The Web 2.0 in tourism.
An Opportunity for Hospitality
Organizations
Cristina Fabi
cristina.fabi@live.it
PhD Candidate
Dep...
Problem definition
2ENTER 2012 Research Track
The Post-Modern Tourists search
on-line information to package
their holiday...
Research Questions
3ENTER 2012 Research Track
How is the tourism industry changing
its on-line presence in relation to the...
Theoretical Background
4ENTER 2012 Research Track
The term Web 2.0 is introduced by Tim
O’Reilly in order to define the se...
Methodology
5ENTER 2012 Research Track
- Overview those structural elements which characterise the Web 2.0: a descriptive ...
Anticipated results
6ENTER 2012 Research Track
Web sites
71% of the accommodation structures
of the Province of Teramo are...
Anticipated results
6ENTER 2012 Research Track
Web sites
71% of the accommodation structures
of the Province of Teramo are...
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Enter 2012 Helsingborg - PhD workshop - Cristina Fabi

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Enter 2012 Helsingborg - PhD workshop - Cristina Fabi

  1. 1. The Web 2.0 in tourism. An Opportunity for Hospitality Organizations Cristina Fabi cristina.fabi@live.it PhD Candidate Department of Theories and Policies for Social Development University of Teramo, Italy 1ENTER 2012 Research Track
  2. 2. Problem definition 2ENTER 2012 Research Track The Post-Modern Tourists search on-line information to package their holidays, to find advice during their trips and to easily share feed-back and photos around the world. The buying decisions are mixed with the social aspects of the net, the on-line dialogues are provided by other users during whatever phase of the journey they might be in. Public and Private Operators sometimes encourage the formation of the real virtual communities, with the aim to maintain a direct relationship with their clients/users. The e-tourism has dramatically affected the strategies and the operational management of tourism companies and organizations, but at the same time it has opened up new possibilities for the smaller and medium-sized tourism enterprises (Buhalis, 2003). These innovations seem to be moving in much slower ways than the tourism demand and supply.
  3. 3. Research Questions 3ENTER 2012 Research Track How is the tourism industry changing its on-line presence in relation to the Post-modern consumer behaviour? The case study: the Abruzzo Region Which is the role of Web and Social Networks for small-medium tourism firms and local tourist destination? Investigation of the on-line presence of the hospitality establishments Interviews with operators to understand the motivation to utilize the Information Communication Technologies
  4. 4. Theoretical Background 4ENTER 2012 Research Track The term Web 2.0 is introduced by Tim O’Reilly in order to define the second generation of web services based on UGC that emphasises on-line collaboration and sharing among users. The Web Interface plays a critical role in the Web 2.0 tourism research. A website’s quality is dependent on the following factors: quantity/quality of the contents, interaction services offered, advantages to the end user, ease of use, and level of user involvement (Baggio, 2011). The web site evaluation as the act of determining a correct and comprehensive set of user requirements, ensuring that a website provides useful content that meets user expectations and a setting of usability goals. The long tail (Anderson, 2006) extends itself to satisfy a high number of niche markets and opens new possibilities to the lesser-known territories and to the small and medium companies, which can now compete at a global level.
  5. 5. Methodology 5ENTER 2012 Research Track - Overview those structural elements which characterise the Web 2.0: a descriptive background analysis to understand the most used social networks, especially for travelers - Choice of the case study: the Abruzzo Region - Website evaluation: selection of the counting method and of the success factors to evaluate the websites of hospitality establishments - Prepare the checklist to verify the existence or absence of specific attributes and then transform the list into a questionnaire - Analysis of the web sites and social involvement by the researcher - Choice of particular witnesses to submit one-on-one in-depth interviews to obtain qualitative data to understand which are the reasons that push or pull operators’ decisions to utilize ICT - Analysis of the qualitative and quantitative data
  6. 6. Anticipated results 6ENTER 2012 Research Track Web sites 71% of the accommodation structures of the Province of Teramo are present on the Web (401/564), but within these 23% have just a showcase website without any possibility of interaction with the user. 25 % 2 % They adopt 5 different types of on-line behaviour 1) Excellent - usability, accessibility, accuracy of information and images, booking on-line and the use of social networks and travel sites; 2) Good - usability, accuracy of information, contact information and the use of social networks; 3) Sufficient - static website with little information, no use of social networks; 4) Special - the use of only social networks; 5) Insufficient - no on-line presence. 30 % Social Networks
  7. 7. Anticipated results 6ENTER 2012 Research Track Web sites 71% of the accommodation structures of the Province of Teramo are present on the Web (401/564), but within these 23% have just a showcase website without any possibility of interaction with the user. 25 % 2 % They adopt 5 different types of on-line behaviour 1) Excellent - usability, accessibility, accuracy of information and images, booking on-line and the use of social networks and travel sites; 2) Good - usability, accuracy of information, contact information and the use of social networks; 3) Sufficient - static website with little information, no use of social networks; 4) Special - the use of only social networks; 5) Insufficient - no on-line presence. 30 % Social Networks

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