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Itbetw htw berlin_lütters

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web2.0 in the Tourism Industry - status quo 2011

web2.0 in the Tourism Industry - status quo 2011

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    Itbetw htw berlin_lütters Itbetw htw berlin_lütters Presentation Transcript

    • web2.0 in the tourism industry – status quo 2011Friday, 11th of March 2011Prof. Dr. Holger Lütters - holger.luetters@htw-berlin.de
    • The Internet is very important … but still developing fast • ITB 2010 was full of spectacular web2.0 topics • Internet is definitively not to be discussed anymore in terms of its importance for the tourism industry • Preparation of a trip (holiday or week-end) is done using the internet • Mobile usage is increasing on site • web2.0 services have become players in tourismHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 2
    • Idea of the study came up during several tourism related projects in Brandenburg Internet & Mobile use of tourists > than of tourism professionals Map from www.reiseland-brandenburg.deHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 3
    • Idea of the study: Asking tourism professionals about their web activities and plans to use web2.0 services • Goal: status quo of internet activities within the tourism industry (corporate and public organizations) in the field of • internet activities • web2.0/social media activities • internet strategy & budgetingHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 4
    • Thanks to the following supporters this research was made possible: • ITB Berlin www.messe-berlin.de/itb • BTE Tourismusmanagement, Regionalentwicklung www.bte-tourismus.de • DSFT – Deutsches Seminar für Tourismus Berlin www.dsft-berlin.de • pangea labs – questfox® www.questfox.comHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 5
    • FIELD REPORT OF THE STUDYHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 6
    • Field report • January 2011 until March 2011 • 535 online contacts • 310 fully completed interviews with questfox® (244 in German / 66 in English) • Average Response Time: 14 minutes 21 seconds • Recruiting: online riversampling with partners over social media and e-mail • Non-monetary incentive to the participant: Promising the resultsHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 7
    • Limitations of the study • Mode Bias: Asking over the internet only creates answers from people already online • Riversampling approach is not representative for the industry (regional answer pattern) • Social desirability seems to be high for everything which is new (“we plan it for the future”) • Topic involvement (bias towards interest in technology) tends to overstress the importance of some aspects • Only successful companies interviewed (82% see a positive development for themselves)Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 8
    • STRUCTURE OF PARTICIPANTSHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 9
    • The study only partly represents the tourism organizations present during ITB Berlin 2011 Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 10
    • The statements in the study are made by experienced representatives of the tourism industry Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 11
    • The majority of survey participants have a marketing background Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 12
    • All company sizes are represented Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 13
    • Most of the answers were gathered from Europe (Germany) Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 14
    • INTERNET ACTIVITIES OF THE ORGANIZATIONSHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 15
    • Self-assessment of the online activities Question: How would you characterize the activities of your company/organization on the internet? We are not We use the full active at all potential of the InternetHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 16
    • 30% of the interviewed tourism professionals consider themselves as less active on the internet We use theWe are not full potentialactive at all of the Internet Average:64% Basis: n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 17
    • ACTIVITIES FROM WEB1.0 TO WEB2.0Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 18
    • Example of a question Question: How active is your organization in the following field of online marketing?Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 19
    • The organization’s website is the hub for all online activities Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 20
    • The „classic“ form of e-mail marketing is used intensively Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 21
    • The classic form of web banner advertising is not used by 60% of the sample Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 22
    • The opportunities of keyword marketing are only used by half of the sample Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 23
    • Affiliate marketing is not used by / unknown to the majority of the interviewed tourism professionals Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 24
    • 33% do not optimize their most important contact to the online world in order to be found Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 25
    • Social Bookmarking does not play a major role in the online strategy of the tourism professionals (unknown to 20%) Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 26
    • 35% do already state to work on Social Media Optimization Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 27
    • Until now only 20% of the sample are actively using digital mobile applications Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 28
    • The majority of the tourism professionals are not using map services until now Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 29
    • Location Based Services are still new to the industry which should be leading in this field Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 30
    • Overall the sample feels quite active in web2.0 … even though they only cover parts of the opportunities Basis: n=310; single answerHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 31
    • Overview: Website, e-mail and already web2.0 No activity Intensively Own website Affiliate marketing E-mail marketing Keyword marketing Web bannerSearch Engine Optimization (SEO) Social Media Optimization (SMO) Social Bookmarking Own digital mobile applications (Apps) Integration of own services into Location Based Services Entries of own services in maps Web 2.0 activitiesHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 32
    • Summary of classic internet activities: Industry is neglecting some of the new opportunities • The website is still the most important online- channel, followed by classical email marketing • The complexity of the new web is not really seen (“one new activity already feels like a lot of web2.0”) • The connections between one´s own activity and the outside world is not really understood • Existence of a strategy and establisher online budgeting procedure explains more than any other factorHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 33
    • WEB2.0 ACTIVITIESHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 34
    • Social Media is a major activity in web2.0 activities of the tourism professionals Question: Which web 2.0 services does your organization already incorporate on the web? Basis: n=240 respondents with higher activity level than 50%; multiple answers allowedHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 35
    • Active companies incorporate a wider range of services in their online activities 5,5% Social Media play a huge role even for less active companies Basis: n=240 respondents with higher activity level than 50%; without people not answering for budget multiple answers allowedHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 36
