T. Maswera et al. / Telematics and Informatics 26 (2009) 1219

T. Maswera et al. / Telematics and Informatics 26 (2009) 1219

B GIO DC V O TOTRNG I HC KINH T HU

THNG MI IN TBI DCH: Mt s khuyn co cho h thng thng mi in t trong ngnh cng nghip du lch khu vc pha nam sa mc Sahara Chu Phi

Ging vin hng dn : Trn c TrNhm sinh vin thc hin: Nhm 7Lp: N01

Tn thnh vin:Nguyn Th Hng ThyPhan Th Thanh HngPhan Th Kiu NhiTrn Hong Qunh Thio Th M DungPhan Th Thanh Nhn

Hu, 5/2012

TELEMATICS AND INFORMATICSAvailable online at www.sciencedirect.comScienceDirect

www.elsevier.com/locate/teleELSEVIERTelematics and Informatics 26 (2009) 1219

Recommendations for e-commerce systems in the tourismindustry of sub-Saharan Africa(Mt s khuyn co cho h thng thng mi in t trong ngnh cng nghip du lch khu vc pha nam sa mc Sahara Chu Phi)Tonderai Maswera a,*, Janet Edwardsb b, Ray Dawsonb ba Research School of Informatics, Computer Science Department, Holywell Park, Loughborough University, Loughborough, Leicestershire LE11 3TU, United Kingdomb Computer Science Department, Loughborough University, Loughborough, Leicestershire LE11 3TU, United KingdomReceived 24 May 2007; accepted 17 December 2007

Tm tt (Abstract)Cc khuyn cocmttrong bi bo nyl mt stipni cabi bo co nghin cu trc trongtp ch Bu chnh Vin thngvCng ngh thng tin.Bivit ny gii thchcch thc m cc t chc du lchkhu vc pha nam sa mc Sahara Chu Phi c th pht trintrang web ca hvocng vic tip thvlmthnom h c thkhc phc c nhng kh khn trong vic thch nghi vs dngthng mi in t.Cckhuyn conycng gii thchcch thc m t chc khctrongnnkinhtca cc nc ny to rami trng thun licho sphttrinv tng trngcathng mi in t. T cct chc du lch khu vc nycthxm nhp voth trng du lch quc t y hp dn.Cc khuyn co c kim trabngcchgi chng ncc t chcv cc chuyn gia trong lnh vcthng mi in tv du lch ang lm vic chu Phi,hocangc tr s ti pha nam samcSahara ca chu Phi.Kt qu cho thyhu ht cc t chcv chuyn gia ungh rngcc xut nysgipcho cc t chcdu lchchu Phithch nghi vi vics dngthng mi in t.Nhng t chc ang c nh hoc angtrong qu trnhthc hinhthngthng mi in tnn lm theocc khuyn cocnutrong bi bo ny gipkhu vc pha nam sa mc Sahara t c tim nngdu lchca n. 2008Nh xut bnElsevierLtd.T kha:khuyn co;Thng miint,trang web,Du lch;Khu vc min nam sa mc Sahara1. Gii thiuNgnh cng nghipdulchccoi lmt trongnhngngnhlnnhttrn th gii to rakhong11%tngsn phm quc ni(GDP), s dng200triu lao ngvphc v700triukhch du lchtrn ton th gii- mt con scd kin stng gp i vonmnm2020(RoevUrquhart,2001).Ktu nhng nm 1990 hu htccnc chu Phi, khicc ngnh khccann kinh t hot ngkhng tt th ngnh cng nghipdulch xut hin vng gp nhiu nhtvo GDPvcxem nh l thuc cha bch bnhcacc nn kinh tchuPhi(Gauciv cng snm 2002 Dieke,2000).