Selling Rooms Online: The Use of Social Media and Online Travel Agents

Purpose – This paper aims to focus on the reason why hoteliers choose to be present in online travel agent (OTA) and social media web sites for sales purposes. It also investigates the technological and human factors related to these two practices. Design/methodology/approach – The research is based on a survey sent to a wide range of hotels in a Swiss touristic region. The empirical analysis involves the specification of two ordered logit models exploring the importance (in terms of online sales) of both social media and the online travel agent, Booking.com. Findings – Findings highlight the constant tension between visibility and online sales in the web arena, as well as a clear distinction in social media and OTA web site adoption between hospitality structures using online management tools and employing personnel with specific skills. Practical implications – The research highlights the need for the hospitality industry to maintain an effective presence on social media and OTAs in order to move towards the creation of a new form of social booking technologies to increase their visibility and sales. Originality/value – This research contributes to understanding the major role played by OTAs and social media in the hospitality industry while underlining the possibility of a major interplay between the two

Managing passengers’ experience through mobile moments

Travelers’ experience is dramatically affected by the use of digital technologies. On the one side, travel companies use them to support management and marketing practices with the purpose of fostering efficiency and ultimately increase competitiveness. On the other side, travelers heavily rely on their digital devices to organize, personalize and to a certain extent ‘live’ their travelling experience. Within this scenario, mobile devices are seen from both ends as crucial mean for location and context based interactive communication. Mobile devices are here discussed as personalization tool for leisure air passengers’ experiential journey in an airport starting from customers’ journey analysis, along with information sources used within the whole journey

eTourism for Development (eT4D): The Missing Piece in the ICT4D Research Agenda

No abstrac

Destination Online Communication: Why Less is Sometimes More. A Study of Online Communications of English Destinations

This research investigates the relationship between Web site design and the Web site end-user experience of a vast number of English tourism destinations, both local and regional ones. Following recent research in the field, this paper evaluates destinations' online communication based on the implemented Web site features and on the effectiveness of the communication itself, borrowing its research methodology from different domains. After content and functionality analysis, a user-experience, scenario-based investigation has been carried out, which demonstrated that complex Web sites do not always serve end-users' needs properly; in other words, Web site complexity is not directly related with good user experience. This research may help destination managers to foster their online communication if they have fewer content and functionalities but are better focused and clearly user-oriented. © 2014 Taylor & Francis

Understanding Online Reputation Of Mediterranean Destinations

Destination managers are investing considerable efforts (i.e. time, resources and money) to market their destinations on the internet, often not considering the fact that unofficial information sources are gaining more and more popularity among internet users. Long tail players (such as blogs, wikis, reviews, etc.) are actually appearing in the ranking of search engines, spreading almost the same contents as the official sources, but with very different strategies, goals and styles. Starting from a log files analysis of a given Mediterranean destination, nine keywords have been used to perform search activities on two major search engines (Google and Yahoo!). A content analysis study has been performed on search results in order to examine topics and arguments of the retrieved results, which are shaping the web reputation of the destination. The paper shows that destinations need to manage their brand and online reputation holistically, by listening all players providing information about them, and trying to leverage on their contributions

eTourism for socio-economic development

Tourism has often been described as an economic driving force that contributes to rural and emerging economies development. However, when it comes to the social aspect of development the nature of this contribution is still debated by academics. Information and Communication Technologies can help enhancing the socio-economic contribution of tourism by fostering community-based tourism independent marketing and sales dis-intermediation. eT4D can be defined as the independent use of technologies by micro and small community based tourism firms to market and sell their products and services thus fostering local socio-economic development

The effects of customer-centricity in hospitality

Hospitality is a field in which guests’ specific needs and wants should always be given serious consideration by hoteliers. Putting the guest at the centre of all business efforts contributes to generating customer value and enhancing a firm's competitiveness. Being customer-centric is paramount for hospitality establishments to create and sustain superior customer value. However, there is scant evidence in hospitality marketing literature of a clear understanding of the customer-centricity concept or of the possible effects of its implementation. Using a mixed-methods multiple case study approach, this research studies two different properties that, to some extent, are already engaged in customer-centricity practices through the use of advanced Customer Relationship Manager software. Results clearly show an increase in customer ratings, leading to possible profit implications; a cultural shift within the organizations studied connected with the customer-centricity phenomenon has also been reported

Smart tourism destinations: ecosystems for tourism destination competitiveness

Purpose – Grounded in service-dominant (S-D) logic, the purpose of this paper is to explore the core components of smartness to present a framework for the development of the smart tourism destination. Design/methodology/approach – The paper explores the core components of smartness through case study analysis of well-established smart cities. Findings – The paper conceptualises smartness and argues ICT, leadership, innovation and social capital supported by human capital are core components of smartness. Although ICT is a critical enabler for smart tourism destinations, it is insufficient on its own to introduce smartness. The combination of hard and soft smartness components within a S-D logic ecosystem structure holds the potential for sustained competitive advantage and enhancement of quality of life of both residents and tourists in smart tourism destinations. Originality/value – The paper extends the application of S-D logic to the context of smart tourism destinations, specifically to examine the smartness concept as a means for competitiveness in tourism destinations

The Internet Impact on Travel Purchases: Insights From Portugal

This research proposes an analysis of online consumer buying behavior in the travel and tourism field in Portugal. The study utilizes a self-administrated survey on a sample of 380 individuals created in order to understand the influence of the Internet on consumer buying behavior. The survey was administrated in Portugal, one of the European countries that are still struggling with Internet penetration. Results show the importance of the Internet has on two stages of the buying process: (i) alternative evaluation and (ii) buying act. Furthermore, this research highlights the critical role of touristic products availability and search costs on the buying behavior of consumers. However, past bad experiences and a certain level of insecurity persist as factors limiting the online purchase process. Results confirm the general trends in consumer behavior and highlight the need of moving further for Portugal in terms of technology adoption

Digital tourism gaze and mega events

Tourism and photography have been always strongly interlinked. With the rise of smartphones and social network travellers’ photography exit the boundaries of friends and family and is now available to a wider audience. This is challenging the tourism gaze theory, which postulate that tourists photography is industry-driven and socially constructed. This exploratory research studied a visual social network to understand travellers digital mediated gaze during a mega event. Particularly the study shades lights on iconic places/attractions portrayed and on the ideal self represented by the event goers highlighting the presence of iconic places and staged personal pictures