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Travel 2.0. An Opportunity for hospitality organizations and tourism destinations.
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Travel 2.0. An Opportunity for hospitality organizations and tourism destinations. Presentation Transcript

  • 1. Travel 2.0. An Opportunity for Hospitality Organizations and Tourism Destinations. Cristina Fabi cristina.fabi@live.it PhD Candidate Department of Social Policies and Local Development University of Teramo, ItalyET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENTNAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP 1
  • 2. Introduction The Information and Communication Technologies (ICT) and the Web 2.0 have changed the field of tourismThe Post-Modern Tourists search The buying decisions are mixed with theon-line information to package social aspects of the net, thetheir holidays, to find advice during their trips on-line dialogues are provided byand to easily share feed-back and photos other users during whatever phasearound the world of the journey they might be in. This behaviour can be traced back to the model of digital prosumer that gives to the consumption a creative value and the capability to transform the bought product in a personal significance (Toffler, 1980; Ritzer e Jurgeson, 2010).ET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENTNAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP 2
  • 3. Problem definition Tourists Industry and Public Organizations Encourage the formation Not always rank this as a great of the real virtual communities, with opportunity, but as an actual threat, the aim to maintain a direct because they have the feeling they relationship with their clients/users. cannot control the client’s opinion The e-tourism has affected dramatically 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 and the “lesser known” territories (Buhalis, 2003).ET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENTNAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP 3
  • 4. Theoretical BackgroundA website’s quality is dependent on The term Web 2.0 is introduced by Timthe following factors: quantity/quality O’Reilly in order to define the secondof the contents, interaction services generationoffered, advantages to the end user, of web services based on UGC thatease of use, and level of user emphasises on-lineinvolvement (Baggio, 2011) collaboration and sharing among users The Web Interface plays a critical role in the Web 2.0 tourism research.The web site evaluation as the act The long tail (Anderson, 2006) extends itselfof determining a correct and comprehensive to satisfy a high number of niche marketsset of user requirements, ensuring that a and opens new possibilities to the lesser-website provides useful content that known territories and to the small andmeets user expectations and a setting medium companies, which can now competeof usability goals at a global level.ET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENT 4NAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP
  • 5. Research HypothesisAssuming that, the use of Web 2.0 can supportdestination and tourism establishments for the promotion and information activities Type of structures Small, Medium, Large Dimension It is suppose that, in a defined Coast, Countryside, Mountain Location tourist destination, the on-line presence could differ on the base of structural characteristics of the accommodation and others factors Types of tourism Types of customers hosted Firms to FirmsET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENTNAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP 5
  • 6. Objectives How the Tourist Industry is managing its on-line presence in relation to the consumer’s changing attitudes? How different characteristics influence a A map showing different model to be present on line? the usage of Web and Web 2.0 How the implementation of ICT and Web 2.0 is able to support the promotion and information activities of the Tourist Industry located in a destination? A typology of hospitality operatorsET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENTNAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP 6
  • 7. Methodology - Overview of 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 Province of Teramo - Abruzzo Region - Website evaluation: selection of the counting method and the success factors to evaluate the websites of hospitality establishments - Analysis of the web sites and social involvement - Choice of particular witnesses to submit one-on-one in-depth interviews to obtain qualitative data to understand operators’ feelings, and reason that push and pull their decision to utilize ICT - Analysis quantitative data: open source program R for the normal and bivariate distribution, the multiple correspondence analysis (MCA) and the hierarchical clustering on principal components (HCPC) - Analysis of qualitative data: Atlas.ti - Final draft of the research projectET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENT NAPLES 714 SEPTEMBER 2012 – DOCTORAL WORKSHOP
