Beruflich Dokumente
Kultur Dokumente
Faculty of Arts
Department of Economics
Postgraduate Diploma in Tourism Economics
and Hotel Management (Pg. DTEHM)
2011/12
Extended Essay
Name
: 2011/PGDTEHM/04
Authenticity statement:
I, P.D.C. Gunathilake following Postgraduate Diploma in Tourism Economics and
Hotel Management at the Department of Economics, the University of Colombo,
Colombo, Sri Lanka declare that when writing my thesis on the topic of Contribution
of ICT Development for Front-Office Operation of Hotel Industry: Special Reference
to Language Barriers Occurs in Reception Services I will not commit plagiarism. This
extended essay is my own work. I am well aware of University of Colombos policies
on plagiarism and I certify that the content of this thesis is all my own work and does
not contain any unacknowledged content from other sources.
Moreover, I declare that I will, at all times, remain responsible for the above.
Student signature:
ii | P a g e
Acknowledgement
I wish to acknowledge and thank the following people gratefully who supported and
guided me in many ways to make this project a success.
The primary acknowledgement of this project goes to Dr. Suranga de Silva, the
course director of the Pg. Diploma in Tourism Economics and Hotel Management for
her kind advice throughout my academic period.
Also I wish to express my heartfelt gratitude to my dear supervisor Mr. Udana
Wickramasinghe for giving me guidance in time to time and supporting me by giving
a great moral support to achieve the project goals. I would also give my kind regards
to Dr. Sepali Subasinghe for the great guidance provided me on writing extended
essay.
Also, I would like to thank and give my honorable gratitude to Department of
Economics of Colombo University to providing me library facilities and laboratory
facilities which helped me a lot to come up with a more effective report.
I warmly thank all the industry personnel and tourist help me given their experiences
and ideas on this topic.
So, I promise that I have learnt many things from this project while managing the
time and priorities given to me.
iii | P a g e
Abstract
Hotels cater for the foreigners came from the all over the world. Foreigners are
speaking their own languages. When guests come to Hotel Reception, guests will
not be able to communicate using the global language English. Sometimes, there
might be a receptionist that who can understand the language that guest speaks.
But, lots of times, guests will be highly unsatisfied when there is no one to handles
his/her inquires. Therefore, this causes problems in the reception, when guests from
different nationalities come to hotel.
Information Communication Technology (ICT) provides support in language
problems rises when communicating with the people of different nationalities. The
objective of this project is to identify the solutions given by ICT and analysis the
applicability of them in the problem mention above and to explore the portability of
the extensors of this project into real time system.
This will only look at the ICT solutions which can be given using available computer
hardware at the hotel reception or with slight modification of computer hardware.
This will be focus on English, German, French, and Russian which are the
languages speaks in the top ten tourist generating countries to Sri Lanka.
The information will be gathering by conducting a literature review on areas of
language translation, voice translation and speech recognition. Interviewing of key
informants like front office staff will be the way of identifying the language problems
occurs at reception.
This research would outcomes the applicability of available ICT solutions of
language translation with respect to handle the language problem rises at the hotel
reception.
iv | P a g e
Table of Content
1.2
Scope ............................................................................................................ 2
1.3
Significant of Studies..................................................................................... 2
1.4
Objectives ..................................................................................................... 2
1.5
v|Page
List of Tables
Table 1. 1: Rule Based MT vs. Statistical MT............................................................. 6
Table 1. 2: Language of Speaking Top ten tourist arrivals to Sri Lanka ................ 14
Table 1. 3: Language of Speaking Emerging Tourist generating countries ........... 14
Table 1. 4: World mostly using languages................................................................ 14
vi | P a g e
Chapter 1 Introduction
Tourism is an industry that sells intangible experiences. Communication is vital to the
success of tourism businesses since it is only through the effective use of
communication that tourism marketers can offer to customers tangible cues about
those intangible experiences. Also, while communication is an essential component
in the conduct of any service business, it has got an overarching role in tourism
(George, 2011). Contemporary information society has made Tourism a highly
information-intensive industry as ICT (Information and Communication Technologies)
has a potential impact on tourism business. The role of ICT in tourism industry
cannot be undervalued and it is crucial driving force in the current information driven
society. It has provided new tools and enabled new distribution channels, thus
creating a new business environment (Shanker, 2008). This research is about
contribution of new ICT development in recent years to tourism sector specially
referring to front-office operation of hotel industry. Mainly, focus on ICT development
in the field of natural language translation and machine translation (MT) which will
help to address communication barriers occurs due to various speaking languages in
the world.
