IN TR O D U C TIO N
Overview b ack grou n d
The tourism industry is complex and multifaceted, influenced by various trends such as globalization, deregulation, and evolving consumer demands As demographics shift and lifestyles change, tourists are becoming more knowledgeable and accustomed to automated technologies Additionally, technology serves as a powerful tool for measuring, controlling, and reducing costs within the travel sector.
The integration of technology in the tourism industry enhances customer value by introducing innovative products and services alongside improved processes This technological advancement offers significant benefits to stakeholders, exemplified by a notable tourism entity that has successfully leveraged technology in its operations in recent years.
A Tourist Information Center is a clearly labeled, publicly accessible location staffed by personnel who provide predominantly free information to enhance travelers' experiences (Pearce, 2004) The functions of these centers include promotion, orientation, enhancement, and control, all aimed at facilitating a better travel experience.
Tourism Information Centers (TICs) utilize a diverse array of information resources, blending traditional and modern media Traditional media includes staff interactions and brochures, while new media encompasses information and communication technology Onsite, TICs offer information through staff assistance, brochures, and interactive tools like touch screens or online kiosks Remotely, they disseminate information via the Internet, telephone, and mailed brochures, often using intermediaries such as travel agents to enhance accessibility.
Tourist Information Centers (TICs) are evolving into essential hubs that serve as information brokers, transaction processors, and advisors With the rise of a knowledge-based economy, there is a growing reliance on the Internet, which enables TICs to offer valuable information, enhance efficiency, and provide value-added services to clients Leveraging advanced technology, TICs now provide a range of services, including 24/7 reservation capabilities, access to extensive databases of attractions and destinations, and automated reservation systems for airlines, hotels, and car rentals, ensuring a seamless experience for tourists and travelers.
The significance and effectiveness of Tourist Information Centers (TICs) have become increasingly evident in Vietnam, especially in major cities like Hanoi and Ho Chi Minh City Since 2006, the number of TICs in Hanoi has grown, with HaproTic, established on November 7, 2006, emerging as one of the largest centers HaproTic offers a range of services, including free maps, travel tips, guidebooks, currency exchange, and instant hotel and transportation reservations Enhanced by technology such as information databases and the Internet, the service quality at HaproTic has received positive feedback from visitors.
Hanoi's tourism is supported by several tourist information centers managed by the Hanoi Administration of Tourism (HNAT) These centers are strategically located in key areas, including major city roads, Noi Bai Airport, and the popular Hoan Kiem district, making them easily accessible for visitors.
According to HNAT statistics, Hanoi had approximately 188 electronic tourism kiosks in 2008, designed to provide useful and convenient information to visitors However, these e-kiosks have fallen short of tourists' expectations, as the information provided is often outdated and insufficient, leading to ineffective utilization of their intended purpose.
Despite the initial reliance on basic technological tools like telephones and email, the development of Technology and Information Communication (TIC) in Hanoi has evolved significantly in recent years The introduction of TIC websites, portals, and Wi-Fi, along with various IT services, has transformed the technological landscape for tourism in the city This dynamic environment has propelled Hanoi TICs into a new era of IT applications, although challenges regarding the effectiveness of these technologies remain.
* Appendix 7: List o f tourism kiosks in Hanoi
T able 1.1: C urrent existing issues o f Hanoi TICs
Poor and out o f date inform ation Lack o f inform ation-sharing systems am ong stakeholders (public, private and non-profit organizations)
D irect Bookings/Reservations are quite difficult
Lack o f synchronous booking systems am ong all related parties (airlines, hotels, transportations )
O nly have two main languages used at
Lack o f technological creativity to overcom e language barriers
TICs websites are not w orking well Lack o f content providers, IT soft ware and com puter application solvers
D ifficulties gasping current tourism technology trends: m obile technology
Not enough capital and infrastructure Lack o f qualified staff
T here is not a quite close connections am ong T ics’ stakeholders
M utually perceived benefits not identified
Shortage o f specific legal documents, regulations and guidelines
Why Hanoi is chosen as a subject for technological applications in TICs
Hanoi, the capital of Vietnam for nearly a millennium, is recognized as the nation's cultural hub, showcasing the legacies of various dynasties Despite the loss of some relics due to wars and time, the city is rich in historic and cultural monuments that attract both visitors and locals Even after the capital moved to Hue in 1802 during the Nguyen dynasty, Hanoi thrived, particularly following French colonization in 1888, which influenced the city's architectural style and enriched its aesthetic heritage With over 1,000 years of history, Hanoi has successfully preserved much of its cultural legacy from the past few centuries.
Hanoi hosts more cultural sites than any cities in Vietnam, including over 600 pagodas and tem ples.
The Old Quarter, located near Hoan Kiem Lake, preserves the original street layout and architecture of historic Hanoi, dating back to the early 20th century when the city had around 36 streets, many of which are still part of this vibrant area Each street was once home to merchants and households specializing in specific trades, such as silk and jewelry, and while modern commerce has diversified, the street names still reflect these traditional specialties The Old Quarter is renowned for its small artisans and numerous silk shops, alongside a rich array of local cuisine, clubs, and bars Additionally, a lively night market near Đồng Xuân market operates every Friday, Saturday, and Sunday evening, offering a diverse selection of clothing, souvenirs, and food.
Some others prom inent places are: The Tem ple o f Literature (Văn M iếu), site o f the oldest university in V ietnam 1070; One Pillar Pagoda (Chùa M ột Cột); Flag Tow er o f
H anoi (Cột cờ Hà N ội) In 2004, a m assive part o f the 900 year old citadel was discovered in central H anoi, near the site o f Ba Dinh square.
Hanoi, often referred to as the "city of lakes," is a picturesque city situated between rivers and characterized by its lowland geography Among its numerous scenic lakes, the most renowned include Hoan Kiem Lake, West Lake, Halais Lake (Hồ Thiền Quang), and Bay Mau Lake, each contributing to the city's charm and beauty.
West Lake (Ho Tây) is the largest lake in Hanoi, making it a favored destination for leisure activities The area is rich in cultural heritage, featuring numerous temples Visitors can enjoy boat rentals and dine at a unique floating restaurant, enhancing their experience by the water.
