Web 2.0: Innovation and Sustainability in Destination Marketing

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Web 2.0 Innovation and Sustainability in
Destination Marketing
Daniel R. Fesenmaier Professor and
Director National Laboratory for Tourism
eCommerce Temple University
Innovations for Sustainable Tourism BEST
Education Network June 21 - 24, 2007
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Defining Innovation

• an idea, practice or object that is perceived
  as new by an individual or other unit of
  adoption
  Rogers, 2003
• Innovation as the invention of something new.
  
  Barnett, 1953
• new modes of social and economic action either
  derived from invention or redefinitions of
  interrelationships.
  Hjalager, 1996

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Defining Innovation from theConsumer Perspective

• Consumers develop exactly what they want, thus
  they dont have to rely on manufacturers to meet
  their needs often even imperfectly.
  Von
  Hippel, 2005
• Personal innovativeness is an individuals
  inherent innovative personality.
  Lee et al.
  2007

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Defining Innovation

• Innovation comprises a creative destruction, as
  the new is more satisfying, making the old
  obsolete.
• 
  Schumpeter, 1939

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Purpose of Innovation

• To create a competitive advantage
  Drucker, 1985
• To create value for both customers and the
  destination
  Weiermaier, 2004

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The Foundation of the Tourist Experience
Perspectives

• Tourists as co-producers of experience
• Tourists as users of technologies
• Tourists as narrators

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The Tourist SystemA seamless tourist experience
Tourist Activated Networks
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Travel Information Search in the Digital
Environment
Pre-Trip
En Route and On-Site
Post-Trip

• Planning
• Image, expectation-formation
• Anticipation
• Decision-making
• Transaction

• Connection
• Navigation
• Short-term decision making
• Documentation artifact collection
• Sharing
• Creativity/innovation
• On-site transaction
• Value creation

• Sharing
• Documentation
• External memory
• Re-experiencing
• Attachment/identity
• Meaning making
• Narrative

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The Touristic Experience and the Narrative
Process
Reinterpretation
Attractions
Travel Experience
Memories
Stories
Meaning
Activities
Social Setting
Information Envelope
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Internet-based Systems
User
System
Interface
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The Funcational Triad
Tool
Increases capability

• Rewarding positive feedback
• Modeling a target behavior
• Providing social support

• Perform calculations
• Make behavior easier to do
• Leads people through process

Decision Aid
Digital Pet
Social Actor
Creates relationships
Virtual Env.

• Explore cause and effect relationships
• Vicarious experiences
• Rehearse a behavior

Medium
Provides experience
Fogg, 2003
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Travel and the Online Experience
System Interactivity
Online Experience
Possible Outcomes
Roles of Interface

• Control
• Choice
• Feedback
• Direction
• Norms
• Sharing
• Skills
• Social simulation

• Engagement
• Trial
• Learning
• Playfulness
• Enjoyment
• Emotions
• Motivation

• Knowledge
• Attitude change
• Involvement
• Exploration
• Confidence
• Affect
• Satisfaction
• Remembering

• Tools
• Social actor
• Medium

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Evolving Uses, Users and Applications
Web 2.0
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Guiding Research at NLTeC A Three Stage
Process Model of Website Use
Stage 1 Search
Input Search Term
Return List of Results
Stage 2 Primacy
Select Webpage
Form First Impression
Stage 3 Elaboration
Search within Website
Learn about destination
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Stage 1. Search
Input Search Term
Return List of Results

• Key concepts
• Mental Models
• Language representation
• Thin interface search engine
• Community

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Mental Models andLanguage Representation
Primary Learnings

• Mental models of problem and solution affect
  search
• Search process is deconstructed into a series of
  solutions
• Mental models include process and image elements

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Mental Models andLanguage Representation
Primary Learnings

• Producers and consumers have largely different
  languages
• Recommendation systems need to reflect the needs
  of consumer, not only the language of producer
• Learning process where the mental model is shaped
  by technology

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First Impression in the Search Process
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Google - a Thin Interface
Google Search Results Chicago Tourism
3,850,000 pages!
Available Results
Unique Websites
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The Online Search Process
Primary Learnings

• Tourism domain is defined by experiences -
  current search programs are limited
• Search process has been defined by system design
  rather than human needs
• Search is limited by cognitive effort, perceived
  relevance and design

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The Online Search Process
Primary Learnings

• Text provides a strong message
• Limited use by destination marketers
• Order effect
• Limited number of search results
• Iterative process

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Information and LanguageRepresentation through
Narrative Design
Primary Learnings

• Narrative design story telling parallels
  human knowledge relational concepts
• Social construction
• Focus on meaning
• Strongly supports the search process

