INTRODUCTION
The role of information technology in various business activities is increasingly important, especially information technology into a means of information exchange. Tourism and hospitality businesses such as travel agents is one of the business world that use information technology. The times, requires businesses to be able to make this change to be one of the strengths in conducting its business operations. If not then it can be said that the businessman left behind by the times. Therefore the hotel as a form of service business that provides services accommodation lodging, food and beverage providers, and other service facilities that cater for all public services are highly demanded in the effort to implement the technology.
Information technology is needed to store the data of the guests, rooms, items needed during the process and stay awhile, menus and other favorite foods. So technology systems play a role in storing data required by the hotel to be able to develop a better hotel in this case related to data mining for marketing purposes. The development of information technology in the hospitality business that Indonesia has many uses e-business to support daily operations, thus providing ease and efficiency as well as effectiveness of the work of all stakeholders. Most five-star hotels have implemented e-business system as well.
There are hotels that apply only for the purposes of managing a guest start the reservation until check out, there is integrated with the entire point of sales such as telephone use, laundry, room service or restaurant so much easier to check and payment services, some are up integrated with purchase of raw materials hotels, so it can be seen the flow of goods and the existing stock and also connected with the accounting system that allows shareholders to see the performance of the hotel.
The higher the quality of the services of a hotel that is marked by the increasing number of stars, usually more concerned to implement e-business, although this claim needs to be proven with empirical research, because the higher the degree of difficulty or complexity and greater expectations will guest convenience and good service. This can be done by e-busienss system solutions.
Through the e-busienss hotel activities will be run efficiently, such as guest reservation process, the process of reception, guest payments, facilities used by guests, up reporting systems that are suitable jobs, such as financial statements and evaluation of the work can be the basis of management for planning and future business strategies.
In a book entitled Hotel Management and Operation of 2005, Rutherford and Fallon mentioned that the important role of the department that is responsible for the condition of the world's top management changes to information and information technology. In many cases hoteliers, hotel information technology has now become the controller.
In connection with the importance of hoteliers to implement information technology in support of their business operations, necessary to study the role of information technology to the hospitality business.
ROLE OF INFORMATION TECHNOLOGY IN BUSINESS HOTEL
Business Patterns change
According Syahdan (2007) information age has changed the pattern of many businesses in many fields. A billionaire and founder of Microsoft, Bill Gates believes that the current competition is not in competition goods or services, but rather the business model. The business model that has a competitive advantage to compete is a business model that applying information technology, which is a business model where business processes conducted electronically or digitally through the Internet.
The use of information technology in a business activity will provide significantly different business model with operating systems that conventional hotel business. The use of information technology in the business activities of the company will result in a paradigm shift in the market structure, market locations, business organization, and business processes. Often in the information technology terms this is called business process reengineering or business process reengineering pattern by replacing all the old business with a new business patterns are completely different with information technology as the enabler.
According Prihanto (2011), some examples of changes in the pattern of the business are:
1. The changing concept Marketplace to marketspace, ie business processes that rely on information technology as a medium to bring together between the seller and the buyer in the transaction of on-line business. Does not require the existence of a place or a physical market. Nowadays many marketing communications and promotion is done through the internet like email, skype or SMS using internet software.
2. The changing concept Geografic Business models or Location Base, a Global Business Model Based or Virtual, ie business processes that rely on information technology as a transformation of media information products and services on-line, while the seller and buyer are in different locations.
3. The changing concept of corporate business processes leads to:
a. Direct marketing, where the promotion is done in an interactive, on-line and real time. Thus the hotel can get closer to its customers again.
b. Expansion of distribution channels of products and services, either via digital transfer on-line, as well as the physical delivery of information services through inter-company partners. Thus automatically hotel opportunity to expand its market share.
c. Efficiency in transaction processing and effective in service. It is very possible due to the use of IT in business transactions will be able to reduce various costs, including the cost of promotion and coordination costs (management) through a paperless (distribution of data and information electronically).
d. Innovation in products and services, because with the help of IT products and services can be delivered to customers with a more communicative, varied, and exclusive.
Achievement of customer loyalty
Application of information technology membua effective service quality (Prihanto, 2011). So the company can obtain some benefit, which is to encourage and enable management to unify the voices of consumers in making decisions; find customer service priorities, identify priority repair service, and provide guidance in making resource allocation decisions, pay attention to the influence of the initial steps of service quality and investment, as well as job offers based on the data for good service. Customer data stored either allow management to maintain relationships with customers who have been using the services of the hotel, such as sending e-mail greeting, birthday, and new product or service information. As well as other necessary communication can be done easily.
