Hospitality Information Hospitality Information Systems and Systems and TechnologyTechnology

The Internet, Marketing & Web The Internet, Marketing & Web Page DesignPage Design

The InternetThe Internet

►A special type of networkA special type of network►Links computers & users all over the Links computers & users all over the

world using common communication world using common communication protocolsprotocols

►A massive network of computer A massive network of computer systemssystems

►Not a single network, a series of Not a single network, a series of networksnetworks

Early connections used a Early connections used a process called Direct process called Direct

ConnectionConnectionTied up phone linesTied up phone lines

Packet SwitchingPacket Switching

►Cuts the transmission into a series of Cuts the transmission into a series of packetspackets

►Each packet is:Each packet is: NumberedNumbered Contains destination and return addressesContains destination and return addresses Transmitted as capacity is availableTransmitted as capacity is available Forwarded separatelyForwarded separately

Each computer using the Each computer using the internet must have IP softwareinternet must have IP softwareHas an assigned IP addressHas an assigned IP address

Uses an IP datagramUses an IP datagram

IP DatagramIP Datagram

IP datagrams have two partsIP datagrams have two parts Header informationHeader information DataData

Header InformationHeader Information

1) Total length of packet1) Total length of packet 2) Destination IP address2) Destination IP address 3) Source IP address3) Source IP address 4) Time to live4) Time to live 5) Error checking information5) Error checking information

IP addresses are in a 32 IP addresses are in a 32 bit formatbit format

Four sets of numbers Four sets of numbers separated by three separated by three periodsperiodsDotted Decimal NotationDotted Decimal NotationExample: Example: 128.135.130.201128.135.130.201

The World Wide WebThe World Wide Web

A graphic overlay on top of the other A graphic overlay on top of the other Internet servicesInternet services

Hypertext versus Linear FashionHypertext versus Linear Fashion

Three ComponentsThree Components

1) HTTP: Hypertext Transfer Protocol1) HTTP: Hypertext Transfer Protocol 2) HTML: Hypertext Markup Language2) HTML: Hypertext Markup Language 3) URL: Uniform Resource Locator3) URL: Uniform Resource Locator

HTTPHTTP

A set of rules for exchanging informationA set of rules for exchanging information Request message (Get)Request message (Get)

Request lineRequest line HeaderHeader Body containing dataBody containing data

Response message (Post)Response message (Post) Response line with code containing the Response line with code containing the

requested file or error messagerequested file or error message Header informationHeader information Body containing the HTML of the requested fileBody containing the HTML of the requested file

HTMLHTML

Hypertext Markup LanguageHypertext Markup Language Language used by the browser to display Language used by the browser to display

the text and graphics on a web pagethe text and graphics on a web page

URLURL

Uniform Resource LocatorUniform Resource Locator The address to a web pageThe address to a web page Three partsThree parts

The internet protocol used (HTTP or FTP)The internet protocol used (HTTP or FTP) The address or name of the serverThe address or name of the server The location and name of the file on the serverThe location and name of the file on the server

SampleSample

http://www.myhotels.com/reservationhttp://www.myhotels.com/reservation

(1) (2) (3) (4) (5)(1) (2) (3) (4) (5) 1) Internet Protocol1) Internet Protocol 2) Name of server2) Name of server 3) Target file3) Target file 4) Domain Name4) Domain Name 5) Specific address5) Specific address

FTPFTP

►File Transfer ProtocolFile Transfer Protocol Basically a tool for exchanging files over Basically a tool for exchanging files over

the internetthe internet Difference in HTTP & FTPDifference in HTTP & FTP

►HTTP is WYSIWYGHTTP is WYSIWYG►FTP: Must download the file to your computer FTP: Must download the file to your computer

& use a separate application to view it & use a separate application to view it ( ie:Adobe Acrobat) ( ie:Adobe Acrobat)

Sample Domain NamesSample Domain Names

► .com.com Commercial usersCommercial users► .net.net Network providersNetwork providers► .edu.eduEducational institutionsEducational institutions► .org.org Non profit institutionsNon profit institutions► .gov.govUS governmentUS government► .mil.mil US MilitaryUS Military► .travel.travel Travel industryTravel industry

Internet SecurityInternet Security

►““Trust everyone, but brand your Trust everyone, but brand your cattle”cattle”

► Information – a company’s most Information – a company’s most valuable assetvaluable asset

A Computer Survey A Computer Survey Institute Report Institute Report interviewed 538 interviewed 538 corporationscorporations

The results?The results?

85% reported computer security 85% reported computer security breaches in the past 12 monthsbreaches in the past 12 months

186 companies were able to quantify the 186 companies were able to quantify the loss at $366 millionloss at $366 million

70% reported their internet connection as 70% reported their internet connection as a frequent point of attacka frequent point of attack

Types of attacksTypes of attacks

1) Worm: An independent program that 1) Worm: An independent program that makes copies of itself in different makes copies of itself in different computers in a networkcomputers in a network

2) Virus: Code that attaches to an 2) Virus: Code that attaches to an existing programexisting program

3) Trojan Horse: A program that appears 3) Trojan Horse: A program that appears to perform one task but actually performs to perform one task but actually performs another malicious taskanother malicious task

How do you protect your How do you protect your system?system?