*Lin h vitc gi.in thoi:+44 1509 635649;fax: +441509211586.achE-mail:tdmaswera@lboro.ac.uk(T.Maswera).0736-5853/$-vn pha trc2008ngbi ElsevierLtd.doi:10.1016/j.tele.2007.12.001T.Masweraetal./Bu chnh Vin thngv Cng ngh thng tin26 (2009)12-19Tuyc nhiu loing vt hoang d a dng v phong ph, khu du lchc o cngh ng thc vt k l,nhng tim nng du lchca chu Phivn cnt c s dng vcha pht trin(NaudevSaayman,nm2005). Ngy nay, s pht trin nh v bo ca Internet cung cp cng ngh chocc thng nhnchuPhivitc kt ni nhanh cha tng thyvkh nnggiaotiphiu qu, c bit l trong giao tiptrctipvi khch hng. Thng mi in t(e-commerce), ngnh hot ng da trnxng sng lInternet c thgipcct chc du lchchuPhitothm ngun thu nhpthng qua vic vn nnhngth trng m hkhng th tip cn c khisdngcc phng php truyn thng. Thch nghi vs dngthngmiin ttrong mt th giipht trinto rakt qu to lnlm tng mt lng ng k doanh thuca ngnh cng nghipdu lch(h thngdu lch Anitenm 2000;Paulo,2000;Accenturenm 2002;WerthnervRicci, 2004). Thng miintcththc ytim nng pht trin cangnh cng nghipdulch ChuPhi,do lm gia tngdng ngoi tvonn kinh t.2. Phng phpNghin cu c m t trong bi bo ny l s tip ni ca vic nghin cu bo co trc trong tp ch Telematics and Informatics bi Maswera v cng s (2006). V c rt t thng tin c cng b v cc hot ng thng mi in t khu vc nam sa mc Sahara Chu Phi (Molla and Licker, 2004) nn mt nghin cu c thc hin tm hiu xem liu cc t chc trong ngnh cng nghip du lch ca bn quc gia chu Phi c chp nhn thng mi in t khng. Cc quc gia c nghin cu l Nam Phi, Kenya, Zimbabwe, Uganda. Bn nc ny c chn cho nghin cu bi v y l nhng a im c bit n loi hnh du lch thm him. Nghin cu ny c m t chi tit hn trong bi bo trc ca tp ch Telematics and Informatics bi tc gi Maswera v cng s (2006), trong lun n tin s Maswera(2006), v trong cc bi bo ca Maswera v Dawson (2003a,b, 2004) v Maswera cng cng s (2005). Tuy nhin, tin cho vic tham kho, phn ny s cung cp mt bn tm tt cc nghin cu c tin hnh.Bi nghin cu bao gm hai giai on. Giai on th nht lin quan n vic kim tra mt s lng ln cc trang web ca nhng t chc du lch khc nhau t cc nc ni trn. Ba cuc iu tra c tin hnh, cuc iu tra u tin xc nh nhng tnh nng thng mi in t no c sn trn nhng trang web ca khu vc nam sa mc Sahara Chu Phi, cuc iu tra th hai kim tra kh nng truy cp ni dung v cuc iu tra th ba kim tra tnh tin ch ca cc website. Ly mu c sn s dng cho vic la chn cc t chc iu tra. Chui tm kim c s dng tm nhiu trang web nht c th lin quan du lch cc nc chu Phi. Vi mc ch ny cc cng c tm kim c s dng l Google v Excite. t c mc ch trn, cc nh nghin cu s dng chui tm kim nh l: Major Hotels in South Africa v Travel Agencies in Namibia . cc trang web khc c tm thy nhiu t chc khc nhau. V d nh, the Tourism Business Council of South Africa (TBCSA), the Kenya Association of Tour Operators (KATO), v the United States Tour Operators Association (USTOA) c danh sch cc link trang web ca thnh vin cc t chc.Hn ch ca phng php ly mu l kh kh khn trong vic xc nh tng s cc t chc du lch m cuc iu tra i din. Tuy nhin bng cch ly nhiu t chc nht c th t 300 v 600 websites c xem xt trong mi cuc iu tra, tt c cc loi cng ty du lch mang tnh i din cao. Cc