U nder French rule, as an adm inistrative centre for the French colony o f Indochina, the
French colonial architecture has left a lasting impact, with notable examples still visible today, such as the picturesque tree-lined boulevards like Phan Dinh Phung Street, the iconic Grand Opera House, and the historic State Bank of Vietnam, originally the Bank of Indochina Other significant structures include the Presidential Palace, once known as the Place of the Governor-General of French Indochina, the stunning cathédrale St-Joseph, and the luxurious Sofitel Metropole hotel.
In recent years, Hanoi has experienced a significant increase in both domestic and international tourism, attributed to its competitive strengths According to statistics from VNAT, international arrivals reached 90,000 in 2005, marking a 27% increase compared to 2004 By 2008, the city welcomed a total of 7.66 million tourists, including 1.4 million from countries such as China, Thailand, Malaysia, and the USA.
In 2009, Hanoi welcomed 926,400 international tourists over a nine-month period, with a notable 50% increase in Chinese visitors compared to 2008, making up 14% of the total arrivals Additionally, tourist numbers from South Korea and Japan rose to 9.7% and 9%, respectively Australian and French visitors also saw significant growth, increasing by 40% and 30% Furthermore, domestic tourism surged to 4.3 million, reflecting a 30% increase from the same period last year.
Tourist arrivals in Hanoi are declining due to various objective and subjective factors Experts suggest that the city's tourism offerings are monotonous, overly focused on natural attractions, and suffer from underdeveloped infrastructure Additionally, entertainment options and supplementary services are limited, often constrained by service hours Small and medium-sized travel agents and hotels lack clear strategies for product development and promotion Furthermore, technological applications that could enhance tourist experiences, such as e-booking, e-payment, and e-information, are underutilized The ineffective implementation of these technologies is attributed to weak collaboration among stakeholders, varying levels of technological adoption, and a lack of comprehensive guidelines and policies within the tourism industry.
The effective implementation of technological applications in TICs offers significant advantages for stakeholders, including the public sector, private sector, tourists, and non-profit organizations, enhancing both the tourism industry and its related sectors.
Hanoi boasts a robust array of resources, including efficient transportation systems, hospitality services, and travel facilities, which enhance its competitiveness in the travel industry The city's existing technologies and skilled workforce further contribute to accelerating growth, significantly supported by advancements in information technology.
Information technology is transforming the tourism industry, significantly shaping visitor expectations Tourists now seek convenience, comprehensive information, and comfortable experiences, which enhance their stay and enjoyment in Hanoi This evolution in technology ensures that visitors can engage more deeply with the city's offerings, leading to longer stays and more satisfying experiences.
Research aims and o b jectiv e s
The integration of technological applications in Hanoi's tourism industry has significantly enhanced the effectiveness of Tourism Information Centers (TICs) This research aims to explore and highlight the various benefits and advancements brought about by these technologies in the city’s tourism sector.
1 Learn how Information Technology can revolutionize the operations o f TICs in Hanoi (am ong TICs, related-partners/ stakeholders)
2 Detect arising issues o f technological applications at TICs:
+ Human resource issues (TICs trip advisors, salespersons, managers and other parties from public and private sectors): IT know ledge, language obstacles and so on
+ The connection betw een public sector and private sector w ith the use o f
IT to provide services to tourists
+ Rem arks o f the com patibility o f existing technology, accreditation, financial, networking and T IC s’organizational change capacity.
3 Possible suggestions to the technological applications at TICs in Hanoi:
+ IT training courses for TICs staffs (trip advisors, sales and marketing staff, managers and others
+ Specific plans and policies for the use o f IT in TICs+ Encourage content and IT solution providers to produce domestic e- products
Research S ign ifican ce
1 Technological applications in Vietnam Tourism
According to the research titled "Potentiality of Online Tourism Market in Vietnam - The Case of Skydoor," Vietnam's tourism sector comprises over 3,000 enterprises, with varying levels of technological applications These range from the central level, represented by the Vietnam National Administration of Tourism, to local provincial administrations and down to individual enterprises such as tour operators and hotels While the central level boasts a solid IT infrastructure and skilled human resources, there is a notable lack of attention to favorable policies and environments for IT development in tourism Additionally, the absence of ministry-level committees and comprehensive strategies for leveraging IT in the travel industry hinders potential growth.
At the provincial level, the tourism authorities have taken notice o f ICT benefits through
IT facility investm ents, IT human resources; how ever, the IT applications in tourism am ong provinces are not equal.
A t tourism enterprise level, the ICT applications in tourism are quite good due to close links to their operations and proactive policies as well as financing.
ICT applications in Vietnam's tourism sector face significant challenges due to a lack of coordination among stakeholders Currently, IT applications are limited and operate on a small scale, resulting in weak connections among tourism enterprises Establishing common standards would enhance the promotion of images, products, and services through state-led campaigns, fostering a collaborative environment for tourism activities Additionally, improved data collection and analysis at state and provincial levels would lead to more accurate statistics, aiding future tourism planning.
Vietnam tourism is in pursuit o f doing researches on investm ents on DMS (Destination
The Management System is a cutting-edge technological application transforming the travel industry, enabling tourists to easily compare and select suitable products and services This system facilitates the sharing of tourism information and knowledge among enterprises and government entities, allowing for more efficient collection of essential statistics through interactions with actual tourists and potential clients Successful implementation of this model relies on collaboration between the public and private sectors Vietnam's tourism sector is enhancing existing websites to evolve into comprehensive tourism portals, driving further development in the industry.
VNAT is enhancing the promotion of technological applications by increasing the availability of promotional information on its websites It actively encourages the sharing of tourism-related information from various provinces, offers free promotional opportunities for tourism enterprises, and provides technological solutions to support these businesses.
Compared to state and provincial levels, enterprises demonstrate superior capabilities in applying technology to tourism activities, resulting in faster and more substantial investments This advantage stems from enterprises' heightened awareness of the benefits technology brings to their operations, as evidenced by the greater number of workstations and servers they have equipped and utilized.
