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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?