trang web c truy cp thuc nhiu t chc du lch khc nhau trong bao gm: cc hng hng khng quc gia, cng vi quc gia, chnh ph v cc t chc xc tin du lch t nhn, cng ty cho thu xe, c quan du lch v cc nh khai thc tour du lch. Cc trang web ca nhng t chc cp trn c kh nng cung cp thng tin v du lch cn thit trc khi quyt nh c nn tham gia vo chuyn i hay khng. Nhng trang web ny cng cho php khch hng thc hin cc giao dch cn thit nh yu cu hoc trc tuyn t phng v tr tin cho cc sn phm, dch v.Vic phn tch cc d liu thu thp c t cc cuc iu tra cho thy rng mc d trong phm vi cung cp cc sn phm, thng tin v du lch, nhng trang web ny kh tng xng vi nhng i tc ca chng chu M v chu u nhng cc trnag web ny cn pht trin cc cng c Marketing sc thc y hot ng kinh doanh ca cc cng ty du lch ny to nn mt tc ng ln trong nn kinh t. Trong phm vi kh nng truy cp v kh nng s dng, kt qu cho thy rng mc d cc trang web chu Phi cng t tng xng vi nhng t chc thnh lp v c th trng pht trin. iu ny l thc t, do cc trang web chu Phi tng i n gin v thiu nhiu tnh nng tin tin nh cc i tc chu M v chu u. Cc t chc chu Phi cn phi lm theo the Web Accessibility Guidelines khi thit k v pht trin trang web nhm tng thm cc tnh nawg cao cp hn c th hon ton nm bt th trng m khng cn n ngun cung cp t cc trang web khc.Trong giai on th hai ca nghin cu, cc bng hi c cung cp cho nhng t chc du lch pha Nam Sahara chu Phi tm kim xem nhng n lc no ca cc t chc trn gp phn tip nhn vs dng thng mi in t ng thi xc nh cch tip thu nhng cng ngh Internet ca nhng t chc ny. Kt qu cho th y rng nhiu t chc khng s dng hiu qu cc cng ngh ny nm bt c hon ton nhng hiu qu m thng mi in t mang li. Mt im tch cc l nh th hin bi cc bng hi trn m c t chc du lch nhn thc c nhng th mnh v tim nng ca thng mi in t, v t t ra k hoch nm bt y hn v thng mi in t ng thi bit cch qun l khc phc nhng ro cn v hn ch cn tn ti trong thng m in t. Tng cng ba bng hi c t ra tm hiu liu cc t chc du lch chu Phi tn dng li th hay c k hoach tn dng nhng li th ca Internet nh th no nhm thc y du lich nng cao v th ca h trong th trng du lch quc t.Hai bng hi u tin c cung cp cho cc t chc du lch chu Phi vi nhng websites c thng tin n gin hoc trang web vi tinh nng tng tc hn ch pht hin nhng ro cn h phi i mt trong vic p dng thng mi in t. Nhng ro cn ny sau c xp hng theo mc nh hng ca n n nhng t chc trn. Mt bng hi na sau c gi n cc t chc du lch c nhng trang web thng mi in t chuyn nghip tm hiu cch h qun l khc phc nhng ro cn nh th no khi vn cha thch nghi c vi vic p dng thng mi in t.Nh kt qu ca cc nghin cu trc y, cc phng php lm vic cng nhau khc phc cc ro cn vi nhng khuyn co thc hin t giai on u tin ca nghin cu sau c bin son thnh mt tp ti liu v khuyn co, ni dung ny c a ra trong phn tip theo ca bi bo. Nhng li khuyn co sau c th nghim nh m t trong phn 4 ca bi bo.3. Khuyn coMi hai li khuyn co c rt ra t kt qu ca vic nghin cu.u tin, su li khuyn co ni v nhng hot ng ph bin lm tng cng v qung b website