Title: Web 2.0: Innovation and Sustainability in Destination Marketing
1Web 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
2Defining 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
3Defining 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
4Defining Innovation
- Innovation comprises a creative destruction, as
the new is more satisfying, making the old
obsolete. -
Schumpeter, 1939
5Purpose of Innovation
- To create a competitive advantage
Drucker, 1985 - To create value for both customers and the
destination
Weiermaier, 2004
6The Foundation of the Tourist Experience
Perspectives
- Tourists as co-producers of experience
- Tourists as users of technologies
- Tourists as narrators
7The Tourist SystemA seamless tourist experience
Tourist Activated Networks
8Travel 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
9The Touristic Experience and the Narrative
Process
Reinterpretation
Attractions
Travel Experience
Memories
Stories
Meaning
Activities
Social Setting
Information Envelope
10Internet-based Systems
User
System
Interface
11The 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
12Travel 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
13Evolving Uses, Users and Applications
Web 2.0
14Guiding 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
15Stage 1. Search
Input Search Term
Return List of Results
- Key concepts
- Mental Models
- Language representation
- Thin interface search engine
- Community
16Mental 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
17Mental 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
18First Impression in the Search Process
19Google - a Thin Interface
Google Search Results Chicago Tourism
3,850,000 pages!
Available Results
Unique Websites
20The 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
21The Online Search Process
Primary Learnings
- Text provides a strong message
- Limited use by destination marketers
- Order effect
- Limited number of search results
- Iterative process
22Information 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
23Information and LanguageRepresentation through
Narrative Design
Sara time-interval survey
24saras 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
25saras 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
26Information, 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
27Virtual 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
28Stage 2 Primacy
Select Webpage
Form First Impression
- Key concepts
- Constructed image
- Mere exposure
- Persuasive architecture
29Tourism 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...
30Sensory Experiences and Virtual Image
Construction
Touch
Sights
Smells
Sounds
Taste
31Sensory 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
32Persuasive 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
33Persuasive 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
34Persuasive 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
35Stage 3 Elaboration
Search within Website
Learn about destination
- Key concepts
- Navigation - Foraging theory
- Metaphors and the design of human centric systems
- Recommendation systems
36Navigation
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.
37Metaphor
Primary Learnings
- Enables us to organize our mental models
around common understandings - Supports navigation
- Stimulates creativity
38Recommendation 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
39Implications for Destination Marketing
Persuasion and Social Computing
40Implications for Destination Marketing
Domain
Specific Search Engines
41Implications for Destination Marketing
Extending
Concepts to the Mobile Domain
42(No Transcript)