Bournemouth University is launching the eTourism Lab (eTL) as a part of the International Centre for Tourism and Hospitality Research (ICTHR) in the School of Tourism. The eLab is exploring cutting edge information and communication technologies and e-based strategic management and marketing for tourism and hospitality organisations.

As Information Communication Technologies (ICTs) become globally pivotal both commercial and public organisations are increasingly depending on their ability to embrace, foster and develop Information Technology for achieving competitive advantage and implementing strategy.

Within this context the School has a long tradition of generating research output in the Information Technology and Information Systems field. Engaging multiple stakeholders through social media is becoming critical for organisations to communicate effectively and compete globally.

The eTourism Lab aims to bring together this expertise and create a clear vision for the future. eTL will offer global excellence in the field of eTourism in the widest possible sense which includes eTravel, eTransport, eHospitality, eCatering/Food. The Lab will generate synergies with the newly established MSc in eTourism and will also enable the School to be recognised as one of the key research organisations in this field.

The Lab is led by Professor Dimitrios Buhalis, currently President of the International Federation of Information Technology for Travel and Tourism (IFITT). Prof Buhalis said “Bournemouth University is in the cutting edge of eTourism research working closely with international organisations for creating agile solutions and dynamic innovations. Technology will be critical for competitive advantage and our research will have great relevance and impact globally”. Academic members include Dr Philip Alford, Dr Soo Jun, Dr Miguel Moital, Dr Christos Gatzidis and Researchers include John Fotis, Nicolas Gregory, Barnara Neuhofer, Andrew Spencer, Ivana Rihova, Soultana Symenonidou, Georgina Sekadakis, Zornitza Yovcheva and Luca Smiroldo.

A number of projects on eTourism Marketing, Social Media and eConsumer Behaviour are currently underway. The eTL reflects the gradually increasing interest of international organisations such as the World Tourism Organisation, the World Tourism and Travel Council and the European Commission in the wide range of implications of ICTs. The eTL aims to provide research results which will facilitate both policy making at the macro level as well as strategic tools for optimising competitiveness and maximising profitability at the micro level. The eTL will collaborate globally in developing this pioneering vision and strategy.

eTourism Lab Mission Statement:

To push the barrier of knowledge on eTourism and through Information Communication Technologies capitalisation to empower policy making and strategic competitive advantages.