ca mt t chc. Li khuyn co th by n mi hai l nhng li khuyn c a ra nhm vt qua nhng chng ngi vt cho thng mi in t m c khm ph ra t nhng bn hi.3.1. Khuyn co 1: Cc tnh nng ca thng mi in t bin website thnh mt cng c thng mi in t v mang tnh quc t, website c th thch hp cho th trng ton cu nh th trng Chu u, Chu M, Chu . iu ny lin quan n vic b sung cc tnh nng c nghin cu nh: thng tin ca cng ty; thng tin trn nhng sn phm, dch v; nhng cu hi thng gp; thng tin c ch ngai sn phm nh thi tit, nhng cu ni ring t v c bo mt, nhng yu cu trc tip, hot ng t mua trc cho cc sn phm, dch v, t v tu v thanh ton trc tuyn.3.2. Khuyn co 2: Qun l mi quan h vi khch hngWebsite c th c pht trin bng cch s dng nhng thit b in t ng vin khch hng, gi chn li ko khch hng tr li trang web v iu s to nn mt s n tng i vi khch hng cng nh ph hp vi hnh nh mong mun ca t chc. Nhng thit b in hiu qu c th gip chim c s yu thch ca khch hng, gip t c nhng nhu cu v mong mun ca h. Website bao gm cc hot ng lin lc mt cch linh hot chi tit bng nhng cng c nh: email; nhng mu thng tin phn hi trc tuyn; nhng bn tin in t dnh cho mi thnh vin; chng trnh khuyn mi u i c bit; b tr mt h thng khch hng trung thnh; dch v t ng gi li v nhng ni dung mang tnh c nhn m khch hng yu cu xuyn sut qu trnh.3.3. Khuyn co 3: Chin dch qung co websiteInternet c th c s dng qung co cc sn phm, dch v v n cung cp nhng sn phm dich v c mc gi va phi. l iu cha tng xy ra trc khi c cng ngh kt ni v kh nng giao tip mt cch trc tip c hiu qu vi khch hng trn internet.Website nn cha ng cc nhn t c th thu ht nhng khch hng mi tt hn l gi li khch hng c. Cc chin dch xc tin nh: thit lp bn tin in t; nhng cu hi thng xuyn t pha khch hng; xy dng h thng khch hng trung thnh; dch v gi li cho khch hng; chnh sch bo mt; xc tin hot ng cho hng; tip nhn thng tin phn hi t khch hng; cung cp thng tin v catalog cho sn phm, dch v; gi cc tm bu thip in t cho khch hng v cung cp ng dn t website ny n website khc. Nhng t chc ny cng phi s dng nhng cng c ngoi tuyn nh cng c tham chiu ti ti nguyn internet (URL) trn bng thng co, trn bo, thng co bo ch, tivi, trn nhng sn phm du lch v hu ht nhng qung co khc.3.4. Khuyn co 4: Kin thc c s chuyn giaoC th pht trin website bng cch to ra mi trng khng ch tng tc c vi nhau m cn c th chuyn thng tin t pha khch hng n t chc v ngc li t t chc n khch hng. Nhng thng tin ny nn c t chc s dng cung cp sn phm v dch v tt hn. t chc c th thu nhn thng tin t pha khch hng, bao gm nhng tiu ch nh: d liu ca tp hp khch hng c qun l bng s nh hnh khch hng, nhng cuc iu tra khch hng, nhng cun s in t ghi li cm xc ca khch hng khi s dng nhng sn phm, dch v t website hoc c th s dng nhng thit b xem li v nhng thit b bo co tin nhn d dng ngay lp tc. Vi nhng thng tin nhn c, sau website c th to ra mt h thng khch hng trung thnh, bao gm nhng yu t mang tnh c nhn v c mt b my gii thiu h tr khch hng a ra quyt nh mua ca mnh. khch hng nhn c thng tin t pha t chc