    • Picture: www.krawattentraeger.de SOCIAL MEDIA USAGEHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 37
    • The self-assessment of activity is lower for Social Media We use theWe are not full potentialactive at all of the Social Media Average:58% Basis: n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 38
    • Representatives of the tourism industry have preferences among online social platforms Absolutely Very unimportant important n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 39
    • The facebook use is about to become a professional issue n=138 respondents using facebookHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 40
    • Facebook for business is already planned… …but not yet established for all members of the industry n=138 respondents using facebook Which are the organizations already having business activities on facebook?Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 41
    • Social Media: Chance or risk? 100% 100% Risk Chance Basis: n=303Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 42
    • Summary Social Media: The fun becomes professional • Facebook is more important to consumers, but businesses are getting involved on a professional level • Activities on facebook seem to be a must; the earlier… the cheaper • Do not ignore locally more important platforms (Orkut in Brazil; Hyves.NL; China web2.0) • It’s a chance. It is only a risk if you start without a strategy and do not know how to integrate it!Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 43
    • MAP SERVICESHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 44
    • Google Maps is the most used instrument among the online map services Other map Question: On which of the following map services is your organization services represented with an own entry? Basis: n=199Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 45
    • FUTURE WEB ACTIVITY MIXHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 46
    • Analytic hierarchy process (AHP) decision making model used to evaluate future importanceHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 47
    • The dominance of the website will remain at a lower level Consistency-Ratio : 0,197 n=310; AHP comparisons; groups based on different questionsHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 48
    • ONLINE BOOKING OF TOURISM RELATED PRODUCTSHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 49
    • Everything can possibly be booked online in the future 0% online 100% online booking booking Package tour Flights Train journeys Hotel accommodation Youth hostel, hostel Private accommodation Rental carOn-site transport (Bus, train etc.) Short journeys/weekend trips Performances/events Basis: n=298Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 50
    • CONSUMER TRUSTHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 51
    • 3 kinds of typical web representations of a Berlin hotel were shown in comparison n=309; AHP comparisonsHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 52
    • The trustworthiness of personal information is 5 times higher than information from a commercial organization Which form of evaluation will customers consider as more credible? n=309; AHP comparisonsHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 53
    • MANAGEMENT OF ONLINE ACTIVITIESHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 54
    • The website is mainly managed by the organization itself How does your company organize the web site? Basis: n=310; multiple answers allowedHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 55
    • 38% percent cannot work with a defined budget for online marketingHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 56
    • Only 29% state having a defined Social Media Strategy Basis: n=233Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 57
    • Only 24% are working with a Mobile Strategy … but 44% have plans for 2011 Basis: n=133Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 58
    • Size of the organization seems to determine the budgeting process Basis: n=310; item list of single answersHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 59
    • Online budgets are more used for marketing purposes than for technical issues n=143 with Online Budget n=114 without Online BudgetHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 60
    • Summary Management of online activities • A strategy helps! • A defined budget for online activities is the first step • Make or buy? • Integrate important knowledge! • Outsource and crowdsource! • Keep an eye on mobile and social media!Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 61
    • Open Questions: FUTURE OF ONLINEHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 62
    • Question: Which web services or applications change the tourism industry the most? Tagcloud powered by wordle.net based on three open answers n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 63
    • Question: What social media services will change the tourism industry the most? Tagcloud powered by wordle.net based on three open answers n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 64
    • Question: What mobile services will change the tourism industry the most? Tagcloud powered by wordle.net based on three open answers n=310Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 65
    • SUMMARYHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 66
    • Status quo: web1.5 in the tourism industry • web2.0 is happening for consumers, but only parts of the tourism industry tend to follow these developments • 50% of the respondents are not willing/able to follow the fast web2.0 development • Online still seems to be a topic besides more important thingsHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 67
    • Recommendations to the tourism industry • Do not follow any hype cycle… …but do not leave out important developments. • The internet is going away from the desktop environment to a more personalized location based environment on mobile phones. Not everyone in the tourism sector is joining. • Make sure that the tourism industry takes the driver’s seat in the development process.Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 68
    • Suggestions for online success of the tourism industry Explanatory variables Recommendation Age or work experience are not Do not take age as an excuse for explaining differences in online not being up-to-date online behavior in this study Technological usage explains Get your employees a new mobile the differences in perception of device and let them officially use the importance of trends facebook and other services Budgeting online activities / Have a plan! Give a budget to the Definition of a strategy responsible people Exhibitors vs. Non-Visitors Send your people to ITB 2012!Holger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 69
    • Special Thanks to Marta Bojkovska-Langer and Thank you for your attention
    • Thank you for your attention and to the companies making this study possible • ITB Berlin www.messe-berlin.de/itb • BTE Tourismusmanagement, Regionalentwicklung www.bte-tourismus.de • DSFT – Deutsches Seminar für Tourismus Berlin www.dsft-berlin.de • pangea labs – questfox® www.questfox.comHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 71
    • People supporting the study • Prof. Dr. Holger Lütters, Professor International Marketing, Hochschule für Technik & Wirtschaft Berlin holger.luetters@htw-berlin.de • Marta Bojkovska-Langer, Online Research Consultant, pangea labs mbl@pangealabs.com • Prof. Dr. Hartmut Rein, Director BTE Tourismusmanagement & Regionalentwicklung; rein@bte-tourismus.de • Juliane Gaebler & Sascha Stange, KompetenzCenter ITB Berlin • Rolf Schrader, Director Deutsches Seminar für Tourismus BerlinHolger Lütters — web2.0 in the tourism industry — ITB Berlin 2011 72