1|Page
1.2 Scope
This will only look at the ICT solutions which can be given using available computer
hardware at the hotel reception or with slight modification of computer hardware.
This will be focus on English, German, French, and Russian which are the
languages speaks in the top ten tourist generating countries to Sri Lanka. This is
focusing on small and medium scale hotels in Sri Lanka.
1.4 Objectives
ICT provides support in language problems rises when communicating with the
people of different nationalities. The objectives of this project are as follows:
1. Identify the solutions given by ICT in area of natural language translation.
2. Analysis the applicability of them in the problem mention above.
3. Explore the portability of the extensors of this project into real time system.
2|Page
Depending
on
the
analysis,
3|Page
the
overall
conclusion
and
language
is
needed.
Solving
this
problem
with corpus
4|Page
5|Page
Statistical MT
High
CPU
and
disk
space
requirements
+ Consistency between versions
- Lack of fluency
+ Good fluency
Hybrid MT
Hybrid machine translation (HMT) leverages the strengths of statistical and rulebased translation methodologies. Several MT organizations (such as Asia Online,
LinguaSys, Systran, and Polytechnic University of Valencia) claim a hybrid approach
that uses both rules and statistics.
6|Page
7|Page
over Internet
Protocol (IP)
SYSTRAN
SYSTRAN is one of the leading suppliers of language translation software in the
current market. SYSTRAN is a leading machine translation solutions provider which
composes advanced language translation software that helps enterprises and
individuals to communicate more effectively in multiple languages (Systran, 2013).
SYSTRAN's software has been developed in such a way that it instantly translates
text from and into 52 languages for individuals to understand and publish any type of
information. Nowadays, SYSTRAN products are widely being used in worldwide
scale as the solutions increases business productivity in enterprise collaboration, ECommerce, customer support, knowledge management, search, and other
initiatives.
In 2009, SYSTRAN extended its position as the industry's leading innovator by
introducing the first hybrid machine translation engine. This breakthrough combines
the advantages of linguistic technology with statistical techniques so the software
automatically learns from existing and validated translations. SYSTRAN's hybrid
machine translation solution is easy and quick to customize. The self-learning
techniques allow users to train the software to any specific domain or business
objective to achieve cost-effective publishable quality translations. For more than 40
years, SYSTRAN products and solutions continue to be the choice of leading global
corporations (Symantec, Cisco, and EADS), Internet portals and public agencies like
the US Intelligence Community.
Following
Language
Translation
Software
SYSTRANS;
8|Page
Packages
are
available
under
Albanian
Arabic
Belarusian
Bosnian
Bulgarian
Catalan
Chinese
Croatian
Czech
Danish
Dutch
English
Esperanto
Estonian
Filipino
Finnish
French
Galician
German
Greek
Hebrew
Hindi
Hungarian
Icelandic
Indonesian
Irish
Italian
Japanese
Korean
Latvian
Lithuanian
Macedonian Malay
Maltese
Norwegian
Persian
Polish
Portuguese Romanian
Russian
Serbian
Slovak
Slovenian
Spanish
Swedish
Thai
Turkish
Ukrainian
Vietnamese Welsh
9|Page
Swahili
Yiddish
Azerbaijani
Basque
Bengali
Cebuano
Georgian
Gujarati
Urdu
Hmong
Javanese
Kannada
Khmer
Lao
Latin
Marathi
Tamil
Telugu
Haitian Creole
Babylon 9 / 2013
Babylon is considered to be a market leader in translation software and online
translation assistance for over 10 years. Their most popular product is known to be
Babylon 9 which offers all the bells and whistles from previous software versions
plus a few new tricks to create translation software filled with advanced features and
specifications. In compared its translation accuracy and availability in more than two
dozen languages, this considered as the best translation software. Babylon 9 is the
Gold Award winner of 2013 for their program integration, text-to-speech feature,
instant webpage translations and its ability to support a large variety of formats and
files. When it comes to the program compatibility, the software is compatible with
Windows XP, Windows Vista and Windows 7.
