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Social Media & Tourism

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Social Media as a Communication Channel used in Tourism Destination Brand Image Co-Creation
By Eirini Vlassi, Phd Candidate, Department of Business Administration, University of the Aegean

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Social Media & Tourism

  1. 1. Social Media as a Communication Channel used in Tourism Destination Brand Image Co-Creation Eirini Vlassi Phd Candidate, Department of Business Administration, University of the Aegean, Chios, Greece Email: ivlassi@gmail.com
  2. 2. Contents • Introduction: The contribution of Tourism to Greek economy. • The importance of Brand image Co-Creation in Tourism Destination development. • The nature and role of Social Media in Brand Image Co-Creation. • Best Practice Examples: The project of “Athens Tourism Partnership”.
  3. 3. Travel & Tourism Contribution to the Greek economy
  4. 4. Source: WTTC 15.80% 16.40% 16.30% 17.30% 18.50% 18.60% 19.60% 23.80%17.60% 18.30% 18.20% 17.30% 23.10% 23.40% 24.60% 29.90% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 2011 2012 2013 2014 2015 2016 2017E 2027 %Contribution to GDP %Contribution to employment
  5. 5. Greece performance in T&T Competitiveness index (WEF, 2017) 1/3
  6. 6. Greece performance in T&T Competitiveness index (WEF, 2017) 2/3 Source: WEF
  7. 7. Greece performance in T&T Competitiveness index (WEF, 2017) 3/3 Source: WEF
  8. 8. The important role of Destination Marketing Destination Branding ü Increase demand ü Differentiate destination offering ü Increase loyalty ü Enables premium pricing) ü Reduce costs etc. “Destination Branding is about the steps taken by the DMO in collaboration with its stakeholders to develop and communicate an identity and personality which are different from those of competing destinations.” Morrison, 2013 Situation Analysis, Tourism Stakeholders Consultation, Unique Selling Proposition identification.. Steps in Destination Branding
  9. 9. Tourism Sector Stakeholder Consultation Process DMO Collecting suggestions concerning the most unique features of the destination. Current Perceptions Stakeholders Visitors Brand Identity Destination (DMO) Develop Pass Pass Disseminate
  10. 10. From Travel Guides to Social Media WEB 1.0 Era WEB 2.0 EraPre-web Era
  11. 11. Roles of Social Media • Building and maintaining communities of interest • Collecting user-generated content • Displaying photos and videos • Distributing destination stories • Encourage word-of-mouth • Promoting upcoming events • Getting Feedback etc.
  12. 12. IMC Different Components can be applied into Different Customer buying Stages according to UNWTO
  13. 13. Traveler Interaction on Social Networks Inspiring Consideration Choosing Destination What to do before trip What to do on trip Publishing content on trip Publishing content once home VisitBritain’s Study Concerning Social Media Use: Holiday Process Wheel
  14. 14. • Share stories, photos and videos, • Recommend and review, • Communicate with other visitors, etc. • Seek information, • Share their real time experiences, • Communicate and engage, etc. • Explore destination, • Share information, • Comment and discuss, etc. Social Networks’ Use in Travel Decision-Making Process Pre-Travel During-Travel Post-Travel
  15. 15. Destination Brand Co-Creation Destination Pre-Travel During-Travel Post-Travel • Explore destination • Share information • Comment and discuss • Seek information • Share their real time experiences • Communicate and engage • Share stories, photos etc. • Write recommendation and reviews • Communicate with other visitors Destination Brand Stories Brand Stories are interrelated Communicate stories about the destination (logos, photos, videos etc.) Social Media Monitoring current visitor's’ perception and needs and predicting future trends Social Media DirectCommunication Facilitate,EncourageandInspire visitors’engagement Generate brand stories by sharing information, photos, videos etc. C2C and B2C conversation takes place V3 V2 S3 V6 V5 V4 S1 S2V1 ……
  16. 16. Case Study: Athens Tourism Partnership Promoting Athens as a City-Break Destination Aegean Airlines Athens International Airport ADDMA
  17. 17. Athens Tourism Partnership Culture (Destination) Image (Stakeholders,Visitors) Vision (ATP)
  18. 18. Athens Brand Image Co-Creation Aegean AIA ADDMA Pre-Travel During-Travel Post-Travel • Explore destination • Share information • Comment and discuss • Seek information • Share their real time experiences • Communicate and engage • Share stories, photos etc. • Write recommendation and reviews • Communicate with other visitors Brand Stories Brand Stories are interrelated Communicate stories about the destination (logos, photos, videos) etc.)Social Media Monitor current visitors’ perception and needs and predict future trends Social Media Direct Communication Facilitate,Encourageand Inspirevisitors’engagement Generate brand stories by sharing information, photos, videos etc. C2C and B2C conversation takes place
  19. 19. Co-creating “Athens” Brand meaning
  20. 20. Questions/Comments?
  21. 21. Thank You! Eirini Vlassi Phd Candidate, Department of Business Administration, University of the Aegean, Chios, Greece Email: ivlassi@gmail.com

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