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Topics Covered

Topics Covered. Technological developments and communication Technology and the consumer decision journey Online tourism marketing  Service and the consumer decision journey Advantages and disadvantages of electronic distribution of services.

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Topics Covered

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  1. Topics Covered • Technological developments and communication • Technology and the consumer decision journey • Online tourism marketing  • Service and the consumer decision journey • Advantages and disadvantages of electronic distribution of services

  2. ‘At Your Service’ Spotlight: Virgin Atlantic Airways Virgin Atlantic is about fun, energy, pioneering, and a love of flying. We try to live our brand when communicating with customers • Social media enhances engagement with consumers • Brand reinforcement tool • Customer relationship management • Develop trust, loyalty and preference • Advertising conversation-centric not campaign-centric • VAA social media • Resolve customer issue • Dependable service delivery, via instant updates • Changing needs and service improvements • Customer led conversations • Information, stories, advice, insights • Market relevancy

  3. The impact of technological developments on communication • Rapidly changing communications environment • Dominated by digital technology • Social networks supplanting brand networks • Ethical considerations • Consumers increasingly in control • More access to information • More ‘promiscuous’ in brand relationships • How and when advertising is received • Post-purchase consumers behavior • Customer review • Tourism marketers • Internet growth in populous, developing nations • Annual online sales increasing • Touch points have changed

  4. The traditional purchase funnel Table 9.1

  5. The consumer decision journey today Figure 9.2(Source: Adapted from Court et al. 2009)

  6. The consumer decision journey • ‘Zero Moment of Truth’ (ZMOT) • Consideration stage • Social media campaigns to drive traffic to websites • Evaluation stage • Product-comparison sites increasing influential • Digital ambassadors • Incentives e.g. free vacations • Virtual tours and virtual worlds • Buy stage • Point of purchase • Enjoy, advocate, and bond • After purchase brand connection • Crowd sourcing and brand innovation • Consumer complaints

  7. Service Snapshot: Barbados leveraging social media • Healthy Mind, Body, Program • Augmented reality and interactive TV • Active social media strategy • BFC Facebook page patient community • Fertility application for iPhone and iPad • Information video with interactive buttons • Ovulation calendar • Medication alerts, push notifications, lifestyle tips, Medical glossary • Palm tree ‘QR code’ • Relaxing, health lifestyle, location • Flat graph of success rates • ‘Pay per click’ sponsored words

  8. Online tourism marketing • Success factors • Attracting users • Engaging users’ interest and participation • Retaining and repeat users • Learning about user preferences • Customized interactions

  9. e-Servicescape, website trust and purchase intentions Figure 9.3(Source: Adapted from Harris and Goode, 2010)

  10. Advantages and disadvantages of electronic distribution of services Table 9.1(Source: Adapted from Harris and Goode, 2010)

  11. Case Study:Vail Resorts apps and customer experience Capturing memories on mountain and being able to share with friends and family is particularly important on a ski vacation. • Smart card technology • Ski lift pass doubles as resort credit cards • Multiple ski hills, resorts • EpicMix ski app • Log runs, lifts taken • Vertical mileage • Pins for achievements • EpicMixaccount • Personal and professional photos • Trail map • GPS hook up with friends and family • Social media • Encourages story sharing

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