Online communication of tourism destinations. Reputation, maturity, and elearning

Transcription

1 Colloque «Les voies de l innovation touristique», Festival International des Métiers de la Montagne (FIMM) Online communication of tourism destinations. Reputation, maturity, and elearning prof. PhD Lorenzo Cantoni Università della Svizzera italiana Lugano (CH) webatelier.net 15 et 16 novembre 2012, Chambéry (F) 1

2 webatelier.net mission: to investigate online communication as a true human activity, with a long-term, comprehensive and holistic approach. In particular, stressing human growth and quest for meaning in touristic experiences etourism. AN INTRODUCTION 2

3 Reputation Adoption and Maturity elearning for Travel Agents THREE STUDIES 3

4 A framework DORM REPUTATION_1 4

5 which are the contents a prospect tourist is likely to be exposed? Analysis REPUTATION_2 5

6 The case of Andorra REPUTATION_3 6

7 Official communication (107) Products & Services (36.48%) 22.34% 267 Mountain (87) % Governance (17.90%) 131 Site attractions Lake (42.70%) (51) 10.65% 114 Travel phenomena & stories (17.62%) Food Transportation & Beverage (16.10%) (42) % 129 People Willing (40) to go (17.49%) Transportation (15.36%) 8.35% A research City Performance conducted (40) (15.85%) on Chinese social 8.35% network 116 Weibo Other (9.73%) 26 Posts about Food Switzerland (37) 7.72% Share Information (8.88%) 65 One full year ( ): posts images Outdoor activities (5.99%) Shopping & gadgets (25) Accommondation Environment (5.62%) (3.55%) REPUTATION_ Sport & event (19) 3.97% Events Animal (1.87%) (18) Society (1.50%) % Infrastructure Monument (1.50%) (10) Plant (3) Entertainments (1.12%) 5.22% 11 Overall expressed sentiment is positive, with an average (N=536) % % % 5.00% 10.00% 15.00% 20.00% 25.00%

8 From content and sentiment analysis to argumentation theory The case of Malta (on Tripadvisor) REPUTATION_5 8

9 MESSAGE #1: MIND THE ECHO-SYSTEM! 9

10 etcomm etourism Communication Maturity Model MATURITY_1 10

11 Jungfrau Luzer n Lenzerheide Davos Engadin Leukerbad San Bernardino Zermatt Tenero MATURITY_2 9 SWISS MOUNTAIN 11 DESTINATIONS

12 MATURITY_3 WEB MARKETING 12

13 MATURITY_4 EWOM ACTIVITIES 13

14 MATURITY_5 BACK-LINKS AND SE 14 ACTIVITIES

15 MATURITY_6 WEBANALYTICS 15

16 MATURITY_7 MOBILE APPLICATIONS 16

17 MATURITY_8 SUCCESSFULNES 17

18 MESSAGE #2: BUILD CAPACITY! 18

19 DMO (B2B) (B2C) Tour Operator / Travel Agent (B2C) Tourist Higher chances to be selected among competitors Better destination image Support of travel professionals in their selling activities E-LEARNING FOR TRAVEL AGENTS_1 19

20 E-Learning for travel agents_2 travel agents viewpoint travel agent profiles worldwide were analyzed Respondents from: Europe (48%) Asia (30%) Africa (12%) Americas (8%) Oceania (2%) UK (30%), India (16%), United States, Pakistan, Italy (4% each), and Nigeria (3%) Best evaluated courses: 20 20

21 E-Learning for travel agents_3 travel agents viewpoint elearning Users: 57% (571 profiles) elearning for DMO Users 46% (466 profiles) On average, a travel agent has participated in 6 DMO elearning courses More than 60% of them have sold a destination package off the back of taking an online training course. 53% feel to be significantly confident about selling a destination after they have completed a course. Main motivation factors that influence travel agents willingness to subscribe to elearning experiences: 21 21

22 MESSAGE #3: DON T FORGET ANY PLAYER! 22

23 More info: Online reputation E. Marchiori & L. Cantoni, The Online Reputation Construct: Does it Matter for the Tourism Domain? A Literature Review on Destinations Online Reputation, «itt Journal of information technology & tourism», 13/3 (2012), pp S. Fedele, S. De Ascaniis & L. Cantoni, Destination Marketing and Users Appraisal: Looking for the reasons why tourists like a destination, in R. Law, M. Fuchs & F. Ricci (eds.), Information and Communication Technologies in Tourism 2011, Springer, Wien New York 2011, pp Maturity E. Marchiori, G. Pavese & L. Cantoni, etcomm etourism Communication Maturity Model. A Framework to evaluate the Maturity of a DMO when it comes to the Online Communication Management. The Case of Canton Ticino and Lombardy, in M. Fuchs, F. Ricci & L. Cantoni (eds.), Information and Communication Technologies in Tourism 2012, Springer, Wien New York 2012, pp F. Zach, E. Marchiori & L. Cantoni, Innovation, Adoption and Outsourcing in Web Marketing and Social Media: The case of Swiss DMOs, 2012 TTRA International Conference, forth. elearning for Travel Agents (Ticino Switzerland Travel Specialist) Special issue on etourism and elearning of «itt Journal of information technology & tourism», 13/1 (2012) N. Kalbaska, O. Sorokolit & L. Cantoni, Development and evaluation of an elearning course presenting a Regional destination. The case of ticino switzerland travel specialist, in Proccedings of EUROCHRIE Hospitality for a Better World, Ecole Hôtelière Lausanne, Lausanne (Switzerland), pp N. Kalbaska, H.A. Lee, L. Cantoni & R. Law, UK travel agents evaluation of elearning courses offered by destinations. An exploratory study, «Journal of Hospitality, Leisure, Sport & Tourism Education», 12/1 (2013), pp

24 prof. PhD Lorenzo Cantoni Università della Svizzera italiana Lugano (CH) Thanks to: A. Adukaite, S. De Ascaniis, S. Fedele, N. Kalbaska, E. Marchiori, L. Stoklosa, H. Tu, F. Zach THANKS! 24