The document discusses innovation in e-tourism. It defines innovation and reviews contexts of innovation in e-tourism, including technologies driving innovation. E-tourism innovations involve integrated digital marketing approaches and context-based services using location data. Case studies on Australian tourism organizations demonstrate innovations in mobile apps, responsive websites, and content distribution. The conclusion emphasizes that innovation requires an adaptive strategy and culture open to change and failure.

1. Driving Innovation
Online
A contextual review of e tourism innovation

2. Let’s review…
What is innovation?
What is the context of innovation in e tourism?
etourism innovations
Is Australia embracing opportunities for e tourism innovation?
ATDW community innovations

3. In – no – va - tion
Noun
1. The introduction of something new
2. A new method, idea or device
Synonyms
Novelty – newness
Source: http://www.merriam-webster.com/dictionary/

4. In – no – va - tion
Innovation is highly contextual, evolves out of varying
mixes of activities, and is influenced by framework
conditions that are not globally uniform
Source: Australian Innovation Systems Report 2011 – Federal Government

5. In – no – va - tion
Innovation can be radical and disruptive, but more often is
incremental
Innovation can be based heavily on technological
development or not at all
Australian businesses are more likely to invest in purchasing
new equipment, training and marketing than investment in
R&D or acquiring intellectual property
Source: Australian Innovation Systems Report 2011 – Federal Government

6. Innovation Tenets from an
Innovation Lab
Less talk more action
Demonstrate the art of the possible
Not everything worth doing is worth doing well - prototypes are meant to
demonstrate capability, not to deliver it
You have to complete projects
If you don’t fail sometime, you are not working hard enough
Everyone should be working on at least three projects
Projects should be complete within a three-month cycle. The exception is for
major projects, which should have quarterly phases
Source: PhoCusWright – Innovation in Distribution: No Silver Bullets (Sabre Labs)

7. Innovation Tenets from an
Innovation Lab
Google has addressed this with 3 principles:
 Innovate long term
 Innovate everywhere, always
 Innovate the culture
Source: PhoCusWright – Innovation in Distribution: No Silver Bullets (Sabre Labs)

8. Innovation Portfolio
Two categories of business innovation:
 Sustaining
 Disruptive
Sustaining innovation includes:
 Evolutionary innovation that relates to continuous product
improvement (and which customers expect)
 Revolutionary innovation that is unexpected and perhaps radical, but
does not affect existing market
Source: PhoCusWright – Innovation in Distribution: No Silver Bullets (Sabre Labs)

9. Leanings from ATDW
Getting the culture right, from the top down, is fundamentally
important
There’s always something happening in the short term that pushes
off long-term innovation
Sometimes the most valuable innovations come from short term
activities and the need to keep pace

10. Digital technology change is driving
innovation in e tourism

11. An Integrated and Adaptable
Strategy
 The growing size and complexity of the digital marketing
landscape necessitates an integrated and adaptable approach
 Marketing and communications processes must be re-worked;
and continue to adapt
 The pace of change is relentless

12. 12

13. To respond to the higher sophistication and expectation levels of the
hyper-connected consumer, businesses need integrated digital marketing

14. Technology change and consumer adoption of technology are
driving e tourism innovation

15. Bournemouth University’s
eTourism Lab
Priorities:
 online reputation management
 context based services
 proximity marketing

16. Online Reputation Management
 Brand owners are not the influencer; the community is the influencer
 Brands are co-created through on-going interactions among brand users
 Time and skill challenges for industry in managing reviews and ultimately
reputation online

17. Context Based Services
 High level of personalistion
 Contextualised to the individual mobile user, their location and
interests, aggregating social media data
 Using 3D navigatable maps and augmented reality
 Valuable for user experience and research

18. Proximity Marketing
 Mobile information, advertising and offers
 Wifi and bluetooth marketing
 Transmission of offer via video, audio, text or other content within
100 metres proximity of store
 Wi-fi service redirects to relevant web page content

19. Industry’s Digital Sophistication
Recent survey conducted by Tourism Research Australia to measure level of
uptake of various digital technologies & digital distribution capabilities of
businesses in tourism
www.tra.gov.au → Publications → Publications List → Operators Digital Updae
Benchmark Survey 2013 Research Report
Four areas surveyed:
 Online Presence
 Website Adoption and Management
 Online booking and Distribution
 Social and Mobile Presence

20. Tourism Operators Digital Uptake
•Comparing 2013 to 2010

21. Triphitter (PlacesWeGo)
 Went live in Q1 2013
 http://triphitter.placeswego.com
 First commercial distributor to use the new
realtime ATLAS web service.
 Supporting TV show on Network 10 (Places
We Go)
 Really proactive and puts the tourism
operator first!
21

22. 22

23. Logan City Council
 Went live in Q2 2013
 http://www.visitlogan.com.au/
 First distributor to use ‘Responsive Web
Design’ (RWD)
 Publishing all listings in Logan Area (Brisbane
and Gold Coast regions)
 Creative and innovative Local City Council

25. Eventfinder




Went live in Q4 2012
www.eventfinder.com.au
Publish all event listings (Australia Wide).
Great online knowledge and engagement
with big and small events
 Built strong relationships with government
and ATDW
 Affiliated with Yahoo!7 Entertainment.

27. Drive North Queensland
(Mobile App)
Planning tool for travelling
on the drive journeys of the
Overlanders Way, The
Great Tropical Drive, and
the Savannah Way





Innovative Mobile App
Tropical Tablelands Tourism Initiative
Download free via iTunes
iOS and Android platforms
Publish all ATDW listings across 5 regions
in North and West Queensland
 Re-used existing content

29. Conclusion
 Innovation is absolutely necessary for a successful future
 No single correct path for a business to encourage and
embrace innovation
 Value in understanding ideas and lessons learned
 You need to reengineer the culture to minimise roadblocks
 You cannot fear failure

30. e tourism
 Content
 Context
 Co-creation
 http://gopro.com/videos/video-of-the-day/2013/5/23/
 http://www.youtube.com/watch?v=mYrrE5nn4d0