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Web 2.0:
Innovation and
Sustainability
in Destination
Marketing
Daniel R. Fesenmaier
Professor and Director
National Laboratory for Tourism & eCommerce
Temple University
Innovations for Sustainable Tourism
BEST Education Network
June 21 - 24, 2007
Defining Innovation
• “… an idea, practice or object that is perceived
as new by an individual or other unit of adoption”
Rogers, 2003
• Innovation as the invention of something new.
Barnett, 1953
• “… new modes of social and economic action
either derived from invention or redefinitions of
interrelationships”.
Hjalager, 1996
Defining Innovation from the
Consumer Perspective
• Consumers develop exactly what they want, thus
they don’t have to rely on manufacturers to meet
their needs – often even imperfectly.
Von Hippel, 2005
• Personal innovativeness is an individual’s
inherent innovative personality.
Lee et al. 2007
Defining Innovation
Innovation comprises a creative destruction,
as the new is more satisfying, making the old
obsolete.
Schumpeter, 1939
Purpose of Innovation
• To create a competitive advantage
Drucker, 1985
• To create value for both customers and the
destination
Weiermaier, 2004
The Foundation of the
Tourist Experience
Perspectives
Tourists as co-producers of
experience
Tourists as users of
technologies
Tourists as narrators
The Tourist System:
A seamless tourist experience
Tourist Activated Networks
Travel Information Search
in the Digital Environment
En Route and
Pre-Trip Post-Trip
On-Site
• Planning • Connection • Sharing
• Image, expectation- • Navigation • Documentation
formation • Short-term decision • External memory
• Anticipation making • Re-experiencing
• Decision-making • Documentation – • Attachment/identity
• Transaction artifact collection • Meaning making
• Sharing • Narrative
• Creativity/innovation
• On-site transaction
• Value creation
The Touristic Experience and the
Narrative Process
Reinterpretation
Attractions
Travel
Activities Memories Stories Meaning
Experience
Social Setting Information
Envelope
Internet-based Systems
System Interface User
The Funcational Triad
Tool
Increases capability
• Rewarding positive
• Perform calculations feedback
Decision
• Make behavior easier to do Aid • Modeling a target behavior
• Leads people through • Providing social support
process Digital
Pet
Social Actor
Creates
Virtual relationships
Env.
• Explore cause and
Medium effect relationships
Provides experience • Vicarious experiences
• Rehearse a behavior
Fogg, 2003
Travel and the Online Experience
Roles of System Online Possible
Interface Interactivity Experience Outcomes
• Tools • Control • Engagement • Knowledge
• Social actor • Choice • Trial • Attitude change
• Medium • Feedback • Learning • Involvement
• Direction • Playfulness • Exploration
• Norms • Enjoyment • Confidence
• Sharing • Emotions • Affect
• Skills • Motivation • Satisfaction
• Social • Remembering
simulation
Evolving Uses, Users and
Applications: Web 2.0
Guiding Research at NLTeC:
A Three Stage Process Model of Website Use
Stage 1: Input Search Return List of
Search Term Results
Stage 2: Select Form First
Primacy Webpage Impression
Stage 3: Search within Learn about
Elaboration Website destination
Stage 1. Search
Input Search Return List of
Term Results
Key concepts
• Mental Models
• Language representation
• “Thin” interface – search engine
• Community
Mental Models and
Language Representation
Primary Learnings
Mental models of problem
and solution affect search
Search process is
deconstructed into a series
of solutions
Mental models include
process and image
elements
Mental Models and
Language Representation
Primary Learnings
Producers and consumers
have largely different
languages
Recommendation systems
need to reflect the needs of
consumer, not only the
language of producer
Learning process where the
mental model is shaped by
technology
First Impression
in the Search Process
Google - a “Thin” Interface
Google Search Results:
Chicago Tourism
3,850,000 pages!