Main Features of the Babylon 9 Application
10 | P a g e
Greater speed and accuracy: Improvements have been made to all translation
engine dictionaries and grammars resulting in better translations than ever
before.
Translate Selection: Select any text and its translation appears next to it.
Text Capture: Import text to Logo-Trans (translates text that you type, paste,
or drop) from any program. No need to cut and paste: just click or draw a
rectangle around the text you want to import.
11 | P a g e
PROMT Professional 9.0 translates between the following languages: English Russian and Russian English; English - German and German- English; EnglishSpanish and Spanish-English; English-Portuguese and Portuguese-English; EnglishFrench and French-English; English-Italian and Italian-English.
Following are some successful attempt of VoIP technology as a solution to language
barriers in the world.
12 | P a g e
13 | P a g e
Speaking Languages
India
UK
Germany
France
Maldives
Australia
Canada
USA
Russia
Table 1. 2: Language of Speaking Top ten tourist arrivals to Sri Lanka (SLTDA, 2011)
Emerging countries
Country
Speaking Languages
China
Arabian
Mandarin, Chinese
Arabic
Native speakers
(in millions)
% of world
population
Mandarin
Spanish
935
387
14.1%
5.85%
English
365
5.52%
Hindi
Arabic
295
280
4.46%
4.23%
Portuguese
204
3.08%
Bengali
202
3.05%
Russian
160
2.42%
Japanese
Punjabi
German
127
96
92
1.92%
1.44%
1.39%
14 | P a g e
Mainly spoken in
China, Taiwan, Singapore
Hispanic America, Spain, United States,
Equatorial Guinea
Australia, Canada, India, Ireland, New
Zealand, United Kingdom, United States,
South Africa, Singapore, Philippines
India, Fiji, Nepal
North Africa, Western Asia (Middle East),
East Africa
Angola, Brazil, Mozambique, Portugal, So
Tom and Prncipe
Bangladesh, West Bengal (India), Tripura
(India), Assam (India)
Russia, former Republics of the Soviet
Union, Mongolia, Israel
Japan
Punjab region (India, Pakistan)
Austria,
Belgium
(Eupen-Malmedy),
Germany,
Luxembourg,
Liechtenstein,
Switzerland, South Tirol (in Italy)
Chapter 3 - Methodology
Due to the time constrains, the data about hospitality industry and front office related
issues regarding to the above mention problem qualitative data were collected using
the unstructured interviews conducted with front office managers of three star and
below level resorts, senior receptionists currently working in star class hotels and five
foreign guests who are currently staying in hotels in Sri Lanka.
Interview questions for the hotel employees
When a guest with less fluency in English how you face the problem of
communicating with him/her?
How do you deal with a guest who is not speaking English at all?
How the guest feel when you do not understand what he/she says to you in
their language?
How do you deal with different langue speaking guests when there are no tour
guides to assist?
Do you know about any ICT solutions that can be used to address these
communication problems?
Have you use any ICT solution to address this communicating problem?
15 | P a g e
What are the type of telecommunication devise are you use when you are
travelling? ( Are you using mobile phone, smart phone or tab)
What are the ways you express someone, when he/she does not
understanding the language you speaking?
Observation is carried out during the peak hours at the reception desk of above
mentions hotels. Also observations are used to get the details about performance of
the computer hardware they are using at front office and as well as the performance
of ICT infrastructure they have in hotel.
The secondary data were collected using the available past researches,
documentations and vendor information available on the World Wide Web.
