More Related Content Similar to The importance of the social web - implications for the tourism industry and for Society Similar to The importance of the social web - implications for the tourism industry and for Society (20) More from Realizing Progress More from Realizing Progress (20) The importance of the social web - implications for the tourism industry and for Society1. THE IMPORTANCE OF THE SOCIAL WEB
– IMPLICATIONS FOR THE TOURISM
INDUSTRY AND FOR SOCIETY
DANIEL AMERSDORFFER, FLORIAN BAUHUBER & JENS OELLRICH
D.AMERSDORFFER@TOURISMUSZUKUNFT.DE
F.BAUHUBER@TOURISMUSZUKUNFT.DE
J.OELLRICH@TOURISMUSZUKUNFT.DE
MANAGING DIRECTORS OF TOURISMUSZUKUNFT – INSTITUTE FOR ETOURISM
23.10.2011
5. STARTING POINT…
Social Web (=web2.0) is quite an old term…
“Providing content via the World Wide Web has been the killer
application of the Internet in the last few years. Linking people
will be the next killer application” (Hoschka 1998).
Current research mostly focussed onto:
Quantitative methods / descriptive research
Common hypothesis in research: innovation is based on
technology
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6. NARROW PERSPECTIVE?
“The social web is represented by a class of web sites and
applications in which user participation is the primary driver of
value” (Gruber 2008: 4).
Small focus on the deeper meanings of social web as an
innovation influencing society, travel behaviour and tourism
industries!
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8. OUR METHODOLOGY
Literature research
Participant observation
Qualitative interviews
Ethnographic studies
Webnography
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9. THREE ARCHITECTURES OF THE NEW SOCIAL
WEB
Web 2.0 classification:
2.1 Architecture of
Contribution
2.2 Architecture of
Networking
2.3 Architecture of
Communication
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10. ARCHITECTURE OF CONTRIBUTION
Web 2.0 applications enable internet users to contribute to the
internet:
by writing articles on Blogs, Social Networks or Wikis
by uploading media, such as photos, videos or similar data on
platforms like YouTube, Picasa, FlickR
11 © Tourismuszukunft – Institut für eTourismus
11. ARCHITECTURE OF NETWORKING
Networking means a shift from single conversations to many-to-
many conversations on the internet
The conversations can be joined by everybody.
The conversations mostly take place on blogs, social media
services and social networks.
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12. ARCHITECTURE OF COMMUNICATION
Internet users are able to connect and socialize with other users
The web as a medium of networking with other individuals
Social networking takes place through innovative technologies,
such as new interfaces and new ways of data exchange
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13. DIMENSIONS OF SOCIAL MEDIA
Key results of our research…
1. Technical innovation
2. Sociocultural innovation
3. Innovation in tourists„ behaviour
4. Innovation in tourism industries
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14. 1. SOCIAL WEB AS A TECHNICAL INNOVATION
Always in touch communication
Low technical barriers for usage
Broadband connections
Low financial barriers for usage
Related to other innovations such as:
AR
Mobile communication
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15. 2. SOCIAL WEB AS A SOCIOCULTURAL
INNOVATION
Social media leads to individualization of society
Human values are decentrally consumed and produced
Imaginations as a social construct build from a very broadened set
of inputs
Traditional gatekeepers and intermediaries loose their role
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17. RISE OF THE SOCIAL WEB
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18. RISE OF THE SOCIAL WEB
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19. RISE OF THE SOCIAL WEB
© TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
20. RISE OF THE SOCIAL WEB
© TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
21. RISE OF THE SOCIAL WEB
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22. 3. SOCIAL WEB AS AN INNOVATION CHANGING
TOURISM RELATED ONLINE BEHAVIOUR
New ways of consuming / reproducing contents
Travelling influenced by social information, by instantly
delivered information, producing content while travelling etc.
New ways to commonly construct imaginations of tourist space
„Travelling as a process of self-broadcasting“ – already while
being on a journey
23 © Tourismuszukunft – Institut für eTourismus
23. 4. SOCIAL WEB AS AN INNOVATION IN TOURISM
INDUSTRIES
The quality of the product and service quality becomes transparent
and thus the tourism providers are pressured into a sweeping
structural change
Bad products with bad services will be kicked out of the market
Marketing and Location will be less important for the success of a
tourism company
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24. 4. SOCIAL WEB AS AN INNOVATION IN TOURISM
INDUSTRIES
Destinations loose their role as content providers and website
owners – they have to redefine their business model and strategies
Established business models of intermediaries are going to be
killed by emerging digitalization
25 © Tourismuszukunft – Institut für eTourismus
25. 4. SOCIAL WEB AS AN INNOVATION IN TOURISM
INDUSTRIES
Human resources need new qualifications and must be ready to
accept need for networking and communication
Classic marketing thinking is useless – tourism industry has to
understand the changing user behaviour of customers
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27. INNOVATION IS A DISRUPTIVE PROCESS
four reasons for the insufficient handling of the new internet
technologies and innovation:
1. the difficult prediction of non-linear development,
2. status quo-preference and separation anxiety of managers
and decision makers,
3. status-pockets within industries, in which nobody listens to
opinions from outside
4. the law of the 50 year old men whereby short-term bonuses
are more important than strategically effective decisions.
28 © Tourismuszukunft – Institut für eTourismus
28. FURTHER RESEARCH QUESTIONS & TASKS
Indentify future business models of tour operators and
intermediaries…
Understand the customers„ behaviour and decision making
systems
Develop new methods and adapt existing methodologies to
understand what happens in the social web
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29. Thanks a lot.
C U ON FACEBOOK?
www.facebook.com/tourismuszukunft
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30. FLORIAN BAUHUBER
Tel.: +49 8421 70743-16
Fax: +49 8421 70743-25
Mobil: +49 160 99189560
Email:
f.bauhuber@tourismuszukunft.de
www.tourismuszukunft.de
http://www.facebook.com/
Tourismuszukunft
31
31. TOURISMUSZUKUNFT
MARKTFORSCHUNG GMBH & CO. KG
www.facebook.com/Tourismuszukunft – www.tourismuszukunft.de
Kardinal-Preysing-Platz 14 – 85072 Eichstätt
Tel: +49 8421 70743-0
Fax: +49 8421 70743-25