WEB 2.0, Social Marketing Strategies and Distribution Channels for City Destinations: Enhancing the Participatory Role of Travelers and Exploiting their Collective Intelligence

WEB 2.0, Social Marketing Strategies and Distribution Channels for City Destinations: Enhancing the Participatory Role of Travelers and Exploiting their Collective Intelligence

Marianna Sigala (University of the Aegean, Greece)
DOI: 10.4018/978-1-60566-134-6.ch011
OnDemand PDF Download:
$37.50

Abstract

During the last decades, the use of Web 2.0 applications for the generation, dissemination, and sharing of user-generated content (UGC) and the creation of new value added services are enormous. Web 2.0 tools have tremendously changed the way people search, find, read, gather, share, develop, and consume information, as well as on the way people communicate with each other and collaboratively create new knowledge. UGC and Web 2.0 are also having a tremendous impact not only on the behaviour and decision- making of Internet users, but also on the e-business model that organizations need to develop and/or adapt in order to conduct business on the Internet. Organizations responsible to market and promote cities on the Internet are not an exception from these developments. This chapter aims to inform city tourism organizations responsible for the development of city portals about (a) the use of the major Web 2.0 tools in tourism and their impact on the tourism demand and supply; and (b) the ways and practices for integrating the use of Web 2.0 into their e-business model and e-marketing practices.
Chapter Preview
Top

Introduction

During the last years, the number and use of numerous Web 2.0 tools, whereby Internet users produce, read and share multimedia content (User Generated Content, UGC), is mushrooming (eMarketer, 2007a). It is estimated (eMarketer, 2007b) that 75.2 million USA Internet users currently use UGC, and this is expected to increase to 101 million by 2011. eMarketer (2007c) also found that over 25 million USA adults regularly share advice on products or services online.

The Web 2.0 technologies and applications (e.g. tags, RSS, blogs, wikis, podcasts, etc.) are considered as the tools of mass collaboration, since they empower Internet users to collaboratively produce, consume and distribute information and knowledge. In other words, Web 2.0 tools do nothing more than realizing and exploiting the full potential of the genuine concept and role of the Internet (i.e. the network of the networks that is created and exists for its users). This has tremendously changed the way people search, find, read, gather, share, develop and consume information, as well as on the way people communicate with each other and collaboratively create new knowledge (Sigala, 2008). UGC and Web 2.0 technologies are also having a tremendous impact not only on the behavior and decision-making of Internet users, but also on the e-business model that organizations need to develop and/or adapt in order to conduct business on the Internet (Bughin, 2007).

The tourism industry is not an exception from such developments. On the contrary, as information is the lifeblood of tourism, the use and diffusion of Web 2.0 technologies have a substantial impact of both tourism demand and supply. Indeed, more than ¼ of Internet users have used a weblog to review information about a destination or travel supplier in the last 12 months (Harteveldt, Johnson, Epps & Tesch, 2006), many new Web 2.0 enabled tourism cyber-intermediaries have risen challenging the e-business model of existing online tourism suppliers and intermediaries who in turn need to transform their e-business model and e-marketing practices in order to survive (Adam, Cobos & Liu, 2007). As the Internet plays an important role for the e-marketing of city destinations (Sigala, 2003; Yuan, Gretzel, & Fesenmaier, 2006), Web 2.0 tools and applications also create both threats and opportunities for organizations developing and maintaining destination management systems and portals. In this vein, this chapter aims to inform city tourism organizations responsible for the development of city portals about: a) the use of the major Web 2.0 tools in tourism and their impact on tourism demand and supply; and b) the ways and practices for integrating the use of Web 2.0 into their e-business model and e-marketing practices.

