Substitution And Performance Expectations -Myassignmenthelp.Com

Question: Discuss About The Substitution And Performance Expectations? Answer: Introduction In modern day, technology is the biggest driving force for the economic development in the world. From the past century, technology has been under constant development that is further accelerated with time. Generally, an older technology is slowly replaced by a new technology though transitional phases (Guttentag, 2015). However, in some cases, the new technology is implemented abruptly for replacing another technology that is already established and working. This type of technology is called disruptive technology. This type of technology can be noticed in almost all industries and has been able to bring significant changes in the industries. In Australia, disruptive technology has been significantly implemented in the hotel and hospitality industry and has been able to bring massive changes in the tourism industry in various states of Australia (Jones, Hillier Comfort, 2016). Initially, for a long time, the hotels of Australia was run by the same system all over until the 2nd decad e of the 21st century, when the entire industry was completely revolutionized with the entry of new and better technologies. In this report, disruptive technology and its types have been analyzed and discussed. Furthermore, the hospitality industry in Australia has been analyzed regarding the already existing technology that is extremely used and the effects of disruptive technology on the same. Findings and Discussions Disrupting technology is a new and advanced innovation that has the ability to replace an older version of similar technology entirely by creating a new value in terms of market or function. Unlike transitional implementation of some technologies, disruptive technology is implemented rapidly by replacing the current setup. Some of the most notable disruptive technologies are as follows. Academic Content One of the most well known disruptive technologies in the current world is the innovation of Wikipedia an online data source and contains significant amount of information on almost every possible thing in the world. Before the invention of Wikipedia, the bulk information containing material was Encyclopedia Britannica a set of hardbound books that used to list and describe about various things and subjects (Smith Guttentag, 2017). However, with the availability of the online source (Wikipedia), the popularity of Encyclopedia decreased rapidly due to its physical space, weight and time consuming to find a particular piece of information and in 2012, the printing of Encyclopedia was closed down completely. Data Storage Previously in the initial computing devices, data storage was mainly done on low space physical drives like floppy discs, CDs, DVDs and others. However, with the invention of flash drives like pen drive and more recently cloud storage system, these physical storage drives became obsolete. Computing Computing also experienced significant disruptive technology throughout its course of development. Initially, the basic computing actions like mathematical calculations were done using calculators or manually. This was replaced by the desktop computers that were faster and better devices for computation purposes (Xiang et al., 2015). More recently, these computing processes are done by smartphones that are easy to manage, carry and operate. Disruptive Technology in Australian Hotel and Hospitality Industry Like every other technology, hospitality industry has been significantly affected by disruptive technology worldwide. This also includes Australia, where the disruptive technology has changed the entire structure of the hospitality industry. One of the most common and popular disruptive technology that has changed the Australian hotel industry is the OTA (Online Travel Agency). Some existing technologies and the new disruptive technology are discussed below. Previously Existing Technology In the previous system, the hotel industry of Australia was mainly run manually except for the data entry and storage. In this system, when a tourist wanted to book a room or a tour in Australia, he had to call the agency or hotel authority and book the services accordingly. There were also booking systems on spot that were managed on first come first served basis (Palacios-Marqus, Merig Soto-Acosta, 2015). After the booking was done and deal finalized, the personal details of the tourists were entered in forms manually and these papers were stored by the authority. Furthermore, when the tourists paid the money for the deal, the receipts were made in papers and a copy was saved by the authority. The main issue of this system was the unreliability of paper documents as long term records for the dealings. Paper documents can easily be damaged, tampered or misplaced resulting in loss of valuable information of the hotels as well as the tourists (Sigala, 2017). Furthermore, due to manua l handling of the operations, the process was very slow and erroneous. Hence, a new system was needed that could entirely change this system with a faster, better and efficient data operation and storage. Online Travel Agents (OTA) For Australian tourism landscape, online travel agents or OTA have brought about disruptive innovation that the entire tourism management process completely. The features of OTA are explained in the following points. Online Booking Instead of calling or directly contracting the hotel authority or travel agents, the tourist now has the option of online booking. Using a simple internet connection, the tourist can now visit the company / hotels website for booking services. Most of these websites have detailed informative pages regarding the details of the organization, services, packages, contact numbers and others. For hotel based websites, there are detailed information regarding type and availability of rooms, rates of the rooms, pictorial illustration of the rooms, availability of air conditioning system, food and others (Parker, Van Alstyne Choudary, 2016). For travel agencies, the websites contain information regarding various schemes of tour packages along with the prices so that the tourist can choose a package that suits him the most. From all these details, the tourist can have a very detailed idea of the services and he does not need to contact