How digital media and technology are used in the tourism industry
The tourism industry
To define simply, the tourism industry is the commercialisation of the movement of people. People travel for many reasons: leisure, business, medical or cultural purposes. People also travel in many forms: air, sea and road. Obviously, people have been ‘moving’ since the beginning of time, but commercialisation has altered the way it is done, its frequency and possible destinations. Like other aspects of society, the tourism industry has also been altered by digital media and technology. The tourism industry has been equipped with a number of tools, devices and digital media that have changed the way it operates and created opportunities to be exploited.
Imagination
Digital media tools present many opportunities for destinations and service providers to expand their reach across the globe, and capture their allure. Tools such as Google Earth, for example, can allow users to see various destinations and attractions before visiting themselves or if they’re unable to due to financial or time constraints. As mentioned by peer Yiyang Qiao, VR technology has opened a new avenue for the tourism industry. Virtual Reality can allow users to imagine themselves in any destination of their choosing — an experience in itself. I remember using the University’s virtual tour of campus before I moved to the city. According to Statista, over 50% of those 65 years and older in 2016 were interested in experiencing tourism through VR!
Social Media
Similar to VR, social media can offer users the chance to see various destinations and experiences. Moreover, they also promote tourist destinations and provide travel advice for potential customers. Organisations can benefit from this type of promotion — particularly with the rise of celebrities and influencers. They are even social media pages dedicated to travel advice, suggested destinations and flight’s price such as Best Vacations on Instagram which has over 5 million followers! Organisations can create their own social media pages to advertise their services and reach a greater market compared to traditional marketing tools.
Language translation & navigation
The rise of translation and language learning apps like Duolingo (13.8 million downloads in January 2023) and Google Translate (over 100 languages supported) is transforming cultural immersion. Tourists can now navigate unfamiliar destinations with greater ease. Similarly, Google Maps, with its suggested routes, traffic updates, and “hands-off” driving mode (as Angela Martinez highlights), allows tourists to confidently and safely explore on their own, while discovering nearby services and attractions. These digital tools are improving travel by creating a sense of independence which gives remote or unconventional destinations the opportunity to be explored.
International & Digital Payment
International payment methods like Visa and MasterCard present opportunities for the tourism sector, contributing to its growth and smooth operation. These cards are widely accepted globally, allowing travellers to make payments for various tourism services, without needing to exchange currency or carry large amounts of cash. The rise of contactless payments through NFC technology and digital wallets further simplifies the process and minimises the risk of theft. This can give travellers peace of mind and encourage them to spend more freely on their trips, while businesses benefit from increased revenue and a diversified customer base by catering to a wider range of international travellers.
Airline Advancements
The advancing technological improvement of aircraft directly creates opportunities for the tourism industry. As highlighted by Angela Martinez the design features on aircrafts such as the Boeing 787 aircraft create new travel possibilities that were previously too distant. For example, the longest commercial flight is between New York (JFK) and Singapore (SIN) covering 9537 miles. This accessibility, coupled with the diverse offerings of airlines like Ryanair and Norse, catering to budget-conscious travellers, demonstrates how the tourism industry can cater to various consumer classes .
Review websites :)
Review websites can be a great opportunity for the tourism industry. Past consumers of service providers leaving their comments can help organisations improve their service or implement new commodities. Positive reviews can help shape a tourist provider image, and can lead to increased revenues if other users see this which can encourage them to select them over other competitors in the industry. Moreover, an active review page shows that the organisation values its customer opinion and cares about its online presence. According to this Statista report, as of 2023 TripAdvisor worldwide has over a billion reviews for accommodation, hotels, service providers and attractions.
Review websites :(
Review websites also can present themselves as challenges to the tourism industry. Negative reviews can have the opposite effect positive reviews will have. A reduced star rating and negative comments can taint an organisation’s online presence. Poor reviews can also put off potential customers, especially if they are reoccurring of similar instances being mentioned — poor customer service, difficult booking, unfair treatment. Although, this doesn’t have to remain a problem — firms can utilise these negative comments to fix and improve their service and replying to them can show a sense of accountability.
Loss of humanity
While technology has undoubtedly streamlined travel, overreliance on it can negatively impact the tourism industry. Online booking platforms, self-service kiosks, and virtual tours can limit human interaction and create a sense of distance between travellers and the local community. This standardisation of the travel experience, lacking personal touch, can impact the industry's ability to create lasting memories for tourists and even limit repeat visits. Overreliance on technology, can also hinder tourists chances of gaining valuable insights, recommendations and advice from local exports — limiting the flow of the destination’s culture.
Balance
As society embraces digitalisation, the tourism industry has a unique opportunity to use these advancements for further growth. While the benefits explored earlier are just a glimpse of the possibilities, challenges will inevitably arise. Striking a balance between using technology and fostering personalised experiences will be crucial. Hotels, for instance, can utilise self-check-in kiosks while maintaining a welcoming reception team. Ultimately, navigating the opportunities and challenges of digital integration lies with each tourism organisation’s management team.
