THE IMPORTANCE OF THE SOCIAL WEB  – IMPLICATIONS FOR THE TOURISM     INDUSTRY AND FOR SOCIETY       DANIEL AMERSDORFFER, F...
OUR BLOG2
OUR TEAM3
OUR CLIENTS5
STARTING POINT…     Social Web (=web2.0) is quite an old term…          “Providing content via the World Wide Web has bee...
NARROW PERSPECTIVE?     “The social web is represented by a class of web sites and      applications in which user partic...
RELATION OF SOCIETY, THE INTERNET ANDTHE SOCIAL WEB
OUR METHODOLOGY     Literature research     Participant observation     Qualitative interviews     Ethnographic studie...
THREE ARCHITECTURES OF THE NEW SOCIAL     WEB      Web 2.0 classification:           2.1 Architecture of           Contri...
ARCHITECTURE OF CONTRIBUTION      Web 2.0 applications enable internet users to contribute to the       internet:        ...
ARCHITECTURE OF NETWORKING      Networking means a shift from single conversations to many-to-       many conversations o...
ARCHITECTURE OF COMMUNICATION      Internet users are able to connect and socialize with other users      The web as a m...
DIMENSIONS OF SOCIAL MEDIA     Key results of our research…     1. Technical innovation     2. Sociocultural innovation   ...
1. SOCIAL WEB AS A TECHNICAL INNOVATION      Always in touch communication      Low technical barriers for usage      B...
2. SOCIAL WEB AS A SOCIOCULTURAL     INNOVATION      Social media leads to individualization of society      Human value...
RISE OF THESOCIAL WEB
RISE OF THE SOCIAL WEB              © TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
RISE OF THE SOCIAL WEB              © TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
RISE OF THE SOCIAL WEB              © TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
RISE OF THE SOCIAL WEB              © TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
RISE OF THE SOCIAL WEB              © TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
3. SOCIAL WEB AS AN INNOVATION CHANGING     TOURISM RELATED ONLINE BEHAVIOUR      New ways of consuming / reproducing con...
4. SOCIAL WEB AS AN INNOVATION IN TOURISM     INDUSTRIES      The quality of the product and service quality becomes tran...
4. SOCIAL WEB AS AN INNOVATION IN TOURISM     INDUSTRIES      Destinations loose their role as content providers and webs...
4. SOCIAL WEB AS AN INNOVATION IN TOURISM     INDUSTRIES      Human resources need new qualifications and must be ready t...
INNOVATION DILEMMA
INNOVATION IS A DISRUPTIVE PROCESS      four reasons for the insufficient handling of the new internet       technologies...
FURTHER RESEARCH QUESTIONS & TASKS      Indentify future business models of tour operators and       intermediaries…     ...
Thanks a lot.           C U ON FACEBOOK?     www.facebook.com/tourismuszukunft30          © Tourismuszukunft – Institut fü...
FLORIAN BAUHUBER     Tel.: +49 8421 70743-16     Fax: +49 8421 70743-25     Mobil: +49 160 99189560     Email:     f.bauhu...
TOURISMUSZUKUNFT       MARKTFORSCHUNG GMBH & CO. KGwww.facebook.com/Tourismuszukunft – www.tourismuszukunft.de            ...
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The importance of the social web - implications for the tourism industry and for Society

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Presentation at the first scientific conference in Social Media in Tourism in Verona 2011:
Tourism can be conceived of as a space-communication nexus. Tourists move to and stay in various places and thereby participate in the production and distribution of imaginative geographies associated with the visited destinations. The tourism industry, in particular destination management organizations (DMOs), are eager to strictly control the communication about specific sights, sites and services tourists are attracted to.
The emergence of Web 2.0/Social Media seriously challenges this hierarchical and unidirectional tourism related communication. But Social Media is more than a technological innovation: it is a social innovation – it changes the way people and companies interact and communicate (Amersdorffer et al. 2010). Today markets are conversations (Levine et al. 2000).

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The importance of the social web - implications for the tourism industry and for Society

