Bali News / Bali Travel and Holiday Updates

Bali tourism industry has been highly influenced by enormous power of information and communication technology (ICT). The strongest evidence was growth of business online. “The two rapidly growing significant global phenomenas bring both opportunities and threats to tourism business practitioers”, commented Dr. Drs. I Nyoman Madiun, M.Sc., a lecturer at Bali Tourism Institute (STP), Nusadua, Bali.

Effect of the technology growth has radically changed global tourism industry has radically changed proviously matured operational strategy and business practice. It even believed to have affected competitive advantage of large corporations. Large corporation with unlimited financial and brain resources such as Marriot, Hilton, and British Airways have gained leveraged significant benefit by strategically leveraging ICT infrastructure. “A number of large hospitality businesses such as hotel chains have even successfully expanded their business by reaching worldwide customers”, added Nyoman.

ICT revolution has brought significant impact to the growth of tourism industry these days. Intagible holiday products which practically imposible to see, touch, and showcase, has made unique challenge to market. Various presentation methods are required to present the product in more than just plain textual explanation. “Here ICT shows its superiority in powering the business wheels”, he said.

With regard to marketing strategy of tourism products, rapid growth of supply and demand of tourism products have brought in e-business as imperative partner in the process of marketing, distribution, promotion, and coordination. “ICT and internet have allowed tourism business practitioners to strengthen their business presence by leveraging the enormous power of the two important phenomenas in tourism business”, he continued.

Usage of the technology has also been proven to also increase internal efficiency by better resource allocation. Interaction with prospective customer could be done in more effective ways to properly present intrisic strengths of the offered products. Expansion of tourism network increased point of sales of offered tourism products. In addition to customer and  provider communication, the new medium can also accommodate communication among different customers.