Winning the competition
Information technology in the hospitality business to provide full support for the company in terms of evaluation and complete customer data in order to be the basis for development of a variety of competitive strategies in a way that is:a) Provide support to internal business operations.b) Provide support to the managerial decision-making.c) Provide support to the achievement of organizational objectives and the achievement of strategic competitive advantage.
Thus hospitality businesses ready to face the five competitive forces that Porter mentioned, which may sharpen the structure of competition in its industry environment, namely:a) Rivalry within the industry and its market competitors.b) The threat of new entrants in the industry and market.c) because of the threat faced by substitute products that can capture market share.d) The bargaining power of customers.e) The bargaining power of suppliers.
The role of information technology in various business activities is increasingly important, especially information technology into a means of information exchange. Tourism and hospitality businesses such as travel agents is one of the business world that use information technology. The times, requires businesses to be able to make this change to be one of the strengths in conducting its business operations. If not then it can be said that the businessman left behind by the times. Therefore the hotel as a form of service business that provides services accommodation lodging, food and beverage providers, and other service facilities that cater for all public services are highly demanded in the effort to implement the technology.
Information technology is needed to store the data of the guests, rooms, items needed during the process and stay awhile, menus and other favorite foods. So technology systems play a role in storing data required by the hotel to be able to develop a better hotel in this case related to data mining for marketing purposes. The development of information technology in the hospitality business that Indonesia has many uses e-business to support daily operations, thus providing ease and efficiency as well as effectiveness of the work of all stakeholders. Most five-star hotels have implemented e-business system as well.
There are hotels that apply only for the purposes of managing a guest start the reservation until check out, there is integrated with the entire point of sales such as telephone use, laundry, room service or restaurant so much easier to check and payment services, some are up integrated with purchase of raw materials hotels, so it can be seen the flow of goods and the existing stock and also connected with the accounting system that allows shareholders to see the performance of the hotel.
The higher the quality of the services of a hotel that is marked by the increasing number of stars, usually more concerned to implement e-business, although this claim needs to be proven with empirical research, because the higher the degree of difficulty or complexity and greater expectations will guest convenience and good service. This can be done by e-busienss system solutions.
Through the e-busienss hotel activities will be run efficiently, such as guest reservation process, the process of reception, guest payments, facilities used by guests, up reporting systems that are suitable jobs, such as financial statements and evaluation of the work can be the basis of management for planning and future business strategies.
In a book entitled Hotel Management and Operation of 2005, Rutherford and Fallon mentioned that the important role of the department that is responsible for the condition of the world's top management changes to information and information technology. In many cases hoteliers, hotel information technology has now become the controller.
In connection with the importance of hoteliers to implement information technology in support of their business operations, necessary to study the role of information technology to the hospitality business.
ROLE OF INFORMATION TECHNOLOGY IN BUSINESS HOTEL
Business Patterns change
According Syahdan (2007) information age has changed the pattern of many businesses in many fields. A billionaire and founder of Microsoft, Bill Gates believes that the current competition is not in competition goods or services, but rather the business model. The business model that has a competitive advantage to compete is a business model that applying information technology, which is a business model where business processes conducted electronically or digitally through the Internet.
The use of information technology in a business activity will provide significantly different business model with operating systems that conventional hotel business. The use of information technology in the business activities of the company will result in a paradigm shift in the market structure, market locations, business organization, and business processes. Often in the information technology terms this is called business process reengineering or business process reengineering pattern by replacing all the old business with a new business patterns are completely different with information technology as the enabler.
According Prihanto (2011), some examples of changes in the pattern of the business are:
1. The changing concept Marketplace to marketspace, ie business processes that rely on information technology as a medium to bring together between the seller and the buyer in the transaction of on-line business. Does not require the existence of a place or a physical market. Nowadays many marketing communications and promotion is done through the internet like email, skype or SMS using internet software.
2. The changing concept Geografic Business models or Location Base, a Global Business Model Based or Virtual, ie business processes that rely on information technology as a transformation of media information products and services on-line, while the seller and buyer are in different locations.
3. The changing concept of corporate business processes leads to:
a. Direct marketing, where the promotion is done in an interactive, on-line and real time. Thus the hotel can get closer to its customers again.
b. Expansion of distribution channels of products and services, either via digital transfer on-line, as well as the physical delivery of information services through inter-company partners. Thus automatically hotel opportunity to expand its market share.
c. Efficiency in transaction processing and effective in service. It is very possible due to the use of IT in business transactions will be able to reduce various costs, including the cost of promotion and coordination costs (management) through a paperless (distribution of data and information electronically).
d. Innovation in products and services, because with the help of IT products and services can be delivered to customers with a more communicative, varied, and exclusive.
