social networks and online travel marketing

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3rd Tourism Summer School @Olympia, Greece 2012, presentation about Online Tourism Marketing Thanx to Nicholas Christakis for his research.

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  • 1. How destination stakeholders can utilize online tools forincreasing their networks competitiveness& offer value to their customers? Themis Papadimopoulos, MBAOlympia 31/7/2012

2. Our3 GoalsNo1= REALISE (online) NETWORKS(& connect them with information & destinations)No2= change the way you approach online travel till todayNo3= experience with real online case studies 3. WHAT a (SOCIAL) NETWORK IS? 4. social networks areonline communities ofpeople who shareinformation, commoninterests and activities.Only that? Lets see Nicholas Christakis theory 5. Human populations are both highlycooperative & highly organized.Human interactions are not random butrather are structured in social networks.Importantly, ties in these networks often aredynamic, changing in response to thebehavior of ones social partners 6. Networks = (LIVE) organisms with a dynamic cooperationWe also nd that, when networks aredynamicbut are updatedonly infrequently,cooperation again fails. 7. Cooperation is maintained at a high level through network rewiring.Subjects preferentially break links with defectorsand form new links with cooperators, creating anincentive to cooperate and leading to substantial changesin network structure. 8. Social networks display certain empirical regularitiesin settings as diverse as villages, schools & workplaces:variation in the degree distribution (number of social ties),transitivity (the likelihood that two of a persons friends are in turnfriends),degree assortativity (the tendency of popular people to befriendother popular people),reciprocity (the increased likelihood of an outbound tie to bereciprocated with an inbound tie from the same person),& homophily (the tendency of similar people to form ties). Question? Was Olympia a network? 9. Olympia- 776 BC- 393 ADthe first network? 10. So, are you OK (with networks)? 11. Does networkingcome natural?Man is a political(social) animal 12. Physical human tendencyfor building communities 13. What about online networks? 14. We create online communities 15. Information Age (2003)InformationTechnologyPop CultureSoft Power 16. 2012 Everything isconnected Communitiesare networks Networkshave to beapproachedas networks Eg. Prof.Gummessonspoke aboutnetworkmarketing 17. So, dont we live in the Network Age? 18. Every network cooperatesand information is the main topic of a networkWhat are the tools of our networks? 19. Troy Mycenae 1100 BC 20. 21. social media.is aptly expressed as: a many-to-manymediated communications model in whichconsumers can interact with the medium, firmscan provide content to the medium and, in the mostradical departure from traditional marketingenvironments, consumers (people) can providecommercially oriented content to themedium (Hoffman and Novak, 1996, pg. 1). 22. When discussion is about information then.. SEARCHis the answer 23. How people should behave? 24. How business have to behave? 25. Lets get connected to the travel industry 26. Destination as networks 27. Sources of information, use ofsocial networks and channel selection arepresented across the travel categories anddecision stages.It is clear that Internet informationsearch, travel booking and socialnetworking are pervasive factors. many have tried to map out the relations 28. Travel is social according to a80% of Americanforthcoming PhoCusWright (2010a),travellers enjoy travel discussionsregarding own experiences. From atravel marketing perspective, reviews andvideo/photos have a direct impact. 29. Social travellerAmakesconsiderable use of social media (socialcontent and social networking) fordiscovering, reading, searching andsharing all travel and tourism relatedinformation. The social traveller isrecognized by increasingly sourcingcontent and input from social travel sites. 30. online social networkingMany definitions of online social networking fromvarious researchers and authors can beconcluded as a platform that enablesusers to publicize personalinformation and to connect withothers with similar interests(Kasavana, Nusair and Teodosic, 2010, p.65). 31. How online users behave in Travel? 