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ESRC - Tourism Online Reputation & Competitiveness
 

ESRC - Tourism Online Reputation & Competitiveness

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Here my presentation at today's ESRC event "Social Media: ‘make or break your reputation’" at Bournemouth University.

Here my presentation at today's ESRC event "Social Media: ‘make or break your reputation’" at Bournemouth University.

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http://beanbol.com 73
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    ESRC - Tourism Online Reputation & Competitiveness ESRC - Tourism Online Reputation & Competitiveness Presentation Transcript

    • Tourism Online Reputation and Competitiveness Dr. Alessandro Inversini School of Tourism Bourbemouth University Dr. Alessandro Inversini linkedin.com/in/inversini @beanbol beanbol.com ainversini@bournemouth.ac.uk www.bournemouth.ac.uk
    • …travel & tourism… ..is based on promises & experiences –  “we” sell promises –  “they” buy experiences www.bournemouth.ac.uk
    • …travel & tourism… ..in a dynamic environment Brodie,  2009   Consumers   Services     Brand   Employees   www.bournemouth.ac.uk Company  
    • “they” comment on their experiences…often! www.bournemouth.ac.uk
    • “We” are not very interested… www.bournemouth.ac.uk
    • We  need  to  work  on  the  actual  experience     www.bournemouth.ac.uk
    • To  gain  compeAAve  advantage  online     www.bournemouth.ac.uk
    • social  media  empowered  the  consumers   www.bournemouth.ac.uk
    • The aggregation of online feedback mechanisms that use internet bidirectional communication to share opinions about a wide range of topics such as: products, services and events Dellarocas, 2003 The aggregation of all these online feedbacks creates the web reputation of the products service or event (and of the destination) Dellarocas, 2001 and 2005; Bolton et al, 2004 www.bournemouth.ac.uk
    • What is reputation? Sociology Psychology www.bournemouth.ac.uk Marketing ReputaAon   Linguistic Marchiori and Cantoni (2012) Economics
    • Ok…so what? www.bournemouth.ac.uk
    • 1   Deal with costumers www.bournemouth.ac.uk
    • 2   Deal with the experience www.bournemouth.ac.uk
    • 3   …in  a  ever-­‐changing  environment   www.bournemouth.ac.uk (Buhalis  &  Inversini,  Forthcoming)    
    • So???   www.bournemouth.ac.uk
    • What  is  your  eReputaAon  proxy?   Brodie,  2009   Consumers   How  can  you  gain  compeAAve  advantage?     Services     Brand   Employees   www.bournemouth.ac.uk Company