Web 2.0 technologies like user-generated content, social networks, and mobile applications are changing how tourists share and access travel information online. These technologies allow for more interactive experiences where users can author content, provide reviews and feedback, and collaborate with others. They also enable tourists to access travel data anywhere through mobile devices. Many tourism organizations and websites are now utilizing these Web 2.0 features to engage with travelers and promote destinations.

1. Information and
Communication
Technologies
in
Tourism

2. Web 2.0 in tourism
From hits to niches
Broad
Niche
Micro
2 ICT in Tourism © copyright IFITT

3. Web 2.0 in Tourism
Web 2.0
No separation between user and editor
Authoring tools (dynamic website, UCG)
Social network: open, interactive, rich-experience, globalhyperlinked
collective intelligence = permanent collaborative contributions)
Dislocation of desktop applications into Internet (user configuration
and control, open source = perpetual Beta)
Research areas
Applications (e.g. blogs, feedback-reviews, mobile tags, podcasts, body
finder…)
Conditions implications (e.g. communities, integration, empowerment,
sharing, innovation co-creation…)
3 ICT in Tourism © copyright IFITT

4. Web 2.0 Revolution in Tourism
25 Mio. unique users
96% positive reviews
4 ICT in Tourism © copyright IFITT
1990s: Web 1.0 (S-GC – 2D)
2000s: Web 2.0 (U-GC – 3D)
No separation between user and
editor
UGC Creators: 44% 51%
Blog Readers: 58% 69%
(eMarketer 2009)
Rating and
Reviews
What others
are saying
Sharing discoveries
with peers
Recommendation
Up-Selling
Photo
Video
GPS Tracking,
Mashup Navigation
UG Adds (Tags)

5. Community Site Visits
(04/08)
Links Shared Goal Specific features/web 2.0 technologies
www.lonelyplanet.com 1,158,800 630 Travel info Forum, blogs for professional authors, mobile services
5 ICT in Tourism © copyright IFITT
(POI Reviews)
www.travelpod.com 657,000 991 Travel experiences Blogs (i.e. travelogues) associated to geographical maps
(linked in mashups), mobile blogging podcasting
www.virtualtourist.com 1,154,400 3,277 Unbiased fellow-based
travel guides
Descriptions rateable reviews of travel locations, several
forums, ‘post a question’, reservation and booking
functionalities (travel deals)
www.travelistic.com 90,000 170 Travel info video Flash player-based, user and professional video content is
linked to geographical info map, can be rated,
commented and tagged (á la YouTube)
www.wikitravel.org 723,400 2,036 Free travel guide Open create edit functions, Blogs, RSS-feeds, tag clouds
www.travel.yahoo.com/trip n.a. n.a. Create illustrate
custom trip plan
Schedule (timeline), journal (reviews, descriptions,
podcast) maps (integrates)
www.couchsurfing.com 900,400 539 Network for private
accommodation
Messenger, contact list, blogs reports, profiles
www.tripadvisor.com 4,413,200 7,070 Unbiased fellow reviews
helping in forums ( 10
Mio. reviews generate 17
Mio. trips / week)
Popularity index, traveller articles (wiki-based), game
travel IQ (find locations on map), right now (community
events in real time), forum, podcast
www.travelblog.org 575,800 1,101 Travel info experiences Geographically associated blogs, forum and photos (tips,
facts, history), map and routes
Web 2.0 Revolution in Tourism

6. Web 2.0 in Tourism
DMO challanges for Re-
Positioning
Roger Carter 2009
Content Collection Info
Provision
UGC via multiple channels
Mobile LBS
Promotion
Social Media
Facilitator moderator of
consumer processes
eCRM eCMR (Midlets,
widgets, games, viral)
Research Quality
Assurance
CS e-Reviews,
automated sentiment
detection
Transactions
One-stop shopping,
Dynamic packaging
open SBN
Where do I do what what do I
6 ICT in Tourism © copyright IFITT
do where?

