Impact of
Technology
The tourism sector is one of the sectors most impacted by
the Internet. As early as 1952, Global Distribution Systems
allowed travel agents around the world access to dynamic
inventory of airline flights and tour itineraries. The accommodation
sector soon followed the airline sector and today,
travel aggregators like Kayak and Expedia have not only
impacted traveler behavior in each phase of the buying process,
but also the manner in which adventure companies
and destinations position and market their products.
The Internet and the development of online portals have
drastically changed the landscape of mass tourism; however,
the impact to the adventure tourism sector is more
on the demand side than the supply side. Consumers are
empowered through access to a wide range of information
and tools, including a massive and ever-growing number
of consumer-generated reviews. For example, the travel review
website, TripAdvisor, which has the world’s most popular
travel application for smartphones, reached a milestone
number of 150 million reviews in February 2014 and has
over 2 billion unique World Wide Web visitors a year.1
As mentioned in chapter 2, travelers are now more likely to
travel further afield, because the internet enables them to
feel confident about their destination before leaving, courtesy
of destination images, weather reports, reviews and the
ability to download maps and guides.
The Internet also has intrinsic impacts on the adventure
tourism supply chain. The Internet has eliminated the linear
nature of the chain, because tourists are now able to
access any part of it online. Similarly, any part of the chain
can market directly to the consumer. Chapter 2 discussed
the trend towards disintermediation, which is heightened by
the popularity of online booking systems. These systems
allow for clear price comparisons, peer reviews, and even
360 degree video tours, which allow the tourist to access a
considerable amount of information to inform their booking.
Consumers can easily book packages online and are doing
so in increasing numbers. However, they still show a strong
tendency to book offline, creating a need for businesses to
support both online and offline channels and transactions.
New software emerges every day that aims to fill this gap by
providing customized, yet automated itineraries to a myriad
of destinations, but such software has yet to gain significant
market share.Technology helps adventure travel businesses
optimize their operations, achieve greater marketing reach,
and improve their products. It allows both destinations and
enterprises to better understand their competition and their
clients. Most importantly, technology allows businesses to
reach their clients more easily. New skills are now required
to be successful in adventure tourism. Online marketing is
critical to raising awareness of any product, and organizations
need to adapt to ensure they have the right software
and/or platforms in place to attract their target markets.
According to TripAdvisor, the Internet is the second most
important source of inspiration for leisure travelers (after
word-of-mouth recommendations from family and friends)
and the top planning resource.2 Websites are the new storefronts.
They need to capture the imagination of the virtual
user immediately while also providing a seamless online experience,
because the competition is always just one click
away. Search engine optimization has also become critical,
as 58% of leisure travelers start the planning process with a
simple Internet search.3
Online, the currency is conversations, and consumers need
to be engaged and inspired to visit a destination. Today,
good marketing relies on effective storytelling. Social media
is especially conducive to storytelling. In the experience
economy, customers are searching for a compelling story
and for destinations that appeal to their values and support
growing global values such as sustainability, promoting and
supporting local businesses and products, and responsible
business. Social platforms, such as Facebook and Twitter,
also allow for real-time customer service, authentic conversations
with and between clients, and ways for travelers to
share their trip experiences before, during, and after the trip
takes place.
The prevalence of mobile phones and tablets have also impacted
the way destinations and companies market their
products. 42% of travelers use their mobile devices to
search for information while on vacation.4 Websites need to
be fast, mobile-friendly and optimized, and easy to navigate
on small screens. Travelers are also beginning to book trips
via their mobile phones, with one in four people in United
States of America (the) booking on a mobile device.5