Unit 3 Journal Rubric: Introductory, Emergent, Practice, Pro

Unit3journal Rubricintroductoryemergentpracticedproficientmasteredsco

List and describe the types of systems described in this case study. How do these systems improve the operation of the business? How do these systems support decision-making? Identify 3 different decisions that can be supported by these systems.

Paper For Above instruction

Vail Ski Resorts leverages multiple advanced technological systems to enhance both operational efficiency and customer satisfaction, aligning with modern trends in hospitality and recreation management. The primary systems include RFID lift ticketing and ski passes, the EpicMix social media and tracking platform, and SAS Customer Intelligence software. Each system plays a distinct role in streamlining operations, personalizing customer experiences, and supporting strategic decision-making, which together contribute to the resort’s competitive edge and customer loyalty.

Firstly, RFID (Radio Frequency Identification) lift tickets and ski passes are pivotal in operational improvements. Installed at the resort, these electronic passes allow for seamless access control and real-time data collection when scanned at lift bases. This technology significantly reduces wait times by eliminating manual ticket checks, thereby enhancing the flow of skiers and snowboarders on the slopes. Furthermore, RFID systems enable precise tracking of individual skier movements, lift usage, and vertical feet ascended, which aids in managing crowd distribution and optimizing lift schedules. For resort management, this automation translates into more efficient lift operations and better resource allocation, resulting in a smoother guest experience and increased capacity handling during peak times.

Secondly, the EpicMix platform exemplifies the integration of social media with real-time data analytics, transforming the traditional ski experience into a personalized, interactive event. Tourists and locals can access their skiing statistics, such as lifts ridden, vertical distance, and medals earned, via mobile apps or web portals. The system fosters engagement by enabling sharing on social media, promoting user-generated content, and incentivizing participation through virtual awards and competitions. Operationally, EpicMix supports the resort by providing detailed insights into skier behavior and preferences, which can be used for targeted marketing campaigns and personalized service offerings.

Thirdly, Vail Resorts’ implementation of SAS Customer Intelligence software exemplifies how big data analytics can elevate decision-making. This market intelligence system consolidates disparate customer data streams into a centralized database, facilitating comprehensive analysis of guest habits, spending patterns, and preferences. Leveraging predictive analytics, the company can identify high-value customer segments, forecast future demand, and tailor marketing initiatives accordingly. The segmentation models support decisions related to resource deployment, such as staffing levels and promotional offers, as well as long-term strategic planning, including expansion opportunities and service innovations.

The integration of these systems supports a variety of decisions crucial to the resort’s ongoing success. For example, operational managers use RFID data to optimize lift operations and manage on-mountain traffic flow, improving overall guest satisfaction and safety. Marketing teams utilize insights from EpicMix and Customer Intelligence analytics to craft personalized marketing campaigns that nurture loyalty and increase sales. Furthermore, strategic executives depend on data-driven forecasts of customer demand and preferences to inform capital investments, expansion plans, and new service developments, ensuring the resort remains competitive in a dynamic market.

Overall, the sophisticated use of RFID, social media integration through EpicMix, and enterprise-level analytics software exemplifies how modern information systems can transform a traditional leisure industry into a high-tech, customer-centric enterprise. These systems not only streamline daily operations but also enable informed decision-making that enhances guest experiences, drives revenue, and sustains competitive advantage.

References

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