the authorities directly. With more recen t developments, the tourists can now book services directly online and pay their money through online transactions. Not only this process is extremely fast, there is lack of any error and it also removes the need for paper documentations for storing the booking information and the tourists personal data. Trip Planning OTA also assists tourists who are not interested in booking services online. For the tourists who are only seeking travel plans and route maps, OTA can be extremely useful. If the tourist just enters the source and destination as well as the number of days he is willing to spend, the OTA can generate a suitable and detailed trip planning that includes all the important places to be visited and all the available hotels in the areas (Chathoth et al., 2016). Furthermore, in order to assist the tourists, the OTA gives the option to filter the types of hotels according to their prices, types, service availability and others. OTA also provides suitable recommendations for car booking, food stops and other relevant trip information. Discounts and Offers One main and exciting feature of the OTA is the availability of huge discounts in certain seasons for online booking of hotels or travel guides. With a large number of OTA growing up rapidly in Australia, each organization is competing with another and hence, provides as high discount as possible for online booking customers (Bowie et al., 2016). As a result, the tourists can often avail good discounts even if they choose high end expensive hotels. However, it is the responsibility of the tourists to find the best offers by comparing different OTAs. Advanced Web Search During planning trips online, the tourists often find it hard to find certain places or hotels due to less popularity or obscurity (Turban et al., 2017). The OTAs provide the tourists with detailed maps where each and every place, hotels, travel requirements and others are marked and additionally, the tourist has the option to find them using simple keywords in the search menu provided in the website. Language Support In the previous system, the tourists often faced significant problem in communicating with the hotel authorities or travel agencies due to language barrier. This was more common in non-english speaking tourists with little or no exposure to English or even the native language of the tourist spot (Fraj, Matute Melero, 2015). However, the OTA websites come with support for a wide variety of languages and hence, the tourist is able to get significant amount of information in his own language easily. Impact of OTA on Australian Tourism From the analysis of the growth and development of Australian tourism industry, it can be said OTA has significantly accelerated the growth of Australian tourism. Before the implementation of OTA, tourism was not very well developed that was mainly due to the harsh and unfavorable landscape in Australia as well as lack of sufficient knowledge regarding the tourist places that existed in the country. With the OTA, the tourists came to know more about the country and also with the fast and efficient processing of their bookings, the growth of tourism in Australia was significantly accelerated (Taneja, 2016). The growth of tourism in Australia since 2000 is evident from the graph shown below. Impact of Disruptive Technology in Hospitality Industry on Other Sectors in Australia The disruptive technologies in the hospitality industry of Australia have also significantly affected other sectors in Australia including commerce, education and others. From a study, it has been found that since the changes in hospitality policies due to disruptive technologies, the education system of Australia underwent a massive change (Veijola et al., 2014). The number of international students in Australia grew rapidly as thousands of students seeking quality education from various Asian countries, New Zealand, Middle East, Europe or even USA are coming to various universities in Australia. The number of international student enrolments in Australia is shown in the following graphical illustration. From the graph, it can be seen that after 2001, the enrolment count gained a massive boost and huge growth in the number is seen in the following years. From this, it can be safely deduced that this massive growth owes to the advent of disruptive technologies in Australia. Future Trends of Disruptive Technology With the current trends of changes and developments, some future trends of disruptive technology in Australia can be further deduced. From the rapid growth of technology worldwide, it is evident that very soon, even more disruptive technologies will come very soon (Cheng, 2016). Even in the case of hospitality industry, there will be more disruptive technologies in the very near future. Scientists and developers are currently researching on development of more advanced OTA features and are also trying to integrate artificial intelligence with the same. With more advanced features and well developed AI, more changes can be expected in the hospitality industry. One area that needs to be explored in the upcoming technologies is the security of personal information and online payments from the customers end. In the current system, various cyber security threats can cause loss of personal information, payment details as well as money (while performing online transactions) (Salvioni, 2016). Hence, these issues need to be addressed before rolling out further disruptive updates. Conclusion From the entire analysis, it has been found that disruptive technologies have significant and major impacts on Australian hospitality industry that in turn has affected other industries as well. Major disruptive technologies like OTA have revolutionized the tourism system in Australia and provide the tourists with easy options of online trip planning, booking, payments and others. In addition, these technologies have significantly improved the quality of hospitality in Australia that has also helped the growth of education and commercial sectors of Australia. In the last few years, the international enrolments in Australia have received massive boost and the commercial sector has been enhanced with the entry of new business organizations along with the recruitment of international employees. 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