Web 2.0:

Innovation and

Sustainability

in Destination

Marketing

Daniel R. FesenmaierProfessor and Director

National Laboratory for Tourism & eCommerceTemple University

Place-Making – Sustainable Tourism Development ForumSustainable Tourism Planning and Development Laboratory

October 25, 2007

The Foundation of the Tourist Experience

Tourists as co-producers of experience

Tourists as users of technologies

Tourists as narrators

Perspectives

The Tourist System:A seamless tourist experience

Tourist Activated Networks

Travel Information Search in the Digital Environment

Pre-TripEn Route and

On-SitePost-Trip

• Planning• Image, expectation-formation

• Anticipation• Decision-making• Transaction

• Connection• Navigation• Short-term decision making

• Documentation – artifact collection

• Sharing• Creativity/innovation • On-site transaction• Value creation

• Sharing• Documentation• External memory• Re-experiencing• Attachment/identity• Meaning making• Narrative

The Touristic Experience and the Narrative Process

Attractions

Activities

Social Setting

Travel Experience Memories Stories Meaning

Reinterpretation

Information Envelope

Internet-based Systems

UserInterfaceSystem

• Explore cause and effect relationships

• Vicarious experiences

• Rehearse a behavior

• Rewarding positive feedback

• Modeling a target behavior

• Providing social support

The Funcational Triad

Tool

Social Actor

Medium

Increases capability

Creates relationships

Provides experience

Virtual Env.

Digital Pet

Decision Aid

• Perform calculations

• Make behavior easier to do

• Leads people through process

Fogg, 2003

Travel and the Online Experience

System Interactivity

• Control

• Choice

• Feedback

• Direction

• Norms

• Sharing

• Skills

• Social simulation

• Engagement

• Trial

• Learning

• Playfulness

• Enjoyment

• Emotions

• Motivation

• Knowledge

• Attitude change

• Involvement

• Exploration

• Confidence

• Affect

• Satisfaction

• Remembering

Online Experience

Possible Outcomes

• Tools

• Social actor

• Medium

Roles of Interface

Evolving Uses, Users and Applications: Web 2.0

Guiding Research at NLTeC: A Three Stage Process Model of Website Use

Input Search Term

Return List of Results

Select Webpage

Form First Impression

Search within Website

Learn about destination

Stage 1:

Search

Stage 2:

Primacy

Stage 3:

Elaboration

Stage 1. Search

Input Search Term

Return List of Results

Key concepts

• Mental Models• Language representation• “Thin” interface – search engine• Community

Mental Models andLanguage Representation

B

A

T r av el D ate

T r av e lP ar tn er s

R es t S to p s

Attr ac tio n s

Ac tiv it ies

E x p en d itu r es

T r an s p o r ta tio n

D es tin a tio n

L en g th o fT r ip

F o o d S to p s

D is n ey lan d

S h o p p in g

S c u b aD iv in g

Bo atin g

Ar t

E x c it in g

M u s eu m

F lo r id aT h em e

P ar k

S o u th

T r o p ic a l

D esti na ti on

A cti v i ti e s

Primary Learnings

Mental models of problem and solution affect search

Search process is deconstructed into a series of solutions

Mental models include process and image elements

Mental Models andLanguage Representation

Primary Learnings

Producers and consumers have largely different languages

Recommendation systems need to reflect the needs of consumer, not only the language of producer

Learning process where the mental model is shaped by technology

First Impression in the Search Process

3,850,000 pages!Available Results

Google Search Results:

Chicago Tourism

Unique Websites

Google - a “Thin” Interface

The Online Search Process

Tourism domain is defined by experiences - current search programs are limited

Search process has been defined by system design rather than human needs

Search is limited by cognitive effort, perceived relevance and design

Primary Learnings

The Online Search Process

Text provides a strong message

Limited use by destination marketers

Order effect

Limited number of search results

Iterative process

Primary Learnings

Information and LanguageRepresentation through Narrative Design

Narrative design – story telling parallels human knowledge – relational concepts

Social construction

Focus on meaning

Strongly supports the search process

Primary Learnings

Saratime-interval survey

Information and LanguageRepresentation through Narrative Design

sara’s experiencereported hourly

May 26, 2007, 12:00 – 17:00

12:00 13:00 14:00 15:00 16:00 17:00

my initial emotions

12:1812:24

“I saw a guy with a really bad haircut…”

12:44

my first report“it’s hot & sticky…”

13:05 13:24

my second report“really pretty city… people on the street seems pretty nice…”

“we stopped at Chinatown because I saw the gate…”

14:04

“... we walked upon an Italian wedding…”

14:34

“the street signs have been super -super helpful!”

14:59

my third report“I’m at Rouge… we're having some snacks”

15:25 16:32

my last report“I had a really lovely time with my friends … I’m about to do some shopping!”

“I don’t really know what (statue) it is…”

sara’s second report

sights colors

smellssounds

place people

thingsactivity

“I’m in front of a giant statue… in front of the rocky steps…”

“I’m still with Becca & Jessica.”

“We're taking pictures (of the statue)… posing…”

“The map we’ve created & printed before we came…”

“The architecture of the buildings… so gorgeous.”

