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Presentation Welcome to IFITT the eTourism Community

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Presentation Welcome to IFITT the eTourism Community Powered By Docstoc
					How do Welsh tourism-
SME websites approach
 customer relationship
    management?
  Himani Gupta, Dr Eleri Jones
     and Dr Phil Coleman

        abc
        Dr Eleri Jones
        Head of School
  Welsh School of Hospitality,
Tourism and Leisure Management
      ejones@uwic.ac.uk
1: many, no feedback

                                 C

                                     C


  F          Content    Medium           C



                                     C

                                 C
(Hoffman et al. 1995)
Many: many with feedback
                           F
                                  F

                        Content             F



 C        Content       Medium    Content       F



      C                 Content

              C
                           C
(Hoffman et al. 1995)
Dutta et al (1998)
A pyramid of
                                Customer
considerations                relationship

(Nassar et al. 2002)

                              Immediacy




                            E-commerce



                       Credibility/Design



                         Information


                        Accessibilit
                             y
CRM
• Key to opening full potential of Web as
  marketing tool
• Web-related CRM solutions cuts time
• Expensive big business solution
• What about SMEs
SMEs
• Major economic contribution
• Under increasing pressure
• Increasingly marginalised
Destination Management Systems
 •   Support SMEs
 •   Provide level playing field
 •   Few success stories
 •   VisitWales c2002
Methodology
• 10% sample from VisitWales stratified
  by product category:
  – Hotel, B&B, guesthouse (98)
  – Caravan & camping (4)
  – Self catering (40)
  – Other accommodation (9)
• Evaluation using modified Nassar model
Access
• 131/151 available
• 61 good, 68 satisfactory, 2 sub-optimal
  download time
• 91 good, 33 satisfactory, 7 suboptimal
  URL
Information
• Destination content: 110 satisfactory, 21 sub-
  optimal
• Price information: 8 good, 102 satisfactory, 21
  sub-optimal
• Product information: 9 good, 117 satisfactory,
  5 sub-optimal
• Product availability: 6 good, 112 satisfactory,
  13 sub-optimal
• Updates: 8 good, 23 satisfactory, 100 sub-
  optimal
Design
• Clarity/logic: 15good, 98 satisfactory, 18
  sub-optimal
• Graphics: 4good, 101 satisfactory, 26
  sub-optimal
E-commerce/Immediacy
• Real-time processing: 32 good, 84
  satisfactory, 15 sub-optimal
• Currency converter: 8 yes, 125 no
• Privacy and security: 32 yes, 99 no
• Credit card use: 11 yes, 120 no
Customer relationship
•   FAQs: 2
•   Customised promotion: 1
•   Special breaks/offers: 18
•   Feedback form: 3
•   Mailing list: 2
          CRM




     E-commerce




Access, Information
    and Design
Thank you


  ejones@uwic.ac.uk
     Welsh School of Hospitality,
   Tourism and Leisure Management

            abc

				
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posted:4/1/2011
language:English
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