UNWTO/PATA Guilin Conference Presentation Oct. 2014

1. Social Technology’s Impact on
Global Tourism Connectivity:
Dialog to Distribution
社交科技对全球旅游跨界融合
之影响
David L Jones, PhD
Professor and Department Chair
Department of Hospitality Management
University of San Francisco
旧金山大学酒店管理系教授及主任
钟德伟 博士

2. Evolution of Communication through Technology 科
技通讯的演化
•Information Technology 信息技术
- Internet and computers 互联网与电脑
- Search engines 搜索引擎
•Social Technology 社交媒体
- Social media and smart phone
社交媒体与智能手机

3. Dialog to Distribution 对话到分销
• Dialog 对话
- WeChat/Weixin 微信
- Facebook 脸书
- TripAdvisor/Daodao 到到
- LinkedIn Groups 领英
• Distribution分销
- Sharing economy 分享经济

5. Mainland China Landscape 中国内地状况

6. Dialog 对话

8. Friend Radar
朋友搜寻雷达

10. Shangri-la, Singapore 'Share and Win' Campaign
Example 新加坡“分享即得”活动举例
•Win a one-night stay in the Garden Wing
Pool View Room with breakfast for two
获得享受二人早餐的花园池景一晚
•Process 过程
oFollow Shangri-La Hotel, Singapore on WeChat.
在微信上点赞新加坡香格里拉
oShare the hotel's page through the Moments tab and
recommend it through a group chat.
分享酒店网页至朋友圈上并向小组聊天推荐
oSend screenshots of the group chat to ShangrilaSG.
给酒店发去小组聊天截屏

11. Restaurant
Promotions
餐厅宣传
Shenzhen 深
圳

13. Website Marketing 网络营销

14. Photos

15. TripAdvisor Study - 2014
到到网之研究 --2014
•Rate of management response for recent reviews vs. Average review
rating 管理人员对近期评价作出回应之比例 vs. 平均评价等级
- 0% response rate = 3.81 average review rating
0% 回应率 = 3.81 平均评价等级
- 5% - 40% response rate = 4.04 average review rating
5% - 40% 回应率 = 4.04 average review rating
- 40% - 65% response rate = 4.05 average review rating
40% - 65% 回应率 = 4.04 平均评价等级
- 65%+ response rate = 4.15 average review rating
65%+ 回应率 = 4.15 平均评价等级

16. •Ranked by level of impact on traveler engagement
根据影响游客参与程度之排名
1.Number of photos 照片数量
2.Total number of reviews 评论总量
3.Management responses in the past year 管理人员在过
去一年的回复率
4.Number of reviews in the past year 过去一年的评论总数
TripAdvisor Study - 2014
到到网之研究 --2014

17. The Linden Centre Case Study
Xizhou, Yunnan Province
云南大理喜洲喜林苑之案例研究

18. #3 Small Hotel in Mainland China on
中国内地的第三的小酒店

19. Dialog with
Reviews
与评论对话交流

20. Using a Staff Blog for Dialog
将员工之博客用于对话交流

21. Creating Dialog
创造对话
CEO of AirBnB at USF Hospitality Industry
Symposium
AirBnB 网执行总裁出席旧金山大学旅游产
业论坛
Discussion Group
讨论组

23. Distribution Channels 分销渠道
• Traditional channels 传统渠道
- OTA’s 在线旅游中介网站
- Hotel Websites 酒店官网
• Sharing economy channels
分享式经济渠道

24. Traditional Online Distribution
传统网络分销

27. Sharing Economy in Hospitality
酒店行业之分享式经济

28. $10 Billion Company
市值 100 亿之公司

30. San Francisco and Sharing Economy
旧金与分享式经济
• Guest rooms inventory 客房存量
- Traditional hotel rooms = 33,000
传统酒店房间数 =33,000
- AirBnB listings = 5-10,000
AirBnB 上架量 = 5-10,000
• Conflicting interests
冲突的利益

31. My Personal
Experience
我的个人经验

32. Are We Ready for Connectivity?
我们有否为跨界联通做好准备？
•Need to create dialog with
guests/visitors 需要创造与客人 / 游客
之对话
•Gain recognition through being
thought leaders in the field
通过成为该领域之思想领袖以获得认可
•Embracing the sharing economy as a
distribution channel
接受分享式经济为分销渠道

33. Thank You
谢谢大家