th c th tm hiu qua cc bn tin in t, bng thng bo v s t v trc tuyn.3.5. Khuyn co 5: Tng lu lng truy cp website a ra ngha y ca vic kinh doanh th t chc ny cn thit phi tng s lng ngi truy cp website. Cc t chc nn quan tm n cc website ca h, website m thu ht c nhiu khch ving thm nh khch hng ngoi tuyn c nu trong khuyn co. Ngoi ra t chc cng nn s dng nhiu cng ngh nh: thit lp trang ca s, ti khon khch hng, nhng tin t c sc tc ng v nhng tiu d gy ch . S ng k vo website ny cng phi c t trn nhng cng c tm kim ln. T chc cng nn t mc tiu l phi lm ch website ca mnh trn trang ch mnh c th kim sot mt cch trc tip bng cch duy tr, bo dng website v cho php t chc c th cp nht nhng thng tin t website mt cch thng xuyn.3.6. Khuyn co 6: Ni dung website phi d dng tip cn cChc chn rng ni dung ca website l c th tip cn v d dng c s dng bi mi ngi k c nhng ngi khuyt tt. Mun t c thnh tu t chc cn phi tip cn ni dung hng dn (World Wide Web) s dng nhng nh thit k website c tay ngh cao, chc chn mt iu rng ni dung trang web phi mch lc v tn t thi gian truy cp n.3.7. Khuyn co 7: Vt qua ro cn an ninh v php lutVi nhng d liu nhy cm ca khch hng nh chi tit trong th tn dng v thng tin c nhn ca khch hng khi c a vo h thng thng mi in t cn c bo v. h thng thng mi in t t c thnh cng th cn c mt hng ro an ninh cao. T chc ny nn s dng nhng cng ngh tin tin nh: bc tng la; my ch y nhim; mt m ha; ti khon ngi s dng; phn mm chng spyware; phn mm h tr ng nhp ti khon khch hng; phn mm dit vius; chnh sch s dng internet; thit b in t an ton; ch k c s ha; giy chng nhn c s ha; k hoch khi phc thit hi; h thng an ninh v bo mt; ng dn an ninh trong vic thanh ton trc tuyn phi to nn s an ninh v ng tin cy cho website. Nu cc nhn vin ca t chc khng ng dng cng ngh thng mi in t ng n sau khi s dng cc bin php k thut th c th s dng phin bn ca h thng thng mi in t hoc chy song song hai h thng bo v an ton cho chng.3.8 Khuyn co 8: Khc phc nhng ro cn cng nghS dng cng ngh thch hp s to nn mt h thng thng mi in t vng mnh. c th thit lp h thng ny h phi hin i ha c s h tng cho vic thanh ton vi mt tc kt ni internet cao v ng tin cy. m bo rng t chc c th s dng cng ngh thch hp ny h nn ci t nhng phn khu thng mi in t cn s dng thm nhng chuyn gia k thut bn ngoi, trang b cho i ng k thut nhng kin thc chuyn mn, m t nhng cun tp ch hay bi bo ni v thng mi in t, tip cn nhng ngn hng quc t ku gi s gip trong vic thit lp h thng thanh ton trc tuyn.3.9. Khuyn co 9: Khc phc nhng ro cn v t chcChc chn rng cu trc t chc v yu t vn ha ca t chc c lin quan n s thay i ca h thng thng mi in t. t c thnh tu ny, t chc cn phi hiu rng s tng tc ca thng mi in t bi vic tin hnh cc hot ng iu tra xuyn sut trc khi hon thnh s thay i ca h thng thng mi in t l mt k hoch mang tnh chin lc c b tr sp xp mt cch r rng. c th vt qua s thiu ht k nng c nhn v thng tin cng ngh, t chc cn phi hun luyn theo mt chng trnh tt nht cho con ngi. Cng vi s kin ca thng mi in t, t chc s