Presentation done by Stanley Githinji, during ENTER2015 PhD Workshop.

1. ENTER 2015 PhD Workshop Slide Number 1
Real Time Data Streaming Mediation Technique for
Enhancing the Effectiveness of Tour Destination
Selection
Stanley Githinji
Supervisor : Dr. Izak Van,Zyl
University of South Africa , South Africa
48991120@mylife.unisa.ac.za
http://www.unisa.ac.za

2. ENTER 2015 PhD Workshop Slide Number 2
Motivation
• Desire to build information technology
application that would stream destination
attractions
• Tapping into consumer emotions when
marketing products and services
• Assist potential tourist to make informed
travel decision

3. ENTER 2015 PhD Workshop Slide Number 3
Problem Definition
• Potential tourists who have desire to travel,
access a variety of information sources that
provide information on what they expect to
experience at selected destination
• Destination experience of tourists who
make travel decisions based on incorrect
information sources

4. ENTER 2015 PhD Workshop Slide Number 4
Destination Selection Process
• Customer journey starts from potential
visitor first thinking about a vacation to
planning, booking, experiencing and
recalling the experience
• Any organisation that fails to effectively
communicate during destination selection
process, will eventually not able to
compete with other destinations

5. ENTER 2015 PhD Workshop Slide Number 5
Consumer Psychology
• Consumer psychology is necessary in
determining the success of destination
selection process
• The image presented to a tourist during
pre-visit period influences decision making
process

6. ENTER 2015 PhD Workshop Slide Number 6
Destination Image & Processing
• Destination images evolves through three
stages that is organic images, induced
images and complex images
• TDI is influenced by cognitive component
and affective component
• Conative Component: Individual reasoning
and emotional interpretation can be either
positive or negative evaluation

7. ENTER 2015 PhD Workshop Slide Number 7
General Research Objective
• To develop and evaluate a framework for
improving tour destination selection
process using real time data streaming
technique as a technology mediator

8. ENTER 2015 PhD Workshop Slide Number 8
Methodology
Design science approach Research Process

9. ENTER 2015 PhD Workshop Slide Number 9
Destination Selection Framework Using Real-Time
Data Streaming Mediation Technique

10. ENTER 2015 PhD Workshop Slide Number 10
Real-Time Streaming Technology Mediator
Statement regarding Additional Component of Streaming
Technology Mean Std Dev
Provide real-time availability 4.5 0.31
Provide actual representation of tour destination 4 0.16
Helps potential customers to buy destination on product 3.4 0.27
Provide tourist experience before online reservation 4.3 0.12
Add value to tourist pre-experiences 4.6 0.32
Authenticate tour destination before visit 4.4 0.18
Reduce imaginations 4.1 0.11
Improve destination reputation to potential customers 3.6 0.03
Stimulates customers to have travel intention 4.1 0.02
Moving real time images arouse mental pleasures 4.2 0.02

11. ENTER 2015 PhD Workshop Slide Number 11
Tourist Experience
Agree Neutral Disagree Mean Std dev
Realization of
expectations
n 17 8 13
3.0 1.256% 45 21 34
Non realization of
expectations
n 10 6 22
3.0 1.234% 26 16 58
Pre-visit experience when using information
Sources contained in new process

12. ENTER 2015 PhD Workshop Slide Number 12
Framework Implementation
• Phase two involved the development of a
prototype using streaming technology as
depicted in the conceptual framework to
proof by demonstration
• Prototype www.tourcamportal.com

13. ENTER 2015 PhD Workshop Slide Number 13
Tourcam Portal
1st
Dec 2014 - 25th
Jan 2015

14. ENTER 2015 PhD Workshop Slide Number 14
Technology Acceptance
• Individual intention to adopt a particular
piece of technology
• Perceived ease of use
• Perceived usefulness to DMO & Tourists
• Individuals are more likely to adopt
innovations that have perceived
advantages

15. ENTER 2015 PhD Workshop Slide Number 15
Conclusion
 Technology mediator as an additional
information source provides actual
representation of tour destination
attractions and authenticate destination
attractiveness before decision-making
stage
 Contributions towards theory & practice

16. ENTER 2015 PhD Workshop Slide Number 16
THANK YOU