Hvordan kan reiselivet i Norden ta i bruk IKT? Rapporten tar for seg de praktiske behovene reiselivsbedriftene har og tilbyr en verktøykasse for å gjøre dette.
Taking into account the structure and challenges of the tourism industry in the Nordic region, the different case studies in this report represents different approaches to efficient use of ICT, offering a toolbox consisting of suggestions on how to take advantage of ICT for market communication, customer knowledge, service design and innovation.
The tourism sector continues to grow, as evidenced by for instance research by UNWTO pointing to an above expectation increase in international tourism by 5% in the first half of 2013 compared to 2012 (UNWTO, 2013). Competition is increasing and poses many challenges especially for small and medium sized businesses in tourism. An important challenge, as well as an opportunity, is the use of information and communication technologies (ICT) in tourism. ICT provides all stakeholders in tourism with new opportunities to interact with consumers and networks of other stakeholders as well as opportunities to positively affect business performance, efficiency and effectiveness.