  1. 1. THE IMPORTANCE OF THE SOCIAL WEB – IMPLICATIONS FOR THE TOURISM INDUSTRY AND FOR SOCIETY DANIEL AMERSDORFFER, FLORIAN BAUHUBER & JENS OELLRICH D.AMERSDORFFER@TOURISMUSZUKUNFT.DE F.BAUHUBER@TOURISMUSZUKUNFT.DE J.OELLRICH@TOURISMUSZUKUNFT.DE MANAGING DIRECTORS OF TOURISMUSZUKUNFT – INSTITUTE FOR ETOURISM 23.10.2011
  2. 2. OUR BLOG2
  3. 3. OUR TEAM3
  4. 4. OUR CLIENTS5
  5. 5. STARTING POINT…  Social Web (=web2.0) is quite an old term… “Providing content via the World Wide Web has been the killer application of the Internet in the last few years. Linking people will be the next killer application” (Hoschka 1998).  Current research mostly focussed onto: Quantitative methods / descriptive research Common hypothesis in research: innovation is based on technology6 © Tourismuszukunft – Institut für eTourismus
  6. 6. NARROW PERSPECTIVE?  “The social web is represented by a class of web sites and applications in which user participation is the primary driver of value” (Gruber 2008: 4).  Small focus on the deeper meanings of social web as an innovation influencing society, travel behaviour and tourism industries!7 © Tourismuszukunft – Institut für eTourismus
  7. 7. RELATION OF SOCIETY, THE INTERNET ANDTHE SOCIAL WEB
  8. 8. OUR METHODOLOGY  Literature research  Participant observation  Qualitative interviews  Ethnographic studies  Webnography9 © Tourismuszukunft – Institut für eTourismus
  9. 9. THREE ARCHITECTURES OF THE NEW SOCIAL WEB  Web 2.0 classification: 2.1 Architecture of Contribution 2.2 Architecture of Networking 2.3 Architecture of Communication10 © Tourismuszukunft – Institut für eTourismus
  10. 10. ARCHITECTURE OF CONTRIBUTION  Web 2.0 applications enable internet users to contribute to the internet: by writing articles on Blogs, Social Networks or Wikis by uploading media, such as photos, videos or similar data on platforms like YouTube, Picasa, FlickR11 © Tourismuszukunft – Institut für eTourismus
  11. 11. ARCHITECTURE OF NETWORKING  Networking means a shift from single conversations to many-to- many conversations on the internet  The conversations can be joined by everybody.  The conversations mostly take place on blogs, social media services and social networks.12 © Tourismuszukunft – Institut für eTourismus
  12. 12. ARCHITECTURE OF COMMUNICATION  Internet users are able to connect and socialize with other users  The web as a medium of networking with other individuals  Social networking takes place through innovative technologies, such as new interfaces and new ways of data exchange13 © Tourismuszukunft – Institut für eTourismus
  13. 13. DIMENSIONS OF SOCIAL MEDIA Key results of our research… 1. Technical innovation 2. Sociocultural innovation 3. Innovation in tourists„ behaviour 4. Innovation in tourism industries14 © Tourismuszukunft – Institut für eTourismus
  14. 14. 1. SOCIAL WEB AS A TECHNICAL INNOVATION  Always in touch communication  Low technical barriers for usage  Broadband connections  Low financial barriers for usage  Related to other innovations such as: AR Mobile communication15 © Tourismuszukunft – Institut für eTourismus
  15. 15. 2. SOCIAL WEB AS A SOCIOCULTURAL INNOVATION  Social media leads to individualization of society  Human values are decentrally consumed and produced  Imaginations as a social construct build from a very broadened set of inputs  Traditional gatekeepers and intermediaries loose their role16 © Tourismuszukunft – Institut für eTourismus
  16. 16. RISE OF THESOCIAL WEB
  17. 17. RISE OF THE SOCIAL WEB © TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
  18. 18. RISE OF THE SOCIAL WEB © TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
  19. 19. RISE OF THE SOCIAL WEB © TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
  20. 20. RISE OF THE SOCIAL WEB © TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
  21. 21. RISE OF THE SOCIAL WEB © TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
  22. 22. 3. SOCIAL WEB AS AN INNOVATION CHANGING TOURISM RELATED ONLINE BEHAVIOUR  New ways of consuming / reproducing contents Travelling influenced by social information, by instantly delivered information, producing content while travelling etc. New ways to commonly construct imaginations of tourist space „Travelling as a process of self-broadcasting“ – already while being on a journey23 © Tourismuszukunft – Institut für eTourismus
  23. 23. 4. SOCIAL WEB AS AN INNOVATION IN TOURISM INDUSTRIES  The quality of the product and service quality becomes transparent and thus the tourism providers are pressured into a sweeping structural change  Bad products with bad services will be kicked out of the market  Marketing and Location will be less important for the success of a tourism company24 © Tourismuszukunft – Institut für eTourismus
  24. 24. 4. SOCIAL WEB AS AN INNOVATION IN TOURISM INDUSTRIES  Destinations loose their role as content providers and website owners – they have to redefine their business model and strategies  Established business models of intermediaries are going to be killed by emerging digitalization25 © Tourismuszukunft – Institut für eTourismus
  25. 25. 4. SOCIAL WEB AS AN INNOVATION IN TOURISM INDUSTRIES  Human resources need new qualifications and must be ready to accept need for networking and communication  Classic marketing thinking is useless – tourism industry has to understand the changing user behaviour of customers26 © Tourismuszukunft – Institut für eTourismus
  26. 26. INNOVATION DILEMMA
  27. 27. INNOVATION IS A DISRUPTIVE PROCESS  four reasons for the insufficient handling of the new internet technologies and innovation: 1. the difficult prediction of non-linear development, 2. status quo-preference and separation anxiety of managers and decision makers, 3. status-pockets within industries, in which nobody listens to opinions from outside 4. the law of the 50 year old men whereby short-term bonuses are more important than strategically effective decisions.28 © Tourismuszukunft – Institut für eTourismus
  28. 28. FURTHER RESEARCH QUESTIONS & TASKS  Indentify future business models of tour operators and intermediaries…  Understand the customers„ behaviour and decision making systems  Develop new methods and adapt existing methodologies to understand what happens in the social web29 © Tourismuszukunft – Institut für eTourismus
  29. 29. Thanks a lot. C U ON FACEBOOK? www.facebook.com/tourismuszukunft30 © Tourismuszukunft – Institut für eTourismus
  30. 30. FLORIAN BAUHUBER Tel.: +49 8421 70743-16 Fax: +49 8421 70743-25 Mobil: +49 160 99189560 Email: f.bauhuber@tourismuszukunft.de www.tourismuszukunft.de http://www.facebook.com/ Tourismuszukunft31
  31. 31. TOURISMUSZUKUNFT MARKTFORSCHUNG GMBH & CO. KGwww.facebook.com/Tourismuszukunft – www.tourismuszukunft.de Kardinal-Preysing-Platz 14 – 85072 Eichstätt Tel: +49 8421 70743-0 Fax: +49 8421 70743-25

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