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NEW MEDIA IN TOURISM
COMMUNICATION & ETOURISM
Dr. Alessandro Inversini
School of Tourism, Bournemouth University
ainversini@bournemouth.ac.uk
beanbol.com
Dr. Alessandro Inversini
Functions: Project Manager, Program Assistant, PhD student, Lecturer.
2010: Executive Director webatelier.net
Webatelier.net management 10+ people / 5+ projects.
Event Organizer (ex. ENTER2010 – responsible for implementation).
Function: Managing Director (Jan. 2011)
New Media in Tourism - Regional Competence Center
6+ people, 6 public stakeholders + commercial clients
Blogger & Social Media Specialist
Good Results BUT need to move forward
September 2012
http://blogs.bournemouth.ac.uk/etourismlab/
Dr. Alessandro Inversini
Tourism and the Technological (r)evolution
Tourism
Stock and Manage
Info.
Information Intense
Day to Day Operations
Sheld
on, 1997; P
oon, 1993; G
retz
el et al., 2000
“[…] information is the lifeblood of tourism and so technology is fundamental for
the ability of the industry to operate.” Cooper, Fletcher, Gilbert, Fyall and Wanhill (2008:628)
ICTs ICTs
Dr. Alessandro Inversini
eTourism (I)
(Buhalis, 2003)
Dr. Alessandro Inversini
eTourism (II)
The digital revolution introduced by the internet, intranets and extranets provides unprecedented and unforeseen opportunities for productivity improvements, interactive management and dynamic marketing (Buhalis 2003).
As a result, organisations and governments are now, for example, able to:
• accelerate knowledge and information distribution;
• apply knowledge management at the widest possible coverage;
• increase their efficiency and productivity;
• improve and shorten the decision making process;
• enhance their communication and co-ordination efficiency;
• reduce their transportation, postage and communication costs; and
• support their interactivity with all stakeholders.
Dr. Alessandro Inversini
eTourism (III)
• eMarketing or eCommerce?
• Destination Managers are understanding that if well
managed technologis can bring a tremendous added
value to their business.
(Inversini et al., 2009)
• The «internet revolution» brings:
• New way of marketing and selling the destination
• New business model
• …
Dr. Alessandro Inversini
Example I
http://estonianfreepress.com
Dr. Alessandro Inversini
http://www.stregissingapore.com
Dr. Alessandro Inversini
HGRM
Dr. Alessandro Inversini
Management & Experience
Technology is crucial for the management of tourism
releted information.
Tourism is an experience which involves travelers. Modern
travelers are exploiting technologies in all the different
stages of the tourism goods consumption.
Modern traveler is sophisticated and in constant need of
information. (Buhalis and Law, 2008)
(Buhalis, 2003)
BUT
(Gretzel et al., 2006)
Dr. Alessandro Inversini
When technologies get involved?
Gretzel et al., 2006
(Gretzel et al., 2006)
Dr. Alessandro Inversini
When technologies get involved?
(Gretzel et al., 2006)
Dr. Alessandro Inversini
Website Communication Model
Let’s take a «services oriented» vision…
Dr. Alessandro Inversini
WCM (II)
Things
People
Dr. Alessandro Inversini
Then what is a website?
• “a cluster of pages” which is composed of “a unique node on the web” (O’Neill, 1998)
• “hobby for Information System people” (Van der Geest, 2001)
“a set of contents and services (pillar1), created by a group of
people (pillar 3) and made available to a given group of end users
(pillar 4) thanks to a collection of technical instruments (pillar 2),
and it is situated within a given relevant market (5 element)”.
(Cantoni and Tardini, 2006)
Dr. Alessandro Inversini
What’s the goal of a website?
• This is due to the fact that once a company enters the online information market as a player (i.e. creating an online presence/website), it could have three main core objectives: (Cantoni and Di Blas, 2002)
• To be there: most companies today have a website, and not being listed by the search engines could mean forfeiting potential clients only because the company address or telephone numbers is not in the internet.
