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 & e Commerce Temple University. Place-Making – Sustainable Tourism Development Forum Sustainable Tourism Planning and Development Laboratory - PowerPoint PPT PresentationTRANSCRIPT
Web 2.0:
Innovation and
Sustainability
in Destination
Marketing
Daniel R. FesenmaierProfessor and Director
National Laboratory for Tourism & eCommerceTemple University
Place-Making – Sustainable Tourism Development ForumSustainable Tourism Planning and Development Laboratory
October 25, 2007
The Foundation of the Tourist Experience
Tourists as co-producers of experience
Tourists as users of technologies
Tourists as narrators
Perspectives
The Tourist System:A seamless tourist experience
Tourist Activated Networks
Travel Information Search in the Digital Environment
Pre-TripEn Route and
On-SitePost-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
The Touristic Experience and the Narrative Process
Attractions
Activities
Social Setting
Travel Experience Memories Stories Meaning
Reinterpretation
Information Envelope
Internet-based Systems
UserInterfaceSystem
• Explore cause and effect relationships
• Vicarious experiences
• Rehearse a behavior
• Rewarding positive feedback
• Modeling a target behavior
• Providing social support
The Funcational Triad
Tool
Social Actor
Medium
Increases capability
Creates relationships
Provides experience
Virtual Env.
Digital Pet
Decision Aid
• Perform calculations
• Make behavior easier to do
• Leads people through process
Fogg, 2003
Travel and the Online Experience
System Interactivity
• 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
Online Experience
Possible Outcomes
• Tools
• Social actor
• Medium
Roles of Interface
Evolving Uses, Users and Applications: Web 2.0
Guiding Research at NLTeC: A Three Stage Process Model of Website Use
Input Search Term
Return List of Results
Select Webpage
Form First Impression
Search within Website
Learn about destination
Stage 1:
Search
Stage 2:
Primacy
Stage 3:
Elaboration
Stage 1. Search
Input Search Term
Return List of Results
Key concepts
• Mental Models• Language representation• “Thin” interface – search engine• Community
Mental Models andLanguage Representation
B
A
T r av el D ate
T r av e lP ar tn er s
R es t S to p s
Attr ac tio n s
Ac tiv it ies
E x p en d itu r es
T r an s p o r ta tio n
D es tin a tio n
L en g th o fT r ip
F o o d S to p s
D is n ey lan d
S h o p p in g
S c u b aD iv in g
Bo atin g
Ar t
E x c it in g
M u s eu m
F lo r id aT h em e
P ar k
S o u th
T r o p ic a l
D esti na ti on
A cti v i ti e s
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
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
First Impression in the Search Process
3,850,000 pages!Available Results
Google Search Results:
Chicago Tourism
Unique Websites
Google - a “Thin” Interface
The Online Search Process
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
Primary Learnings
The Online Search Process
Text provides a strong message
Limited use by destination marketers
Order effect
Limited number of search results
Iterative process
Primary Learnings
Information and LanguageRepresentation through Narrative Design
Narrative design – story telling parallels human knowledge – relational concepts
Social construction
Focus on meaning
Strongly supports the search process
Primary Learnings
Saratime-interval survey
Information and LanguageRepresentation through Narrative Design
sara’s experiencereported hourly
May 26, 2007, 12:00 – 17:00
12:00 13:00 14:00 15:00 16:00 17:00
my initial emotions
12:1812:24
“I saw a guy with a really bad haircut…”
12:44
my first report“it’s hot & sticky…”
13:05 13:24
my second report“really pretty city… people on the street seems pretty nice…”
“we stopped at Chinatown because I saw the gate…”
14:04
“... we walked upon an Italian wedding…”
14:34
“the street signs have been super -super helpful!”
14:59
my third report“I’m at Rouge… we're having some snacks”
15:25 16:32
my last report“I had a really lovely time with my friends … I’m about to do some shopping!”
“I don’t really know what (statue) it is…”
sara’s second report
sights colors
smellssounds
place people
thingsactivity
“I’m in front of a giant statue… in front of the rocky steps…”
“I’m still with Becca & Jessica.”
“We're taking pictures (of the statue)… posing…”
“The map we’ve created & printed before we came…”
“The architecture of the buildings… so gorgeous.”