A recent survey reveals that tourism enterprises have an average of 62.7 workstations and 2.3 servers each, with SaigonTourist and Caravelle Hotel leading with 25 and 20 servers respectively Notably, 63% of these enterprises operate between 50 to 5000 workstations, while the remaining have fewer than 20 The primary purposes for these workstations include text editing, professional assistance, Internet access, superior networks (37%), email management, and planning.
In 2007, the Vietnam Tourism Association evaluated the top ten tour operators and travel agencies in the Vietnamese market based on four key criteria: multilingual features, discussion forums, search facilities, and online payment options This assessment highlights the capabilities of these companies in providing interactive tools for end users, reflecting their commitment to enhancing customer experience in the travel industry.
T ab le 1.2: The evaluation o f technological applications in top ten tour operators/ travel agencies
Saigontourist w w w saigon-tourist.com Yes No Yes Yes
E xotissim o-C esais w w w exotissim o.com Yes No Yes Yes
H anoi tourism w w w vietnam vn-tourism com Yes No Yes Yes
D iethelm w w w diethelm travel.com Yes No Yes Yes
B enthanh w w w benthanhtourist.com vn Yes No Yes Yes
Fiditour w w w fiditour.com Yes No Yes Yes
Peacetour w w w peacetourco.com Yes No Yes Yes
H uongG iang w w w huonggiangtravel.com Yes No Yes Yes
* Websites inaccessible at the tim e o f assessment
As the tourism industry undergoes significant changes and embraces technology, the government is committed to revising tourism laws to better support the legal implementation of ICTs in the sector Major investments are planned to develop strategies for integrating ICTs into tourism from 2005 to 2010 and beyond.
Despite the critical importance of Information and Communication Technology (ICT), its role is not fully recognized at various levels, and there is a significant lack of technical knowledge among the majority in the field.
According to the Travel & Tourism Competitive Report 2009 by the World Economic Forum, Vietnam ranked 96th out of 133 countries with a score of 3.6 out of 7 for its ICT infrastructure This score reflects the level of business internet usage in the country, indicating the extent to which the internet is utilized for purchasing and selling tourism products and services, as well as for engaging with customers and suppliers.
According to the 2007 Vietnam ICT Index report, the index assesses the readiness of various levels, including state, provincial, and enterprise sectors, in terms of ICT infrastructure, human resources, applications, environment, and policies Notably, the Ministry of Culture, Sports, and Tourism achieved a rank of 20 in this evaluation.
A fter having som e discussions and issues o f technological applications to TICs in
In Vietnam, particularly in Hanoi, the relationship between Travel Information Centers (TICs) and Information and Communication Technologies (ICTs) is becoming increasingly defined This thesis aims to enhance awareness of the travel industry's position in Vietnam and globally, while identifying existing challenges that hinder the effective integration of TICs and ICTs Subsequently, it offers potential solutions and recommendations for stakeholders to address these issues.
This thesis will be viewed from the service providers most clearly what they are lacing with.
For tourism planners, the contributions o f the research are:
- Som e specific cases and recom m endations will be delivered in order to make best use o f IT for TICs
+ IT training program s and courses for TICs staff and managers
+ Some ideas to develop E-tourism in Hanoi (e-inform ation, e-booking and e- paynient)
The article highlights key contributions of laws and regulations aimed at enhancing the relationship between TICs and ICTs, as detailed in the Findings and Recommendations section Notably, the implementation of a cybermall concept and the role of public TICs as intermediaries are emphasized as significant strategies for fostering collaboration and innovation within the technology landscape.
To address the challenges faced by Tourism Information Centers (TICs), it is essential to implement effective solutions for overcoming language barriers and operational difficulties Enhancing user-friendliness and ensuring reliable operations can significantly improve tourist satisfaction Gathering feedback through surveys and responses from visitors can provide valuable insights, enabling TICs to tailor their services and address specific concerns, ultimately leading to a more enjoyable experience for tourists.
- T hrough TICs w ith the ICTs assistance, some im plications o f perform ing marketing cam paigns, hum an resource m anagem ent and tourism planning functions.
For travel inform ation providing com panies and content, IT providers, the contributions for the research are:
It is essential to highlight the vital connection between the public and private sectors in fostering healthy environments This partnership is built on the foundation of reliable information and mutually beneficial activities, such as marketing, IT assistance, and knowledge exchange By collaborating effectively, both sectors can contribute to the well-being of communities and promote sustainable development.
- Understand m ore about the m otivation o f tourists to TICs under the useful help o f ICTs
- H ave certain know ledge and better use o f conventional analogue channels and electronic digital channels
- U tilize human resources along with the quick developm ent o f ICTs applied in TICs
- G ive potential and1 or “true” tourists best access to m ost useful and relevant inform ation at TICs.
M E T H O D O L O G Y
Research questions and hypotheses
The travel industry has seen a significant rise in the adoption of multimedia technologies, as evidenced by various field studies (Evans and Peacock, 1999; Morrison and Harrison, 1998; Sigala, Airey, Jones, and Lockwood, 1999) These technologies are increasingly recognized as crucial for enhancing productivity and creating new business opportunities in the 21st century Furthermore, the modern information society has transformed tourism into a highly information-intensive sector, where information and communication technology (ICT) plays a vital role The importance of ICT in the tourism industry cannot be overstated, as it serves as an essential driving force in today's information-driven economy.
Information and Communication Technology (ICT) has revolutionized the business landscape by introducing new tools and distribution channels In the tourism industry, ICT facilitates seamless business transactions through networking with trading partners and delivering product services while providing vital information to customers globally Consumers increasingly rely on online platforms to gather information and plan their travel, making information a crucial element in the tourism sector ICT permeates various aspects of tourism, playing a significant role in site management, monitoring, marketing, and the overall operation and management of customer relations.
With the deep understanding o f the im portant role o f inform ation technology, this research will focus on the technological applications in Hanoi TICs w ith the following purposes:
> Evaluate the effectiveness o f technological applications to Hanoi TICs from their own views:
+ W hich technological tools are being applied at the centers?
