Contribution of E-Tourism in the Digital Transformation in Kidapawan City

RRL

Drivers of E-Tourism

Buhalis, D. (2021) stated that e-tourism uses ICT innovations to improve internal

efficiency, establish efficient communication and distribution links with various

intermediaries, and engage in customer conversation and service co-creation.

Technology-empowered tourism experiences have been supporting travelers to create

value throughout all stages of travel, before during, and after travel. The first proprietary

information systems supported tourism and hospitality organizations to centralize and

manage their inventory as well as manage their internal processes. The rapid

development of the Internet since 1995 revolutionized technological solutions and

information provision. Organizations developed their Web 1.0 presence as a window to

the world and their websites as e-commerce shops. The Web 2.0 and the social media

revolutionized interactivity between users and also between users and organizations.

Smart tourism, Web 3.0, or the semantic web brings a range of opportunities that optimize

the entire network and support the tourism ecosystem. The development of smart mobile

devices rapidly emerged as a new agile flexible network and challenged desktop

computing. Finally, ambient intelligence (AmI) tourism takes advantage of smart systems

and brings ambient intelligence across tourism ecosystems. The Internet of Everything

supports the development of sensitive, flexible, and adaptive ecosystems. Ambient

intelligence connects all stakeholders and supports the constant formation of networks to

bring value to all stakeholders.

Nature and Definition of Tourism System and E-tourism

The revolution in Information and communication (ICT) technologies has had a profound

effect on the tourism industry. Xu, Buhalis, & Weber (2017). A crucial aspect of this

evolution is the role played by tourism management systems, which are instrumental in

the strategic planning of tours and the provision of vital information, including weather

updates, geographical locations, and upcoming events, to system users. These systems

find applicability not only in leisure tourism but also in the context of professional and

corporate travel, where they have been shown to have a substantial impact on the field

of e-tourism (Onuiri, et. al, 2016).

E-tourism Adoption on Small and Medium Enterprises in the Tourism Industry in Sri

Langka

The travel and tourism industry are one of the largest economic sectors in the world

accounting for 10.4% of the global gross domestic product (GDP). The industry is creating

313 million jobs which is 9.9% of the total employment (WTTC, 2022). In Sri Lanka,

tourism plays a major role in the socio-economic development with it being one of the 3rd

largest sources of income for Sri Lanka. In 2019 the tourism sector of Sri Lanka reportedly

generated 4.3% of its local GDP (SLTDA, 2020). It is also a key sector that accommodates

thousands of local Small, and Medium Enterprises (SMEs). Each tourist destination

represents an amalgamation of SMEs providing tourists with diverse products and

services. Therefore, it is evident that SMEs dominate the tourism sector in Sri Lanka.
Information Technology (IT) has had a significant impact on people's everyday lives,

transforming how they communicate and connect with others, purchase, and access

information. The tourism industry is a booming industry where IT plays a major role.

According to statista.com, over 4.1 billion individuals worldwide have internet access, and

they utilize it for various day to-day activities, including travel planning, selecting a

restaurant to dine in, and many more. Among these activities, searching for travel

information ranks as one of the top 10 searches, with 73% of internet users engaging in

it. Travelers not only search for travel-related information online but also use online

platforms to plan, compare, book, and pay for tour packages (Buhalis & Jun 2011).

Particularly, platforms like Trip Advisor provide reviews and information on hotels,

restaurants, and attractions from over 190 countries globally. With the rapid growth of the

IT industry, most of the enterprises in the world are inclined to adapt to IT-based business

models/interfaces. The travel and tourism sector also uses ICT for its operations. The

application and integration of IT is essential for tourism enterprises to drive toward fast

success. Even with the emergence of technology small and medium tourism enterprises

(SMEs) are lagging in adopting technological applications. They are reluctant to operate

in an extremely tech-savvy business. The repercussions of this will negatively impact the

sustainable growth of the industry. Small and medium-sized tourism enterprises (SMTEs)

are in labor-intensive branches of tourism, their productivity falls below average, and they

pressure in domestic factor markets.

Digital Tourism
Julio Na vío-Marco et al. (2018) the convergence between the physical and digital worlds,

supported by sensors that collect data resulting from the interaction of tourists and the

environment. The online purchase of ready-made tours formed by tour operators;

development and implementation of mobile applications, including for tourists;

Cherevichko T.V. et al. (2019) the online purchase of ready-made tours formed by tour

operators; development and implementation of mobile applications, including for tourists;

the digitalization of amateur tours through the creation of online schools for novice

travelers, and others. The formation of a digital sector of the tourism economy; a new type

of tourism, which is often associated with e-tourism, developing in the vastness of the

virtual world; includes the formation of a new type of tourism and a new type of tourist –

"digital tourist" Voronko va L.P. (2019).

Digital transformation in tourism

One of the largest and newest bibliometrics reviews related to tourism in connection with

DT is a study by Molina-Collado et al. (2022). They identified and analyzed 2,424 scientific

journal publications indexed in the Web of Science and Scopus databases from 1988–

2021. Their primary focus, based on the search terms, was on ICT in connection with

tourism, and thus it was primarily the first or the second phase of DT. Several possible

research topics for the future emerge from their results, for example, electronic word-of-

mouth, user-generated context, self-service technologies, robotics, smart tourism or

virtual reality.
One of the newest literature reviews is also a study by Verma et al. (2022). The authors

focused on the past, present and future of virtual tourism, and thus it was about all three

phases of DT. They linked quantitative (science mapping) and qualitative (intellectual

structure mapping) methodologies. They analyzed a total of 1,652 articles published in

the years 2000–2021. However, they focused specifically only on virtual tourism and

analyzed elements such as augmented reality, virtual reality or big data. Their conceptual

model also brings future research directions, including mobile devices and smart tourism,

internet-based interactions and destination management, and virtual reality and

augmented reality-based tourism.

