EUROPEAN TRAVEL AND TOURISM ICT READINESS: PCA/SWARA APPROACH
Žarko Rađenović - University of Niš, Innovation Center, Vojvode Tankosića 14/8, Niš, Serbia
Ivana Marjanović - University of Niš, Faculty of Ecnomics, Trg kralja Aleksandra Ujedinitelja 11, Niš, Serbia
DOI: https://doi.org/10.31410/tmt.2020.131
5th International Thematic Monograph - Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2020, Published by: Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, North Macedonia; ISSN 2683-5673, ISBN 978-86-80194-42-4; Editors: Vuk Bevanda, associate professor, Faculty of Social Sciences, Belgrade, Serbia; Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia, Printed by: SKRIPTA International, Belgrade
Abstract: The development of information and communication technology has led to the transformation of traditional business practices in all sectors of the economy. Information and communication technologies in the field of tourism represent a generator of change and drivers of development, by enabling the creation and retention of a large number of jobs, business opportunities and significant added value. Given the well-recognized value of the information and communication technologies in tourism, this chapter
sought to identify the countries with the highest level of travel and tourism ICT readiness. Therefore, a two-step analysis was applied where in the first step the weights were determined using two approaches, PCA and SWARA. In the second step, using multicriteria analysis, the evaluation of ICT readiness of European countries was performed. The results indicate that the application of weight coefficients determined by different approaches in the same multicriteria method leads to moderate rank inversion.
Keywords: Tourism economics, PCA/SWARA approach, Tourism ICT readiness, Tourism business efficiency using ICT.
REFERENCES
Aramendia Muneta, M. E., & Ollo López, A. (2013). ICT Impact on tourism industry. International
Journal of Management Cases, 15 (2): 87-98.
Assaf, A. G., & Tsionas, M. (2018). The estimation and decomposition of tourism productivity. Tourism
Management, 65, 131-142.
Berne, C., Garcia-Gonzalez, M., & Mugica, J. (2012). How ICT shifts the power balance of tourism
distribution channels. Tourism Management, 33(1), 205-214.
Berné, C., García-González, M., García-Uceda, M. E., & Múgica, J. M. (2015). The effect of ICT
on relationship enhancement and performance in tourism channels. Tourism Management, 48,
188-198.
Bethapudi, A. (2013). The role of ICT in tourism industry. Journal of applied economics and business,
1(4), 67-79.
Bradić-Martinović, A., & Miletić, B. (2017, June). ICT readiness as a factor of competitiveness of
Serbian tourism. In TISC-Tourism International Scientific Conference Vrnjačka Banja (pp.
448-469).
Bramwell, B., & Lane, B. (1999). Sustainable tourism: Contributing to the debates. Journal of Sustainable
Tourism, 7(1), 1-5.
Brandt, T., Bendler, J., & Neumann, D. (2017). Social media analytics and value creation in urban
smart tourism ecosystems. Information & Management, 54(6), 703-713.
Damnjanović, A. (2016). The Impact of ICT in Business in Tourism-Improving Efficiency, Productivity
and Business Performance. In Sinteza 2016-International Scientific Conference on ICT
and E-Business Related Research (pp. 550-558). Singidunum University.
Duffy, S. (2010, June). Factors influencing technology adoption amongst tourism SMEs. In Tourism
and Hospitality Research in Ireland Conference, Ireland. Shannon College of Hotel Management.
Januszewska, M., Jaremen, D., & Nawrocka, E. (2015). The effects of the use of ICT by tourism
enterprises. Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management, 16, 65-73.
Karanasios, S., & Burgess, S. (2008). Tourism and Internet adoption: a developing world perspective.
International Journal of Tourism Research, 10(2), 169-182.
Keršuliene, V., Zavadskas, E.K., & Turskis, Z. (2010). Selection of rational dispute resolution method
by applying new step-wise weight assessment ratio analysis (SWARA), Journal of Business
Economics and Management, 11(2), 243-258, DOI: 10.3846 / jbem. 2010.12
Kladou, S., & Mavragani, E. (2015). Assessing destination image: An online marketing approach
and the case of TripAdvisor. Journal of Destination Marketing & Management, 4(3), 187-193.
Kontogianni, A., & Alepis, E. (2020). Smart tourism: State of the art and literature review for the
last six years. Array, 6, 100020.
Kumar, N., & Kumar, R. R. (2020). Relationship between ICT and international tourism demand: A
study of major tourist destinations. Tourism Economics, 26(6), 908-925.
Law, R., Buhalis, D., & Cobanoglu, C. (2014). Progress on information and communication technologies
in hospitality and tourism. International Journal of Contemporary Hospitality Management.