+ The com parisons with these applications at these centers with other countries
> Detect som e main obstacles blocking the success o f TICs in term s o f ICTs basing on the evaluation o f key factors for applying ICT in TICs:
+ IT education and training for TICs managers, trip advisors and other related- partners.
+ The level o f integration o f TICs and various sectors like transport, lodge and so on + Technical Infrastructure
+ Human Infrastructure which includes skilled people, visions and m anagement
• Subsides for Internet service providers
• Legal fram ework for online advertisem ent or official endorsem ent for online marketing.
• Create and sustain ICT environm ent
• ICT training for all level o f staff
• Establish electronic linkages between all related sectors.
> Give further suggestions to current issues in Hanoi Tics (tourism planners, public and private TICs)
W ith these concerns above, the research will be divided into four m ajor questions:
1 W hat ICT tools are TIC staffs using?
2 W hat applications are being used by m anagers?
3 Do these technological applications help T IC s’ operations run sm oothly and efficiently? How are they?
4 W hat barriers m ake the technological applications less effective and successful?
This article explores the application of Information and Communication Technologies (ICTs) in Tourist Information Centers (TICs) in Hanoi, highlighting the limited research available from the TIC perspective The study aims to answer four key questions through in-depth interviews and observations, which are deemed the most effective data collection methods TICs serve as vital intermediaries in the travel industry, facilitating productive interactions between travel suppliers and customers Their roles are crucial, as outlined by the "Four Plus" model of visitor center functioning, which identifies multiple functions of TICs, including area promotion, visitor orientation and enhancement of local attractions, management of visitor flows, and serving as substitutes for on-site visits.
Visitor centers should be viewed as multifunctional spaces within the Four Plus model, serving not only tourists but also fulfilling the objectives of Tourism Information Centers (TICs) These centers act as community hubs, showcasing local pride and political achievements, while also functioning as the administrative and research headquarters for effective local tourism management.
This research will focus on conducting in-depth interviews and observations with TIC staff, including sales and marketing personnel and trip advisors, as well as TIC managers TIC staff serve as "information absorbers," engaging with tourists both on-site and off-site, and can offer valuable insights into customer perceptions of TIC services, particularly regarding the strengths and weaknesses of existing ICT applications Additionally, TIC managers frequently interact with various stakeholders, such as tourism suppliers, tour operators, and transportation services, providing them with the opportunity to assess how ICT applications can enhance the value of TICs Consequently, their evaluations of the current ICT applications used at TICs are highly valuable.
In-depth interviews and observations will be carried out at both public and private Technology and Innovation Centers (TICs) to identify potential barriers that hinder the effectiveness and success of ICT applications.
A fter that, further im provem ents for TICs will be discussed in order to have better TICs in the near future keeping pace with the ICTs evolutions.
Research h yp oth eses
Based on an analysis of available secondary information and the identification of research questions related to ICT applications in TICs, several hypotheses have been formulated These hypotheses address current challenges hindering the successful implementation of ICT applications in TICs in Hanoi.
Ho: There is a low degree o f ICT applications in TICs in Hanoi
Ha: There is not a low degree o f ICT applications in TICs in Hanoi
Ho: There are no specific and effective regulations/ m aster plans o f ICT applications in Tics in Hanoi
Ha: There are specific and effective regulations/ master plans o f ICT applications in Tics in Hanoi
Data collection and analysis m eth o d s
The research utilizes secondary data, which involves the collection and analysis of existing information gathered by others, to explore TICs in Hanoi Reliable sources include various TIC-related books, magazines, and websites such as titc.vn and vietnamtourism.com This wealth of information provides a solid foundation for the author's thesis, despite the limited research on TICs and ICT applications in the city The study allows for comparisons between TICs in Hanoi and other countries, enriching the understanding of technological applications Additionally, data collected will significantly contribute to the literature review, analysis, implications, and recommendations of the study, drawing on insights from previous research and reports, including those by Clare A Gunn and Var Turgut.
There are two m ost im portant factors in a research: Validity and Reliability Normally, secondary data is used due to some following benefits:
• C onsiderably cheaper and faster than doing original studies
• Benefit from the results from some o f the top scholars in the field, which ensures quality data.
• Be suitable for limited funds and tim e
• Previous collected data is flexible; might only extract a few figures from a table, use the data in a subsidiary role in the research.
The validity and reliability of secondary data can be compromised by various internal and external factors, such as measurement errors and source bias To enhance research quality, it is advisable to utilize primary research alongside secondary data, particularly through parties' TICs This combination allows for more effective research and greater confidence in the findings Moreover, incorporating both data types helps to provide clear explanations and mitigates issues related to outdated information and errors stemming from both objective and subjective causes.
2 Prim ary inform ation analysis
Primary data is know n as the data which is collected by the researcher directly by his own observations and experiences.
Primary data collection will enhance the validity of the study, offering more accurate and current information compared to secondary data sources Utilizing up-to-date data is crucial, as older information may not yield reliable answers to research questions Common methods for collecting primary data include surveys, interviews, and observations.
• Focus group interviews • Critical incidents
The study will utilize primary data collection methods, specifically interviews and observations Interviews are a key technique for understanding the underlying reasons and motivations behind people's attitudes, preferences, and behaviors They can be conducted one-on-one or in groups, and are flexible in terms of location, taking place on the streets, in workplaces, or even at home through telephone or internet applications This method offers several benefits for data collection.
• Serious approach by the respondents resulting in accurate information.
• Interviewer in control and can give help if there is a problem.
• Can investigate motives and feelings.
• Characteristics o f respondent assessed - tone o f voice, facial expression, hesitation, etc.
• If one interviewer used, uniformity o f approach.
In November 2009, six in-depth interviews were conducted with staff and managers from Hapro and TITC, representing both private and public Tourist Information Centers (TICs) in Hanoi The respondents included trip advisors, sales and marketing personnel, and managers, with a total of four TIC staff and two managers participating The interviews aimed to gather insights on the current use of technological applications in their workplaces TIC staff, who directly utilize ICT tools to engage with both internal and external parties, provided valuable evaluations of the technologies in use Meanwhile, the experienced managers offered strategic perspectives on current technological trends, enhancing the understanding of operational practices within the TICs.
