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www.bournemouth.ac.ukTourism Reputationin the Age of Social MediaDr. Alessandro InversiniProf. Dimitrios BuhalisSchool of ...
www.bournemouth.ac.uk…travel & tourism…• ..is based on promises & experiences– “we” sell promises– “they” buy experiences
www.bournemouth.ac.uk“they” comment on their experiences…often!
www.bournemouth.ac.uk“We” are not very interested…
www.bournemouth.ac.uksocial media empowered the consumers
www.bournemouth.ac.ukThe aggregation of online feedbackmechanisms that use internet bidirectionalcommunication to share op...
www.bournemouth.ac.ukOk…so what?
www.bournemouth.ac.ukExhibit 1…the virtual customer
www.bournemouth.ac.ukExhibit 2…becomesreal…
www.bournemouth.ac.ukExhibit 3should we care?
www.bournemouth.ac.ukWhat is reputation?ReputationPsychologySociologyEconomicsMarketingLinguisticMarchioriandCantoni(2012)
www.bournemouth.ac.ukConceptualizing Online ReputationP1 • The social web perspectiveP2 • The web search perspectiveP3 • F...
www.bournemouth.ac.ukThe social web perspectivei) the web is conceived more as a public square where to connect and exchan...
www.bournemouth.ac.ukThe social web perspectiveSocial Media are: “media impressions created by consumers, typically inform...
www.bournemouth.ac.ukThe web search perspectiveThe issue of online information search (Jang, 2004) has attracted the inter...
www.bournemouth.ac.ukThe web search perspective• Social Media are SEARCH ENGINE FRIENDLY• Intrinsic Characteristic (Gretze...
www.bournemouth.ac.ukFirms & brand management• Two concepts are crucial for understanding a brand:• Brand identity, that i...
www.bournemouth.ac.ukReputation is a pervasive communication issue, which affect allthe company’s departments.Firms & bran...
www.bournemouth.ac.ukFirms & brand management• Before Social Media– Reputation was assessed thanks to structuredsurveys (F...
www.bournemouth.ac.ukReputation can be considered as the aggregationof feedbacks and feelings (Mandelli and Cantoni,2010) ...
www.bournemouth.ac.ukOnline Reputation Space
www.bournemouth.ac.uk
www.bournemouth.ac.ukListen & Engage
www.bournemouth.ac.uk http://youtu.be/5YGc4zOqozo
www.bournemouth.ac.uk
www.bournemouth.ac.ukTell Stories
www.bournemouth.ac.uk
www.bournemouth.ac.ukhttp://youtu.be/UUap7orgvpU
www.bournemouth.ac.ukco-createpersonalizedexperiences
www.bournemouth.ac.ukhttp://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/
www.bournemouth.ac.uk
www.bournemouth.ac.ukhttp://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/
www.bournemouth.ac.ukco-create personalized experienceshttp://youtu.be/pqHWAE8GDEk
www.bournemouth.ac.ukhttp://blogs.bournemouth.ac.uk/etourismlab/
www.bournemouth.ac.ukhttp://www.enter2014.org/www.ifitt.org
www.bournemouth.ac.ukTourism Reputationin the Age of Social MediaDr. Alessandro InversiniProf. Dimitrios BuhalisSchool of ...
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Tourism Reputation in the Age of Social Media

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Tourism Reputation in the Age of Social Media