• To operate: companies can choose to create online services to somehow operate in a B2B or B2C form in order to sell their product or to market it with prospective clients.
• To integrate: companies can exploit the internet both operating and integrating. In this case, to integrate means allowing the website to support some business process of the companies. One example of integration could be an extranet for travelling workers.
The Web as Competitive Environment
Dr. Alessandro Inversini
Is the web a competitive environemnt?
Dr. Alessandro Inversini
What is the shape of the web?
• Is it possible to represent the tourism online network of the
island? Is it possible to study the topology of the online
network (n= 468 elements)?
• The network is a virtual space where the operators can meet,
exchange information and experiences, develop common
projects and build partnerships with the objective of
reducing risk, distribution efforts, and financial costs.
• Moreover, promoting a common project through interlinked
websites provides increased visibility because a search
engines recognizes and values the importance of the
interlinking among websites
(Brin & Page, 1998)
(Baggio et al., 2007)
Dr. Alessandro Inversini
Elb
a N
etw
ork
Analy
sis
(I)
(B
aggio
et al., 2007)
Dr. Alessandro Inversini
Elba Network Analysis (II)
• Low Connectivity
• Low Modularity
• Poor degree of technological
collaboration
Low propensity to reference the external world could find a
foundation on the strong independent way to conduct the
family run enterprises and on the high rate of loyalty guests
which produce a good word-of mouth promotion. (Baggio et al., 2007)
Tourism Online Domain
Dr. Alessandro Inversini
Tourism Online Domain
Xiang et al., 2008
Dr. Alessandro Inversini
Search Engine – Example (I)
Dr. Alessandro Inversini
TOD (I)
• 30 destination is US
• 10 most popualr
• 10 national fame
• 10 regional fame
• 65,961,000 pages
• 969 (mean) Real indexed pages
• Visibility ratio 0.032
Xiang et al., 2008
Dr. Alessandro Inversini
TOD (II)
Few unique results (same domain); most of the duplicates are: (I) portals and
information aggregators such as chicagotraveler.com, citysearch.com, Yahoo!
Travel, and Chicago Tribune Online; (II) destination marketing organizations’
websites such as choosechicago.com; and,(III) government websites such as
cityofchicago.org.
Xiang et al., 2008
Dr. Alessandro Inversini
TOD (III)
• The so-called “thin” interface effect in that search engines
are facing challenges in representing a complex domain
like tourism.
• Online tourism is, comprised of heterogeneous business
and non-business facets that potentially contribute to the
consumption of travel.
• Although search engines have become dominant in the
online search market, they may not be capable of
providing access to a culturally rich domain like tourism.
Xiang et al., 2008
Dr. Alessandro Inversini
Are Websites suited for communication
purposes “during” the tourism experience?
mTourism
Dr. Alessandro Inversini
mTourims
Desktop navigation and destination websites can serve the
pre-consumption and post-consumption phase, but the
consumption phase itself is in need of new tools and
applications to serve user needs effectively.
(Inversini and Violi, Forthcoming)
• A relatively new trend is Mobile Tourism where tourism
information is disseminated through mobile applications
(mTourism – Kenteris et al., 2010)
Dr. Alessandro Inversini
Mobile diffusion
Dr. Alessandro Inversini
Why mobile?
Dr. Alessandro Inversini
Why mobile?
http://www.youtube.com/watch?v=5fZk0HaIs4s
Dr. Alessandro Inversini
eTourism Trends
Dr. Alessandro Inversini
Dr. Alessandro Inversini
What’s next?
Dr. Alessandro Inversini
Dr. Alessandro Inversini
http://www.youtube.com/watch?v=VoFtyJj9Q7g
Dr. Alessandro Inversini
Dr. Alessandro Inversini
http://www.youtube.com/watch?v=VFRyOt_BqfU
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