WHITEPAPERTOURISM INSOUTHEAST ASIA2013
www.webfluenz.comOBJECTIVETo analyse social media conversations to know –• What are the top conversation drivers when soci...
www.webfluenz.comWHY TOURISM? –AN INDUSTRY OVERVIEW• Tourism contributed to 9% of global GDP andaccounted for 255 million ...
www.webfluenz.comTOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS4• Tourism activities of cel...
www.webfluenz.comWHERE ARE VISITORS TO SOUTHEAST ASIA MOST LIKELY TO COMEFROM?BREAKUP OF GEOGRAPHIC SOURCES OF CONSUMER CO...
www.webfluenz.comTOP PREFERRED DESTINATIONS IN SOUTHEAST ASIA6MOST PEOPLE ON SOCIAL MEDIA SAID THEY PREFER GOING TO INDONE...
www.webfluenz.comWHAT DRIVES PEOPLE TO SOUTHEAST ASIA? WHICH ACTIVITIES ARE MOSTATTRACTIVE?TOP REASONS FOR TRAVELBackpacki...
www.webfluenz.comWHO IMPACTS CONSUMER TRAVEL DECISIONS?SEGMENTATION OF TOP INFLUENTIAL PEOPLE8Occupational TravellersThese...
www.webfluenz.com• What are the top conversation drivers when social media users talk about travelling to SoutheastAsia?To...
www.webfluenz.com 10CONTACT US (Sales/Business Assistance):SINGAPORE 800 101 3021UNITED KINGDOM 808 101 2160UNITED STATES ...
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Southeast Asia tourism, a local phenomenon? A social media perspective by webfluenz

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Southeast Asia tourism, a local phenomenon? A social media perspective by webfluenz

