How important is Web 2.0 for the tourism sector and how can the industry apply to this trend?.pdf

How important is Web 2.0 for the tourism sector and how can the industry apply to this trend?

Tim Lellinger

1.1 The Topic: Aims and Objectives:
In the 1990s a revolutionary technological invention, the Internet, paved the way to a much easier and endless expandable way of communication all over the world. But although it was initially seen as a way of private communication, companies realised the potential of the invention and started to use the Internet for matters like distribution, communication, logistics and more. As internationality was one of the biggest advantages of the Internet, especially the tourism sector tried to use the Web for commercial purposes. Starting with Computer Reservation Systems (CRS) and own Websites, the usage transformed to complete e-commerce concepts, offering online-shopping and electronic ticketing.
Today, one of the most attractive aspects of the Internet for the tourism branch is the possibility to reach a maximum of potential clients. From 1997 till 2006 the percentage of Internet users increased from 6,5% to 59,5%. By December 2008, over 43 million people in the United Kingdom were using the internet and most of them already used the Web for informing themselves about commercial products.
But the study Internet Facts 2006 even shows more potential. Considering the trend, 59,7% of the users plan to book their complete vacation through the Internet, 56,4% plan to use the network for buying airline and train tickets and 52,2% want to book their hotel rooms via Web.
Since the creation of the Internet, the commercial situation for suppliers changed more and more from a sellers to a buyers market. With the help of new technologies and the improved accessibility through easy understandable software, consumers experienced a huge empowerment in the internet. Especially in the tourism sector, this consumer empowerment changed the market completely through more transparency and communication amongst the customers. As, in the near future, the strength of the buyers market will grow even more, suppliers now have to adapt to the new trend to stay competitive and to satisfy the customers.
The personal reasons for selecting this topic can be concluded in 3 different facts. Firstly, my last studies in tourism introduced me to the market and the recent developments and therefore showed me the importance of differentiation and of using modern distribution channels. Secondly, my first studies were focused on information technologies and thus showed me current possibilities within Web 2.0 technologies and methods of implementation. Thirdly, my own enthusiasm for the idea of Web 2.0 leads me to a daily usage of the most common applications and therefore is a part of my everyday life. The topic of this project on the one hand links the three interests and on the other hand shows up the great potential of Tourism 2.0 for the industry.
Thus, the project will identify practices used to apply Web 2.0 for tourism companies and show the components of best practice for tourism 2.0. As a result, a suitable plan for the implication of Web 2.0 within the tourism branch will be developed. Therefore, current and future examples of Web 2.0 applications will be presented and possibilities for commercial usage will be highlighted.
1.2 Methodology:
The character of this project may be described as explorative, as the topic itself still is quite unsought. Nevertheless, the basis for the research will be supported by comprehensive literature investigation, using books and studies about tourism marketing, e-commerce and the influence of the internet on intermediaries in the tourism sector. Hereby, adequate studies and market research projects will help to allocate the statements and to show up future trends. Additionally, internet sources will be constituent for the research project, as the topic is highly dynamic and up to date. Therefore, this project is based on desk research with the help of literature and adequate websites, but as well considers primary research, accomplished by professiona

Chapter 8. Services Marketing – Introduction to …

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How important is Web 2.0 for the tourism sector and how can the industry apply to this trend?.pdf


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