the importance of the social web - implications for the tourism industry and for society
DESCRIPTION
Presentation at the first scientific conference in Social Media in Tourism in Verona 2011: Tourism can be conceived of as a space-communication nexus. Tourists move to and stay in various places and thereby participate in the production and distribution of imaginative geographies associated with the visited destinations. The tourism industry, in particular destination management organizations (DMOs), are eager to strictly control the communication about specific sights, sites and services tourists are attracted to. The emergence of Web 2.0/Social Media seriously challenges this hierarchical and unidirectional tourism related communication. But Social Media is more than a technological innovation: it is a social innovation – it changes the way people and companies interact and communicate (Amersdorffer et al. 2010). Today markets are conversations (Levine et al. 2000).TRANSCRIPT
THE IMPORTANCE OF THE SOCIAL WEB – IMPLICATIONS FOR THE TOURISM INDUSTRY
AND FOR SOCIETY
12.04.2023
DANIEL AMERSDORFFER, FLORIAN BAUHUBER & JENS OELLRICH
[email protected] [email protected]@TOURISMUSZUKUNFT.DE
MANAGING DIRECTORS OF TOURISMUSZUKUNFT – INSTITUTE FOR ETOURISM
2
OUR BLOG
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OUR TEAM
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OUR CLIENTS
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STARTING POINT…
Social Web (=web2.0) is quite an old term…- “Providing content via the World Wide Web has been
the killer application of the Internet in the last few years. Linking people will be the next killer application” (Hoschka 1998).
Current research mostly focussed onto:
- Quantitative methods / descriptive research- Common hypothesis in research: innovation is based on
technology
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NARROW PERSPECTIVE?
“The social web is represented by a class of web sites and applications in which user participation is the primary driver of value” (Gruber 2008: 4).
Small focus on the deeper meanings of social web as an innovation influencing society, travel behaviour and tourism industries!
RELATION OF SOCIETY, THE
INTERNET AND THE
SOCIAL WEB
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OUR METHODOLOGY
Literature research
Participant observation
Qualitative interviews
Ethnographic studies
Webnography
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THREE ARCHITECTURES OF THE NEW SOCIAL WEB
Web 2.0 classification:
- 2.1 Architecture of Contribution
- 2.2 Architecture of Networking
- 2.3 Architecture of Communication
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ARCHITECTURE OF CONTRIBUTION
Web 2.0 applications enable internet users to contribute to the internet:
- by writing articles on Blogs, Social Networks or Wikis
- by uploading media, such as photos, videos or similar data on platforms like YouTube, Picasa, FlickR
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ARCHITECTURE OF NETWORKING
Networking means a shift from single conversations to many-to-many conversations on the internet
The conversations can be joined by everybody.
The conversations mostly take place on blogs, social media services and social networks.
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ARCHITECTURE OF COMMUNICATION
Internet users are able to connect and socialize with other users
The web as a medium of networking with other individuals
Social networking takes place through innovative technologies, such as new interfaces and new ways of data exchange
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DIMENSIONS OF SOCIAL MEDIA
Key results of our research…
1. Technical innovation
2. Sociocultural innovation
3. Innovation in tourists‘ behaviour
4. Innovation in tourism industries
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1. SOCIAL WEB AS A TECHNICAL INNOVATION
Always in touch communication
Low technical barriers for usage
Broadband connections
Low financial barriers for usage
Related to other innovations such as:- AR- Mobile communication
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2. SOCIAL WEB AS A SOCIOCULTURAL INNOVATION
Social media leads to individualization of society
Human values are decentrally consumed and produced
Imaginations as a social construct build from a very broadened set of inputs
Traditional gatekeepers and intermediaries loose their role
RISE OF THE SOCIAL WEB
© TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
RISE OF THE SOCIAL WEB
© TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
RISE OF THE SOCIAL WEB
© TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
RISE OF THE SOCIAL WEB
© TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
RISE OF THE SOCIAL WEB
© TOURISMUSZUKUNFT – INSTITUT FÜR ETOURISMUS
RISE OF THE SOCIAL WEB
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3. SOCIAL WEB AS AN INNOVATION CHANGING TOURISM RELATED ONLINE BEHAVIOUR
New ways of consuming / reproducing contents
- Travelling influenced by social information, by instantly delivered information, producing content while travelling etc.
- New ways to commonly construct imaginations of tourist space
- „Travelling as a process of self-broadcasting“ – already while being on a journey
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4. SOCIAL WEB AS AN INNOVATION IN TOURISM INDUSTRIES
The quality of the product and service quality becomes
transparent and thus the tourism providers are pressured
into a sweeping structural change
Bad products with bad services will be kicked out of the
market
Marketing and Location will be less important for the
success of a tourism company
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4. SOCIAL WEB AS AN INNOVATION IN TOURISM INDUSTRIES
Destinations loose their role as content providers and
website owners – they have to redefine their business
model and strategies
Established business models of intermediaries are going to
be killed by emerging digitalization
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4. SOCIAL WEB AS AN INNOVATION IN TOURISM INDUSTRIES
Human resources need new qualifications and must be
ready to accept need for networking and communication
Classic marketing thinking is useless – tourism industry has
to understand the changing user behaviour of customers
INNOVATION DILEMMA
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INNOVATION IS A DISRUPTIVE PROCESS
four reasons for the insufficient handling of the new internet technologies and innovation:
1. the difficult prediction of non-linear development,
2. status quo-preference and separation anxiety of managers and decision makers,
3. status-pockets within industries, in which nobody listens to opinions from outside
4. the law of the 50 year old men whereby short-term bonuses are more important than strategically effective decisions.
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FURTHER RESEARCH QUESTIONS & TASKS
Indentify future business models of tour operators and intermediaries…
Understand the customers‘ behaviour and decision making systems
Develop new methods and adapt existing methodologies to understand what happens in the social web
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Thanks a lot.
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