cn pht trin h thng in t lgic c th thay th h thng truyn thng phi lgic.3.10. Khuyn co 10: Vt qua ro cn v hnh vi nhn s. hon thin v s dng thng mi in t mt cch linh hot, trn tru t chc cn phi c mt s hp tc t pha nhn vin ca mnh. Mt vi ngi hu nh t ra khng c vi mi thay i. T chc cn phi trnh s khng c ny t nhng nhn vin ca mnh bng vic m bo mt cng vic n nh cho b phn nhn s, thuyt phc nhn vin ca mnh tin vo ga tr ca thng mi in t v gi nhn vin n nhng kha hc v cho h tham d vo nhng bui nghin cu khoa hc v cng ngh thng mi in t. hn ch vic i ng ch cht s ri khi t chc sau khi h c hun luyn k nng, t chc cn yu cu trch nhim, bn phn ca nhn vin trc khi h c gi i o to. Vic hun luyn nhiu ngi phi c quan tm hn l tng lng cho i ng ch cht. to c mt s ng h v nng lc qun l, t chc cn phi xem xt mi lin h gia i ng cn b qun l hng u vi quyt nh tin hnh d n thng mi in t cho vn ch cht h c th thy rng s tn ty s mang h i n thnh cng.3.11. Khuyn co 11: Khc phc hng ro v ti chnhChc chn rng tnh trng ti chnh va phi c th sn sng cho vic thit lp v chy c h thng thng mi in t. Nu ngun ti chnh khng sn sng p ng cho u t, t chc c th vay tin t mt t chc ti chnh no . S dng cc cng c tnh ton nh: phn tch ri ro u t, ti u t; phn tch gi, li nhun qun l trch nhim tin t. T chc c th bt u vi mt h thng thng mi in t khng phi l qu t da trn nhng yu t nn tng v pht trin n trong bi cnh dng tin lun sn sng.3.12. Khuyn co 12: o to chun b cho vic tip nhn thng mi in tCung cp nhng nhn s ch cht qua o to khc phc nhng ro cn l iu quan trng nht, chng hn nh an ninh, ro cn php l v ccx ro cn cng ngh. o to k thut l vn cn thit trong vic xay dng cc ng dng thng mi in t, an ninh mng, giao dch in t v qun tr h thng thng mi in t. o to k nng qun l l cn thit trong u t, lp k hoch ti chnh, kim sot s thay i v qun l ngun nhn lc.4. Kimtracc khuyn coCcti liukhuyn cosau cgi nnhngt chc du lch tham gia vobn cu hiqunl trong nghin cu,cc quan chc chnh phqucgiavcc chuyn giatrong lnh vcthng miin t vdulchtbn quc giachuPhi.Mc ch ca bi tp nyl tm hiu kincacc c nhn v t chc nitrn vni dungca ti liu.iunysgipxc nh xemcc khuyn coc c p dng titt c cct chc du lchc tr s tibn quc giachuPhivccnckhu vc min nam sa mc Sahara khc hay khng.Cc khuyn col cn thit gipcc t chcdu lchvt qua nhng ro cn v an ninhv php l,cng ngh, t chc,nhng kh khn trong cch ng x cng nhti chnh vthngmiin t.iuny schophpcc t chc trin khaiyhthngthng mi in tc th xm nhp voccthtrngdulch quc t y hp dn.ysl skhiu trong cuc hnh trnh nhn thcytim nng du lch cacc t chc du lch chu Phi.5. Lu hnh cc khuyn coCcti liukhuyn co c gididng mt file nh kme-mailn200 t chcdu lchc tr s ti10 quc giachuPhim du lchl c ngha,cc nc nylNamPhi, Kenya, Zimbabwe, Uganda, Namibia, Tanzania, Mauritius,Seychelles,Zambiav Botswana(ChristievCromptonnm 2001,TchcDu lch Th gii,2006).Nguyn nhn ca vic chn10 quc giachuPhil tm hiu xem cc khuyn coc thc hin cc nc khcc khc nhng khuyn co ly c tnghin cu hay khng?Mt ln na,cc mu