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

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

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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

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

RELATION OF SOCIETY, THE INTERNET ANDTHE SOCIAL WEB

OUR METHODOLOGY  Literature research  Participant observation  Qualitative interviews  Ethnographic studies  Webnography9 © Tourismuszukunft – Institut für eTourismus

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

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

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

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

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

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

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

RISE OF THESOCIAL WEB

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 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

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

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

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

INNOVATION DILEMMA

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

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

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

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

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