The 2D barcodes known as QR (Quick Response) codes
gives tourism suppliers new opportunities. Indeed, in contains up to 7 089
elements, compared to the 128 elements in a traditional bar code, that allow the
customers to access an information page relative to the destination or on the
attraction or offering promotions.
The Disneyland Paris theme park has been following
this new trend in technology for tourism. Many QR codes were introduced around
the different theme parks at every step of the ‘journey’ through the park. From
the main entrance to the specific entrance of each ride, customers can access information
by flashing the codes. Interesting, right?
photo credit : http://www.freedigitalphotos.net
Disneyland is here putting a reliable strategy in
place: QR code can only be accessed by smartphones with the right application.
The profile of the tourists in the park is quite wide: from families, to young
couples or groups of teen friends, but almost every groups considered will have
a smartphone at the time of its trip to Disneyland. Thus, the technology is
easily accessible and should reach a large number of visitors. The QR codes are
displayed all around the park and close to the rides which enables the tourists
who have first missed the information to have access to it later on and while
queuing for a ride for instance. Entertainment on your smartphone, while waiting
for your Indiana Jones ride, it sounds innovative and funny!
photo credit : http://www.freedigitalphotos.net
Disneyland QR codes not only provide
information on the rides, the parades and the different shows, but also offer
some promotions and coupons to the curious users. The aim is to give you a
sentiment of privilege while accessing the coupons through the QR codes! This
might be the ultimate incentive to push you to buy an extra souvenir
or a meal at one of the shops within the park.
Besides, it is a low cost technology for the company
since the QR codes are not sensitive to time. The QR code can remain the same
over the years, as long as the web page or content it accesses is refreshed
regularly to provide accurate information.
Therefore, the strategy is clever and also interactive
for the customers that usually spend a lot of time waiting in line for the
rides. Nevertheless, the Disney project like almost every project including QR
codes faces the some issues. The different surveys have shown that QR codes in
one of the least popular technology used in travel and tourism. Although it
provides some great information to the customers and promoting and marketing
tools to the suppliers it faces the problem of its lecture. Indeed, in order to
read a QR code, the user must have the adequate application on its smartphone.
If not, the user might not download one just to access QR codes on a specific
day not matter how entertaining and informative they can be. The need to have a
good access to the Internet to open the apps can also be an issue.
We think that the incentive in the Disneyland Paris
Park is good since it can be entertaining for the tourists to have an access to
new content and promotions throughout the park and while waiting for the ride,
especially since the use of smartphones is very common in this kind of
situation. However, the decision to use the QR codes technology might not be a
very lasting solution. Besides the issues rose above, we think that a company
such as Disneyland Theme Parks should engage in more developing and innovative technologies
such as the Near Field Communication. Indeed, this technology could (when
widely developed and accessible through almost every smartphones) replace the
QR codes put in place. The NFC technology enables to access content just by
swapping your phone in front of a specific object or image to access content.
It also allows sharing information with the nearby smartphones, which could
give Disneyland’s experience an additional tool to promote its shows and
shops.
Marie Lallement
&Florence Autier
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