Post on 22-Apr-2015
description
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Tourism Online Reputation and Competitiveness
Dr. Alessandro Inversini
School of Tourism Bourbemouth University
Dr. Alessandro Inversini
linkedin.com/in/inversini @beanbol beanbol.com ainversini@bournemouth.ac.uk
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…travel & tourism…
..is based on promises & experiences – “we” sell promises – “they” buy experiences
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…travel & tourism…
..in a dynamic environment
Consumers
Employees Company
Services Brand Br
odie, 2009
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“they” comment on their experiences…often!
www.bournemouth.ac.uk “We” are not very interested…
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We need to work on the actual experience
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To gain compeAAve advantage online
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social media empowered the consumers
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The aggregation of online feedback mechanisms that use internet bidirectional communication to share opinions about a wide range of topics such as: products, services and events
Dellarocas, 2003
The aggregation of all these online feedbacks creates the web reputation of the products service or event (and of the destination)
Dellarocas, 2001 and 2005; Bolton et al, 2004
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What is reputation? M
archiori and Cantoni (2012) ReputaAon Psychology
Sociology
Economics
Marketing
Linguistic
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Ok…so what?
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Deal with costumers 1
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Deal w
ith the experience
!
2
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…in a ever-‐changing environment 3
(Buhalis & Inversini, Forthcoming)
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So???
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Consumers
Employees Company
Services Brand
Brod
ie, 2009 What is your eReputaAon proxy?
How can you gain compeAAve advantage?