E-Services Most Important in Design of Smart Tourism Organisation
Implementation of Smart Tourism
Organisation (STO) is vital to remain competitive in tourism industry and
e-services constitute the important part in STO, according to a new research
done on tourism organisations of South Khorasan province in Iran.
The study results showed that e-services given for tourists had the greatest impact on the development of STO while New Tourism Marketing Methods had the less impact on STO. Up-to-date information is vital for tourism industry and IT plays a major role in competitiveness of a firm. Structural intelligence, human and organisational intelligence, technological intelligence, competitive intelligence, environmental intelligence, emotional intelligence are different types of intelligence a tourism organisation should possess to stay ahead of competition.
Among internal factors, it was
found that provision of e-services was a vital factor for customer
satisfaction, trained and fluent-in-language staffs, organisational innovation,
complementary activities and smart experiences such as uses of Virtual Reality
had a lesser role to play in organisational competitiveness.
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