Observations are referred to recording the behavioral patterns o f people, objects and events in a systematic manner This method is used with the following advantages:
• If the researcher observes and record events, it is not necessary to rely on the willingness and ability o f respondents to report accurately.
• The biasing effect o f the interviewer is either eliminated or reduced Data collected by observation are, thus, more objective and generally more accurate.
• disguised or undisguised • non-participant
• natural or contrived • Participant, with the participant taking a number o f different roles.
This approach enables the author to showcase personal insights and evaluations regarding the use of technology at TICs During a two-day observation in early December, the author dedicated time and effort to watching Hapro staff assist tourists with various technological tools.
Combining both non-participant and participant observation methods is anticipated to yield valuable insights into the use of technological applications at TICs Following initial non-participant observations, participant observations will take place during interactions between TIC staff, tourists, and supervisors.
Content analysis is a powerful research method used to identify specific words or concepts within various texts, enabling researchers to quantify and examine their meanings and relationships This approach allows for insightful inferences about the underlying messages, the authors, the target audience, and the cultural and temporal context of the texts Texts encompass a wide range of formats, including books, essays, interviews, newspaper articles, speeches, and informal conversations, and a single study may analyze diverse types of communicative occurrences.
Content analysis research is fundamentally anchored in two critical factors, with reliability being a key concept for evaluating research quality and rigor Hammersley (1992) defines reliability as the consistency with which different observers or the same observer at different times categorize instances Additionally, Kirk and Miller (1986) identified three distinct types of reliability that further underscore its importance in research methodologies.
• The degree to which a measurement, given repeatedly, remains the same
• The similarity o f measurements within a given time period
According to Joppe (2000), validity in quantitative research refers to the extent to which a study accurately measures what it aims to measure, essentially assessing the truthfulness of the research outcomes In other words, it evaluates whether the research instrument effectively targets the intended research object Researchers typically establish validity by posing a series of questions and often seek insights from existing research.
When designing a study and analyzing results, it is crucial to prioritize validity and reliability to ensure high-quality research Reliability should be established through an assessment of trustworthiness, while validity serves as the foundation upon which reliability is built (Patton, 2001).
1 http://w w w n o va e d u /ssss/Q R /O R 8 -4 /g o la fsh a n i.p d f
The research outcomes will be derived from a comprehensive analysis of both primary data, gathered through observations and in-depth interviews at HaproTic and TITC, and secondary data from various sources such as books and previous reports This dual approach will ensure the study's quality and provide insights into how ICT has transformed TIC operations in recent years By comparing these data sources, the research aims to answer key questions and incorporate suggestions from respondents to enhance the effectiveness of technological applications at TICs Additionally, existing technologies like multimedia maps and internal websites will be introduced to bolster ICT effectiveness in Hanoi's TICs, while addressing potential technological challenges related to IT knowledge, legal frameworks, and funding.
LITERATURE REVIEW
Application of Information Technologies in tourism
In the past, the primary sources of information in the tourism sector included pamphlets, brochures, directories, and guidebooks published by various countries Although these traditional resources are still in use today, they have become less effective in providing information.
In recent decades, the integration of computer and communication technologies has significantly transformed the tourism industry This evolution has led to the development of two primary sources of information: online and offline Numerous databases containing details about destinations, tourist attractions, and facilities are now accessible online across various countries As noted by G Raveendran in 2008, the rise of computerized reservation systems (CRS) such as Galileo, Amadeus, Sabre, and PARS has further streamlined the booking process for travelers.
JA L COM, QAM TAM, and ABASUS, ETS have launched a comprehensive online platform for tourism information that is continuously expanding This innovative resource, known as the Internet, features detailed pages on a wide array of tourist destinations worldwide.
CD-ROM technology has significantly impacted the tourism industry, initially providing geographical information and later evolving into multimedia CDs focused on specific tourism products In recent years, there has been substantial growth in CD titles covering various aspects of tourism, driven by enhanced marketing strategies and increased competition Additionally, hotel management and catering technology are emerging as key areas for information technology applications within tourism Travel information services are also benefiting from technological advancements, with organizations striving to optimize the use of ICTs in their operations This has created numerous opportunities for stakeholders in the travel industry to collaborate on common IT platforms, highlighting the increasingly defined role of IT in the tourism sector.
Inform ation Exchange model o f TICs by Sheldon
The tourism industry is highly information-intensive, with tourists requiring essential information before, during, and after their trips (Sheldon, 1997) Tourism Information Centers (TICs) serve as a vital source of information for travelers, utilizing Information and Communication Technology (ICT) applications, particularly the internet, to provide crucial details before their arrival at destinations and throughout their travel experience.
According to Parolin (2001), the significance of tourists utilizing a Tourist Information Center (TIC) for their information search is acknowledged, yet quantifying this usage across various destinations and market segments remains challenging.
Utilizing the Sheldon model (2007) as a foundational framework, an information exchange model has been developed to clearly highlight the role of Tourism Information Centers (TICs) in delivering consumer-focused information As illustrated in Figure 1, TICs act as intermediaries within this model, facilitating the flow of information from primary suppliers such as operators, government agencies, and tourism associations to travelers The model not only identifies the key participants and types of information involved in the exchange process but also suggests the current tools employed to enhance this information exchange for each participant.
* D e c ry M Jago.L M istilis.N D 'A m bra.J Richards R and Carson D (2007) Visitor inform ation centres: Best
Practice in Information D issem ination , Chapter 1, page 6
Figure1 : TICinformationexchange model (the Sheldonmodel-1997)
In the Sheldon model, suppliers to Tourist Information Centers (TICs) are divided into primary and secondary categories based on their commonality Research in Australia indicates that most TIC suppliers are individual operators, industry groups, associations, other TICs, and government agencies like the National Park Service Secondary suppliers, such as wholesalers and brochure providers, typically have minimal contact with primary suppliers This scenario is more prevalent in major capital cities, where TICs are usually owned and operated by state governments or state tourism organizations.
