 9TJ.