sn c c gi ncc t chc lin lc.Cc t chc nycng cmi gikinca hntc gi.Vic s dnge-mailc a chung hncc phng phplu hnhtiliu khc, chng hnnh gi thbu chnh,bi v nr hn,nhanhhnvd dngc sntrong hu htcctchc(Tassabehji, 2003).Cu hi m c s dnglinh hot hnkhi h cho php ngi c hinhn xt vbt c vn noca s la chn lin quan n ti liu(WeisbergvBowen,1977).Cct chc du lchcyucunhn xt v hai kha cnhca ti liulhu ch vd s dng.Cc ti liu tng t cng c gi n 20 chuyn gia trong cc lnh vc thng mi in t v ngnh cng nghip du lch c tr s ti khu vc pha nam sa mc Sahara v 10 quan chc chnh ph t cc nc chu Phi tm kim kin ca h v ti liu ny. Cc chuyn gia c xc nh trong sut mt cuc hp c lin quan n cc tc gi v ba ging vin t S Khoa hc My tnh ti Loughborough, Ray Dawson, Janet Edwards v Tom Jackson, trong khi cc chi tit lin lc ca cc quan chc chnh ph c thu thp t cc trang web ca c quan chnh ph trc tip chu trch nhim cho vic thc y ngnh cng nghip du lch. iu ny c thc hin c c phm vi rng nht t cc bn tham gia hay chnh l cc tc gi tin tng rng s c mt li ch trong cc ti liu v ni dung ca n.6. Nhng pht hinC tng cng 33 phn hi, trong c 23 phn hi (chim 70%) n t cc t chc du lch chu Phi. S cn li (chim 30%) l t cc chuyn gia v quan chc chnh ph lm vic hoc c tr s t ti cc nc chu Phi ni trn. Hu ht (97%) nhng li phn hi cho bit rng cc ti liu khuyn co rt hu ch cho cc t chc du lch Chu Phi v n tht s rt d s dng. Duy ch c mt t chc du lch ni rng h khng h c mt ci nhn mi no khi tip xc vi ti liu, l do l v h khng thnh tho trong lnh vc thng mi in t. Tt c cc chuyn gia v hc gi u nhn nh rng nhng li khuyn co v cng hu dng v quan trng i vi cc t chc du lch khu vc pha nam sa mc Sahara ca chu Phi, mc d c mt chuyn gia n t Nam Phi ngh rng vic a ra v d l rt cn thit gip cc t chc du lch hiu thm v li khuyn co hn.C tt c 4 cu tr li (chim 13%) nhn c t cc t chc du lch v cc chuyn gia c tr s t nhng nc chu Phi khc v tt c h u ch ra rng ti liu ny rt hu ch v d s dng. iu ny ni ln rng nhng khuyn co khng ch c p dng cc nc chu Phi m cn c th c p dng ti cc nc chu Phi khc c mi trng tng t. Nh qun l thng mi in t ca mt nhm cc khch sn Kenya a ra nhn nh sau y: Ti tin rng nhng ti liu khuyn co tht s sc tch v gii thch c yu cu ca thng mi in t i vi cc t chc theo cch n gin m bt c ai cng hiu c. iu ny cho thy nhng kin ngh khng nhng rt d thc hin m cn bao qut c tt c cc kha cnh ca thng mi in t v iu ny s rt hu ch cho cc t chc du lch vi bt k quy m no. Nh nghin cu ni ting trong lnh vc thng mi in t v l Ph tng bin tp tp ch Cng ngh thng tin Nghin cu v ng dng vi kinh nghim tng lm vic v ving thm 5 nc chu Phi pht biu rng: y thc s l mt ti liu b ch. Nhn xt ny nu bt tm quan trng ca li khuyn ngh i vi ngnh du lch khu vc pha nam sa mc Sahara ca chu Phi.Mt chuyn gia thng mi in t n t i hc Namibia a ra bnh lun: cc ti lius phc v mc ch d nh ca n, trong khi c vn IT ca Zimbabwe c tr s t ti Nam Phi th li ni rng: li khuyn co rt cn thit v kh thi. kin t hai chuyn gia cho thy nhng