Ict in Tourism

ARTICLE IN PRESS
Technovation 29 (2009) 580–587

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Technovation journal homepage: www.elsevier.com/locate/technovation

Information technology and tourism a theoretical critique
Philip Alford a,Ã, Steve Clarke b,1 a b

Bournemouth University, School of Services, Management, Dorset House, Talbot Campus, Poole, Dorset BH12 5BB, UK Business School, The University of Hull, Hull HU6 7RX, UK

a r t i c l e in f o

a b s t r a c t
This paper aims to initiate a debate regarding the paradigms underpinning the planning and implementation of IT in multi-stakeholder scenarios in the tourism sector. The problem is stated as: ‘‘how do we ensure that, as technological solutions are implemented within tourism, due consideration is given to human-centred issues?’’ The approach taken in this paper is to undertake a critique of the field—enabled by the application of a framework borrowed from social theory. A critique of three tourism case studies of failed IT implementation points to the dominance of a Postpositivist mindset which, it is argued, has contributed to the failure through its inability to manage the complexity of the human system involved. Critical Theory is suggested as an alternative paradigm, with its emphasis on the normative structures through which stakeholders view the world. Habemas’ theory of communicative action offers a framework for identifying these structures and is recommended as an avenue for future research. & 2009 Elsevier Ltd. All rights reserved.

Keywords: Information technology Multi-stakeholder IT Critique Critical Social Theory Habermas Communicative action

1. Introduction The development of IT forms an integral part of contemporary organizational strategy and plays a crucial role in its success. The information-intensity of tourism means that ‘‘no player in the tourism industry will be untouched by information technology’’ (Poon, 1993, p. 153). There is no question as to the benefits

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World Tourism Organisation Business Council, Madrid, 168pp. 4. Conclusion This paper aimed to stimulate a debate concerning the paradigm and beliefs which underpin both research and practice within Tourism IT. The three cases of failed IT implementation all exhibited elements of Postpositivist beliefs and a mindset which, it has been argued, contributed to the failure. The theoretical criteria on which the axes in Burrell & Morgan’s framework are founded have proved useful in encouraging reflective thought concerning the assumptions underpinning IT implementation. The Critical view of truth as a state arrived at through unforced consensus appears to have something to offer multi-stakeholder projects, and contrasts with the scientific concepts of validity and reliability linked to truth which are less applicable to complex human system scenarios. Finally Habermas’s theory of communicative action is presented as a framework worthy of future ARTICLE IN PRESS P. Alford, S. Clarke / Technovation 29 (2009) 580–587 587 Yeates, A., 2002. Viewdata R.I.P: A Study to Examine the Potential for the Widespread Adoption of IP-Based Reservation Systems in the UK Travel Industry. University of Brighton 99pp. Yolles, M., 2001. Viable boundary critique. Journal of the Operational Research Society 52, 35–47. Yuan, Y., Gretzel, U., Fesenmaier, D., 2003. Internet technology use by American convention and visitors bureaus. Journal of Travel Research 41 (3), 240–256. Philip Alford is a Senior Lecturer at Bournemouth University where his specialist teaching area is e marketing, brand marketing and CRM. His Ph.D. completed in 2007 is a B2B study of IT implementation in the tourism industry and examines the non-technical factors which affect the success of IT partnerships. It is an interdisciplinary study strongly underpinned by Critical Systems Practice within the Management Science domain. Philip is a visiting professor ˆ at Institut de Management Hotelier International-ESSEC Business School, Paris. Philip has previously undertaken consulting assignments for the EU and a number of UKbased organizations including TOWARD Europe and Travel Technology Initiative. He recently completed a two-week assignment in Cairo advising the Egyptian Tourism Authority on their e-marketing. Philip is currently working on a consulting and training project for Farm Stay UK advising small accommodation businesses on their e-marketing strategies. Prior to working in higher education, Philip worked in the fields of destination marketing for the Scottish Tourist Board and tour operating—for a niche pilgrimage travel company in London.