  1. 1. WHITEPAPERTOURISM INSOUTHEAST ASIA2013
  2. 2. www.webfluenz.comOBJECTIVETo analyse social media conversations to know –• What are the top conversation drivers when socialmedia users talk about travelling to Southeast Asia?• Where are visitors to Southeast Asia most likely tocome from?• Which are the most preferred destinations in SoutheastAsia?• What drives consumers to Southeast Asia? Whichtourism activities are most attractive?• Who / what type of people impact travel decisionsrelated to Southeast Asia?For more detailed information and insights, read our full whitepaper on Tourism in South East Asia here 2METHODOLOGYWe used the Social Media Intelligence and Management Solutions fromwebfluenz to get detailed in-depth analysis of conversations about travellingto Southeast Asia, from across global social media sources.
  3. 3. www.webfluenz.comWHY TOURISM? –AN INDUSTRY OVERVIEW• Tourism contributed to 9% of global GDP andaccounted for 255 million jobs in 2011• By 2022 tourism is expected to grow to 10% ofglobal GDP and account for 328 million jobs, or onein every ten jobs on the planetTOURISM IN SOUTHEAST ASIA• In 2011, Southeast Asia experienced the highestgrowth in international arrivals• It’s contribution to the regional GDP, at 10.9%, wasmuch higher than the world average, 9%.• 74% of the spend on tourism came from leisuretravelSocial Media BoomRecent studies reveal that –1. What matters most when planning atrip is not where you’re going, but whoyou know that has already travelled tothat destination2. 85% of travellers use social mediawhile on vacation3. 70% upload photos to Facebook whiletravellingFor more detailed information and insights, read our full whitepaper on Tourism in South East Asia here 3• Almost half the entire spend was from theSoutheast Asian region
  4. 4. www.webfluenz.comTOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS4• Tourism activities of celebrities & influentialpersonalities• Sharing photos – mostly on Instagram and Flickr• Excitement around travelling• Engaging in activities (backpacking, sightseeing, etc)• Reasons for travel to the region: beaches and foodFor more detailed information and insights, read our full whitepaper on Tourism in South East Asia herePhoto sharingWHAT ARE PEOPLE TALKING ABOUT?TOP CONSUMER CONVERSATION TOPICS
  5. 5. www.webfluenz.comWHERE ARE VISITORS TO SOUTHEAST ASIA MOST LIKELY TO COMEFROM?BREAKUP OF GEOGRAPHIC SOURCES OF CONSUMER CONVERSATIONS5• 40% of the conversationscame from Southeast Asiancountries• Most other big drivers ofchatter (apart from UK and US)were neighbouring AsiaPacific countriesFor more detailed information and insights, read our full whitepaper on Tourism in South East Asia hereTOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONSImplication: Consumers from the Southeast Asian region andneighbouring countries are principal target bases for this region
  6. 6. www.webfluenz.comTOP PREFERRED DESTINATIONS IN SOUTHEAST ASIA6MOST PEOPLE ON SOCIAL MEDIA SAID THEY PREFER GOING TO INDONESIA1. INDONESIABeaches of BALI Celebrity tours &concerts in JAKARTAWeekend getaways, events &backpacking in BANDUNGFor more detailed information and insights, read our full whitepaper on Tourism in South East Asia hereTOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONS2. SINGAPORE 3. THAILAND5. MALAYSIATopPlaces &Activities-Note: To read further about thesecountries, download the full whitepaperhere4.PHILIPPINES
  7. 7. www.webfluenz.comWHAT DRIVES PEOPLE TO SOUTHEAST ASIA? WHICH ACTIVITIES ARE MOSTATTRACTIVE?TOP REASONS FOR TRAVELBackpacking, Beaches, Food and ShoppingBACKPACKING• Strongest association with Thailand, IndonesiaPhilippines, Vietnam and Cambodia• Most consumers shared experiences and advice• Others talked about how backpacking in Southeast Asiawas on their wish list7Based on the reasons for and activities driving travel, consumers were segmented into –• Destination travellers• Experiential travellers• Event / reward based travellersFor more detailed information and insights, read our full whitepaper on Tourism in South East Asia hereTOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONSNote: To read about the various other reasons for travel, download the full whitepaper hereKeithusc’s Flickr photostream
  8. 8. www.webfluenz.comWHO IMPACTS CONSUMER TRAVEL DECISIONS?SEGMENTATION OF TOP INFLUENTIAL PEOPLE8Occupational TravellersThese peopletravel for a livingand they are highlyinfluential on thesocial webRegular TravellersThe advice ofpeople who travelfrequently is takenseriouslyFor more detailed information and insights, read our full whitepaper on Tourism in South East Asia hereTOURISM IN SOUTHEAST ASIAINSIGHTS FROM ANALYSIS OF SOCIAL MEDIA CONVERSATIONSWell-known personalities and their fansEvents, tours orpersonal holidaysby famouspersonalities promptthem and their fansto talkInfluencers from unrelated industriesTravel opinions byinfluencers in otherfields circulateamong a group thatmay not otherwisebe travelenthusiastsShe has >900 followers on Twitter,loves Harry Potter, Bleach, This Century She has >100,000 followers on Twitter, is apart time fitness trainer, model, artist, CEO,economist and gamerA family that travels around the world todiscover themselves and the worldHas >9,000 followers on Twitter, is aphotographer, who travels around theworld for work
  9. 9. www.webfluenz.com• What are the top conversation drivers when social media users talk about travelling to SoutheastAsia?Tourism activities of celebrities, sharing pictures on the socialweb, engaging in activities.• Where are visitors to Southeast Asia most likely to come from?Southeast Asian’s and people from neighbouring Asia Pacific countries• Most preferred destinations in Southeast Asia?Indonesia, Singapore, Thailand,Philippines, Myanmar, Malaysia• What tourism activities are most attractive?Backpacking, Beaches, Food and Shopping• Who are most likely to impact consumer travel decisions?Professional travellers, regular travellers, well known personalities & their fans, influencersfrom unrelated industriesHIGHLIGHTSFor more detailed information and insights, read our full whitepaper on Tourism in South East Asia here 9
  10. 10. www.webfluenz.com 10CONTACT US (Sales/Business Assistance):SINGAPORE 800 101 3021UNITED KINGDOM 808 101 2160UNITED STATES 855 281 6578For more of our latest research, visithttp://www.webfluenz.com/Webfluenz_Research/To purchase Webfluenz Research Reports, visithttp://www.webfluenz.com/Products_and_solutions/Research_Reports/For general sales enquiries, contact us atsales@webfluenz.com©2012-2013 Webfluenz PTE LTD. webfluenz and the webfluenz logo are registeredtrademarks of Webfluenz PTE LTD. No part of this document may be reproducedwithout prior written consent from Webfluenz PTE LTD. All rights reserved.www.webfluenz.com

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