kin ngh rt thit thc v chi tit. y l kt qu ca phng php lm vic ca tc gi, theo cc phng php v cng ngh vt qua ro cn i vi thng mi in t c rt ra t cc t chc du lch Chu Phi thnh cng hn nhng quy nh gii php c trong mi trng khc. Nh iu hnh tour du lch Nam Phi ni v li khuyn co nh sau: Li khuyn co v hng dn ca bn l v cng sc tch v c ngha i vi xu th pht trin nhanh chng ca thng mi in t trong thi i ngy nay. Cc kin cho rng bn cht ngn gn ca li khuyn co c ngha l cc t chc Chu Phi nn lm theo cc khuyn ngh d thc hin. Ngoi ra, cc kin cng ch ra rng, iu quan trng khi cc t chc du lch chu Phi lm theo xut ny l h c th gia nhp vo th trng du lch quc t ang pht trin v nu khng h s sm b b li pha sau bi cc i th cnh tranh khc. Nh iu hnh tour du lch Nam Phi tip tc ni: Bn hon thnh nhng iu c bn trong chin dch pht trin ca chng ti, nhng bn c thm nhiu kha cnh mi m chc chn s h tr bt k t chc du lch no chu Phi. iu ny cho thy ti liu khng ch gip cc t chc m cn ln k hoch tip nhn v s dng thng mi in t i vi nhng ngi ang s dng n.7. Kt lunNhn chung nhng khuyn co cp n s pht trin ca trang web t trang web ch cha ng thng tin n gin n nhng trang web thng mi in t hon chnh. Nhng nhn nh c tho lun trong bi ny hng mt cch trc tip n vic cung cp cng c v nhng ni dung hu ch cho khch hng khi h quyt nh giao dch v thanh ton bng hnh thc trc tuyn qua mng. Nhng t chc ny thng chuyn i trang web ca h thnh mt cng c marketing bng cch tn dng phng thc qung co da vo website trc tuyn thm nhp vo th trng du lch mang tnh cnh tranh cao. T chc du lch chu Phi cn c nhn nh l 1 t chc lun c gng i u cc t chc khc trong cng khu vc vi s gip ca kin thc chuyn giao cng ngh.Ngnh thng mi in t s cn phi vt qua nhiu kh khn v ro cn trong thc t. Tuy nhin, bi vit ny s tm ra nhng tr ngi ca thng mi in t v a ra gii php khc phc i vi kh khn bt kp nhng th trng khng c m rng trn cc trang web khc. Nhng gii php c a ra khc phc kh khn trong bi ny c rt ra t nhng cuc th nghim c t chc du lch khu vc pha nam sa mc Sahara ca chu Phi s dng thnh cng. c xem l nh cao ca kinh t khu vc pha nam sa mc Sahara v c tnh cnh tranh cao vi cc nc Ty u v Bc M, tt c cc t chc du lch chu Phi c kin ngh lun lun duy tr tnh cnh tranh cao.T nhng phn tch kin nhn c ca cc nh thc tin hc v cc nh l thuyt hc cho thy rng nhng li khuyn co s cung cp nn tng t nhng t chc du lch chu Phi vt qua nhng tr ngi v tr thnh trang mng thng mi in t c thit k mt cch ton din v kh thnh cng. Vic nhn c nhng phn hi tch cc t nhng t chc du lch chu Phi nh l mt du hiu cho thy rng nhng li khuyn co s hot ng hiu qu cc nc cn chu Phi khc. Tc gi kin ngh rng nhng t chc du lch cn chu Phi nn tip thu v thc hin theo nhng li khuyn co c bn lun trong bi ny c th vt qua nhng chng ngi vt pha trc v m ra mt trang mng thng mi in t hon thin p ng y tim nng kinh t.Ti liu tham khoAccenture, 2002. Customer-centric systems for the travel and tourism industry. 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