Available
Results
Unique
Websites
The Online Search Process
Primary Learnings
Tourism domain is defined by
experiences - current search
programs are limited
Search process has been
defined by system design
rather than human needs
Search is limited by cognitive
effort, perceived relevance
and design
The Online Search Process
Primary Learnings
Text provides a strong
message
Limited use by destination
marketers
Order effect
Limited number of search
results
Iterative process
Information and Language
Representation through Narrative Design
Primary Learnings
Narrative design –
story telling parallels
human knowledge –
relational concepts
Social construction
Focus on meaning
Strongly supports the
search process
Information and Language
Representation through Narrative Design
Sara
time-interval survey
sara’s experience
reported hourly
May 26, 2007, 12:00 – 17:00
12:00 12:24 13:00 14:00 15:00 16:00 17:00
12:18 12:44 13:05 13:24 14:04 14:34 14:59 15:25 16:32
my second report
my initial emotions “really pretty city… people
on the street seems pretty
nice…” my last report
my first report “I had a really lovely time
“it’s hot & sticky…” with my friends … I’m about
“I saw a guy with a to do some shopping!”
really bad haircut…”
my third report
“I’m at Rouge… we're having
“... we walked upon some snacks”
an Italian
wedding…”
“the street signs
“we stopped at
have been super -
Chinatown because
“I don’t really know super helpful!”
I saw the gate…”
what (statue) it is…”
sara’s second report
“The architecture of the “Green! …is lush and
buildings… so gorgeous.” bountiful out here.”
sights colors
sounds smells
“Buses, motorcycles,
cars… traffic…” “ a little like exhaust…”
“I’m in front of a giant “I’m still with Becca &
statue… in front of the rocky Jessica.”
steps…”
place people
activity things Relaxed
Excited
Cheerful
Bored
Happy
Tired
Alert
Sad
Annoyed
“We're taking pictures (of the “The map we’ve created &
statue)… posing…” printed before we came…”
Information, Language
Representation and the New Media
Primary Learnings
Tourist generated content –
text, photos and video
provide a profound setting
for story telling
Videos act as a narrative
transportation, providing
access to landscapes and
socioscapes
Represent uncontrolled
sources of creating image
Virtual Communities
Primary Learnings
A variety of different kinds
of communities
Communities function to
support a variety of needs
that are dynamic and
evolving
Represents a powerful
setting within which people
share experiences
Stage 2: Primacy
Select Form First
Webpage Impression
Key concepts
Constructed image
Mere exposure
Persuasive architecture
Tourism
Experiences
I love the smell of Mackinac Island: the coolest air
and the breeziest ...the calmest feeling. You can
smell the flowers. You feel the aura of the white
sandy beaches. You feel like you can smell the
cleanliness of the place. You can feel the seagulls
coming close. And people actually talk to you, and
they are very sincere with you. It’s a whole new
experience for a lot of city people, which I used to
be...
Sensory Experiences
and Virtual Image Construction
Sights Touch
Smells
Taste Sounds
Sensory Experiences
and Image Construction
Primary Learnings
Images of destinations are
associated with cognitive,
emotional and sensory
information
Sights Touch
The internet is a strong medium
with which to support sensory
Smells Sounds
association with destinations
Taste
Midwest destination – autumn
colors, country smells, happy
Persuasive Architecture
Primary Learnings
Blink effect – time taken
to make decisions
Persuasive architecture
Impact of design
attributes vary
substantially depending
upon length of time spent
on webpage
Persuasive Architecture:
Key Hygiene Factors
Information
•Price •Restaurants
•Deals/offer •Schedules
•Accommodations •Maps
•Activities •State facts
•Tranportation •Brochures
•Virtual tours
Usability
•Technical soundness
•Ease of operation
•Formatting
•Ease of access
Persuasive Architecture:
Four Elements of Persuasion
• Credibility Involvement
•Destination image •Virtual community
•Customer service •Personality
•Celebrity/authority •Trip planner
•Official endorsement •Customer relations
•Sponsorship •Search
•Community building •Recommendation systems
• Inspiration Reciprocity
•Emotional appeal •Sweekpstakes/contests
•Humor/cartoons •Brochure/vacation guides
•Narratives •Surveys
•Pictures •Customer relationship/feedback
•Games/entertainment/fun
•Image/brand building
Stage 3: Elaboration
Search within Learn about
Website destination
Key concepts
Navigation - Foraging theory
Metaphors and the design of human centric systems
Recommendation systems
Navigation
Primary Learnings
Episodes and chapters
define search process
Language of representation
differs substantially across
web
Satisfaction with experience
is a function of usability,
information, fun, etc.
Metaphor
Primary Learnings
Enables us to organize
our mental models
around common
understandings
Supports navigation
Stimulates creativity
Recommendation Systems
Primary Learnings
Recommendation systems are
part of everyday life
Recommendations are a
personalized form of search
Potential have significant
impact on behavior
Trust and transparency drive
the recommendation process
Implications for Destination Marketing:
Persuasion and Social Computing
Implications for Destination Marketing:
Domain Specific Search Engines
Implications for Destination Marketing:
Extending Concepts to the Mobile Domain
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