IMC ETSM 2.1 E-Tourism.pptx

IMC ETSM 2.1 E-Tourism.pptx - Studying the international...

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Studying the international way E-Tourism Consumer Behavior, Web 2.0 & Business Models Meeting 2 Christoph Hoffinger, MA
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Agenda E-Tourism Online Consumer Behavior Web 2.0 Business Models 2
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E-Tourism 3 www.istockphoto.com
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Definition of E-Tourism 4 „… digitalization of all processes and value chains in the tourism, travel, hospitality and catering industries. … it includes eCommerce and applies ICTs for maximising the efficiency and effectiveness of the tourism organization.“ (Dimitrios Buhalis, 2003) design, implementation and operation of eCommerce solutions (ICT) in the travel & tourism industry, and analysis of the respective economic processes and market structures.“ (Hannes Werthner, 2004)
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Strategic issues ICT usage in various tourism application domains for product development , presentation, promotion, distribution , search, purchase, evaluation … Customer acquisition & retention, communication Knowledge management (data mining, opinion mining, business/market intelligence) Strategic implications for optimisation of external and internal business processes Impact of changing demographics, digital divide, new technologies on society and in turn consumer behaviour 5
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Challenges Content aggregation from other platforms and channels Travel meta search have become increasingly popular Online content will become more distributed, personalised and contextualised Usage of available technologies / applications without owning them Mobile travel planning and organisation is moving into mainstream 6
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E-Tourism value chain 7 i n f o o n s i t e a c c o m m o d a t i o n t a n s p o r t a t i o n p o s t p r o c e s s i n g o f t h e j o u r n e y d e p a r t u r e before the journey during the journey after the journey search engines, booking platforms, websites mobile, information data terminals, booking automat, … Virtual Communities e n t e r t a i n m e n t a c t i v i t i e s / a n i m a t i o n f o o d & b e v e r a g e s a r r i v a l b o o k i n g i n f o r m a t i o n suppliers Source: Prof. Mag. Christian Maurer
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E-Commerce & E-Business E-Commerce : completed transaction (= agreement) over a computer mediated network (transfer of ownership). (Source: H. Wertner, 2004 ) E-Business : any process that at business organisation conducts over a computer mediated network – external & internal processes. (Source: Census bureau, US) 8
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Consumer Behavior 9 www.istockphoto.com
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Consumer Trends Cautious optimism Coping with increased cost of living Growing confidence about holiday spending Playing it safe Safe and secure accommodation, financial protection, risk aversion Package popularity Resurgence in popularity of holiday packages Consumers valuing having everything taken care of Affluent consumers seeking simplicity Increasing numbers of affluent consumers are looking for less conspicuous holiday choices and seeking out simpler, more ethical and authentic experiences 10 Source: ABTA Travel Trends Report 2014
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5 Stages of Travel 1. Dreaming
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