Module Description:

This module examines the impact of technology on the growth of the tourism and hospitality industries. It looks into how technology makes it possible for an organisation to function more efficiently, improves guest satisfaction and assists in making more informed decisions at all levels of planning for the organisation. Students study such critical technologies as PMS, CRM, online booking systems, mobile apps and AI-based technologies. Additional topics are centered on data analytics, implementation of virtual and augmented reality in smart tourism, and the use of the Internet of Things (IoT) in service automation and delivery. Through practical case studies, students will analyse how technologies transform tourism and hospitality enterprises, stimulating innovation, enhancing responsiveness to market demands and fostering competitiveness (250 Hours).

Learning Outcomes:

Competences:

At the end of the module/unit the learner will have acquired the responsibility and autonomy to: 

  • Employ digital tools and applications connected to hospitality and tourism.
  • Participate as a member of a virtual team to compose design technology-based solutions.
  • Convey technical information unambiguously to both expert and lay audiences. Use technology to address and resolve issues.
  • Welcome and change to new digital developments and apply them into business practice.
  • Critically analyse the pros and cons of assessing different technologies.
  • Showcase unique and novel entrepreneurial tactics using technology to enhance business operations.

Knowledge:

At the end of the module the learner will have been exposed to the following: 

  • Have knowledge of the major technology applications which influence the tourism and hospitality industry.
  • Critically analyse how information technology and innovations can be implemented within the field of tourism and hospitality and assess the impact.
  • Critically examine the creation of value through information technology tools in business processes specifically related to tourism and hospitality.
  • Assess how information technology can be used for effective and informed decision making within the tourism and hospitality field.
  • Critically reflect on various sources of information for tourism and hospitality organisations.
  • Reflect on the future and potential advances of technology and tourism and how they can further shape the industry of tourism and hospitality.
  • Have knowledge on the effects of technology on the overall customer experience.
  • Critically analyse how technology has affected the industry overall.

Skills:

At the end of the module the learner will have acquired the following skills: 

  • Employ well established research and analytical framework to pinpoint applicable technological opportunities in the tourism and hospitality sector.
  • Critically analyse potential outcomes and effects of the implementation of ICT applications prior to implementing such a technology.
  • Practice effective leadership at work with regards to innovation management, technology, and information.
  • Communicate making use of various types of technologic applications in a clear and effective manner.
  • Use technology to support the enhancing of a tourism and hospitality business.
  • Critically assess the use of technology to automate various processes.
  • Use technology to build trusting and enhanced relationships with customer base.

Core Topics and Subtopics :

Technology Fundamentals in Tourism and Hospitality

  • Brief history of tech growth in the field
  • Improving service and guest comfort with new tools

Enhancing Digital Guest Experience

  • Charting every online guest touchpoint
  • Linking apps and websites for smooth service
  • Personalising stays with smart data

Online Reservation Technologies

  • Unified booking platforms
  • Global distribution networks (GDS)
  • Impact of third-party sites (OTAs)
  • Tools for direct bookings on hotel sites

Hotel Operational Systems (PMS)

  • Key features of management software
  • Integrating PMS with POS, CRM, and more
  • Advantages of cloud-hosted solutions

Tech-Driven Revenue Strategies

  • Dynamic pricing applications
  • Forecasting demand with built-in analytics
  • Boosting income through agile rates

Data Intelligence and Analytics

  • Big data’s role in travel and hospitality
  • The use of dashboards in Tableau, Power BI, etc., implementing storytelling features
  • Predicting upcoming trends before they become apparent

Artificial Intelligence & Service Automation

  • Chatbots and virtual assistants on duty
  • AI-powered help desks and call routing
  • Demand forecasting with machine-learning models

Immersive Tech (VR/AR/MR)

  • Using VR and AR in destination marketing
  • Offering sneak-peek journeys before arrival

Smart Tech and the Internet of Things (IoT)

  • Features that turn guest rooms into connected havens
  • Systems that handle energy use and facility tasks on their own
  • Settings that adjust to each visitor's taste

Payments and Data Security

  • Digital wallets and in-app payment buttons
  • Layers of encryption for every transaction
  • Plans in place for guarding data and fending off attacks

Online Visibility and Marketing

  • Shout outs on social media and endorsements from trusted faces
  • Replying to praise and criticism without delay
  • Using SEO tips and analytics dashboards to measure what works

Future-Focused Technologies

  • How blockchain could secure travel records and payments
  • Robots that deliver items or greet guests
  • Voice assistants and biometric scans for hassle-free entry
  • New contactless ideas that keep people moving smoothly

Weekly Breakdown / Session Plan

Week 1: Introduction to Technology in Tourism & Hospitality

  • Learning Objectives: Assess the function as well as the significance of advanced technologies in the field.
  • Activities: Intro video lecture, discussion forum.
  • Key Reading/Resources: Buhalis, D. (2019). Smart Tourism.

