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Tourism Information Marketing

Objective

The general objective of the TIM project is the provision of a Europe-wide network of services supporting the direct marketing of tourism products. TIM services can be viewed under two categories; Point-of-Offer and Point-of-Sale.

Point-of-Offer Business Objectives.

The point-of-offer organisations in TIM include tourist boards, hotels, tour operators and sports events (1994 Winter Olympics). Their objectives include: increased control of product development and marketing, direct marketing to point-of-sale, ability to target specialised marketing to different customer sectors, distributing high quality multi- media information for the description of complex products and product differentiation, and being able to distribute updates and last minute offers at any time of their choice.

Point-of-Sale Business Objectives.

Point-of-sale organisations in TIM include travel agencies, a national automobile club and tourist boards. Their objectives include: obtaining access to a larger range of product offers, having access to more appealing and accurate product descriptions with efficient browsing facilities, the ability to add value at point of sale and thus to extend their own product range, streamlined booking of complex multi-vendor products, the integration of business and leisure markets and a more efficient sales process.
The main objective of the research was to implement multimedia information services to support direct marketing links between hotels, tourist boards, event organizers, and point of sale companies such as travel agencies, and the independent planning and purchase of tourism and travel products by customers at point of sale.

The aim of the developed service is to enable hotels, tourist boards and event organizers to create and update multimedia promotional information and to distribute this viapublic networks to local, regional, and national databases of their choice. Travel agency staff will be able to retrieve and display the multimedia information to their customers during holiday transactions, and also to converse with personnel at destination sites.

The key issues in the research include the agreement of the user companies to the implementation plans, the design and implementation of a distributed multimedia database system, and establishing an effective profile within the tourism industry including good relationships with existing service providers.
Technical Approach

A TIM User Group (17 members) is established to provide the customer focus for the project. The TIM User Group evaluates technical developments, services operational phases, provides a forum for agreements on information standards, and provides a user company "interface" to other tourism organisations/European bodies.

The project plan follows a traditional structure of: User Requirements, Functional Specification, Architecture, Business Case Analysis, Implementation, Operation, and Evaluation. All these phases are fully documented for the terminal, database, gateway, and network components.

Key Issues

Key issues for the application centre on establishing the international basis for the commercial relationships which the TIM services will enable, e.g. information description standards, commercial negotiation procedures between point-of-offer and point-of-sale, and the provision of appropriate, reasonably priced, international broadband network services.

Expected Impact

The TIM services will provide the first user-driven international marketing system. There is no central publisher and integration of new marketing information in the public database takes place automatically when chosen by the marketer. This greater flexibility is expected to lead to a major increase in international commercial relationships, in particular between SMEs, and consequently a high demand for international broadband at reasonable tariffs. The TIM model is product generic and encompasses evolution to domestic point-of-sale.

Coordinator

DeTeBerkom GmbH
Address
Voltastraße 5
13355 Berlin
Germany

Participants (26)

ALCATEL ESPACE SA
France
Address
5 Rue Noel Pons
92737 Nanterre
ALCATEL FYCSA
Spain
Address
C/ Cardenal Marcelo Spinola, 12
28016 Madrid
ALCATEL SEL AG
Germany
Address
Lorenzstraße 10
70435 Stuttgart
ALCATEL TITN ANSWARE
France
Address
1 Rue Galvani
91301 Massy
Alitalia Linee Aeree Italiane SpA
Italy
Address
Via Magliana Vecchia 886
00148 Roma
BORD FAILTE / IRISH TOURIST BOARD
Ireland
Address
Baggot Street Bridge
2 Dublin
COMITÉ DÉPARTEMENT DU TOURISME DE L'HÉRAULT
France
Address
Avenue Des Moulins
34034 Montpellier
EUROPEAN CONFERENCE OF WINE REGIONS
France
Address
20 Parvis De Chartrons
33000 Bordeaux
GENERALITAT DE CATALUNYA
Spain
Address
Passeig De Gracia,105
08008 Barcelona
IBIEF-GEIE
Belgium
Address
Av De Cortembergh 134
1150 Brussels
IFC Research Ltd
United Kingdom
Address
Sundial House 99 High Street
GU1 3DP Guildford
INGENIEURBURO WADJA
Germany
Address
Am Remberg 13
7538 Keltern
INSTITUT CERDÀ
Spain
Address
Pelai 16, 6
08001 Barcelona
Institut de l'Audiovisuel et des Télécommunications en Europe
France
Address

34092 Montpellier
MARI (Northern Ireland) Ltd
United Kingdom
Address
Bridgewood House Newforge Lane
BT9 5NW Belfast
MINISTÈRE DU TOURISME
France
Address
2 Rue Linois
75015 Paris
NATIONAL TECHNICAL UNIVERSITY OF ATHENS
Greece
Address
42, 28Th Octovriou Str
10682 Athens
NORSK REGNESENTRAL
Norway
Address
Blindern, Gaustadalleen 23
0314 Oslo
Northern Ireland Tourist Board
United Kingdom
Address
St Anne's Court 59 North Street
BT1 1NB Belfast
REIAL AUTOMOBIL CLUB DE CATALUNYA
Spain
Address
Josef Tarradellas, 14
8029 Barcelona
SCHENKER-RHENUS REISEN BERLIN
Germany
Address
Duisburger Straße 4
10707 Berlin
SCHENKER-RHENUS REISEN KÖLN
Germany
Address
Bonner Straße 126
50968 Köln
Sarin Telematica SpA
Italy
Address
Ss 148 Pontina Km 29.100
00040 Roma
TROLL PARK LILLEHAMMER OLYMPIC DEV. ASS.
Norway
Address
Elvegt. 19
2601 Lillehammer
Thomas Cook
United Kingdom
Address
45 Berkeley Street Piccadilly
W1A 1EB London
Télésystèmes SA
France
Address
55 Avenue Des Champs Pierreux
92029 Nanterre