Law, R., Fuchs, M., & Ricci, F. (Eds.). (2011). Information and Communication Technologies in
Tourism 2011. Vienna: Springer. doi:10.1007/978-3-7091-0503-0
Mandić, A., & Praničević, D. G. (2019). The impact of ICT on actors involved in smart tourism
destination supply chain. e-Review of Tourism Research, 16(2/3).
Marjanović, I., Rađenović, Ž., & Marković, M. (2019). EU members multi-criteria ranking according
to selected travel industry indicators, 4th International Thematic Monograph Modern Management
Tools and Economy of Tourism Sector in Present Era, Association of Economists and
Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid,
North Macedonia, 639-655 ISSN 2683-5673, DOI: https://doi.org/10.31410/tmt.2019
Mihajlović, I. (2012). The impact of information and communication technology (ICT) as a key
factor of tourism development on the role of Croatian travel agencies. International Journal of
Business and Social Science, 3(24), 151-159.
Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence
of social media in creating expectations. An empirical study for a tourist destination. Annals
of Tourism Research, 65, 60-70.
Nardo, M., Saisana, M., Saltelli, A. & Tarantola, S. (2005). Tools for Composite Indicators Building,
Institute for the Protection and Security of the Citizen Econometrics and Statistical Support
to Antifraud Unit I-21020 Ispra (VA) Italy. https://publications.jrc.ec.europa.eu/repository/bitstream/
JRC31473/EUR%2021682%20EN.pdf
Navío-Marco, J., Ruiz-Gómez, L. M., & Sevilla-Sevilla, C. (2018). Progress in information technology
and tourism management: 30 years on and 20 years after the internet-Revisiting Buhalis
& Law’s landmark study about eTourism. Tourism management, 69, 460-470.
Neuhofer, B., Buhalis, D., & Ladkin, A. (2014). A typology of technology‐enhanced tourism experiences.
International journal of tourism research, 16(4), 340-350.
OECD (2020). OECD Tourism Trends and Policies 2020, https://www.oecd-ilibrary.org/
sites/6b47b985-en/index.html?itemId=/content/publication/6b47b985-en
Patwary, A. K., Chowdury, M. M., Mohamed, A. E., & Azim, M. S. (2020). Dissemination of Information
and Communication Technology (ICT) in tourism industry: Pros and cons. International
Journal of Multidisciplinary Sciences and Advanced Technology, 1(8), 36-42.
Petrovic, J., & Milićević, S. (2020). The ICT Impact on Inbound and Outbound Tourism Demand in
the EU. Management: Journal of Sustainable Business and Management Solutions in Emerging
Economies, 25(1), 47-55.
Rađenović, Ž., & Veselinović, I. (2017). Integrated AHP-TOPSIS method for the assessment of
health management information systems efficiency, Economic themes, 55(1), 121-142. DOI
10.1515/ethemes-2017-0008
Reinders, J., & Baker, M. (1998). The future for direct retailing of travel and tourism products: the
influence of information technology. Progress in Tourism and Hospitality Research, 4(1), 1-15.
Soldić-Aleksić, J. & Krasavac-Chroneos, B. (2009). Quantitative techniques in market research
- Application of SPSS computer package (in Serbian), Publishing Center of the Faculty of
Economics in Belgrade, ISBN: 978-86-403-0967-7
Stanujkic, D., Karabasevic, D. & Zavadskas, E.K. (2015). A Framework for the Selection of a Packaging
Design Based on the SWARA Method, Inzinerine Ekonomika-Engineering Economics,
26(2), 181–187, http://dx.doi.org/10.5755/j01.ee.26.2.8820
Štetić, S., Šimičević, D., & Milićević, S. (2017). Information and communication technology as a
driving force of changes in tourism. Quaestus, (10), 142.
Ukpabi, D. C., & Karjaluoto, H. (2017). Consumers’ acceptance of information and communications
technology in tourism: A review. Telematics and Informatics, 34(5), 618-644.
Wang, Y., & Fesenmaier, D. R. (2007). Collaborative destination marketing: A case study of Elkhart
county, Indiana. Tourism management, 28(3), 863-875.
WEF (2019). Travel and Tourism ICT readiness, https://tcdata360.worldbank.org/indicators/tour.
ict?country=BRA&indicator=3546&viz=line_chart&years=2015,2017
Werthner, H., & Klein, S. (1999). ICT and the changing landscape of global tourism distribution.
