Information and Communication Technologies in Tourism · Title (Microsoft PowerPoint - Social Media Marketing in Tourism $Case Studies$ [Kompatibilitetsl\344ge]) Author: kaikro

$Page 1: Information and Communication Technologies in Tourism · Title (Microsoft PowerPoint - Social Media Marketing in Tourism $Case Studies$ [Kompatibilitetsl\344ge]) Author: kaikro$
Information and

Communication

Technologiesin

Tourism

2 © copyright IFITTICT in Tourism

Web 2.0 in tourism

From hits to niches

Broad

NicheMicro


Web 2.0 in Tourism

� Web 2.0

� No separation between user and editor

� Authoring tools (dynamic website, UCG)

� Social network: open, interactive, rich-experience, global � hyperlinked

collective intelligence = permanent collaborative contributions)

� Dislocation of desktop applications into Internet (� user configuration

and control, open source = perpetual Beta)

� Research areas

� Applications (e.g. blogs, feedback-reviews, mobile tags, podcasts, body

finder…)

� Conditions & implications (e.g. communities, integration, empowerment,

sharing, innovation co-creation…)


Web 2.0 Revolution in Tourism

25 Mio. unique users

96% positive reviews� 1990s: Web 1.0 (S-GC – 2D)

� 2000s: Web 2.0 (U-GC – 3D)

� No separation between user and

editor

� UGC Creators: 44% � 51%

� Blog Readers: 58% � 69%

(eMarketer 2009)

Rating and

Reviews

What others

are sayingSharing discoveries

with peers

Recommendation

Up-SellingPhoto &

Video

GPS Tracking,

Mashup Navigation

UG Adds (Tags)


Community Site Visits

(04/08)

Links Shared Goal Specific features/web 2.0 technologies

www.lonelyplanet.com 1,158,800 630 Travel info Forum, blogs for professional authors, mobile services

(POI & Reviews)

www.travelpod.com 657,000 991 Travel experiences Blogs (i.e. travelogues) associated to geographical maps

(linked in mashups), mobile blogging & podcasting

www.virtualtourist.com 1,154,400 3,277 Unbiased fellow-based

travel guides

Descriptions & rateable reviews of travel locations, several

forums, ‘post a question’, reservation and booking

functionalities (travel deals)

www.travelistic.com 90,000 170 Travel info & video Flash player-based, user and professional video content is

linked to geographical info & map, can be rated,

commented and tagged (á la YouTube)

www.wikitravel.org 723,400 2,036 Free travel guide Open create & edit functions, Blogs, RSS-feeds, tag clouds

www.travel.yahoo.com/trip n.a. n.a. Create & illustrate

custom trip plan

Schedule (timeline), journal (reviews, descriptions,

podcast) & maps (integrates)

www.couchsurfing.com 900,400 539 Network for private

accommodation

Messenger, contact list, blogs & reports, profiles

www.tripadvisor.com 4,413,200 7,070 Unbiased fellow reviews

& helping in forums (> 10

Mio. reviews generate 17

Mio. trips / week)

Popularity index, traveller articles (wiki-based), game

travel IQ (find locations on map), right now (community

events in real time), forum, podcast

www.travelblog.org 575,800 1,101 Travel info & experiences Geographically associated blogs, forum and photos (tips,

facts, history), map and routes

Web 2.0 Revolution in Tourism


Web 2.0 in Tourism

� DMO challanges for Re-

Positioning

� Content Collection & Info

Provision

� UGC via multiple channels

� Mobile & LBS

� Promotion

� Social Media

� Facilitator & moderator of

consumer processes

� eCRM � eCMR (Midlets,

widgets, games, viral)

� Research & Quality

Assurance

� CS � e-Reviews,

automated sentiment

detection

� Transactions

� One-stop shopping,

Dynamic packaging �

open SBN

Roger Carter 2009

Where do I do what � what do I

do where?


Case Study – Social Media / User Generated content

Is TripAdvisor’s “Show Prices” CPC Program a Viable Direct Online Distribution Channel in Hospitality?

http://www.hebsdigital.com/blog/tripadvisor-show-prices-case-study

How does the TripAdvisor CPC Program work for independent hotels, resorts and casinos?



Cruise lines prefer Facebook to Twitter for customer engagement, few dabble in other networks

http://www.tnooz.com/article/cruise-lines-prefer-facebook-to-twitter-for-customer-engagement-few-dabble-in-other-networks/

A new survey of 50 cruise companies has indicated an overwhelming preference for using Facebook Fan pages over Twitter profiles.



Black(mail?) cards are not welcome at hotels

http://www.tnooz.com/article/blackmail-cards-are-not-welcome-at-hotels/

A reviewer-card, that identifies hotel guests as prolific reviewers receives critical feedback



Love is (hopefully) in the air for WeMetOnAPlane social platform

http://www.tnooz.com/article/love-is-hopefully-in-the-air-for-wemetonaplane-social-platform/

www.wemetonaplane.com

Have you ever met that special someone on a plane but for whatever reason you didn’t end up exchanging your contact details with each other and later regretted it?



Best Western launches a Facebook app with reservations

http://www.tnooz.com/article/best-western-launches-a-facebook-app-with-reservations/

https://apps.facebook.com/

bestwesternbooking/

Best Western is now giving Facebook fans the ability to book any of its 4,100 hotels in more than 100 countries without leaving the social network.



China’s Firewall hasn’t stopped Facebook from attracting its largest developer community in Asia

http://thenextweb.com/asia/2012/03/06/chinas-great-firewall-hasnt-stopped-facebook-from-attracting-its-largest-developer-community-in-asia/

Facebook may be blocked in China but that hasn’t stopped the country rising to become the largest contributor of apps to the social network in Asia.



VisitBritain taps Visible Technologies to monitor social media during London 2012

http://www.tnooz.com/article/visitbritain-taps-visible-technologies-to-monitor-social-media-during-london-2012/

www.visibletechnologies.com

The London 2012 Games will be the first Olympics and Paralympics to take place after the widespread adoption of Twitter and Facebook. VisitBritain has decided to check the pulse of conversations on these social networks by using a social media monitoring enterprise tool from Visible Technologies.



North Korea joins the social media revolution

http://www.travelmole.com/news_feature.php?news_id=2005371

Pyongyang posted the country's first ever photos via Instagram. This is a giant leap for the secretive country that has only one 3G mobile operator, jointly run by a State-owned businesses.



British Airways and the Know Me saga: Should companies run image checks on customers?

http://www.tnooz.com/article/british-airways-and-the-know-me-saga-should-companies-run-image-checks-on-customers/

British Airways’ Know Me

program runs identity checks on “very important” business passengers.



Starbucks presses social media onward

http://seattletimes.com/html/businesstechnology/2020862483_starbuckssocialxml.html

Starbucks executives figure that through Facebook fans and their friends alone, they have access to nearly 1 billion people — a seventh of the world’s population.

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Information and Communication Technologies in Tourism · Title (Microsoft PowerPoint - Social Media Marketing in Tourism \(Case Studies\) [Kompatibilitetsl\344ge]) Author: kaikro