  • 8. The case study The northernmost Province of the Region on the Adriatic Coast The case study: The Province of Teramo in the Abruzzo Region The main tourist destination in terms of capacity accommodation and overnight stays A context mainly characterised by small and medium firmsET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENT 8NAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP
  • 9. Preliminary results On-line presence made up of type of structures (Province of Teramo) Web site Web site SN Absent Total and SN N % N % N % N % N % Hotels 96 33.9 140 49.5 7 2.5 40 14.1 283 100 Campsites and Holiday Villages 16 47.0 14 41.2 0 0 4 11.8 34 100 Residences 8 22.9 19 54.2 1 2.9 7 20 35 100 Bed & Breakfasts 35 33.3 22 21.0 1 1 47 44.7 105 100 Country Houses 4 16.7 16 66.6 1 4.2 3 12.5 24 100 Others 25 30.1 6 7.2 1 1.2 51 61.5 83 100 Total 184 32.6 217 38.5 11 2.0 152 26.9 564 100 - Campsite and Villages chose the web site for their promotional activities - Most of the Country House usually mix their on-line presence with a web site and SN - A great percentage of B&B and Other Accommodation are absentET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENT 9NAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP
  • 10. Preliminary results On line presence made up of location (Province of Teramo) Web site Web site SN Absent Total and SN N % N % N % N % N % Coast 127 34.1 174 46.8 8 2.2 63 16.9 372 100 Countryside 31 26.5 33 28.2 3 2.6 50 42.7 117 100 Mountain 26 34.7 10 13.3 0 0 39 52.0 75 100 Total 184 32.6 217 38.5 11 2.0 152 27.0 564 100 In the comparison between the accommodation establishments present on-line with a website and SN and those who are absent. The first are mainly located in the coastal area, while the latter are in the mountain area.ET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN 10ENVIRONMENT NAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP
  • 11. Preliminary results On line presence made up of dimension (Province of Teramo) Web site Web site SN Absent Total and SN N % N % N % N % N % Small 110 31.5 90 25.8 6 1.7 143 41.0 349 100 Medium 54 33.5 99 61.5 4 2.5 4 2.5 161 100 Large 6 21.4 22 78.6 0 0 0 0 28 100 Total 184 32.6 217 38.5 11 2.0 152 27.0 564 100 The profile of the firms without a web site is smaller, in the other side medium and large firms are present on-line with a web-site and SNET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN 11ENVIRONMENT NAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP
  • 12. Preliminary results Web sites Low Product Orientation 71% of the accommodation structures 2.4% of the web sites offer the on-line of the Province of Teramo are present booking service on the Web (401/564) 30% offers sale promotion 14.4% holiday packages 1.7% last minute Visual Appearance and Destination Orientation 83% images and photo galleries 68% information of the tourist context Promotion of the Region as a key factorET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENT 12NAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP
  • 13. Five ideal-types of the accommodation establishments Cluster 1 “offliner” includes n. 150 cases, 27%: they are totally absent on the web Cluster 2 “on-line showcase” includes n. 179 cases, 31.3%: they are present on-line with a showcase website that gives only the most important information to the users, but it is lacking in any interactive solution Cluster 3 “on-line beginner” includes n. 99 cases, 17.8%: they have an informative web site, but they differ from the informative group because they try to use a SN, precisely they create a FB profile Cluster 4 “on-line interactive” includes n. 54 cases, 9.7%: they own an interactive web site where the users could contact the business, in some cases the traveler could book the accommodation directly on-line or in a OTA web site. Furthermore they use fruitfully a FB page and other SN Cluster 5 “on-line social” includes n. 71 cases, 13%: they productively use the Web 2.0 instruments. They usually are active on-line, and they stimulate the interaction with their guests with posts, contests and competitions.ET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENT 13NAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP
  • 14. Thank you Any Question? Cristina Fabi cristina.fabi@live.it PhD Candidate Department of Social Policies and Local Development University of Teramo, ItalyET COMPETITION AND INNOVATION IN TOURISM: NEW CHALLANGES IN AN UNCERTAIN ENVIRONMENT NAPLES 14 SEPTEMBER 2012 – DOCTORAL WORKSHOP 14