On measuring tourism: the new world of big data, the internet and social media

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1 On measuring tourism: the new world of big data, the internet and social media Daniel R. Fesenmaier Professor and Director National Laboratory for Tourism & ecommerce Temple University Travel and Tourism Research Annual Conference Virginia Beach, Virginia June 18, 2012

2 Challenges facing destination marketing Everything is changing Really! Peter Brand: It's about getting things down to one number. Using the stats the way we read them, we'll find value in players that no one else can see. People are overlooked for a variety of biased reasons and perceived flaws. Age, appearance, personality.

3 Dominance of technology

4 Building a Smart(er) planet

5 Measuring technology Emergence of data and tools Blogs, tweets, likes, etc. Networks facebook, 4square Search, logfiles, purchases, surveys Scanner data - RFID tags - QR codes Mobile devices - systems Cameras Internet of things Data mining tools Emerging analytics sentiment analysis

6 Science of data Age of Big Data It s a revolution, says Gary King, director of Harvard s Institute for Quantitative Social Science. We re really just getting under way. But the march of quantification, made possible by enormous new sources of data, will sweep through academia, business and government. There is no area that is going to be untouched.

7 Applications in tourism mapping the economy Tracking the flow of economic wealth through the economy

8 Applications in tourism organizational innovation Supporting innovation and organizational change

9 Applications in tourism destination benchmarking Performance and competitive analysis

10 Applications in tourism search and online advertising Understanding the online communication process

11 Applications in tourism Online brand and online reputation Measuring the nature of conversations the perceptions and experiences - about the destination

12 Applications in tourism social relations Building and maintaining social communities while recognizing and supporting change

13 Applications in tourism connecting travelers Understanding travel behavior and designing recommendation systems to support travel

14 Applications in tourism experience design Understanding the nature of experience and the role of design

15 Applications in Tourism - capturing experiences Sara time-interval survey

16 Sara s experience reported hourly 12:00 12:24 13:00 14:00 15:00 16:00 17:00 12:18 12:44 my initial emotions I saw a guy with a really bad haircut 13:05 13:24 14:04 my first report it s hot & sticky 14:34 my second report really pretty city people on the street seems pretty nice... we walked upon an Italian wedding 14:59 15:25 16:32 my third report I m at Rouge we're having some snacks the street signs have been super - super helpful! my last report I had a really lovely time with my friends I m about to do some shopping!

17 Cheerful Relaxed Excited Bored Happy Sad Alert Tired Annoyed Mapping Sara s Philadelphia experience The architecture of the buildings so gorgeous. Buses, motorcycles, cars traffic sights sounds colors smells Green! is lush and bountiful out here. a little like exhaust I m in front of a giant statue in front of the rocky steps place people I m still with Becca & Jessica. activity We're taking pictures (of the statue) posing things The map we ve created & printed before we came

18 Applications in tourism neural marketing The linkages between information, experiences and the biology of human mind

19 Implications for destination marketing New metrics, new strategies, CRM 2.0 New Metrics: Online reputation, breadth & depth of conversations Targeting of tourist experience lifetime value Timing of decisions/planning - flexibility Role of channels in each trip decision Attitude toward ads/website/social participation Likelihood of visiting destination Likelihood of recommending nature of recom. Likelihood of sharing info to others Online search keywords that link to choice Location on search page Responsiveness to online visitors

20 New strategies of destination marketing

21 Thank you Questions or comments?

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