The state of the art of international DMO websites

Prof. Alastair M. Morrison, Ph.D.Purdue University, USA

BES Consulting & Design

Belle Tourism International Consulting

2nd E-Development Forum on China’s Travel & Tourism Industry

Beijing, December 18, 2010

Presentation outline

World Internet population 2010 and great opportunity for Asia in the future

Roles of DMO websites

The website as a marketing tool

I AM OUTSTANDING website model

International DMO website case examples

Summary of presentation

© 2010, Belle Tourism International Consulting/BES

World Internet population, 2010 Asia is the #1 Internet user market

with 42% of the total world Internet population.

Market penetration is the second lowest in the world, after only Africa. So great future growth

potential in Asia in Internet usage.

http://www.InternetWorldStats.com/

Roles of DMO websitesMuch more than an information channel!

Roles of DMO websites (DMO viewpoint)

Provide information on the destination

Promote destination’s products and services

Support and enhance traditional promotions (e.g., PR, advertising, and sales)

Communicate destination’s positioning and branding

Build relationships with visitors, MICE markets and travel trade

Engage travelers in discussions via the social media

Generate visitor databases and research

Encourage destination partnerships

Accept bookings and reservations (e-commerce)

© 2010, Belle Tourism International Consulting/BES

The Website as a marketing tool

© 2010, Belle Tourism International Consulting/BES

I AM OUTSTANDING websitemodelI = International

A = Address website users as individuals

M = Monitored or constantly evaluated and improved

O = Outstanding, award-winning

U = Up-to-date

T = Targeted

S = Social media

T = Telephone versions

A = Attractive

N = Networked

D = Dynamic

I = Integrated

N = Niche markets

G = Great contents© 2010, Belle Tourism International Consulting/BES

International DMO website case examples

All the best from abroad!

InternationalMulti-lingual and multi-cultural

Address travelers as individualsPersonalize the website experience

MonitoredEvaluated constantly

Outstanding, award-winnersRecognized for excellence

Outstanding, award-winnersRecognized for excellence

Up-to-dateContain timely information

TargetedInformation for different markets

Social mediaConversations about destinations

Telephone-readySmartphone versions available

AttractiveInstantly eye-catching

NetworkedPartnering to increase impact

DynamicInteractive and exciting presentation

IntegratedPart of a total marketing communications

Niche marketsAppeal to special interests

Great contentsDetailed and useful information

Summary

Asia is poised for spectacular growth in Internet usage Websites play many roles, not just information channel Websites must be effectively used as marketing tools Outstanding international websites are:

Recognized for excellenceAddress travelers as individualsGlobal, up-to-date, targeted, attractive, dynamic, contain great contents, and are monitoredHave smartphone versions availableUse social media channels and generate user contentPart of total, integrated marketing communicationsNetworked with partners and partner sitesAppeal to niche or special-interest markets

Website credits

I = http://www.VisitSweden.com I = http://www.VisitBritain.com I = http://www.Canada.travel A = http://www.YourSingapore.com M = http://www.WyomingTourism.org M = http://www.TourismThailand.org M = http://asiaenglish.visitkorea.or.kr/

O = http://www.KeralaTourism.org U = http://www.GoLakes.co.uk U = http://www.Goteborg.com U = http://www.VisitScotland.com T = http://www.TourismVancouver.com S = http://www.VisitMelbourne.com S = http://www.TourismNewZealand.com T = http://www.DiscoverHongKong.com A = http://www.AustinTexas.org N = http://www.BestCities.net D = http://apboardwalk.com I = http://www.Australia.com N = http://www.SabahTourism.com G = http://www.Bahamas.com G = http://www.Canada.travel

http://www.WebbyAwards.comhttp://www.WebAward.comhttp://www.Pata.org http://www.TravelandLeisure.com http://www.InternetWorldStats.com/