“Green! …is lush and bountiful out here.”
“ a little like exhaust…”“Buses, motorcycles, cars… traffic…”
Information, LanguageRepresentation and the New Media
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
Primary Learnings
Virtual Communities
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
Primary Learnings
Stage 2: Primacy
Select Webpage
Form First Impression
Key concepts
Constructed image
Mere exposure
Persuasive architecture
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. It’s a whole new experience for a lot of city people, which I used to be...
Sensory Experiences and Virtual Image Construction
Sounds
Smells
Taste
Sights Touch
Sensory Experiences and Image Construction
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
Primary Learnings
SoundsSmells
Taste
Sights Touch
Persuasive Architecture
Blink effect – time taken to make decisions
Persuasive architecture
Impact of design attributes vary substantially depending upon length of time spent on webpage
Primary Learnings
Stage 3: Elaboration
Search within Website
Learn about destination
Key concepts
Navigation - Foraging theory
Metaphors and the design of human centric systems
Recommendation systems
Navigation
Episodes and chapters define search process
Language of representation differs substantially across web
Satisfaction with experience is a function of usability, information, fun, etc.
Primary Learnings
San D iego .co m
R ad is s o nH o te l Sa n D ie g o
L o c atio n
S atis f ied , w ill g oth er e .
1 .
Com
mer c ial L
ink
S ea W o r ld1 . L in k
S tar t G u essed U R L
C alif o r n ia
P ar k I n f o
O p erat io nSch ed u le
O c to b er
D ecid e t o go t h ereo n Sat u rd ay .
H ard R o ck .co mGue sse d U R L
C af és
S an D ieg o
D ec id e to g oth er e .
N F L .c o mK n o wn U R L
C h ar g er s
S c h ed u le
C h argers p lay atO ak lan d ; n o t s u re
ab o u t d is t an ce
M ap s .y ah o oK n o w n U R L
D riv in gD irect io n s
Ad d r es s es
G et D is t an ce
T o o f a r f r o mS D , n o t g o in g .
1.S w
itc h to a n o th e r win d o w
Sa n D ie goC VB
2 . L in k
A r t a n d So l
1 .
M use um
T r e x o nT r ia l
L in k
I n t e r e st e d
Sa n D ie g o N a tu r a lH is to r y M u se u m
E v e n t sC a le n da r
1 .D a t e sP a le o n t o lo gy
1 0 1I n do o r c la ss; n o tv e r y in t e r e st e d
Visit o rI n f o r m a t io n
2 .
D e c ide t o v isit t h em use um
D e c i s io n m a d e , g o lo o k fo r m o r e in f o rm a tio n
2 . W a it f o r lo a d in g
3 . L o a d in g f in is h
Sa n D ie goZ o o
Visit o r I n f o
H o ur s
1 . N e e d to c o m p a re h o u r s
2 . S w itc h b a c k
2 . S h o p p in g in S a n D ie g o
Sh o p p in g inSa n D ie go
L in k
Ge n e r a l se a r c he n gin e ; n o t r e le v a n t
L in k
Sh o p p in gC e n te r s /Fa c to r y
O u tle t M a lls
Sh o p p in g
Sh o ws n o t h in g; goba c k
D e p a r t m e n tSt o r e s
D o n 't k n o w a bo uta ddr e ss
Ch e
c k th
e d i
s tan
c e
H o r t o n P la z a
2 .
R a disso n
F in d o u t a d d res s C op y a d d re s s b a c k
Vie w H o t e lM a p
Metaphor
Enables us to organize our mental models around common understandings
Supports navigation
Stimulates creativity
Primary Learnings
Recommendation Systems
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
Primary Learnings
Implications for Destination Marketing
Implications for Destination Marketing
Implications for Destination Marketing
Novel’s Spatio-Temporal Movement
Temporal Sequences: 12
Morning (1) Afternoon (2)
National Constitution CenterExhibit in Museum of theAmerican Philosophical SocietiesIndependence Hall
Art Museum
Spatial Sequences: AG
A
B
CE
D
FG
HI
Districts:Historic/Old City (A)Washington Square (B)Convention Center (C)South Street (D)City Hall (E)Logan Square (F)Art Museum (G)South Philadelphia (H)Greater Philadelphia (I)