Week 2: ICT Infrastructure in Hospitality

  • Learning Objectives: Identify basic technologies (PMS, CRS, GDS) associated with the hotel and travel industry.
  • Activities: Case study analysis and online quiz.
  • Key Reading/Resources: Kasavana, M. (2017). Managing Technology in the Hospitality Industry.

Week 3: Mobile and Cloud Technologies

  • Learning Objectives: Evaluate the use of mobile applications and cloud computing in the context of travel.
  • Activities: App analysis activity and peer discussion.
  • Key Reading/Resources: Articles from Journal of Hospitality and Tourism Technology.

Week 4: Social Media & Customer Engagement

  • Learning Objectives: Analyse the role of social networking sites in relation to branding and guest engagement.
  • Activities: Create a mock campaign, share insights.
  • Key Reading/Resources: Xiang, Z. & Gretzel, U. (2010). Role of Social Media in Travel.

Week 5: Big Data & Personalization

  • Learning Objectives: Recognise the use of data in executing targeted marketing and personalised services.
  • Activities: Interactive demo, quiz.
  • Key Reading/Resources: Inversini, A. & Buhalis, D. (2011). eTourism and Big Data.

Week 6: Artificial Intelligence & Chatbots

  • Learning Objectives: Analyse the functions of chatbots and recommendation engines in artificial intelligence.
  • Activities: Simulation activity, chatbot analysis.
  • Key Reading/Resources: Tussyadiah, I. et al. (2019). AI in Travel and Tourism.

Week 7: Smart Destinations & IoT

  • Learning Objectives: Comprehend the impact of smart systems and IoT technologies on the visitor experience.
  • Activities: Case analysis of smart destination.
  • Key Reading/Resources: Buhalis, D. (2020). Smart Tourism Destinations.

Week 8: Cybersecurity and Data Privacy

  • Learning Objectives: Detect problems in digital tourism and develop corresponding strategies.
  • Activities: Scenario-based learning, guest webinar.
  • Key Reading/Resources: WTTC Reports on Cybersecurity in Tourism.

Week 9: Sustainability and Green Technologies

  • Learning Objectives: Examine the function of digital technologies in promoting sustainable tourism.
  • Activities: Research blog post, class forum.
  • Key Reading/Resources: UNWTO Reports on Green Innovation.

Week 10: Future Trends and Tech Forecasting

  • Learning Objectives: Talk about new technologies focusing on the possible impact they might have.
  • Activities: Group presentation and final quiz.
  • Key Reading/Resources: Skift Research, McKinsey Travel Tech Insights.

Reading Materials

Primary Text:

  • Books / Articles: Buhalis, D. & Law, R. (2008) (D. & Law)
  • Description: Research the last 20 years of tourism technology innovation. Describe the contours of the industry including mobile devices, booking engines, and maps.

  • Books / Articles: Kasavana, M. L. & Cahill, J. (2020) (M. L. & Cahill)
  • Description: Provide an integrated training session on property management systems (PMS), customer relationship management (CRM), and point of sale (POS) hardware and software systems.

  • Books / Articles: Sigala, M. (2018) ((2018))
  • Description: Compiles instructional cases of the use of social media in hotel and tourism marketing and service delivery, showing the integration of streaming, reviews, and influencer posts.

Additional Scholarly Resources:

  • Books / Articles: Tussyadiah & Inversini (2015) ((2015))
  • Description: Discuss how tourists are being made to “experience” their vacations long before departure with the use of virtual and augmented reality and other immersive devices.

  • Books / Articles: Ivanov et al. (2017) ((2017))
  • Description: Examine self-service robots and chatbots, AI in back-office operations, and how these technologies are integrated into reception, kitchens, and cleaning services.

  • Books / Articles: Verhoef et al. (2009) ((2009))
  • Description: Analyse the digital determinants of the customer journey and recommend strategies for anticipating, monitoring, and improving customer delight in the hotel sector.

Industry Insights:

  • Source: Deloitte (2023) ((2023) D.)
  • Description: Delivers a yearly snapshot pointing to cloud platforms, contactless tech, and new analytics as keystones of travel and hospitality renewal after the pandemic.

  • Source: PwC (2022) ((2022) P.)
  • Description: Traces the smartphone-enabled guest path from booking to checkout and showcases robotic concierges, room sensors, and voice assistants enhancing convenience.

  • Source: STR Global and HVS (HVS)
  • Description: Timely reports breaking down hotel performance numbers and sharing revenue management insights based on real data.

Hands-On Guides and Tools:

  • Tools: Tableau and Power BI (BI)
  • Description: Step-by-step tutorials and quick examples demonstrating how to build dashboards for daily hotel data analysis.

  • Tools: Cloud PMS Platforms (Platforms)
  • Description: Plaintext guides for getting comfortable with the key features of cloud systems such as Opera and Cloudbeds.

  • Tools: Google Analytics and Meta Business Tools (Tools)
  • Description: Basic notes on tracking online campaigns and reading essential social media metrics for hospitality performance.