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THE SEARCH IS OVER Internet Marketing for Tourism Karen Biers, Ph.D. Utah State University.

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Presentation on theme: "THE SEARCH IS OVER Internet Marketing for Tourism Karen Biers, Ph.D. Utah State University."— Presentation transcript:

1 THE SEARCH IS OVER Internet Marketing for Tourism Karen Biers, Ph.D. Utah State University

2 Internet Marketing and Tourism Objectives Whether used for research or for purchase, the Internet is an increasingly valuable tool for travelers. During this workshop you will explore: * The impact of the Internet of tourism businesses * Learn how you can use technology to increase your tourism business

3 Internet Impact on Tourism Industry In 2003, 64 million Americans used the Internet to In 2003, 64 million Americans used the Internet to Get destination informationGet destination information Check pricesCheck prices Check schedulesCheck schedules Results Results 42.2 million actually booked42.2 million actually booked Source: Travel Industry Association of America Source: Travel Industry Association of America

4 Internet Impact on Tourism Industry Visitors to Web sites that provided planning and organizing travel Visitors to Web sites that provided planning and organizing travel Female (55%)Female (55%) Access from home computer (68%)Access from home computer (68%) Annual household income above $75,000 (40%)Annual household income above $75,000 (40%) Time spent at travel site –37 minutes and 23 secondsTime spent at travel site –37 minutes and 23 seconds

5 Internet Marketing and Tourism Tourism is an information intensive industry. Tourism is an information intensive industry. Tourist products are intangible services that are experienced. Tourist products are intangible services that are experienced. Tourist cannot really assess the quality of the products/services until arrival at the destination. Tourist cannot really assess the quality of the products/services until arrival at the destination. www.bbonline.com www.bbonline.com www.bbonline.com

6 Advantage of Internet Marketing Addressability Addressability Customized messageCustomized message Low-cost Low-cost High speed information transmission and retrieval High speed information transmission and retrieval

7 Advantage of Internet Marketing Accessibility Accessibility Available 24/7, 365 days/yearAvailable 24/7, 365 days/year Customer Service Customer Service Easy to compare choicesEasy to compare choices Immediate confirmation and documentation of reservationsImmediate confirmation and documentation of reservations

8 Advantage of Internet Marketing Interactivity Interactivity Responds to user inputsResponds to user inputs Builds relationship between buyer and seller which is an important factor in building customer loyaltyBuilds relationship between buyer and seller which is an important factor in building customer loyalty

9 Advantage of Internet Marketing Flexibility Flexibility Continual update keeps information freshContinual update keeps information fresh Based on customer input Based on customer input Based on new product offerings Based on new product offerings Based on price changes Based on price changes

10 Advantage of Internet Marketing Costs Savings Costs Savings Electronic processing reduces sales costElectronic processing reduces sales cost Automation reduces skilled labor costsAutomation reduces skilled labor costs Reduces middle personReduces middle person Reduces physical space costsReduces physical space costs

11 Tourism and the Internet Tourism is a fragmented market Tourism is a fragmented market i.e., the tourist has an experience but it is purchased in fragmentsi.e., the tourist has an experience but it is purchased in fragments Lodging Lodging Meals Meals Tours Tours Seats Seats

12 Tourism and the Internet Encourage repeat visits Encourage repeat visits Whats new pageWhats new page Free stuffFree stuff Coupons/discountsCoupons/discounts Contest/competitionsContest/competitions Site of the daySite of the day Childrens page (coloring)Childrens page (coloring) Reward programReward program

13 Tourism and the Internet Virtual tour Virtual tour Calendar of events Calendar of events Links Links Packages Packages Cooperative marketing Cooperative marketing Send postcards Send postcards Advice columns Advice columns Customer service support Customer service support

14 Research Sites Research Research www.clickz.comwww.clickz.comwww.clickz.com www.jupiterresearch.comwww.jupiterresearch.comwww.jupiterresearch.com

15 Tourism Sites www.bbonline.com www.bbonline.com www.bbonline.com www.southwest-vacation- travel.net/native- american/index.htm www.southwest-vacation- travel.net/native- american/index.htm www.southwest-vacation- travel.net/native- american/index.htm www.southwest-vacation- travel.net/native- american/index.htm www.utahheritage.com www.utahheritage.com www.utahheritage.com www.marysvale.org www.marysvale.org www.marysvale.org www.atvutah.com www.atvutah.com www.atvutah.com www.newmexico.org/outdoors/ www.newmexico.org/outdoors/

16 Tourism Sites www.coloradoadventure.net www.coloradoadventure.net www.coloradoadventure.net Wildgooselodge.com Wildgooselodge.com www.arrowheadacres.com www.arrowheadacres.com www.arrowheadacres.com www.durangotrain.com www.durangotrain.com www.durangotrain.com www.mountaineerinn.com www.mountaineerinn.com www.mountaineerinn.com www.lookoutfarm.com www.lookoutfarm.com www.lookoutfarm.com www.delta.com www.delta.com www.delta.com www.arrowheadacres.com www.arrowheadacres.com www.arrowheadacres.com

17 Keywords What will you use? What will you use?


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