Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Tourism Online Reputation
and Competitiveness
Dr. Alessandro Inversini
School of Tourism
Bourbemouth University
Dr. Alessa...
…travel & tourism…
..is based on promises & experiences
–  “we” sell promises
–  “they” buy experiences

www.bournemouth.a...
…travel & tourism…
..in a dynamic environment

Brodie,	
  2009	
  

Consumers	
  

Services	
  	
  
Brand	
  

Employees	
...
“they” comment on their experiences…often!

www.bournemouth.ac.uk
“We” are not very interested…
www.bournemouth.ac.uk
We	
  need	
  to	
  work	
  on	
  the	
  actual	
  experience	
  	
  

www.bournemouth.ac.uk
To	
  gain	
  compeAAve	
  advantage	
  online	
  	
  

www.bournemouth.ac.uk
social	
  media	
  empowered	
  the	
  consumers	
  

www.bournemouth.ac.uk
The aggregation of online feedback
mechanisms that use internet bidirectional
communication to share opinions about a
wide...
What is reputation?

Sociology

Psychology

www.bournemouth.ac.uk

Marketing

ReputaAon	
  

Linguistic

Marchiori and Can...
Ok…so what?

www.bournemouth.ac.uk
1	
  

Deal with costumers

www.bournemouth.ac.uk
2	
  
Deal with the experience

www.bournemouth.ac.uk
3	
  

…in	
  a	
  ever-­‐changing	
  environment	
  

www.bournemouth.ac.uk

(Buhalis	
  &	
  Inversini,	
  Forthcoming)	...
So???	
  

www.bournemouth.ac.uk
What	
  is	
  your	
  eReputaAon	
  proxy?	
  

Brodie,	
  2009	
  

Consumers	
  

How	
  can	
  you	
  gain	
  compeAAve...
Upcoming SlideShare
Loading in …5
×

ESRC - Tourism Online Reputation & Competitiveness

707 views

Published on

Here my presentation at today's ESRC event "Social Media: ‘make or break your reputation’" at Bournemouth University.

  • Be the first to comment

ESRC - Tourism Online Reputation & Competitiveness

  1. 1. Tourism Online Reputation and Competitiveness Dr. Alessandro Inversini School of Tourism Bourbemouth University Dr. Alessandro Inversini linkedin.com/in/inversini @beanbol beanbol.com ainversini@bournemouth.ac.uk www.bournemouth.ac.uk
  2. 2. …travel & tourism… ..is based on promises & experiences –  “we” sell promises –  “they” buy experiences www.bournemouth.ac.uk
  3. 3. …travel & tourism… ..in a dynamic environment Brodie,  2009   Consumers   Services     Brand   Employees   www.bournemouth.ac.uk Company  
  4. 4. “they” comment on their experiences…often! www.bournemouth.ac.uk
  5. 5. “We” are not very interested… www.bournemouth.ac.uk
  6. 6. We  need  to  work  on  the  actual  experience     www.bournemouth.ac.uk
  7. 7. To  gain  compeAAve  advantage  online     www.bournemouth.ac.uk
  8. 8. social  media  empowered  the  consumers   www.bournemouth.ac.uk
  9. 9. The aggregation of online feedback mechanisms that use internet bidirectional communication to share opinions about a wide range of topics such as: products, services and events Dellarocas, 2003 The aggregation of all these online feedbacks creates the web reputation of the products service or event (and of the destination) Dellarocas, 2001 and 2005; Bolton et al, 2004 www.bournemouth.ac.uk
  10. 10. What is reputation? Sociology Psychology www.bournemouth.ac.uk Marketing ReputaAon   Linguistic Marchiori and Cantoni (2012) Economics
  11. 11. Ok…so what? www.bournemouth.ac.uk
  12. 12. 1   Deal with costumers www.bournemouth.ac.uk
  13. 13. 2   Deal with the experience www.bournemouth.ac.uk
  14. 14. 3   …in  a  ever-­‐changing  environment   www.bournemouth.ac.uk (Buhalis  &  Inversini,  Forthcoming)    
  15. 15. So???   www.bournemouth.ac.uk
  16. 16. What  is  your  eReputaAon  proxy?   Brodie,  2009   Consumers   How  can  you  gain  compeAAve  advantage?     Services     Brand   Employees   www.bournemouth.ac.uk Company  

×