Tourists are categorized into primary and secondary groups, where primary clients are visitors to a region for any purpose, while secondary consumers refer to local residents This classification is primarily based on the objectives of Tourism Information Centers (TICs), which are mainly funded to provide information to tourists.
The role of Tourism Information Centers (TICs) is increasingly recognized as a crucial intermediary in the information exchange process, necessitating effective internal information and knowledge management strategies The primary method of information delivery is through face-to-face interactions with TIC staff To facilitate communication, TICs employ various internal tools, including regular staff meetings, newsletters, notice boards, and front desk diaries, all of which are regularly updated and checked as part of daily operations Additionally, TICs conduct familiarization visits to local products and operators to enhance staff knowledge and service delivery.
Information suppliers utilize various tools to effectively deliver information to Tourist Information Centers (TICs) These tools include brochures, personal interactions, familiarization visits for TIC staff, and, when appropriate, electronic reservation systems.
Tourist Information Centers (TICs) utilize various communication tools to relay supplier information to consumers, with face-to-face interactions being the most valued and effective method Research indicates that the quality of customer service in TICs significantly influences visitor behavior, highlighting that knowledgeable and friendly staff can enhance visitor engagement, increase spending, and encourage repeat visits.
The exchange process employs various tools such as tourist notice boards, brochures, electronic touch screens, and Internet access, alongside looped audiovisual presentations and static interpretive displays In addition to computers used for reservation systems and public Internet access, these Technology Information Centers (TICs) are specifically designed to integrate advanced technological tools for enhanced visitor experience.
The Sheldon model identifies various types of essential information for tourists, including transport schedules, rates, product availability, and operational details This information is prioritized based on geographic relevance, with tourists primarily seeking details about the immediate region, followed by surrounding areas, other parts of the country, and international queries Tourist Information Centers (TICs) not only provide traditional services but also offer public internet access The information exchange model facilitates communication between tourists and TICs, enhancing service delivery TICs are encouraged to collect research data, such as traveler postcodes and patterns, through accreditation mechanisms to improve their offerings.
The Taxonom y of the information tasks o f users of T I C s
Tourist Information Centers (TICs) are crucial for fulfilling travelers' information needs at attractions TIC managers have various options for providing information, including pamphlets, printed materials, personal client services enhanced by the web, and online touch screens for information and bookings While traditional resources remain in use, the impact of Information and Communication Technology (ICT) applications on information dissemination has been significant (Buhalis, 1998, 2003).
According to D’Ambra, the rise of domestic and international tourists utilizing the Internet for information and reservations is notable In cultural tourism, research has explored how emerging technologies can manage and enhance access to extensive cultural heritage data Bonfigli et al (2004) highlighted that web-based applications facilitate virtual visits, offering personalized cultural information that can be reused by other interested tourists Additionally, Benjamins et al (2004) suggested that Semantic Web technologies can effectively disclose cultural heritage information, improving access to a wealth of literature for humanities researchers and educators This indicates the potential of emerging technologies to promote and protect destination images As tourists' information-seeking behaviors evolve with new ICTs, it is crucial for TICs to understand their role in educating both physical and virtual tourists and to integrate the diverse needs of these users and other travelers.
To effectively address the information needs of all users at the center, it is essential to develop a taxonomy that encompasses both virtual and face-to-face interactions Hoffman and Novak (1996) explored consumer behavior in computer-mediated environments (CMEs), identifying a dichotomy between experiential and goal-directed behavior Experiential behavior is linked to word-of-mouth strategies, entertainment, and enhancing product knowledge, while goal-directed behavior focuses on specific tasks like pre-purchase deliberation This framework can be applied to understand the motivations of tourists at Tourist Information Centers (TICs), distinguishing between virtual visitors—who seek to fulfill intrinsic and extrinsic needs online—and face-to-face visitors—who engage directly at the site Both types of tourists have information-based needs that require completion of specific tasks, which can be categorized into two contexts: virtual tourists accessing broadcast information without human mediation and those who interact with human mediators for information transactions.
* Deery.M Jago.L Mistilis N D ’Ambra J, Richards R and Carson I) (2007) 'Visitor information centres: Best
Practice in information Dissemination ' chapcr A page I1)
In the realm of virtual tourism, tasks can be categorized as either experiential or goal-directed Experiential tasks are driven by an intrinsic motivation to gather information for various purposes.
Experiential tasks are driven by the intrinsic motivation to gather essential information for pre-purchase decision-making Tourists seeking to explore a destination often look for details on accessibility, available tourism activities, estimated visit duration, and associated costs.
Users with personal interests in the destination's nature and related attractions are sought to enhance the information repository, highlighting the destination's significance and role within the broader context of interest.
Users or potential tourists who show a great interest in the destination would visit the website in order to maintain their expertise in that domain.
Recreational users are drawn to the engaging experiences of web surfing, which lead to a state of flow (Csikszentmihalyi, 1989) These casual users possess a general interest in the destination's context The information provided is both static and tailored, delivered in a broadcast format that aims to promote the site while also addressing the users' needs effectively.
The technologies can be employed in the context including:
* Mistilis N and L) Ambra J, (2007) ‘ Assessing the e-capability o f Australian visitor information centres page 4 Page 27
The website is used to support the staff in meeting the information needs o f tourists within TICs
TICs can leverage the internet as a vital resource to enhance their promotional efforts for destinations and attractions By utilizing websites effectively, they can reach virtual visitors and provide specialized information and communication services This includes destination marketing systems and interactive kiosks, as well as email and other related communication tools, making the internet a powerful technology for TICs.
The internet allows TICs to utilize destination marketing systems, which are specialized websites aimed at promoting various destinations These systems enhance the visibility of regional services, offering a comprehensive "one-stop shop" for both real and virtual tourists They fulfill the information needs of visitors regarding attractions and facilitate the purchasing and booking of services for their trips.
- Virtual tours of the destination
Virtual tours are one means for a TIC to both inform and educate virtual tourists These virtual tours can be two dimensional or three dimensions with multi-media functionality.