Complete Chapter List

Search this Book:
Reset
Editorial Advisory Board
Table of Contents
Acknowledgment
Mila Gascó-Hernandez, Teresa Torres-Coronas
Chapter 1
Norberto Muñiz-Martínez, Miguel Cervantes-Blanco
Cities are acquiring a key geopolitical importance in the shaping of world-wide flows and exchanges, playing a key part in modern socio-economic... Sample PDF
Identity and Marketing of Cities
$37.50
Chapter 2
José Fernández-Cavia, Assumpció Huertas-Roig
City marketing tries to position cities in the mind of the public, although the process of creating and communicating city brands is still at an... Sample PDF
City Brands and their Communication through Web Sites: Identification of Problems and Proposals for Improvement
$37.50
Chapter 3
Barry Mishra, Erik Rolland
City marketing in the broadest term can be defined as the strategic design of the city to satisfy the various stakeholders of the city who often... Sample PDF
A Strategic Framework for City Marketing: The SSRM Approach
$37.50
Chapter 4
Al D. McCready
Indications are strong that globalization is an irresistible force, fomented by, or at the very least, enabled by technology. This chapter refers to... Sample PDF
Strategic Technology Planning for the Techno-Global Economy: Cities in the Market
$37.50
Chapter 5
Juliane Chudalla, Key Pousttchi
Mobile services have great potentials in different fields, so it is interesting to have a closer look of them, and about the way they can be used... Sample PDF
City Marketing Goes Mobile: Use of Mobile Commerce Techniques for City Marketing
$37.50
Chapter 6
Laura L. Matherly, Maureen Jouett
Integrating information communication technologies (ICTs) and marketing in strategic management of city government is critical to achieving... Sample PDF
Strategic Management in City Government: Integrating Information Communication Technologies and Marketing in a Causal Model to Drive Stakeholder Satisfaction and Economic Development
$37.50
Chapter 7
María Isabel Huerta-Carvajal, Luis Felipe Luna-Reyes
Local governments around the world are becoming aware of the importance of identifying and marketing their local assets to promote economic... Sample PDF
City Boosterism through Internet Marketing: An Institutional Perspective
$37.50
Chapter 8
Pablo Díaz-Luque
Large cities are one of the most popular tourism destinations throughout the world. Business and leisure tourists visit these areas every year and... Sample PDF
Official Tourism Web Sites and City Marketing
$37.50
Chapter 9
Lluís Prats-Planagumà, Raquel Camprubí
The competitiveness of tourism destinations is a relevant issue for tourism studies, moreso, is a key element on the daily basis of tourism... Sample PDF
E-Tourism Image: The Relevance of Networking for Web Sites Destination Marketing
$37.50
Chapter 10
Nicholas P. Robinson, Prescott C. Ensign
This chapter discusses the importance of making strategic investments in information communication technologies (ICTs) in order to benefit from... Sample PDF
Marketing Your City's Industries to the World: Building and Retaining Export Oriented Clusters through Strategic ICT Investments
$37.50
Chapter 11
Marianna Sigala
During the last decades, the use of Web 2.0 applications for the generation, dissemination, and sharing of user-generated content (UGC) and the... Sample PDF
WEB 2.0, Social Marketing Strategies and Distribution Channels for City Destinations: Enhancing the Participatory Role of Travelers and Exploiting their Collective Intelligence
$37.50
Chapter 12
José-Rodrigo Córdoba, Nicolas Jullien, Jocelyne Trémenbert
This chapter defines three different patterns to understand how city marketing initiatives are designed and implementing, and how information and... Sample PDF
Developing Patterns for Thinking About City Marketing Initiatives
$37.50
Chapter 13
Peter Dobers, Anette Hallin
This chapter discusses a current example of the ongoing efforts of city managers to promote their cities, also known as place marketing or place... Sample PDF
The Use of Internet in Building the Brand of "Stockholm: The Capital of Scandinavia”
$37.50
Chapter 14
Anette Hallin
Information and communication technologies (ICTs) cannot only be used practically in marketing efforts, but also as symbols, due to the images and... Sample PDF
Marketing the mCity: How a City Based ICT-Project Can Make Sense
$37.50
Chapter 15
Sandra Moffett, T. M. McGinnity, M. Callaghan, J. Harkin, D. N. Woods
This chapter outlines the journey that the city of Londonderry (Derry), Northern Ireland, undertook when converting a traditional walled city to a... Sample PDF
Walled City to Wireless City
$37.50
Chapter 16
Bantu L. Morolong
This chapter introduces the reader to the idea of city marketing. This idea has developed over time, globally, as cities continue to grow rapidly.... Sample PDF
Using Information Communication Technology to Decentralize City Marketing: Challenges and Opportunities
$37.50
About the Contributors