Achievement of customer loyalty
Application of information technology membua effective service quality (Prihanto, 2011). So the company can obtain some benefit, which is to encourage and enable management to unify the voices of consumers in making decisions; find customer service priorities, identify priority repair service, and provide guidance in making resource allocation decisions, pay attention to the influence of the initial steps of service quality and investment, as well as job offers based on the data for good service. Customer data stored either allow management to maintain relationships with customers who have been using the services of the hotel, such as sending e-mail greeting, birthday, and new product or service information. As well as other necessary communication can be done easily.
Winning the competition
Information technology in the hospitality business to provide full support for the company in terms of evaluation and complete customer data in order to be the basis for development of a variety of competitive strategies in a way that is:a) Provide support to internal business operations.b) Provide support to the managerial decision-making.c) Provide support to the achievement of organizational objectives and the achievement of strategic competitive advantage.
Thus hospitality businesses ready to face the five competitive forces that Porter mentioned, which may sharpen the structure of competition in its industry environment, namely:a) Rivalry within the industry and its market competitors.b) The threat of new entrants in the industry and market.c) because of the threat faced by substitute products that can capture market share.d) The bargaining power of customers.e) The bargaining power of suppliers.
Hotel
information technology strategies in their implementation must not be
separated from operational customer satisfaction and effectiveness as
well as efficiency, namely:
· Low Cost Leadership Strategy
Strategies to achieve low costs in its business operations. Substantially reduce information technology costs used in the company's business processes and reduce production costs. For example, the reservation service is done on-line on the internet, offer for sale is done on-line on the internet. As well as all operations are recorded in the information system.
· Strategies differentiation
Strategies to develop ways to differentiate (difference) products and services from competitors. Strategic support in stratregi information technology is helping provide features that can distinguish the products and services produced by the company. Hotel facilities in general always keep promotion to provide information that is always up to date and easy communication.
· Strategy Innovation
Strategies to find new ways of doing business. This may involve the development of a variety of unique products and services, or enter a unique market niche. Information technology to create innovative and radical changes in business processes that can dramatically impact the cost cutting, improve quality, efficiency of service to the customer, as well as shorten the delivery of products and services to customers. Example, book a hotel room on-line, the total service system for on-line customers.
· Growth Strategy
Strategies for stimulated companies to significantly expand the company's ability to produce goods and services, expand into global markets, and to diversify products and new services. Example, booking through a global satellite network, develop on-line marketing on the internet, and build sophisticated satellite network that can connect a point of sale terminal (point of sale) in a number of cooperation partners.
CONCLUSION
Application of information technology in the hotel business can create change business patterns, the ability to reach and win the customer loyalty services business competition this accommodation. This is due to the application of information tekologi, hotels can achieve low costs in operations with a broad range of markets. Direct marketing can be done and the establishment of a data base allowing customers a variety of data analysis in the development of marketing strategies.
· Low Cost Leadership Strategy
Strategies to achieve low costs in its business operations. Substantially reduce information technology costs used in the company's business processes and reduce production costs. For example, the reservation service is done on-line on the internet, offer for sale is done on-line on the internet. As well as all operations are recorded in the information system.
· Strategies differentiation
Strategies to develop ways to differentiate (difference) products and services from competitors. Strategic support in stratregi information technology is helping provide features that can distinguish the products and services produced by the company. Hotel facilities in general always keep promotion to provide information that is always up to date and easy communication.
· Strategy Innovation
Strategies to find new ways of doing business. This may involve the development of a variety of unique products and services, or enter a unique market niche. Information technology to create innovative and radical changes in business processes that can dramatically impact the cost cutting, improve quality, efficiency of service to the customer, as well as shorten the delivery of products and services to customers. Example, book a hotel room on-line, the total service system for on-line customers.
· Growth Strategy
Strategies for stimulated companies to significantly expand the company's ability to produce goods and services, expand into global markets, and to diversify products and new services. Example, booking through a global satellite network, develop on-line marketing on the internet, and build sophisticated satellite network that can connect a point of sale terminal (point of sale) in a number of cooperation partners.
CONCLUSION
Application of information technology in the hotel business can create change business patterns, the ability to reach and win the customer loyalty services business competition this accommodation. This is due to the application of information tekologi, hotels can achieve low costs in operations with a broad range of markets. Direct marketing can be done and the establishment of a data base allowing customers a variety of data analysis in the development of marketing strategies.
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