Chapter Fifteen
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Transcript of Chapter Fifteen
1
Chapter Fifteen
Community Tourism and E-Commerce
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Agenda
Benefits of e-commerce for community-controlled tourism
A general methodology for development of a community-based website
Implementation of the methodologyGeneral IssuesIs ANY community a “community” in this
sense?
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Why Tourism?
Important contribution to the economyProvides jobs to the localsGood example of E-commerce impactsMuch of the product is intellectualProduct selection process is highly
segregated from product realization processCan use benefits of IT (low transaction and
coordination costs, for example)
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E-Commerce Benefits to Tourism
Knowledge management and marketingChanging consumer behavior through ITNew product developmentDisintermediationLabor market impactsEmpowerment of small and medium enterprises
through ITLow entrance and exit costs
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Porter’s 5 Competitive Forces
TraditionalRivalryAmongFirms
Suppliers Buyers
Lock in via switching costs
Lock in via switching costs
Substitutes
New EntrantsLock out via barriers to entry
Lock out via
barriers to entry
Where does IT contribute? Do things work differently “internationally”? What’s going on?
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Porter Revisited, Upgraded
Porter speaks of barriers to ENTRY to keep out those nasty
competitors…
What Porter forgot was the expensive barriers to EXIT
that prevent graceful takedown
It’s cheap to get into E-Commerce. What’s expensive is getting out: loss of prestige, face, actual money for contracts, loss of customers’
confidence, etc.
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Community Tourism Goals
Provide an experience that: Respects traditional values Generates economic benefits for the host
population Is authentic Is ecologically sound Is politically viable
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Website Benefits for Community Tourism
Websites are flexible, they can be easily updated Internet sites provide an international presence. Individualized customer relations Websites have potential to reflect community Nurture partnerships among agencies Customer can make better decisions Cost savings in distribution, service, marketing and
promotion Demographic profile of users Internet is at low cost and many people are using it now
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North Hokianga Geography:
Communities sit on Northern shore of Hokianga harbor
Forest, sun dunes and beaches (tourist attraction)
Population density is very low
Inhabitants are Maori descent, indigenous people of NZ
Education: Poor Education levels Little technological
knowledge
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North Hokianga Cont’d.
Strong community regionNo manufacturingLogging industry onlyMostly small subsistence farms (made up of cows,
chickens and horses)A growing reliance on the sale of cultivated
marijuanaLow income levelsWelfare grantsStrong cultural heritage
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Web Site Plan
Welcome
Picture Gallery
Travel documents
Things to do Business register
Information download
Sales & bookings
Culture/place
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Looks nice, eh? Wanna visit?
Click here to visit New Zealand
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Problems, Barriers
Phased approach ignored realitiesCommunity really didn’t respond, wasn’t
really readyNeeded “web raising”Didn’t recognize dual interestsDidn’t recognize role of agents
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Issues for Community Website Development
Content Source: Developers or Community?AcceptabilityRisk: Is community ready to accept risk of change?Commitments: Does the community have the time to commit?Cultural Values: Clash between open information and closed societal values wrt. InformationRewarding Efforts: Unequal costs and rewards create problemsMeasurement: What are the effects? Is the website successful? How do we know?
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Dual Interest Web Methodology
GetOperator
Commitment
Align Business Offerings
Refine and Revise Offerings
Define Community Image
GetCommunityInvolvement
Monitor and Approve Community
Content
MeasureNeed
CreateCommunity Support
Content
LaunchWebsite
Record Responses
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Technology Helps…
But communication and attitude change are the keys to changing consumer behavior …
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4-Stage Attitude Change Model
Attention
People must pay attention to what you are “saying”
Comprehen-sion
They have to understand what you are “saying”
YieldingThey must think
your point of view is
worthwhile
Action orBehavior
The goal is to have others change their actions or behavior
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Attitude, Behavior Change and E-Commerce
Attitude Change Model
Attention
Comprehension
Yielding
Action/Behavior
Website/E-commerceUser has got there by own
actions; strong
Literacy, language, culture are hurdles
Multimedia, interaction, links are advantages
Can initiate buying, ful-fillment of intellectual services
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Agency Theory
Managers act as agents for ownersIn community tourism, the community is
the “owner” of the “property”, although this is questionable.
The operators “manage” the business.There is an inherent conflict of interest.
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Generalizability
What is a “community”?To what extent does EVERY community
require a dual or even multi-interest approach?
Is the standard SDLC problematic?How do various “communities” differ? Is
any business a “community”?
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Your Thoughts?