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Information Convergence in the Long Tail


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Information Convergence in the Long Tail

  1. 1. INFORMATION CONVERGENCE IN THE LONG TAIL. THE CASE OF TOURISM DESTINATION INFORMATION Alessandro Inversini University of Lugano, Switzerland [email_address] Dimitrios Buhalis ICTHR, Bournemouth University, England [email_address]
  2. 2. SJABLOON VOOR PROSPECTUS GEBRUIKEN <ul><li>Agenda </li></ul><ul><li>Tourism and Long Tail: objectives of the study </li></ul><ul><li>Quality of the information </li></ul><ul><li>Methodology </li></ul><ul><li>Results (website classification) </li></ul><ul><li>Results (information quality) </li></ul><ul><li>Discussion & conclusions </li></ul>
  3. 3. SJABLOON VOOR PROSPECTUS GEBRUIKEN <ul><li>Tourism and Long Tail: Objectives of the study </li></ul><ul><li>(e)Tourism is traditionally an information intensive domain </li></ul><ul><li>(Gretzel, et al., 2000; Buhalis, 2003) </li></ul><ul><li>Long Tail and Read&Write web are influencing the domain </li></ul><ul><ul><ul><ul><ul><li>( Anderson, 2006; Nicholas et al., 2007) </li></ul></ul></ul></ul></ul><ul><li>Information Overload and Information Entropy </li></ul><ul><li>(Rogers and Agarwala-Rogers, 1975; Jones et al., 2004; Hiltz and Turoff, 1985) </li></ul><ul><li>Objectives of the study are to: </li></ul><ul><ul><li>analyze the information market around a given destination website, starting from the most relevant keywords which the end user inputs in the search engine to reach the destination official web site; </li></ul></ul><ul><ul><li>study the information sources and providers, as well as content quality with focusing on the unofficial information providers. </li></ul></ul>
  4. 4. SJABLOON VOOR PROSPECTUS GEBRUIKEN <ul><li>Quality of Information </li></ul><ul><li>The role of the search engine in the information seeking </li></ul><ul><ul><li>Relationship between user satisfaction and search engine results </li></ul></ul><ul><ul><li>(Rumpraidt and Donnel, 1999) </li></ul></ul><ul><ul><li>Information, content and quality have been the main concerns of the knowledge society </li></ul></ul><ul><ul><li>(Cantoni and Tardini, 2006) </li></ul></ul><ul><li>Quality of the contents: </li></ul><ul><ul><li>Accuracy (what? and how?); </li></ul></ul><ul><ul><li>Authority (who?); </li></ul></ul><ul><ul><li>Objectivity (why?); </li></ul></ul><ul><ul><li>Currency (when?); </li></ul></ul><ul><ul><li>Coverage (what? and for whom?). </li></ul></ul><ul><ul><li>( Alexander and Tate 1999) </li></ul></ul>
  5. 5. SJABLOON VOOR PROSPECTUS GEBRUIKEN <ul><li>M ethodology – </li></ul><ul><li>An usability driven approach: MiLE+ Framework. </li></ul><ul><li>(Triacca et al., 2005) </li></ul><ul><li>Search engine (Google) queries on 9 given keywords ( Google Keywords). </li></ul><ul><li>Classification: </li></ul><ul><ul><li>official (institutional) websites; </li></ul></ul><ul><ul><li>unofficial (not institutional) websites. </li></ul></ul><ul><li>Heuristic driven content quality </li></ul>
  6. 6. SJABLOON VOOR PROSPECTUS GEBRUIKEN <ul><li>Queries R esults </li></ul><ul><li>Search results classification </li></ul><ul><li>Relevant keywords (competition) </li></ul>
  7. 7. SJABLOON VOOR PROSPECTUS GEBRUIKEN <ul><li>Information Quality </li></ul><ul><li>Heuristic driven approach (MiLE+) </li></ul><ul><ul><li>accuracy, authority, objectivity, currency, coverage </li></ul></ul><ul><ul><li>1-5 scale </li></ul></ul><ul><li>Official websites: </li></ul><ul><ul><li>strong authority (average value 4.8), </li></ul></ul><ul><ul><li>very good accuracy and objectivity (average value 4.2) </li></ul></ul><ul><ul><li>good currency (average value 3.8). </li></ul></ul><ul><li>Unofficial websites: </li></ul><ul><ul><li>good accuracy and currency (average respectively 3.6 and 3.5) </li></ul></ul><ul><ul><li>sufficient coverage and conciseness (average respectively 3.8 and 3.9). </li></ul></ul><ul><ul><li>insufficient objectivity and authority (average values 2.6 and 2.5). </li></ul></ul>
  8. 8. SJABLOON VOOR PROSPECTUS GEBRUIKEN <ul><li>Information Quality (2) </li></ul><ul><li>Web2.0 websites? </li></ul><ul><li>Currency? </li></ul><ul><li>Objectivity? </li></ul><ul><li>Authority? </li></ul>
  9. 9. SJABLOON VOOR PROSPECTUS GEBRUIKEN <ul><li>Discussion and Conclusions </li></ul><ul><li>Prospective travellers are offered a wide range of information providers and a plethora of websites. </li></ul><ul><li>DMO are integrating Web2.0 and unofficial information Providers ( </li></ul><ul><li>Future work: harvest and organize high quality information </li></ul><ul><ul><li>Strategy (folksonomies ???) </li></ul></ul>