I. Universit y of Gda Å„ sk Poland

1. Faculty of Economics I. University of GdańskPoland

2. Poland 1 Gdańsk, Gdynia, Sopot 2 University of Gdańsk 3 Faculty of Economics 4 Contents University of Gdansk

3. Poland Facts & Figures: • Population: 38,17 mln • Territory: 312,685 km2 • Capital city: Warsaw • Currency: Zloty (PLN) • GDP - per capita (PPP):$14,100 (2006) • GDP - real growth rate:5.3% (2006) University of Gdansk

4. Text Text Text Text Text Poland Over 1000-yearhistory University of Gdansk

5. What are we proud of? University of Gdansk

6. University of Gdansk – where is it? University of Gdansk

7. Trójmiasto or Tri-City – Gdańsk, Sopot, Gdynia • urban area, made up from the towns of Gdańsk, Gdynia, and Sopot – 754 000 inhabitants • they are situated next to each other, in a row, on the coast of the Gdańsk Bay, Baltic Sea • Gdańsk – population of 460 000 people – the 6th biggest city of Poland • Gdynia – 254 000 inhabitants • Sopot – population of 40 000 people University of Gdansk

8. Gdańsk • the city with the largest amount of monuments in baltic Europe, • the birthplace of the independent self-governing labourunion "Solidarity“ University of Gdansk

9. Sopot • a large health-spa and tourist resort, • summer capital of Poland, • nearly 2 million tourists a year, • well known for the longest wooden pier in Europe (515.5 meters) University of Gdansk

10. Sopot University of Gdansk

11. harbor city situated at the seashore, great views of the sea and beautiful scenery, long sidewalks, beautiful waterfronts, marinas and yacht clubs, third largest seaport in Poland Gdynia University of Gdansk

12. 3,000 post-graduate students 9 faculties 33,000 students 27 major fields of study 1700 academic staff 106 specializations University of Gdańsk in figures . University of Gdansk

13. Faculty of Economics Specializations: • Economy and European Business, • International Finance and Banking, • International Business, • Maritime Trade and Tourism, • Marketing, • Economic Policy and Enterprise Strategy, • Internet Enterprises, • International Market and Global Economy, • Theory of Enterprises, • Transportation and Logistics. University of Gdansk

14. Faculty of Economics - what are we proud of? • fifty years of experience in research and collecting, documentation connected with European integration, • possibility of teaching the students how to conduct a stock-exchange transaction in real time in the only dealing room of that kind in Poland, • cooperation with foreign research centers, • 42 agreements with European high schools concluded within Erasmus/Socrates programmes; about 120 students studied abroad in 2006/2007, • cooperation with economic practice. University of Gdansk

15. Dealing room Faculty of Economics University of Gdansk

16. Case study: E-marketing of Bahama Islands II. E-marketing in travel and tourism

17. E-travel as a part of e-retailing Tourism as an information-based industry is one of the natural leading industries on the Internet. E-travel is the leading and fastest growing category of e-retailing. University of Gdansk

18. E-retailing nowadays • Internet shopping is revolutionising the retail environment • local high street => virtual high street University of Gdansk

19. Business models used in the tourism and travel industry • Brokerage • Advertising model • Infomediary model • E-tailing University of Gdansk

20. Brokerage Brokers - market makers bringing buyers and sellers together and facilitating transactions Forms of brokerage models: • Marketplace Exchange: offers a full range of services covering the transaction process, from market assessment to negotiation and fulfillment (example: Orbitz) • Demand Collection System:"name-your-price" model; buyer makes a final bid for a specified good or service, and the broker arranges fulfillment; pioneered by www.priceline.com University of Gdansk

21. Brokerage • Auction Broker: conducts auctions for sellers; broker charges the seller a listing fee and commission scaled with the value of the transaction (www.skyauction.com) University of Gdansk

22. Advertising model Web-advertising model - Portal • usually a search engine that may include varied content or services • high volume of user traffic makes advertising profitable and permits further diversification of site services University of Gdansk

23. Infomediaries - information intermediaries assisting buyers and/or sellers understand a given market. create a convenient platform (Cyber marketplace) on which buyers and sellers can gain information and do business (Travelocity, BargainHolidays) Infomediary model University of Gdansk

24. E-tailing E-tailing - Business operating exclusively in electronic retailing. Forms of E-tailing: • E-store: a single tourism shop • E-mall: consisting of many electronic stores • E-broker: provides aid to customers searching for products and business. It gains a commission from the businesses University of Gdansk