“Green! …is lush and bountiful out here.”

“ a little like exhaust…”“Buses, motorcycles, cars… traffic…”

Information, LanguageRepresentation and the New Media

Tourist generated content – text, photos and video provide a profound setting for story telling

Videos act as a narrative transportation, providing access to landscapes and socioscapes

Represent uncontrolled sources of creating image

Primary Learnings

Virtual Communities

A variety of different kinds of communities

Communities function to support a variety of needs that are dynamic and evolving

Represents a powerful setting within which people share experiences

Primary Learnings

Stage 2: Primacy

Select Webpage

Form First Impression

Key concepts

Constructed image

Mere exposure

Persuasive architecture

Tourism Experiences

I love the smell of Mackinac Island: the coolest air and the breeziest ...the calmest feeling. You can smell the flowers. You feel the aura of the white sandy beaches. You feel like you can smell the cleanliness of the place. You can feel the seagulls coming close. And people actually talk to you, and they are very sincere with you. It’s a whole new experience for a lot of city people, which I used to be...

Sensory Experiences and Virtual Image Construction

Sounds

Smells

Taste

Sights Touch

Sensory Experiences and Image Construction

Images of destinations are associated with cognitive, emotional and sensory information

The internet is a strong medium with which to support sensory association with destinations

Midwest destination – autumn colors, country smells, happy

Primary Learnings

SoundsSmells

Taste

Sights Touch

Persuasive Architecture

Blink effect – time taken to make decisions

Persuasive architecture

Impact of design attributes vary substantially depending upon length of time spent on webpage

Primary Learnings

Stage 3: Elaboration

Search within Website

Learn about destination

Key concepts

Navigation - Foraging theory

Metaphors and the design of human centric systems

Recommendation systems

Navigation

Episodes and chapters define search process

Language of representation differs substantially across web

Satisfaction with experience is a function of usability, information, fun, etc.

Primary Learnings

San D iego .co m

R ad is s o nH o te l Sa n D ie g o

L o c atio n

S atis f ied , w ill g oth er e .

1 .

Com

mer c ial L

ink

S ea W o r ld1 . L in k

S tar t G u essed U R L

C alif o r n ia

P ar k I n f o

O p erat io nSch ed u le

O c to b er

D ecid e t o go t h ereo n Sat u rd ay .

H ard R o ck .co mGue sse d U R L

C af és

S an D ieg o

D ec id e to g oth er e .

N F L .c o mK n o wn U R L

C h ar g er s

S c h ed u le

C h argers p lay atO ak lan d ; n o t s u re

ab o u t d is t an ce

M ap s .y ah o oK n o w n U R L

D riv in gD irect io n s

Ad d r es s es

G et D is t an ce

T o o f a r f r o mS D , n o t g o in g .

1.S w

itc h to a n o th e r win d o w

Sa n D ie goC VB

2 . L in k

A r t a n d So l

1 .

M use um

T r e x o nT r ia l

L in k

I n t e r e st e d

Sa n D ie g o N a tu r a lH is to r y M u se u m

E v e n t sC a le n da r

1 .D a t e sP a le o n t o lo gy

1 0 1I n do o r c la ss; n o tv e r y in t e r e st e d

Visit o rI n f o r m a t io n

2 .

D e c ide t o v isit t h em use um

D e c i s io n m a d e , g o lo o k fo r m o r e in f o rm a tio n

2 . W a it f o r lo a d in g

3 . L o a d in g f in is h

Sa n D ie goZ o o

Visit o r I n f o

H o ur s

1 . N e e d to c o m p a re h o u r s

2 . S w itc h b a c k

2 . S h o p p in g in S a n D ie g o

Sh o p p in g inSa n D ie go

L in k

Ge n e r a l se a r c he n gin e ; n o t r e le v a n t

L in k

Sh o p p in gC e n te r s /Fa c to r y

O u tle t M a lls

Sh o p p in g

Sh o ws n o t h in g; goba c k

D e p a r t m e n tSt o r e s

D o n 't k n o w a bo uta ddr e ss

Ch e

c k th

e d i

s tan

c e

H o r t o n P la z a

2 .

R a disso n

F in d o u t a d d res s C op y a d d re s s b a c k

Vie w H o t e lM a p

Metaphor

Enables us to organize our mental models around common understandings

Supports navigation

Stimulates creativity

Primary Learnings

Recommendation Systems

Recommendation systems are part of everyday life

Recommendations are a personalized form of search

Potential have significant impact on behavior

Trust and transparency drive the recommendation process

Primary Learnings

Implications for Destination Marketing

Implications for Destination Marketing

Implications for Destination Marketing

Novel’s Spatio-Temporal Movement

Temporal Sequences: 12

Morning (1) Afternoon (2)

National Constitution CenterExhibit in Museum of theAmerican Philosophical SocietiesIndependence Hall

Art Museum

Spatial Sequences: AG

A

B

CE

D

FG

HI

Districts:Historic/Old City (A)Washington Square (B)Convention Center (C)South Street (D)City Hall (E)Logan Square (F)Art Museum (G)South Philadelphia (H)Greater Philadelphia (I)