16 | P a g e
According to the literature review carried out in the area of natural language
translation and its practice in the field of Tourism and Hospitality industry, its seems
to be the ICT solutions which are capable of handling the language barriers at hotel
receptions are not acquire in the present scenario. According to the research
findings following are the available ICT solutions that can be straightforwardly use to
address the above problem;
1. Free Online Language Translation Solutions
2. Language Translations Softwares
3. Language Translation services through VoIP
As per the interviews had with the front office staff of hotels in Sri Lanka, following
points were highlighted;
1. The lack of knowledge in front office executives in ICT.
2. Technological infrastructure is available but solutions are not identified.
3. Misuse of technology by lower level staff ( example receptionist) cause to
According to the observation had in hotels, modern foreign guests are using their
electronic devices like mini-laptops, I-pads and I-phones to address this problem. But
they have problem with getting internet facility for their devices, because they use
free online softwares. According to the interviews had with Tourist and Hotel Staff,
they will be delightful to have some ICT solutions to help them when they get
problems with communicating with other language speaking people.
17 | P a g e
According to the considerations of facts that identified in the research its shows that
there is need for such a system in hotels, which will help small and medium scale
hotels to cater for more foreign guest from different nationalities and by occupying
less number of front office staff.
As per the research findings the suggestion is to use free online translation
softwares that can be run on the available computer hardware and softwares at
hotels. Because 80% of hotels front office have suitable hardware and internet
connection. Therefore there is no initial installation cost and no licensing cost. Those
free online solutions are easy to learn and available to use at any given time.
As further developments in future, this problem can be solved by providing VoIP
solution. This will be really successful work, because human translation will be use
and translation service will be provided as online service. This will be new innovation
services that can be developed as a new business opportunity in Sri Lanka.
There will be two final recommendations to address the above mention problem;
1. Use of free online language translation software or purchased
language translation software.
2. Language Translation as VoIP Service Solution
This will be a software service, where you have hired actual humans to
translate your words to another language. This will be online language
translation service provided by original humans using the VoIP
technology. For example, When you ever want to translate your
English to Russian , you only have generate a call from your smart
phone that service provider then that service provider will translate your
words to Russian, when the guest reply back to it, that service provider
again translate that Russian words to English as you can hear.
18 | P a g e
Bibliography
Albat, T. F., 2012. Systems and Methods for Automatically Estimating a Translation Time.
US, Patent No. 0185235.
CIA, 2009. The World Factbook. [Online]
Available at: https://www.cia.gov/library/publications/the-world-factbook/geos/xx.html
[Accessed 10 June 2013].
CISCO, 2012. What is Voice over IP? The Basics. [Online]
Available at:
http://www.cisco.com/cisco/web/solutions/small_business/resource_center/articles/be_more
_productive/what_is_voip/index.html
[Accessed 10 July 2013].
George, B., 2011. Communication Skills for Success: Tourism Industry Specific Guidelines.
[Online]
Available at:
http://www.anglohigher.com/magazines/magazine_detail/97/38#ixzz2ZwCGZI1B
[Accessed 30 June 2013].
Shanker, D., 2008. ICT and Tourism: Challenges and Opportunities. Lucknow, Indian
Institute of Management, pp. 50-58.
SLTDA, 2011. Annual Statistical report, Colombo: SLTDA.
Systran, 2013. Systran. [Online]
Available at: http://www.systransoft.com/
[Accessed 21 July 2013].
SYSTRAN, 2013. What Is Machine Translation?. [Online]
Available at: http://www.systransoft.com/systran/corporate-profile/translationtechnology/what-is-machine-translation
[Accessed 23 June 2013].
Unknow, 2010. Assessment of the Economic Impact of ICT. Jordan: Ministry of Information
and Commiunications Technologies.
Unknown, 2007. Google Switches to Its Own Translation System. [Online]
Available at: http://googlesystem.blogspot.com/2007/10/google-translate-switches-togoogles.html
[Accessed 22 July 2013].
Veres, F., 2006. Realtime Language Translators for Voip. [Online]
Available at: http://www.voip.com/voip_articles/voip_translators.aspx
[Accessed 2 July 2013].
VoIP Innovations, 2013. What is VOIP. [Online]
Available at: http://www.voip-info.org/wiki/view/What+is+VOIP
[Accessed 1 July 2013].
19 | P a g e