the state of the art of international dmo websites prof. alastair m. morrison, ph.d. purdue...
TRANSCRIPT
The state of the art of international DMO websites
Prof. Alastair M. Morrison, Ph.D.Purdue University, USA
BES Consulting & Design
Belle Tourism International Consulting
2nd E-Development Forum on China’s Travel & Tourism Industry
Beijing, December 18, 2010
Presentation outline
World Internet population 2010 and great opportunity for Asia in the future
Roles of DMO websites
The website as a marketing tool
I AM OUTSTANDING website model
International DMO website case examples
Summary of presentation
© 2010, Belle Tourism International Consulting/BES
World Internet population, 2010 Asia is the #1 Internet user market
with 42% of the total world Internet population.
Market penetration is the second lowest in the world, after only Africa. So great future growth
potential in Asia in Internet usage.
http://www.InternetWorldStats.com/
Roles of DMO websites (DMO viewpoint)
Provide information on the destination
Promote destination’s products and services
Support and enhance traditional promotions (e.g., PR, advertising, and sales)
Communicate destination’s positioning and branding
Build relationships with visitors, MICE markets and travel trade
Engage travelers in discussions via the social media
Generate visitor databases and research
Encourage destination partnerships
Accept bookings and reservations (e-commerce)
© 2010, Belle Tourism International Consulting/BES
I AM OUTSTANDING websitemodelI = International
A = Address website users as individuals
M = Monitored or constantly evaluated and improved
O = Outstanding, award-winning
U = Up-to-date
T = Targeted
S = Social media
T = Telephone versions
A = Attractive
N = Networked
D = Dynamic
I = Integrated
N = Niche markets
G = Great contents© 2010, Belle Tourism International Consulting/BES
Summary
Asia is poised for spectacular growth in Internet usage Websites play many roles, not just information channel Websites must be effectively used as marketing tools Outstanding international websites are:
Recognized for excellenceAddress travelers as individualsGlobal, up-to-date, targeted, attractive, dynamic, contain great contents, and are monitoredHave smartphone versions availableUse social media channels and generate user contentPart of total, integrated marketing communicationsNetworked with partners and partner sitesAppeal to niche or special-interest markets
Website credits
I = http://www.VisitSweden.com I = http://www.VisitBritain.com I = http://www.Canada.travel A = http://www.YourSingapore.com M = http://www.WyomingTourism.org M = http://www.TourismThailand.org M = http://asiaenglish.visitkorea.or.kr/
O = http://www.KeralaTourism.org U = http://www.GoLakes.co.uk U = http://www.Goteborg.com U = http://www.VisitScotland.com T = http://www.TourismVancouver.com S = http://www.VisitMelbourne.com S = http://www.TourismNewZealand.com T = http://www.DiscoverHongKong.com A = http://www.AustinTexas.org N = http://www.BestCities.net D = http://apboardwalk.com I = http://www.Australia.com N = http://www.SabahTourism.com G = http://www.Bahamas.com G = http://www.Canada.travel
http://www.WebbyAwards.comhttp://www.WebAward.comhttp://www.Pata.org http://www.TravelandLeisure.com http://www.InternetWorldStats.com/