  1. 1. www.bournemouth.ac.ukTourism Reputationin the Age of Social MediaDr. Alessandro InversiniProf. Dimitrios BuhalisSchool of TourismBourbemouth UniversityDr. Alessandro Inversinilinkedin.com/in/inversini@beanbolbeanbol.comainversini@bournemouth.ac.ukMay 22nd 2013
  2. 2. www.bournemouth.ac.uk…travel & tourism…• ..is based on promises & experiences– “we” sell promises– “they” buy experiences
  3. 3. www.bournemouth.ac.uk“they” comment on their experiences…often!
  4. 4. www.bournemouth.ac.uk“We” are not very interested…
  5. 5. www.bournemouth.ac.uksocial media empowered the consumers
  6. 6. www.bournemouth.ac.ukThe aggregation of online feedbackmechanisms that use internet bidirectionalcommunication to share opinions about awide range of topics such as: products,services and eventsDellarocas, 2003The aggregation of all these onlinefeedbacks creates the web reputation ofthe products service or event (and of thedestination)Dellarocas, 2001 and 2005;Bolton et al, 2004
  7. 7. www.bournemouth.ac.ukOk…so what?
  8. 8. www.bournemouth.ac.ukExhibit 1…the virtual customer
  9. 9. www.bournemouth.ac.ukExhibit 2…becomesreal…
  10. 10. www.bournemouth.ac.ukExhibit 3should we care?
  11. 11. www.bournemouth.ac.ukWhat is reputation?ReputationPsychologySociologyEconomicsMarketingLinguisticMarchioriandCantoni(2012)
  12. 12. www.bournemouth.ac.ukConceptualizing Online ReputationP1 • The social web perspectiveP2 • The web search perspectiveP3 • Firms & brand management
  13. 13. www.bournemouth.ac.ukThe social web perspectivei) the web is conceived more as a public square where to connect and exchangeopinions instead of a library;ii) the possibility of publishing contents has been widespread thanks to easy-to-usewebsites and applications;iii) the availability of large bandwidth connections makes possible a wider use ofmultimedia, leading to good quality, interactive content provided by the usersthemselves. (Cantoni and Tardini, 2009).
  14. 14. www.bournemouth.ac.ukThe social web perspectiveSocial Media are: “media impressions created by consumers, typically informed byrelevant experience, and archived or shared online for easy access by otherimpressionable consumers” (Blackshaw, 2006)They represent “a mixture of fact and opinion, impression and sentiment, foundedand unfounded tidbits, experiences, and even rumor” (Blackshaw & Nazarro, 2006)Social media are important as they help spread within the web the electronic Wordof Mouth. (Litvin, Goldsmith, & Pan, 2008)
  15. 15. www.bournemouth.ac.ukThe web search perspectiveThe issue of online information search (Jang, 2004) has attracted the interest ofacademics and practitioners in the last decades.Ramsey (2007) estimated that 61% of adult internet users conduct travel searchon the web.Recent developments in the online information search research (Xiang et al., 2008)demonstrated that travellers spend time to locate correct information on theinternet, checking different information providers (Inversini and Buhalis, 2009)before making online reservations (Vermeulen and Seegers, 2009).Most of the research has focused on the technical aspectsand on users’ behaviour aspects of online informationsearch (Brin & Page 1998; Jansen & Molina 2006).
  16. 16. www.bournemouth.ac.ukThe web search perspective• Social Media are SEARCH ENGINE FRIENDLY• Intrinsic Characteristic (Gretzel, 2006)• Social Media are popultating Search Engines• 11% in 2010 (Xiang and Gretzel, 2010)XiangandGretzel,2010
  17. 17. www.bournemouth.ac.ukFirms & brand management• Two concepts are crucial for understanding a brand:• Brand identity, that is the collection of all the brand attributes;• Brand image, that is how relevant stakeholders perceive the brand.Reputation can be understood as acollective representation of multiplestakeholders image of the brand builtover time.…but… different stakeholders can havedifferent perceptions of the same brand,therefore different images may exists. (e.g.Argenti & Druckenmiller, 2004).
  18. 18. www.bournemouth.ac.ukReputation is a pervasive communication issue, which affect allthe company’s departments.Firms & brand management
  19. 19. www.bournemouth.ac.ukFirms & brand management• Before Social Media– Reputation was assessed thanks to structuredsurveys (Fombrun et al. 1999) and modelssuch as the Reputation Quotinet and theRepTrack (reputationinstitute.com)• What about now???– eWord of Mouth– …www.reputationinstitute.com
  20. 20. www.bournemouth.ac.ukReputation can be considered as the aggregationof feedbacks and feelings (Mandelli and Cantoni,2010) of stakeholders about a givenorganization, product and/or brand.Experiences such as Destination OnlineReputation Model (DORM)- Web search- Content analysis- Sentiment detectionInversinietal.,2010
  21. 21. www.bournemouth.ac.ukOnline Reputation Space
  22. 22. www.bournemouth.ac.uk
  23. 23. www.bournemouth.ac.ukListen & Engage
  24. 24. www.bournemouth.ac.uk http://youtu.be/5YGc4zOqozo
  25. 25. www.bournemouth.ac.uk
  26. 26. www.bournemouth.ac.ukTell Stories
  27. 27. www.bournemouth.ac.uk
  28. 28. www.bournemouth.ac.ukhttp://youtu.be/UUap7orgvpU
  29. 29. www.bournemouth.ac.ukco-createpersonalizedexperiences
  30. 30. www.bournemouth.ac.ukhttp://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/
  31. 31. www.bournemouth.ac.uk
  32. 32. www.bournemouth.ac.ukhttp://shankman.com/the-best-customer-service-story-ever-told-starring-mortons-steakhouse/
  33. 33. www.bournemouth.ac.ukco-create personalized experienceshttp://youtu.be/pqHWAE8GDEk
  34. 34. www.bournemouth.ac.ukhttp://blogs.bournemouth.ac.uk/etourismlab/
  35. 35. www.bournemouth.ac.ukhttp://www.enter2014.org/www.ifitt.org
  36. 36. www.bournemouth.ac.ukTourism Reputationin the Age of Social MediaDr. Alessandro InversiniProf. Dimitrios BuhalisSchool of TourismBourbemouth UniversityDr. Alessandro Inversinilinkedin.com/in/inversini@beanbolbeanbol.comainversini@bournemouth.ac.ukMay 22nd 2013

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