PasswordsPasswords Single Key Encryption: Swap one Single Key Encryption: Swap one

character for anothercharacter for another Public Key Encryption: Uses a public key Public Key Encryption: Uses a public key

& a private key& a private key Secure Socket LayerSecure Socket Layer

Other ProtectionsOther Protections

FirewallsFirewalls Packet filters: limits inbound or outbound Packet filters: limits inbound or outbound

packets based on either their IP addresses or packets based on either their IP addresses or portport

Proxy server: prevents IP address on Proxy server: prevents IP address on company computers from becoming known by company computers from becoming known by an intruder on the internetan intruder on the internet

Stateful filtering / inspection: Allows access Stateful filtering / inspection: Allows access based on a set table of IP addressbased on a set table of IP address

Web Site DesigningWeb Site Designing

We are in the age of information overloadWe are in the age of information overload

Therefore, your web site has to break Therefore, your web site has to break through the clutterthrough the clutter

A successful web site must take A successful web site must take advantage of the special nature advantage of the special nature

of the webof the web

An informative, navigable site An informative, navigable site can be an asset to any businesscan be an asset to any business

A poorly designed site could A poorly designed site could possibly send business awaypossibly send business away

Topics for marketing on the webTopics for marketing on the web

1) The nature of the web1) The nature of the web

2) The purpose of the web site2) The purpose of the web site

3) Who is your audience?3) Who is your audience?

4) What content will you provide?4) What content will you provide?

5) Best practices for web site design & 5) Best practices for web site design & contentcontent

The nature of the webThe nature of the web

1) It is non-linear1) It is non-linear

2) It is interactive2) It is interactive

3) It is active on the part of the user3) It is active on the part of the user

4) It is fast4) It is fast

5) It is usable5) It is usable

InteractivityInteractivity

The best sites allow the user to make The best sites allow the user to make some kind of interactionsome kind of interaction

HyperlinksHyperlinks

Immediate resultsImmediate results

The user is activeThe user is active

The user is in control of their destinyThe user is in control of their destiny

A personalized experienceA personalized experience

FastFast

Users have short attention spansUsers have short attention spans

Responses must be immediateResponses must be immediate

KISMIFKISMIF

UsabilityUsability

HOMERUNHOMERUN 1) High quality content1) High quality content 2) Often updated2) Often updated 3) Minimum download time3) Minimum download time 4) Ease of use4) Ease of use 5) Relevant to users needs5) Relevant to users needs 6) Unique to the online medium6) Unique to the online medium 7) Net-centric corporate culture7) Net-centric corporate culture

What is the purpose of your site?What is the purpose of your site?

Good sites require lots of planningGood sites require lots of planning

Keep under consideration how to keep the Keep under consideration how to keep the user there once the site is founduser there once the site is found

The site must have a distinct purposeThe site must have a distinct purpose

Who is your audience?Who is your audience?

Need to ensure that the site contents Need to ensure that the site contents match the needs of who you want to match the needs of who you want to attractattract

Design your site with the primary Design your site with the primary audiences in mind, but keep the audiences in mind, but keep the secondary audiences in mind alsosecondary audiences in mind also

What content will you provide?What content will you provide?

Non-linearity – Each page should have Non-linearity – Each page should have your name and/or logoyour name and/or logoInteractivity – The more the user can Interactivity – The more the user can interact with what you offer, the better the interact with what you offer, the better the chance to close the salechance to close the saleUser activity – Direct the user to what you User activity – Direct the user to what you want them to do a quickly as possiblewant them to do a quickly as possibleFast medium – Use short pages, minimal Fast medium – Use short pages, minimal downloadsdownloads

Best practices for web design and Best practices for web design and contentcontent

Turn surfers into guestsTurn surfers into guests

Turn guests in repeat guests for lifeTurn guests in repeat guests for life

Turning shoppers into guestsTurning shoppers into guests

Download quicklyDownload quickly

Cool is not always convenientCool is not always convenient

Communicate the values of your brand Communicate the values of your brand immediatelyimmediately

Communicate emotional benefitsCommunicate emotional benefits

Avoid the wallpaper trapAvoid the wallpaper trap

Establish a unique presenceEstablish a unique presence

Turning shoppers into guestsTurning shoppers into guests

Make it easy to browseMake it easy to browse

Don’t sacrifice convenience for clevernessDon’t sacrifice convenience for cleverness

Give them a reason to bookGive them a reason to book

Enable customizationEnable customization

Make it worth their whileMake it worth their while

Make the reservation process as easy as Make the reservation process as easy as 1-2-31-2-3

Turn them into guests for Turn them into guests for lifelife

Actively manage guest relationshipsActively manage guest relationships Identify your best and loyal guests and Identify your best and loyal guests and

reward themreward them Exceed guest expectationsExceed guest expectations Make your guests a part of your teamMake your guests a part of your team

Web sites that work and Web sites that work and don’t workdon’t work

Web sites performance should be based Web sites performance should be based on five separate areas of performance, on five separate areas of performance, design and functionalitydesign and functionality AccessibilityAccessibility Objective design criteriaObjective design criteria Subjective design criteriaSubjective design criteria Customer interactivityCustomer interactivity Technology usedTechnology used

CriteriaCriteria

1) Accessibility 1) Accessibility Measures a site’s ability to be accessed without faultMeasures a site’s ability to be accessed without fault

2) Objective design2) Objective design Specific site features such as FAQ’s, help, store locator, Specific site features such as FAQ’s, help, store locator,

mapping, secure transaction capabilitymapping, secure transaction capability 3) Subjective design3) Subjective design

Navigation functionality, clarity, consistency, core design Navigation functionality, clarity, consistency, core design concepts, ease of navigationconcepts, ease of navigation

4) Customer interactivity4) Customer interactivity Sites that allow customers to provide input & obtain feedbackSites that allow customers to provide input & obtain feedback

5) Technology5) Technology Effective use of audio and/or videoEffective use of audio and/or video

Group Assignment

• View some hotel, restaurant, resort, etc site on the web. If possible, see how easy it is to make a reservation

• Pick one web site, evaluate it on the five criteria. Plan to display the web site in class and discuss you viewpoints.