1. The state of the art of international DMO websites Prof. Alastair M. Morrison, Ph.D. Purdue University, USA BES Consulting & Design Belle Tourism International Consulting 2 nd E-Development Forum on China’s Travel & Tourism Industry Beijing, December 18, 2010

2. Presentation outline World Internet population 2010 and great opportunity for Asia in the future Roles of DMO websites The website as a marketing tool I AM OUTSTANDING website model International DMO website case examples Summary of presentation © 2010, Belle Tourism International Consulting/BES

3. World Internet population, 2010 Asia is the #1 Internet user market with 42% of the total world Internet population. Market penetration is the second lowest in the world, after only Africa. So great future growth potential in Asia in Internet usage. http://www.InternetWorldStats.com/

4. Roles of DMO websites Much more than an information channel!

5. Roles of DMO websites (DMO viewpoint) Provide information on the destination Promote destination’s products and services Support and enhance traditional promotions (e.g., PR, advertising, and sales) Communicate destination’s positioning and branding Build relationships with visitors, MICE markets and travel trade Engage travelers in discussions via the social media Generate visitor databases and research Encourage destination partnerships Accept bookings and reservations (e-commerce) © 2010, Belle Tourism International Consulting/BES

6. The Website as a marketing tool © 2010, Belle Tourism International Consulting/BES

7. I AM OUTSTANDING website model I = International A = Address website users as individuals M = Monitored or constantly evaluated and improved O = Outstanding, award- winning U = Up-to-date T = Targeted S = Social media T = Telephone versions A = Attractive N = Networked D = Dynamic I = Integrated N = Niche markets G = Great contents © 2010, Belle Tourism International Consulting/BES

8. International DMO website case examples All the best from abroad!

9. International Multi-lingual and multi-cultural

10. Address travelers as individuals Personalize the website experience

11. Monitored Evaluated constantly

12. Outstanding, award-winners Recognized for excellence

14. Up-to-date Contain timely information

15. Targeted Information for different markets

16. Social media Conversations about destinations

17. Telephone-ready Smartphone versions available

18. Attractive Instantly eye-catching

19. Networked Partnering to increase impact

20. Dynamic Interactive and exciting presentation

21. Integrated Part of a total marketing communications

22. Niche markets Appeal to special interests

23. Great contents Detailed and useful information

24. Summary Asia is poised for spectacular growth in Internet usage Websites play many roles, not just information channel Websites must be effectively used as marketing tools Outstanding international websites are: Recognized for excellence Address travelers as individuals Global, up-to-date, targeted, attractive, dynamic, contain great contents, and are monitored Have smartphone versions available Use social media channels and generate user content Part of total, integrated marketing communications Networked with partners and partner sites Appeal to niche or special-interest markets

25. Website credits I = http://www.VisitSweden.comhttp://www.VisitSweden.com I = http://www.VisitBritain.comhttp://www.VisitBritain.com I = http://www.Canada.travelhttp://www.Canada.travel A = http://www.YourSingapore.comhttp://www.YourSingapore.com M = http://www.WyomingTourism.orghttp://www.WyomingTourism.org M = http://www.TourismThailand.orghttp://www.TourismThailand.org M = http://asiaenglish.visitkorea.or.kr/http://asiaenglish.visitkorea.or.kr/ O = http://www.KeralaTourism.orghttp://www.KeralaTourism.org U = http://www.GoLakes.co.ukhttp://www.GoLakes.co.uk U = http://www.Goteborg.comhttp://www.Goteborg.com U = http://www.VisitScotland.comhttp://www.VisitScotland.com T = http://www.TourismVancouver.comhttp://www.TourismVancouver.com S = http://www.VisitMelbourne.comhttp://www.VisitMelbourne.com S = http://www.TourismNewZealand.comhttp://www.TourismNewZealand.com T = http://www.DiscoverHongKong.comhttp://www.DiscoverHongKong.com A = http://www.AustinTexas.orghttp://www.AustinTexas.org N = http://www.BestCities.nethttp://www.BestCities.net D = http://apboardwalk.comhttp://apboardwalk.com I = http://www.Australia.comhttp://www.Australia.com N = http://www.SabahTourism.comhttp://www.SabahTourism.com G = http://www.Bahamas.comhttp://www.Bahamas.com G = http://www.Canada.travelhttp://www.Canada.travel http://www.WebbyAwards.com http://www.WebAward.com http://www.Pata.org http://www.TravelandLeisure.com http://www.InternetWorldStats.com/