technology in tourism
DESCRIPTION
Dr Mathew McDougall’s presentation "Technology in Tourism" that was delivered on day 1 of the forum. The forum aims to provide a Pan-Asia-Pacific platform for policy makers, senior officials, researchers and industry representatives to take stock of the global & regional trends and their impact on tourism on an annual basis. The event, under the unique and joint umbrella of UNWTO and PATA, helps participants to share information, analyse the current situation and map out the next course of action for the future.TRANSCRIPT
![Page 1: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/1.jpg)
Dr. Mathew McDougall CEO, Founder; Digital Jungle
Technology in Tourism
![Page 2: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/2.jpg)
Social media is impacting tourism in increasing ways- as an industry we must embrace new technologies to understand this powerful
medium
There is a lot of technology in tourism! …. so what are we going to focus on?
![Page 3: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/3.jpg)
China has a rich and diverse set of social media sites
![Page 4: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/4.jpg)
Chinese Social Media Universe Fast Facts
(Source: China Internet Network Information Center June, 2011)
![Page 5: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/5.jpg)
As of the end of June 2011, Chinese netizens reached to 485 Million Internet Users
![Page 6: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/6.jpg)
Average duration for netizens to surf internet is18.7 hours per week- an increase of 0.4 hour compared to the end of 2010
![Page 7: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/7.jpg)
There were 318 million users of blogs, increased 23.18 million compared with those at the end of 2010
![Page 8: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/8.jpg)
301 million users of online video sharing sites.
![Page 9: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/9.jpg)
Netizens accessing the Internet at Internet café 33.76 million
![Page 10: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/10.jpg)
In the first half of 2011, Chinese microblog users increased from 63.11 million to 195 million rapidly, increasing 132 million
in half a year, with a growth rate as high as 208.9%
my weibo ID: sinotechian
![Page 11: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/11.jpg)
There are 318 million mobile phone netizens with an increase of 14.94 million compared to the end of 2010
![Page 12: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/12.jpg)
Online shopping users had reached 173 million. Chinese users of group buying grew from 18.75 million at the end of
2010 to 42.20 million in middle 2011
![Page 13: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/13.jpg)
By the end of Jun 2011, Chinese users of travel booking engines increased to 36.86 million
![Page 14: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/14.jpg)
ctrip.com 47%
elong.com 8%
118114.cn 8%
huitongke.com 7%
mangocity.com 7%
12580.10085.cn 3%
17u.com 2%
others 18%
Top online travel booking websites (by revenue)
China Internet Marke=ng News, Sta=s=cs & Insights
![Page 15: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/15.jpg)
Interesting Chinese usage information
![Page 16: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/16.jpg)
So… are there some tips we can use to leverage Chinese social media for Tourism
![Page 17: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/17.jpg)
• Monitor the channels they’re using.
• What are they saying about your brand?
• What are they saying about competitors’ brands?
• Pre-empt reputational crises. Be ready to respond when necessary.
1. Listen to them
![Page 18: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/18.jpg)
• Remember our Chinese netizens are different in behavior and in online intent
• Consider what are their motivations for using social media (are you wanting to reach a broad or narrow demographic)?
• How do they interact with different social media channels?
• How to they interact with each other across these channels?
• What drives them to participate and spread messages?
• What kinds of messages will they be receptive to?
2. Understand them
![Page 19: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/19.jpg)
• Don’t simply jump on the social media bandwagon.
• When engaging Chinese through social media you must know which medium is right for your message and your objective
• i.e. when to use corporate blogs vs. forums vs. social networking sites.
• After selecting your channels, make sure your brand is highly visible to the public.
3. Be visible to them
![Page 20: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/20.jpg)
• Why should Chinese netizens engage with your brand and spread your message?
• Is it a social currency?
• Does it leverage opinion leadership among their peers?
• Timely and compelling content?
• Access to exclusive promotions?
• Incorporate incentives that will drive interest and participation.
4. Know what incentives work for them
![Page 21: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/21.jpg)
• Be authentic and transparent in communicating across social media.
• Try to add legitimate value to netizens’ online experiences.
• Most importantly, don’t try to deceive this group– they are smart and it will only lead to backlash and reputational damage.
5. Gain and maintain their trust
![Page 22: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/22.jpg)
Gaining insights from Chinese social media using technology
![Page 23: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/23.jpg)
Leading Chinese Social Media platforms
SIP:Enterprise
![Page 24: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/24.jpg)
Determine online buzz by competitor
Buzz by time then by destination
![Page 25: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/25.jpg)
Today’s social media technology
What do people think?
Where are people talking?
Which channels are people talking in?
![Page 26: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/26.jpg)
Understanding your Weibo account
Weibo Analysis
• Fans • Followers • Content • Geography • Comment Age • Demographics
![Page 27: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/27.jpg)
Competitive analysis
Using technology to gain greater understanding
Destinations can understand how they compare in key areas
![Page 28: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/28.jpg)
5 Parting Thoughts
In China, we have a rich Social Media environment
Also, impacting business like never before. Destinations must look at their online brand health, online reputation and product
promotions
Tools & Technologies are available for monitoring and analyzing your Chinese social media programs (however, not as many as for
Western social media)
Social media is not simply random posting on various media’s but using conscious engagement strategies targeting specific netizens
Chinese online user behavior is different to the West – Chinese are more social, trusting and entertainment oriented
![Page 29: Technology in Tourism](https://reader035.vdocuments.us/reader035/viewer/2022062418/5549e818b4c90512488b4c81/html5/thumbnails/29.jpg)
Chief Execu=ve Officer
Dr. Mathew McDougall!
My presentations on Slideshare: www.slideshare.net/digitaljungle
Follow on Twitter: @sinotechian
Connect on Linkedin: www.linkedin.com/in/drmathewmcdougall
Read my blog: www.dmic.asia
Connect on Facebook: www.facebook.com.sinotechian
Follow on Weibo: sinotechian
Also, don’t miss out on my new book! “The Chinese Social Media Universe” !