UEF // University of Eastern Finland

Central theories behind electronic

business in tourism

E-business in Tourism -course, Finnish University Network for Tourism Studies

Juho Pesonen, head of research, centre for tourism studies, university of eastern finland, juho.pesonen@uef.fi @eppuJ

UEF // University of Eastern Finland

Concepts that need to be understood • Theory of reasoned action & theory of planned behavior

• Technology acceptance model

– Unified theory of acceptance and use of technology

• Diffusion of innovations

• Customer value & customer centricity (the internet of me)

• Long tail

• Pareto principle

• Disruptive innovations

• Tourist information search & destination choice

• Destination / company image & brand

• Flow

• Tourism service characteristics

• Supply and demand

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Theory of reasoned action

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Belief toward an outcome

Attitude

Intention Behavior

Evaluation of the outcome

Beliefs of what others think

Subjective norm What experts think

Motivation to comply with others

Ajzen, Icek, and Martin Fishbein. "Understanding attitudes and predicting social behaviour." (1980).

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Theory of planned behavior

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Ajzen, Icek (1991). "The theory of planned behavior". Organizational Behavior and Human Decision Processes. 50 (2): 179–211.doi:10.1016/0749-5978(91)90020-T.

UEF // University of Eastern Finland

Reasoned action approach

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Fishbein, M., & Ajzen, I. (2010). Predicting and changing behavior: The Reasoned Action Approach. New York: Taylor & Francis.

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Technology acceptance model (TAM)

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Davis, F. D.; Bagozzi, R. P.; Warshaw, P. R. (1989), "User acceptance of computer technology: A comparison of two theoretical models", Management Science, 35: 982–1003, doi:10.1287/mnsc.35.8.982

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Unified theory of acceptance and use of technology (Venkatesh, V., Thong, J. Y., &

Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and

use of technology. MIS quarterly, 36(1), 157-178.)

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Diffusion of innovations (Rogers, Everett (16 August 2003). Diffusion of Innovations, 5th Edition.

Simon and Schuster. ISBN 978-0-7432-5823-4.)

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https://en.wikipedia.org/wiki/Diffusion_of_innovations

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Customer value & customer centricity (the internet of me) •Unique, personal and valuable experience

•https://www.wired.com/insights/2014/11/the-internet-of-me/

•Customer value and experience design: http://matkailu.luc.fi/loader.aspx?id=e6f8bae0-ff62-4425-8a85-891ac5b05207

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Long tail

•Search engine marketing

•Viral marketing

•Crowdsourcing

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Pareto principle (80/20 rule)

•80% of problems can be attributed to 20% of causes.

•80% of a company's profits come from 20% of its customers

•80% of a company's complaints come from 20% of its customers

•80% of a company's profits come from 20% of the time its staff spent

•80% of a company's revenue comes from 20% of its products

•80% of a company's sales are made by 20% of its sales staff

•Living Life the 80/20 Way by Richard Koch

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Disruptive innovations (https://en.wikipedia.org/wiki/Disruptive_innovation)

•Disrupting status quo

•What can you name?

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Tourist information search and destination choice Decrop, A., & Snelders, D. (2005). A grounded typology of vacation decision-making. Tourism management, 26(2), 121-132.

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Decrop, A. (2010). Destination choice sets: An inductive longitudinal approach. Annals of Tourism Research, 37(1), 93-115.

UEF // University of Eastern Finland

Destination / company image and brand

•Everyone are branding their company and creating an image

•Every tourist is branding the destination s/he visits.

– Maybe not in the way they want (Költringer, C., & Dickinger,

A. (2015). Analyzing destination branding and image from online sources: A web content

mining approach. Journal of Business Research, 68(9), 1836-1843.)

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Flow (Csikszentmihalyi, M., Finding Flow, 1997.)

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https://en.wikipedia.org/wiki/File:Challenge_vs_skill.svg

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Tourism Service Characteristics (https://sebastiankaiser.wordpress.com/2012/05/21/characteristics-of-the-tourism-industry/)

•Perishability

•Inconsistency

•Investment and immobility

•People-oriented

•Inseparability

•Intangibility

•Inflexibility

•Imitability

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Supply and demand

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https://en.wikipedia.org/wiki/Supply_and_demand#/media/File:Supply-and-demand.svg

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Conclusions

•Why are theories so important?

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Thank you Contact

Juho.Pesonen@uef.fi @eppuJ

https://fi.linkedin.com/in/juhopesonen https://uef.academia.edu/JuhoPesonen

https://www.researchgate.net/profile/Juho_Pesonen

www.uef.fi/mot www.uef.fi/tmm

uef.fi