Electronic markets, 9(4), 256-262.gtt
WTTC (2019). Economic Impact Reports, https://wttc.org/Research/Economic-Impact
Yoon, K., & Hwang, C. (1995). Multiple attribute decision-making: an introduction. Sage Publisher
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism
management perspectives, 10, 27-36.
Zolfani, S.H., & Saparauskas, J. (2013). New Application of SWARA Method in Prioritizing Sustainability
Assessment Indicators of Energy System, Inzinerine Ekonomika-Engineering Economics,
24(5), 408-414, http://dx.doi.org/10.5755/j01.ee.26.2.8820
sought to identify the countries with the highest level of travel and tourism ICT readiness. Therefore, a two-step analysis was applied where in the first step the weights were determined using two approaches, PCA and SWARA. In the second step, using multicriteria analysis, the evaluation of ICT readiness of European countries was performed. The results indicate that the application of weight coefficients determined by different approaches in the same multicriteria method leads to moderate rank inversion.
Keywords: Tourism economics, PCA/SWARA approach, Tourism ICT readiness, Tourism business efficiency using ICT.
REFERENCES
Aramendia Muneta, M. E., & Ollo López, A. (2013). ICT Impact on tourism industry. International
Journal of Management Cases, 15 (2): 87-98.
Assaf, A. G., & Tsionas, M. (2018). The estimation and decomposition of tourism productivity. Tourism
Management, 65, 131-142.
Berne, C., Garcia-Gonzalez, M., & Mugica, J. (2012). How ICT shifts the power balance of tourism
distribution channels. Tourism Management, 33(1), 205-214.
Berné, C., García-González, M., García-Uceda, M. E., & Múgica, J. M. (2015). The effect of ICT
on relationship enhancement and performance in tourism channels. Tourism Management, 48,
188-198.
Bethapudi, A. (2013). The role of ICT in tourism industry. Journal of applied economics and business,
1(4), 67-79.
Bradić-Martinović, A., & Miletić, B. (2017, June). ICT readiness as a factor of competitiveness of
Serbian tourism. In TISC-Tourism International Scientific Conference Vrnjačka Banja (pp.
448-469).
Bramwell, B., & Lane, B. (1999). Sustainable tourism: Contributing to the debates. Journal of Sustainable
Tourism, 7(1), 1-5.
Brandt, T., Bendler, J., & Neumann, D. (2017). Social media analytics and value creation in urban
smart tourism ecosystems. Information & Management, 54(6), 703-713.
Damnjanović, A. (2016). The Impact of ICT in Business in Tourism-Improving Efficiency, Productivity
and Business Performance. In Sinteza 2016-International Scientific Conference on ICT
and E-Business Related Research (pp. 550-558). Singidunum University.
Duffy, S. (2010, June). Factors influencing technology adoption amongst tourism SMEs. In Tourism
and Hospitality Research in Ireland Conference, Ireland. Shannon College of Hotel Management.
Januszewska, M., Jaremen, D., & Nawrocka, E. (2015). The effects of the use of ICT by tourism
enterprises. Zeszyty Naukowe Uniwersytetu Szczecińskiego. Service Management, 16, 65-73.
Karanasios, S., & Burgess, S. (2008). Tourism and Internet adoption: a developing world perspective.
International Journal of Tourism Research, 10(2), 169-182.
Keršuliene, V., Zavadskas, E.K., & Turskis, Z. (2010). Selection of rational dispute resolution method
by applying new step-wise weight assessment ratio analysis (SWARA), Journal of Business
Economics and Management, 11(2), 243-258, DOI: 10.3846 / jbem. 2010.12
Kladou, S., & Mavragani, E. (2015). Assessing destination image: An online marketing approach
and the case of TripAdvisor. Journal of Destination Marketing & Management, 4(3), 187-193.
Kontogianni, A., & Alepis, E. (2020). Smart tourism: State of the art and literature review for the
last six years. Array, 6, 100020.
Kumar, N., & Kumar, R. R. (2020). Relationship between ICT and international tourism demand: A
study of major tourist destinations. Tourism Economics, 26(6), 908-925.
Law, R., Buhalis, D., & Cobanoglu, C. (2014). Progress on information and communication technologies
in hospitality and tourism. International Journal of Contemporary Hospitality Management.
Law, R., Fuchs, M., & Ricci, F. (Eds.). (2011). Information and Communication Technologies in
Tourism 2011. Vienna: Springer. doi:10.1007/978-3-7091-0503-0
Mandić, A., & Praničević, D. G. (2019). The impact of ICT on actors involved in smart tourism
destination supply chain. e-Review of Tourism Research, 16(2/3).