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Information and LanguageRepresentation through
Narrative Design
Sara time-interval survey
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saras experience reported hourly May 26, 2007,
1200 1700
1200
1300
1400
1500
1600
1700
1224
1324
1244
1305
1404
1434
1632
1218
1459
1525
my second report really pretty city people on
the street seems pretty nice
my initial emotions
my last report I had a really lovely time with
my friends Im about to do some shopping!
my first report its hot sticky
I saw a guy with a really bad haircut
my third report Im at Rouge we're having some
snacks
... we walked upon an Italian wedding
the street signs have been super -super helpful!
we stopped at Chinatown because I saw the gate
I dont really know what (statue) it is
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saras second report
The architecture of the buildings so gorgeous.
Green! is lush and bountiful out here.
sights
colors
sounds
smells
Buses, motorcycles, cars traffic
a little like exhaust
Im in front of a giant statue in front of the
rocky steps
Im still with Becca Jessica.
place
people
activity
things
Relaxed
Excited
Cheerful
Happy
Bored
Tired
Alert
Sad
Annoyed
We're taking pictures (of the statue) posing
The map weve created printed before we came
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Information, LanguageRepresentation and the New
Media
Primary Learnings

• Tourist generated content text, photos and
  video provide a profound setting for story
  telling
• Videos act as a narrative transportation,
  providing access to landscapes and socioscapes
• Represent uncontrolled sources of creating image

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Virtual Communities
Primary Learnings

• A variety of different kinds of communities
• Communities function to support a variety of
  needs that are dynamic and evolving
• Represents a powerful setting within which people
  share experiences

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Stage 2 Primacy
Select Webpage
Form First Impression

• Key concepts
• Constructed image
• Mere exposure
• Persuasive architecture

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Tourism Experiences

• I love the smell of Mackinac Island the coolest
  air and the breeziest ...the calmest feeling.
  You can smell the flowers. You feel the aura of
  the white sandy beaches. You feel like you can
  smell the cleanliness of the place. You can feel
  the seagulls coming close. And people actually
  talk to you, and they are very sincere with you.
  Its a whole new experience for a lot of city
  people, which I used to be...

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Sensory Experiences and Virtual Image
Construction
Touch
Sights
Smells
Sounds
Taste
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Sensory Experiences and Image Construction
Primary Learnings

• Images of destinations are associated with
  cognitive, emotional and sensory information
• The internet is a strong medium with which to
  support sensory association with destinations
• Midwest destination autumn colors, country
  smells, happy

Sights
Touch
Smells
Sounds
Taste
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Persuasive Architecture
Primary Learnings

• Blink effect time taken to make decisions
• Persuasive architecture
• Impact of design attributes vary
  substantially depending upon length of time spent
  on webpage

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Persuasive ArchitectureKey Hygiene Factors

• Information
• Price
• Deals/offer
• Accommodations
• Activities
• Tranportation

• Restaurants
• Schedules
• Maps
• State facts
• Brochures
• Virtual tours

• Usability
• Technical soundness
• Ease of operation
• Formatting
• Ease of access

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Persuasive ArchitectureFour Elements of
Persuasion

• Credibility
• Destination image
• Customer service
• Celebrity/authority
• Official endorsement
• Sponsorship
• Community building

• Involvement
• Virtual community
• Personality
• Trip planner
• Customer relations
• Search
• Recommendation systems

• Inspiration
• Emotional appeal
• Humor/cartoons
• Narratives
• Pictures
• Games/entertainment/fun
• Image/brand building

• Reciprocity
• Sweekpstakes/contests
• Brochure/vacation guides
• Surveys
• Customer relationship/feedback

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Stage 3 Elaboration
Search within Website
Learn about destination

• Key concepts
• Navigation - Foraging theory
• Metaphors and the design of human centric systems
• Recommendation systems

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Navigation
Primary Learnings

• Episodes and chapters define search process
• Language of representation differs substantially
  across web
• Satisfaction with experience is a function of
  usability, information, fun, etc.

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Metaphor
Primary Learnings

• Enables us to organize our mental models
  around common understandings
• Supports navigation
• Stimulates creativity

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Recommendation Systems
Primary Learnings

• Recommendation systems are part of everyday life
• Recommendations are a personalized form of search
• Potential have significant impact on behavior
• Trust and transparency drive the recommendation
  process

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Implications for Destination Marketing
Persuasion and Social Computing
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Implications for Destination Marketing
Domain
Specific Search Engines
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Implications for Destination Marketing
Extending
Concepts to the Mobile Domain
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