A similar approach from the point of view of past, present and future, but in the topic of

smart tourism destinations, chose in their bibliometric analysis Bastidas-Manzano et al.

(2020). Again, it was about all three phases of DT. However, the number of analyzed

articles was significantly lower (258 in total), which was also because they only focused

on the period 2013–2019. They introduced research topics such as smart city,

sustainability or tourist experience measuring through Big Data and IoT.

Smart tourism is also the topic of a bibliometric review by Chen et al. (2021). They focused

on studies published between 2010–2021, analyzing 441. They consider the mentioned

years as the start of smart tourism and cover the subsequent entry of 5G mobile

technology and the impact of Covid-19 on tourism. From our point of view, all three phases

of DT are probably covered. Based on their results, it is recommended that research

should focus more on the practical implications of topics such as IoT, artificial intelligence,

cloud computing, big data and biometrics.

As part of the tourism industry, e-tourism was a topic of the bibliometric study by Singh

and Bashar (2021). They analyzed 146 publications from 2004–2020 and thus probably

included all three phases of DT in this e-tourism topic. In addition to results like authors'

institutions, journals or most cited papers, they also identified the main trends and topics

of e-tourism that could be addressed in further research. It is, for example, smart

technology, virtual reality, augmented reality, or digital architecture.

Bibliometric analysis by Ndou et al. (2022) focuses on using technology tools to deal with

Covid challenges in organizations in tourism (probably the two first phases of DT). They

analyzed a total of 319 publications from 2019–2022. Their study provided evidence that

Covid-19 has increased the use of various technologies in the tourism value chain. The

analysis also pointed to the main research topics that should be pursued further.

Applying artificial intelligence in tourism, i.e. the highest phase of DT, through bibliometric

review was the topic of the study by Knani et al. (2022). They analyzed a total of 1,035

publications from the years 1984–2021 from the Web of Science and Scopus databases.

Their analysis focused on common areas, such as authors, institutions, and countries.

They also created the thematic map, with which they expressed possible research topics

(e.g. big data, service robots, forecasting tourism models and others).

Bibliometric analysis of big data in tourism (the highest phase of DT) was addressed in

the study by Li and Law (2020). The authors focused on the period of 2008–2017 while

analyzing a total of 1999 scientific publications indexed in the Web of Science database.

Based on the results, they state that similar topics are essential in tourism as well as in

other areas using big data, especially privacy, data quality and appropriate data use.
Grow Digital ASEAN (120+ Kidapawan MSMEs Go Digital)

(www.yoveodigital.com) Over the course of two days, February 19 and 20, 2024, the

Grow Digital ASEAN workshop unfolded at the Kidapawan City Conference Center,

equipping over 120 rural Micro, Small, and Medium Enterprises (MSMEs) across various

sectors with the digital tools and knowledge needed to thrive in today’s evolving

landscape. This empowering initiative was made possible by the collaborative efforts of

Mindanao Development Authority (MinDA), alongside other dedicated local organizations,

who recognized the crucial role of digital skills in propelling the growth of rural MSMEs in

Kidapawan City and seven other municipalities in the region.

From farmers nurturing the land to agri-business entrepreneurs, passionate individuals

from the tourism, food, and beverage industries came together to embark on a journey of

digital transformation. The air crackled with a collective sense of purpose and possibility

as participants eagerly absorbed the workshop’s valuable insights.

The workshop served as a fertile ground for operational efficiencies, business growth,

financial empowerment, and digital expansion. It equipped these pillars of the local

economy with the know-how to harness the power of technology to streamline operations,

adopt green initiatives, reach new markets, and amplify their success.

Imagine a farmer utilizing digital tools to optimize crop yields, connect directly with

consumers, and access valuable market data. Picture an agri-business owner leveraging

e-commerce platforms to broaden their reach and tap into a global audience. Envision
the tourism sector utilizing digital marketing strategies to showcase the city’s breathtaking

beauty and unique cultural offerings to a wider audience.

The Grow Digital workshop wasn’t just about imparting technical skills; it was about

planting the seeds of empowerment and cultivating a culture of continuous learning. It

provided a platform for knowledge exchange, collaboration, and community building,

fostering a supportive ecosystem where rural MSMEs can learn from each other and

flourish together.

Kidapawan City, with its thriving economy and vibrant entrepreneurial spirit, deserves

ongoing support and opportunities for skills development. The Grow Digital workshop

serves as a beacon of hope, paving the way for a future where rural MSMEs not only

survive but thrive in the digital age. This is just the beginning of an exciting journey, and

we can’t wait to see the incredible stories that unfold as these empowered entrepreneurs

cultivate growth and contribute to the progress of their communities.

About Go Digital ASEAN

The program is implemented by The Asia Foundation with funding from Google.org,

Google’s philanthropic arm, and endorsement from the ASEAN Coordinating Committee

on Micro, Small, and Medium Enterprises (ACCMSME). Go Digital ASEAN is an initiative

under the Future Skills Alliance, a broad coalition of partners from both the public and

private sectors working together to deliver future skills at scale to the region’s most

marginalized.