Goal-directed information tasks are defined extrinsically motivated by specific information need related to a task These following tasks:
Visitors seeking information about a destination will find relevant answers to their specific inquiries Tourists with a clear intention to visit an attraction tend to exhibit greater certainty compared to those motivated by experiential factors It is essential to address the specific needs of goal-directed travelers to enhance their overall experience.
Users seek information-based transactions that allow them to book tours, educational experiences, accommodations, and plan itineraries These transactions should be customized to meet individual preferences rather than relying on static information Additionally, users should have the option to access databases and complete their transactions online, utilizing advanced technology to enhance their experience.
• Interactive website offering storage and retrieval functionality
• Web-based tourist guides (known as knowledge management)
Destination marketing systems are evolving with a focus on itinerary planning and recommendation systems, catering to diverse tourist preferences, including families and seniors These systems offer tailored sightseeing suggestions and itineraries that align with the specific needs of different groups As noted by Ardissono et al (2004), some of these systems feature interactive agendas for tour planning and utilize XML-based technologies to enhance user interface generation and adaptation for various web and mobile browsers.
Traditional communication media and information resources effectively support tourists in achieving specific, goal-directed tasks within the human interface domain While Tourist Information Centers (TICs) initially provided information through these traditional media, they are now enhanced by Information and Communication Technologies (ICT) Visitors at TICs have specific informational needs related to their destination and its surroundings, seeking authentic experiences through interactive activities such as guided tours, information sessions, and educational experiences The integration of technology plays a crucial role in facilitating these engaging experiences for tourists.
Virtual reality is an emerging technology that can be served as the enhancing or substitution role at tourist destinations.
An electronic kiosk, also known as a computer kiosk or interactive kiosk, features a computer terminal that utilizes specialized kiosk software to operate efficiently while restricting user access to system functions This operational mode is referred to as kiosk mode These computerized kiosks can either store data locally or access it from a network While some kiosks offer free informational services to the public, others are designed for commercial use Common input devices for interactive kiosks include touch screens, trackballs, computer keyboards, and pushbuttons.
Emerging trends indicate that information providers are enhancing the functionality of e-kiosks, enabling users to complete a wider range of information tasks This evolution adds significant value to the services offered by e-kiosks, making them more versatile and user-friendly.
- Inform ation/ Interactive kiosk (Web-based)
A successful story from India case to apply ICT for TICs
Travel is a fundamental human instinct, and the surge in tourism this century is largely driven by technological advancements and shifts in social systems As a result, tourism has become a widespread phenomenon that engages people globally Travelers now seek detailed information about their intended destinations, highlighting the importance of understanding their specific information needs.
- Geographical information on location, climate, landscape and so on
Social customs, culture and other special features o f the place
Accessibility through air, water, rail and road ways and availability o f scheduled means o f transport
Accommodation, restaurant and shopping facilities
Seasons o f visit and other unique features
Quality o f facilities and their standard prices including exchange rates
Entry and exit formalities and restrictions if any on tourists, etc
Tourists are the primary users of information in the tourism sector, while the real financial benefits are enjoyed by destination managers and service providers This has led to intense competition among countries to create and present information in appealing formats that attract consumers from key tourist-generating markets.
Travel intermediaries, including travel agents, tour operators, and reservation systems, particularly in Tourism Information Centers (TICs), store vital destination information to enhance client service and boost their business They seek this information in easily retrievable formats to promptly meet their clients' needs.
Tourists require both static and dynamic information to enhance their travel experience Static information includes essential details about a destination's location, climate, attractions, history, and available facilities, which remain relatively constant over time In contrast, dynamic information encompasses frequently changing data such as airline, train, and bus schedules, transportation tariffs, and current availability of accommodations This real-time information is crucial for effective travel planning and is integral to various reservation systems across air, rail, and hospitality sectors.
India, celebrated as a vibrant democracy with over 900 million citizens, boasts a rich tapestry of history, culture, and diversity that appeals to global travelers Its ancient monuments, lively folk and classical dances, bustling bazaars, majestic snow-capped mountains, serene backwaters, and stunning beaches, along with its warm and welcoming people, position India as a premier tourist destination Currently, tourism ranks as India's third-largest export industry, following gems and jewelry and ready-made garments, contributing significantly to the economy with foreign exchange earnings of approximately Rs 7,400 crores, a remarkable increase from Rs 7.7 crores in 1951 The travel industry has not only enhanced India's economy but has also created numerous job opportunities, showcasing the profound impact of tourism on the nation's growth.
RaveendranG Tourism and Information Technology” , Research at Department o f Tourism, Transport
The travel industry has the potential to create significant employment opportunities, especially in remote and underdeveloped areas of India, provided it receives adequate support and initiatives from the Central Government Additionally, the industry contributes to national integration by facilitating over 100 million domestic tourists' visits each year, fostering a deeper understanding of the country's cultural diversity and promoting feelings of friendship and peace among its people.
In 1989, the Department of India Tourism pioneered the integration of information technology into the travel industry by launching TOURNET, with technical support from CMC Ltd This innovative network featured 35 information nodes strategically placed in the department's field offices across the country Each node was equipped with a CD-drive, in addition to traditional floppy drives and hard disks, and contained a comprehensive textual database on major tourist destinations in India.
In recent years, the Rajasthan and Maharashtra Tourism Departments have utilized multimedia databases to enhance tourism, collaborating with private software development firms Additionally, several private companies have contributed to this sector, leading to the introduction of CDs focused on Indian tourism, showcasing their significant efforts.
The Central Department of Tourism is collaborating with private software development firms to create multimedia CDs showcasing tourist destinations across India This initiative aims to develop a marketable product for sale both domestically and internationally.
CRS Amadeus and PARS have been operational in India since 1993 and 1995, respectively Both systems have successfully integrated into the online travel industry, leveraging the available internet facilities in the country.
However, the travel industry in India is facing with some o f big challenges:
Tourism in India is still developing and lacks effective organization in leveraging advancements in information technology The sector faces challenges due to limited technical and financial resources, resulting in operations that are too small-scale to fully capitalize on the benefits of IT.
The tourism industry currently lacks a unified policy or coordinated strategy for the development of information products at the national level, resulting in stagnation and a failure to implement effective solutions.
