TOURISM INFORMATION SYSTEM

CHAPTER 10

LECTURER NAME: MALENEE A/P CHANDRAN

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Chapter 10
Technology-enabled
Visitor Experiences
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Chapter 10 Learning Objectives

After studying this chapter you should be able to:
 Explain the role that IT plays in attracting visitors to
attractions and events
 Analyze the different roles of IT in the staging of
memorable attraction and event experiences
 Understand how IT can disrupt or moderate some
visitor experiences
 Apply various IT solutions to the management of
visitors in attraction and event settings
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Key Concepts
 Android, animatronics, mechatronics
 Augmented and virtual reality
 Electronic ticketing system
 Experience economy
 Gamification
 Interpretation and orientation
 Virtual guide
 Virtual queuing system

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Understanding Attractions
Natural Cultural
 flora and fauna  theme parks
 terrestrial/marine parks & reserves  art galleries & museums
Permanent

 landscapes  historic sites

 geological features  architectural wonders
 zoos & aquaria
 sports & entertainment sites
 shopping & tourist precincts
 volcanic eruptions  sports events
 astronomical events  festivals
Temporary

 wildlife migrations  concerts & performances

 coral spawning  conferences & meetings

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Attracting Visitors
 Visitor Information Centers
 Mobile apps
 Mediawalls
 Twitter feeds
 Information kiosks
 Tablets
 Sales and Distribution
 Electronic ticketing

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High

Technology-
Empowered
Experiences Interactive, immersive, pervasive technology

LEVEL OF TECHNOLOGY
Technology-
Enhanced
Experiences Interactive Web 2.0 technology

Technology-Assisted
Experiences
Non-interactive Web 1.0 technology

Conventional Experiences
Low technology
Low

FIGURE 9.1 Technology-enabled experience hierarchy.

(Neuhofer et al., 2014) 7
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Staging Experiences
Role Description
Enabler Providing the inspiration, time and economic means for people to travel
Creator Creation of tourism experiences and settings
Attractor A focal point for travel experiences
Enhancer Supporting comfort, orientation, interpretation and translation
Protector Protect travelers and the resources that attract them
Educator Reveal meanings and understandings of objects, artifacts, landscapes and
sites
Substitute Substitute experiences when resources are threatened, congested or not
accessible
Facilitator A tool for the tourism industry
Reminder Recording, reflection and sharing of experiences
Destroyer Negatively impacting the social, environmental and economic well-being of
travelers or employees
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Technology as an Enabler
Technology…
 stimulates the broader socio-economic conditions for
travel
 increases productivity and relieves workers from
mundane tasks
 enables the movement of travelers
 is used extensively in the production and delivery of
goods and services
 has provided easy access to travel information
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Technology as a Creator
 Engineers, architects and other professionals use CAD
software to design tourism facilities
 Technological infrastructures and machines create new
opportunities for tourist experiences
 Examples:
 jet boating
 jet skiing
 Segway tours
 simulators,
 roller coasters
 ski runs
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Technology as an Attractor
 Technology may be the focus of the experience that
attracts visitors
 Examples:
 science and technology museums (e.g. EPCOT)
 industrial sites (e.g. Guinness Brewery)
 working farms (e.g. Dole Pineapple Plantation)
 technology expos and motor shows
 theme park rides
 audio-visual effects
 augmented and virtual reality
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Technology as an Enhancer
 Visitor orientation
 Translation
 Communication and translation
 Planning and scheduling

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Technology as a Protector
 Protection of travelers
 Electronic locking systems
 Surveillance systems
 Security scanning
 Warnings sent to mobile devices
 Water treatment and food safety
 Protection of resources
 Climate control systems
 Documenting historical and natural artifacts
 Monitoring and managing wildlife
 Energy and waste management
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Technology as an Educator
Interpretation and Edutainment
 Virtual guides, audio guides & podcasts
 Mobile technologies (QR codes, geofencing, wearable
technologies)
 Special effects
 Virtual and augmented reality
 Holographic projection
 3D printing
 Robotics and mechatronics
 Interactive surfaces
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Technology as a Substitute
Technology can re-enact or recreate environments,
activities or events to provide substitute experiences for:
 fragile or dangerous places
 experiences that are too costly
 attractions and objects that no longer exist
 visitors with disabilities or mobility constraints

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Technology as a Facilitator
Applications Technology Examples

Marketing & Distribution Websites, online bookings, apps, onsite purchases

Visitor management Managing access, managing queues and crowding

Business intelligence Tracking visitor patterns and behavior

Facility management Property management systems, safety and security

Back office systems Revenue management, accounting, payroll systems

Personnel Employee access systems, laundry and costuming services

Automation Cleaning, order taking, self-service kiosks, robotics

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Technology as a Reminder
 Visitors use IT to document, capture and share
experiences
 Examples
 Image and video sharing
 Geotagged images
 Social media
 Product reviews
 Blogs

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Technology as a Destroyer
Technology can also bite back, resulting in negative
experiences, inconvenience or more serious
consequences
 Technology failure
 Noise and visual pollution
 Resource depletion

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Managing Visitors
Admission Smart cards, wristbands, barcoded tickets, biometrics, seat
allocation
Orientation LCD maps and directories, mobile apps
Ancillary Purchases Cashless payment systems for parking, accommodation, food
and beverages, photos and merchandize; geofencing and
mobile notifications
Crowding & Queue Visitor tracking, controlled access, forecasting demand, virtual
Management queuing systems, wait time displays, queue entertainment
Business Intelligence Strategic listening, monitoring visitor behavior
& CRM
Safety & Security CCTV, secure access, electronic lockers, safety systems
Casinos & Gaming Slot machine maintenance and accounting, table games, player
tracking and marketing, cage management, and staff systems
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Discussion Questions
1. What technologies do you use when you are traveling? How
can technology be used in the co-creation of visitor
experiences?
2. Some commentators have predicted that virtual reality will
eventually eliminate the need to travel. Do you think this is a
valid prediction? Discuss your reasoning.
3. Think about places you have visited on your travels. Have you
experienced any examples of technology in interpretive
experiences? Were these technologies effective in supporting
your learning or were they just a gimmick?

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Discussion Questions
4. In this chapter we explored some of the challenges and
opportunities of using IT for interpretation. What are some of
the operational advantages and disadvantages of using
technology in the creation of experiences?
5. Does the use of technology in attractions erode or enhance
opportunities for high touch experiences? Discuss your
reasoning and compare your points with other students.

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Case Study: Walt Disney Company

Any sufficiently advanced technology is indistinguishable from magic (Arthur
C. Clarke)
 Walt Disney Parks and Resorts include six destinations with 13 theme parks
and 46 resorts in North America, Europe and Asia
 Walt Disney was an early pioneer in the adoption of new technologies for
animation, live action films, nature documentaries, special exhibits, theme
park rides and city planning
MyMagic+
 My Disney Experience web site and mobile app
 MagicBand RFID wristband
 Provides theme park entry, hotel room access, purchases, dinner
reservations, fastpass and photopass access, and various interactive
experiences
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