7. Case Study – Social Media / User Generated content
Is TripAdvisor’s “Show Prices” CPC Program a Viable Direct
Online Distribution Channel in Hospitality?
http://www.hebsdigital.com/blog/tripadvisor-show-prices-case-study
How does the TripAdvisor
CPC Program work for
independent hotels, resorts
and casinos?
7 ICT in Tourism © copyright IFITT

8. Case Study – Social Media / User Generated content
Cruise lines prefer Facebook to Twitter for customer
engagement, few dabble in other networks
http://www.tnooz.com/article/cruise-lines-prefer-facebook-to-twitter-for-customer-engagement-
few-dabble-in-other-networks/
8 ICT in Tourism © copyright IFITT
A new survey of 50 cruise
companies has indicated an
overwhelming preference for using
Facebook Fan pages over Twitter
profiles.

9. Case Study – Social Media / User Generated content
Black(mail?) cards are not welcome at hotels
http://www.tnooz.com/article/blackmail-cards-are-not-welcome-at-hotels/
A reviewer-card, that identifies
hotel guests as prolific
reviewers receives critical
feedback
9 ICT in Tourism © copyright IFITT

10. Case Study – Social Media / User Generated content
Love is (hopefully) in the air for WeMetOnAPlane social platform
http://www.tnooz.com/article/love-is-hopefully-in-the-air-for-wemetonaplane-social-platform/
www.wemetonaplane.com
Have you ever met that special
someone on a plane but for
whatever reason you didn’t
end up exchanging your
contact details with each other
and later regretted it?
10 ICT in Tourism © copyright IFITT

11. Case Study – Social Media / User Generated content
Best Western launches a Facebook app with reservations
http://www.tnooz.com/article/best-western-launches-a-facebook-app-with-reservations/
https://apps.facebook.com/
bestwesternbooking/
Best Western is now
giving Facebook fans
the ability to book any
of its 4,100 hotels in
more than 100 countries
without leaving the
social network.
11 ICT in Tourism © copyright IFITT

12. Case Study – Social Media / User Generated content
China’s Firewall hasn’t stopped Facebook from attracting its
largest developer community in Asia
http://thenextweb.com/asia/2012/03/06/chinas-great-firewall-hasnt-stopped-facebook-
from-attracting-its-largest-developer-community-in-asia/
Facebook may be blocked in China but that hasn’t stopped the country rising to
become the largest contributor of apps to the social network in Asia.
12 ICT in Tourism © copyright IFITT

13. Case Study – Social Media / User Generated content
VisitBritain taps Visible Technologies to monitor social media
during London 2012
http://www.tnooz.com/article/visitbritain-taps-visible-technologies-to-monitor-social-media-
during-london-2012/
www.visibletechnologies.com
The London 2012 Games will be the first Olympics and
Paralympics to take place after the widespread adoption of
Twitter and Facebook. VisitBritain has decided to check the
pulse of conversations on these social networks by using a
social media monitoring enterprise tool from Visible
Technologies.
13 ICT in Tourism © copyright IFITT

14. Case Study – Social Media / User Generated content
North Korea joins the social media revolution
http://www.travelmole.com/news_feature.php?news_id=2005371
Pyongyang posted the country's first ever photos via Instagram. This is a giant leap
for the secretive country that has only one 3G mobile operator, jointly run by a State-owned
businesses.
14 ICT in Tourism © copyright IFITT

15. Case Study – Social Media / User Generated content
British Airways and the Know Me saga: Should companies
run image checks on customers?
http://www.tnooz.com/article/british-airways-and-the-know-me-saga-should-companies-
run-image-checks-on-customers/
British Airways’ Know Me
program runs identity checks on
“very important” business
passengers.
15 ICT in Tourism © copyright IFITT

16. Case Study – Social Media / User Generated content
Starbucks presses social media onward
http://seattletimes.com/html/businesstechnology/2020862483_starbuckssocialxml.html
Starbucks executives figure that
through Facebook fans and their
friends alone, they have access to
nearly 1 billion people — a
seventh of the world’s population.
16 ICT in Tourism © copyright IFITT