The information industry in India currently comprises a limited number of software development firms and government information centers, but lacks domestic database vendors that create and market their own databases This absence hinders government initiatives in tourism and marketing that rely on these databases Therefore, substantial government support and incentives are essential for fostering the growth of such industries in India.
The overview o f technological applications in TICs in Hanoi
A survey conducted in late 2006 revealed that the application of Information and Communication Technologies (ICTs) in Hanoi's tourism sector was limited, with many tourism information providers hesitant to adopt management software Despite the potential for ICTs to significantly reduce marketing, management, and planning costs, only a small percentage effectively utilized tools like email and internet access, and websites were underutilized for promotional purposes Mr Quoc Lap, the project's vice director, noted that the ineffectiveness of ICT applications stemmed from a lack of uniformity, rational models, and motivating policies Contributing factors to the low adoption rate included unclear awareness of IT benefits, financial constraints, insufficient software and hardware, and small operational scales Tuan Anh, the general director of public TICs, emphasized that the level of ICT integration in Vietnam, particularly in Hanoi, was still in its early developmental stages According to Vietbao online newspaper, TICs in Hanoi offer two primary types of services.
* Truong Huu Nili Bui (2007),Master thesis ‘Potentiality o f online tourism market in Vietnam- The case o f
Tourism information centers offer complimentary services that include essential details on food and beverages, accommodations, transportation options, free city maps, internet access, ATM services, and currency exchange Additionally, these centers serve as hubs for collecting and analyzing tourism-related information, assisting travelers in resolving common issues, such as lost belongings.
ID, visa, passport and so on with simpler procedures.
Service fees for tour bookings, reservations for air and railway tickets, and accommodations enhance tourists' confidence as these fees are often lower due to the strong partnerships that TICs have with their business associates The primary revenue for TICs is derived from the marketing efforts of these partners, meaning that an increase in tourists directly benefits both the TICs and the travelers.
Hanoi features two types of Tourist Information Centers (TICs): public and private Public TICs serve as official channels for delivering reliable information and services to tourists, facilitating effective communication among tourism stakeholders, including suppliers, intermediaries, and travelers Notable public TICs in Hanoi include the IINAT TIC at Noi Bai International Airport and various centers strategically located near popular attractions However, these TICs primarily rely on traditional methods such as leaflets, city maps, and guidebooks for information dissemination, with limited integration of Information and Communication Technologies (ICTs) in their services.
Hanoi has installed 75 e-kiosks across key locations such as Noi Bai International Airport, Hoan Kiem Lake, and various tourist attractions, with each kiosk costing approximately $10,000 since 2006 Initially well-received by both locals and tourists, these e-kiosks have failed to fully meet visitor expectations due to several issues Tourists have reported technical problems, including blurred touch screens, slow processing speeds, and malfunctions Additionally, the information provided on accommodations, dining, shopping, and ticketing has not been adequately updated or displayed, leading to dissatisfaction among users.
* http://\v\v\\ nhandan com vn/tranghanoi/iinbai asp?top= 175& sub= 176&article= 154989 Page 36
In addition, there are only two languages- Vietnamese and English offered to tourists together with the low level o f technical integrations.
The benefits of the Internet for Hanoi tourism are increasingly evident as the number of websites and forums grows rapidly Public and private Tourism Information Centers (TICs) are enhancing their websites to provide more informative and modern resources, fostering competitiveness both domestically and internationally These websites facilitate smooth information sharing, offering tourists timely advice and experiences The official Hanoi tourism website (www.hanoitourism.gov.vn) integrates with the Hanoi Portal (www.hanoi.gov.vn) to provide comprehensive information Additionally, the Tourism Information Technology Center (TITC) supports Hanoi tourism with various specialized websites, including www.vietnamtourism.com for promotions and www.myhotelvietnam.com for online hotel bookings Private TICs effectively utilize their websites to offer services like e-information, e-booking, and e-payment, enhancing convenience for tourists and business partners Notably, TIC Vietnam, located in Ho Chi Minh City and Hanoi, serves as a multi-service travel information center, providing essential insights and support to over 500 local and international travelers daily.
• Instant hotel, restaurants, golf courses bookings
• Spa and cooking classes reservations
• Free city guidebooks and maps
• Free English language daily news papers and magazines
• Travel books and ancient postcards for sales
These TICs also provides additional services on its premises:
• 24 hours ATM cash dispensers in a secure A/C environment
In addition, the TICs also offer Corporate Advertising opportunities: billboards and banners indoors and outdoors, as well as publications, brochure displays, etc.
Vietnam Tourism Magazine highlights that while some TIC websites are performing well and meeting their objectives, others fall short due to outdated tourism information, faulty contact links, and frequent connection issues E-tourism researchers emphasize that a successful TIC website should adhere to specific criteria to ensure effectiveness and reliability.
• Define its strategies, target customers and outstanding benefits clearly.
• Produce a flexible and good combination o f e-business and traditional business.
• Provide useful, accurate, suitable and updated information regularly.
• Create a website with good graphics, promotion supports and user-friendly functions
• Have a good blend o f e-content and e-commerce
• Have abilities to attract a big number o f e-visits and transactions
• Excellent interactions, information-processing and quick-response
• Specific service charges, security, safety and flexibly technological integrations.
TICs should select appropriate consultants and ICT providers while clearly defining their goals and strategies Additionally, conducting research on target customers and their expectations, alongside implementing effective marketing campaigns, is essential for enhancing their image and services.
Technological applications in Hanoi's tourism sector are experiencing significant growth, particularly with the rise of Information and Communication Technologies (ICTs) Over the past few years, these advancements have notably transformed the industry, complementing traditional media such as printed materials As we enter the e-tourism era, ICTs are increasingly replacing older methods, enabling tourism businesses to enhance customer service With these innovative applications, travelers can expect quick and convenient services before, during, and after their visits to Hanoi.
In conclusion, the technological application level in Hanoi TICs has significantly influenced its development, although some operational challenges remain The following sections will provide a clearer understanding of the current state of technology use in Hanoi TICs The findings and implications will identify existing obstacles and offer targeted suggestions or potential solutions to address these weaknesses.