25. Retail channel Retail channel - retailers’ use of the Internet as both a communication and a transactional channel in B2C markets Retailers can adopt different functions of the Internet : • information functions, • interactive functions, • combination of both. University of Gdansk

26. Information functions Web-site is used to provide stakeholders with : • product information - description, prices, promotional info, web advertisements, images • financial information - company reports, investor information • company information - e.g. company’s history, store location • press releases • recruitment information University of Gdansk

27. Interactive functions Interactive ways of using the Internet include: • marketing communications tool - the Internet as an advertising chanel • direct communication - e-mail as a means of communication between firm and customer • online communities - e.g. car manufacturers supporting enthusiasts’ sites • marketing research tool - gathering consumer data • sales channel - selling goods and services online University of Gdansk

28. increased sales cost reductions (reduced time in customer service, online sales, reduced printing & distribution costs) corporate image communication more rapid and responsive marketing communications improved consumer service better management of marketing information and costumer information feedback from costumers on product Benefits of Internet marketing University of Gdansk

29. 1 2 3 convenience lower prices ease of comparative shopping three most important reasons for consumers to buy products and services online University of Gdansk

30. 1 2 3 need to see and feel products preference for a visit to a ‘real’ store lack of personal advice three most important reasons for consumers not to buy products and services online University of Gdansk

31. Survey findings • 88 percent of consumers who have gone or plan to travel this summer use the Internet to research and purchase their trips, • 52 percent report they go directly to the company site because they believe company sites offer the lowest prices, • studies show consumers increasingly compare prices, • low prices will be a primary driver in online travel decisions. University of Gdansk

32. Growth in online business University of Gdansk

33. Growth in online business University of Gdansk

34. Trends in online travel sales • internet sales were 12,6% of the travel market in 2006, • the UK accounted for 35% of the European online travel market in 2005, with Germany in second place at 20%, • concentration in the European online travel agent market is increasing. University of Gdansk

35. Trends in online travel sales University of Gdansk

36. Trends in online travel sales University of Gdansk

37. Case study : E-marketing of the Bahamas University of Gdansk

38. E-marketing of the Bahamas Bahamas Ministry of Tourism - implementing new strategies based on the new technology results in delivering more accurate customer information which is used to improve the visitor experience University of Gdansk

39. E-marketing of the Bahamas The Management Information Systems Department: • The Website Unit • The Information Unit • The Research & Statistics Unit University of Gdansk

40. The Website Unit • re-developed its travel website Bahamas.com, to promote packages to the Islands of The Bahamas, which can be booked online at the site, • the Expedia-driven booking engine on the site generated US$ 250,000.00 within the first six weeks of launch. University of Gdansk

41. www.bahamas.com The site enables you to: • experience the bahamas – multi media gallery consists of videos, images and 360° views • plan your trip – create trip intinerary, save, edit, share, and print the vacation you plan • book a package, hotel, flight, car, activities University of Gdansk

42. The Research & Statistics Unit • exit surveys of more than 10,000 departing tourists are conducted annually to gather information about their rating of their visit and their expenditures while in the Bahamas • collects information about the performance of the local hotel industry, airlines flying into the country and of cruise lines serving the country University of Gdansk

43. CATC the Caribbean Advanced Technology Centre (CATC) Tourism Decision Support System (TDSS): • helps tourism ministries significantly reduce marketing and advertising budgets through target marketing efforts, • helps the Bahamas Ministry of Tourism make advertising, spending, and even operational decisions, University of Gdansk

44. TDSS • allows decision makers to slice and dice their tourism data in hundreds and thousands of different reports, which can be exported in Excel, Access or aPDF document as well as be graphed and plotted, • users can pull reports by Location Stayed, Date of Entry, Origin of Person, Arrival Mode, Accommodation Type, Port of Entry, Travel Agency, Income Level, Sex, Age Range, Trip Purpose, Islands Visited. University of Gdansk

45. Visitor Satisfaction System (VSS) • designed to record and track Visitor incidents in order to ensure that the visitor leaves a country satisfied, • capturing the visitors local and permanent contact information in order to follow-up with the visitor before as well as after he leaves the country, • capturing the incident details and monitoring whether the problems have been satisfactorily dealt with, University of Gdansk

46. VSS • incidents are assigned a priority and delegated to the organization responsible for solving the incident such as Hotels, Taxi Associations, Restaurants, etc. University of Gdansk

47. Thank You !