1. Before their arrival 2. During their stay 3. After their departure 32. Before1. search behaviour before the decision of visiting a destination (e.g. visit intention, planning, online image of the destination, information that destination stakeholders produce, how much information influence the decision, sources of information, infomediary role and importance, purchase behaviour, information dissemination, communication, online purchasing, infostructure) destination online services assessment (how easy and secure it is tofind the right packaging and buy online, dynamic packaging, offers,security of transaction, correct pricing) 33. During2. Satisfaction (did the user receive online satisfaction before his booking/ arrival at the destination? websites quality, contact personnel response, LBS, website functionality, usability) Congruence between image conception andperception (does the online image of the destinationmeet the expectations of the traveller during his stay atthe destination based on his perception during theinformation search stage? (does he interact with thelocals, do online offers influence him to consume more,what is he expecting from the locals) 34. AFTER3. And finally- is the consumer USER- aco-creator of value for the destination or ifhe is not, what the destinationstakeholders should do in order tobecome? 35. What is also obvious is thatYou need to have an offline stimulous inorder to search onlineMeaning? 36. London Olympiad on google- 29/7 37. Ok with thatLets now examine the user perspective! 38. Tourism experience at a destination The variables that are used in order to measure the tourism experience at a destination (Medlik & Middleton, 1973; Burkart & Medlik, 1981; Buhalis, 2000). are: Tourist behaviour at the destination (travel patterns, touristbehaviour at the destination, revisit intentions) Destination Services quality assessment (for Attractions,Accommodation, Catering, Transportation and Shopping) Overall Satisfaction Behavioural Intentions Demographic Profile of the respondents 39. Online travel behaviourIs really something BIG to deal withThat happens because the role of every stakeholder is so complicated, so it is very difficult to map the process, channels, users, etc Of course we can try!!!!! why? 40. Goals No1= REALISE (online) NETWORKS COMPLETED and had a short intro to online travel marketing.Lets get to that better and discoverdestinations and their online presence!!! 41. 2nd goal..CHANGE THE WAY YOU APPROACH ONLINE TRAVELTILL TODAY 42. What are the commondestination websites mistakes?PLANNING No travelIMPLEMENTATION No completed goals =philosophy.. No real time Not so No defined goalsinformationgood for No coherent No updates travelquality No participation-sitesnecessary user engagementcontent Nointerconnectivity Where is thecustomer? 43. Marketing = value for (our) customerdestination marketing is how can we give more valueA definition ofto our (potential) guest as a destination & make him DECIDEto comeSo online destination marketing is how can we give more valueto our (potential) guest as a destination ONLINE & make himDECIDE to come (?)(& if is planned & long term= sustainable(?)But today no1. information source is online, so?Is online mkt= offline mkt??? NO So lets define them!!! 44. The travel environmentoffline onlineA direct approach to travel 45. The Tourism phenomenon 46. Home Destination(?) 47. what a destination isDestinations are Theories that haveAll tourists get amalgams of recognized somewheretourist travelers to doproducts, offering (customers) assomethingexperience to the (Medlik &customersstakeholders areMiddleton 1973) (Murphy etvery fewal.2000, p. 44). (except Buhalis 2000 Kotler et al.1993). 48. DESTINATIONMARKETING PlannedACTIONS that attract travelers by creating experiences(?) 49. = 50. Destination attraction elementsactivitiesaccommodationYOUWhateverdestinationattractions decides 51. Eg. destination BTLS NEMRUT CRATER LAKEactivities accommodationWhateverdestinationattractions decidesYOU 52. BTLS NEMRUT CRATER LAKE Destination marketingaccommodationactivitiesattractions Whatever destination decides 53. Marketing???Where is our happy customer? 54. BTLS NEMRUT CRATER LAKE Destination marketingaccommodationactivitiesattractions Whatever destination decides 55. BTLS NEMRUT CRATER LAKEDestination marketing customer 56. Destination marketing no1 goal is customer satisfactionactivitiesaccommodationMarketing research = Strategic who is the planningWhatevercustomerdestination attractionsdecidesImplementationEvaluation 57. So OfflineDESTINATION MARKETINGOffline ACTIONS that attract (before)and satisfy (after) the travelers 58. Offline ACTIONSthat attract (before) &satisfy (after) the travelers& WANT TO visit AGAIN = REPEAT VISIT = THEMO$T tangible GOAL!!! 59. Offline mkt conclusions Every destination has its own id, characteristics, procedurecan not be same.. We have to decide that we want to do it right We need a plan and targets. And follow it- execute it correct. The first thing we need isKNOWLEDGE < RESEARCH(knowledge in strategy is always thesustainable competitive advantage, right?) LETS GO TO ONLINE destination marketing How do we know that travel websites complete theirtargets? Which are our targets? 60. ONLINE DESTINATION MARKETING 61. is a bit more complicatedwe have more & new parameters here! 62. The questions are many 63. Formulas are more 64. Information is much more!! 65. Online Life cycles are enormous 66. Travelers are more than ever!!! 67. USER share Online awards!! 68. What does this mean? What has changed? Simply that the power NOW is the hands ofthe customer- user and NOT traditionaldestinati