Marjanović, I., Rađenović, Ž., & Marković, M. (2019). EU members multi-criteria ranking according
to selected travel industry indicators, 4th International Thematic Monograph Modern Management
Tools and Economy of Tourism Sector in Present Era, Association of Economists and
Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid,
North Macedonia, 639-655 ISSN 2683-5673, DOI: https://doi.org/10.31410/tmt.2019
Mihajlović, I. (2012). The impact of information and communication technology (ICT) as a key
factor of tourism development on the role of Croatian travel agencies. International Journal of
Business and Social Science, 3(24), 151-159.
Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence
of social media in creating expectations. An empirical study for a tourist destination. Annals
of Tourism Research, 65, 60-70.
Nardo, M., Saisana, M., Saltelli, A. & Tarantola, S. (2005). Tools for Composite Indicators Building,
Institute for the Protection and Security of the Citizen Econometrics and Statistical Support
to Antifraud Unit I-21020 Ispra (VA) Italy. https://publications.jrc.ec.europa.eu/repository/bitstream/
JRC31473/EUR%2021682%20EN.pdf
Navío-Marco, J., Ruiz-Gómez, L. M., & Sevilla-Sevilla, C. (2018). Progress in information technology
and tourism management: 30 years on and 20 years after the internet-Revisiting Buhalis
& Law’s landmark study about eTourism. Tourism management, 69, 460-470.
Neuhofer, B., Buhalis, D., & Ladkin, A. (2014). A typology of technology‐enhanced tourism experiences.
International journal of tourism research, 16(4), 340-350.
OECD (2020). OECD Tourism Trends and Policies 2020, https://www.oecd-ilibrary.org/
sites/6b47b985-en/index.html?itemId=/content/publication/6b47b985-en
Patwary, A. K., Chowdury, M. M., Mohamed, A. E., & Azim, M. S. (2020). Dissemination of Information
and Communication Technology (ICT) in tourism industry: Pros and cons. International
Journal of Multidisciplinary Sciences and Advanced Technology, 1(8), 36-42.
Petrovic, J., & Milićević, S. (2020). The ICT Impact on Inbound and Outbound Tourism Demand in
the EU. Management: Journal of Sustainable Business and Management Solutions in Emerging
Economies, 25(1), 47-55.
Rađenović, Ž., & Veselinović, I. (2017). Integrated AHP-TOPSIS method for the assessment of
health management information systems efficiency, Economic themes, 55(1), 121-142. DOI
10.1515/ethemes-2017-0008
Reinders, J., & Baker, M. (1998). The future for direct retailing of travel and tourism products: the
influence of information technology. Progress in Tourism and Hospitality Research, 4(1), 1-15.
Soldić-Aleksić, J. & Krasavac-Chroneos, B. (2009). Quantitative techniques in market research
- Application of SPSS computer package (in Serbian), Publishing Center of the Faculty of
Economics in Belgrade, ISBN: 978-86-403-0967-7
Stanujkic, D., Karabasevic, D. & Zavadskas, E.K. (2015). A Framework for the Selection of a Packaging
Design Based on the SWARA Method, Inzinerine Ekonomika-Engineering Economics,
26(2), 181–187, http://dx.doi.org/10.5755/j01.ee.26.2.8820
Štetić, S., Šimičević, D., & Milićević, S. (2017). Information and communication technology as a
driving force of changes in tourism. Quaestus, (10), 142.
Ukpabi, D. C., & Karjaluoto, H. (2017). Consumers’ acceptance of information and communications
technology in tourism: A review. Telematics and Informatics, 34(5), 618-644.
Wang, Y., & Fesenmaier, D. R. (2007). Collaborative destination marketing: A case study of Elkhart
county, Indiana. Tourism management, 28(3), 863-875.
WEF (2019). Travel and Tourism ICT readiness, https://tcdata360.worldbank.org/indicators/tour.
ict?country=BRA&indicator=3546&viz=line_chart&years=2015,2017
Werthner, H., & Klein, S. (1999). ICT and the changing landscape of global tourism distribution.
Electronic markets, 9(4), 256-262.gtt
WTTC (2019). Economic Impact Reports, https://wttc.org/Research/Economic-Impact
Yoon, K., & Hwang, C. (1995). Multiple attribute decision-making: an introduction. Sage Publisher
Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism
management perspectives, 10, 27-36.
Zolfani, S.H., & Saparauskas, J. (2013). New Application of SWARA Method in Prioritizing Sustainability
Assessment Indicators of Energy System, Inzinerine Ekonomika-Engineering Economics,
24(5), 408-414, http://dx.doi.org/10.5755/j01.ee.26.2.8820
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