How to Promote Tourism

How to Promote TourismIn the 1960s, meshwork was partd to applying computers for sh be education on search and nurture in scientific and host fields. In 1962 a global network of computers was proposed by Licklider of MIT. The developing submit of victimization lucre continued till 1991 when Tim Berners Lee proposed the concept of hypertext markup language .With the advent of the entanglement browser, the lucre has grown to become a understand supplier and in the recent years a commercialization overlyl. The base of the commercial fiber of mesh mostly contained of vendors providing basic networking harvestings, and basic internet services. Nowadays internet is used as an global instruction root for livelihooding former(a) commercial services (Baggio, 2007 Wu, 2010).In the last decades the performance of organizations and their competing fashion go for influenced by internet (Porter, 1993). On the other hand internet has created a new economic environment for doing line of credit, providing rapid communication of education, handy globally and negligible cost (Rayman-Bacchus Molina, 2001). Internet provides a great fight of information directly accessible at low costs on prices, products and gain opportunities. The efficiency of internet has been increased by the multiplication of infomediaries fling easier access to the information, the creation of shopbots comparing prices or selecting localises according different selection criteria(Smith Brynjolfsson, 2001).Tourism and internetTourism is calveicularly adapted to loftylight the genius of the upheavals implied by the development of internet in service activities and it was one of the aboriginal industries applying internet and electronic commerce (Buhalis, 1998 Oconnor Frew, 2008). Internet has enabled touristry industry to glow touristry and give out tie in information to nodes all around the world , in a direct, cost minimizing , and time effective focal point(Buh alis, 1998 Inkpen Board, 1998 Poon, 1993 Sheldon, 1997).The era of green goddess communication has trans organise the phaeton gaze( Rayman-Bacchus and Molina 2001 p.592).The develpoment of the internet empowered the new tourist who is beseeming experienceledgeable and is seeking exceptional value for money and time. Internet is non simply a source of information but overly an consequential vector of transactions. Online sales is growing considerably in touristry industry (Jeong Ohand Mary, 2003 Weber, Murphy, Schegg, Murphy, 2005).The number of online sales is increasing dramatically with a extensive number of successful online booking platforms in the different aras of tourism much(prenominal)(prenominal) as transportation, accommodation, package deals or regional laissez passers(Gratzer, Werthner, Winiwarter, 2004) and most tourism organizations such as hotels, airlines, and travel agencies bewilder applied internet technologies as part of their merchandise and c ommunication st roamgies (Buhalis Law, 2008).The result of an European exact about the use of internet in tourism showed that the use of internet for commercialiseing goal is more than common in touism industry comparing with other industries. conclusion showed that among tourism tie in industries, air travels and hotels apply internet selling more than others. More than one in three tourist enterprise in Europe( or twice as many as in other sectors combined) sell their products online and this sh are is more and more rapidly (European Commission 2003). Internet commercialiseing is suitable for tourism services because of their intangibility as well as high price, risk, and involvement levels. By online searches, travelers crowd out access to more in-depth materials and deeper topic compared with conventional promotional agents(Govers FM, 2003). Internet is the most popular channel to wonder information, find the outflank price and reservation for travelers (Laudon Traver, 2001).Countries use internet to support tourism to gain advantages such as (Buhalis Law, 2008) Enhancement in the combat and performance of tourism industry melodyes ,creating opportunity for selling tourism product to potential tourists , displaying information at electronic speed, Distribution costs are decreased and an increasing proportion of internet users are buy online and tourism will gain a larger and larger share of online customer market.(Lu Lu, 2004), Direct communication is created between tourism suppliers and tourists for purchasing services and as well as requesting information. As a result travel suppliers can rede for each one customers needs, and therefore target each customer individualistly and deliver forge products(Buhalis Law 2008). It is needless to say that it is native that in order to generate challengery advantage, a tourism enterprise/ endpoint must use IT well before its competitors otherwise it would not be able to come thr ough any free-enterprise(a) advantage. For example American Hospital Supply make an innovative use of online order entry terminals before its competitors and captured lions share of market (Eraqi, 2006). Several tourism organizations/ finishings entertain exploited IT in their pursuit of warring advantage. It is, however, not necessary that a tourism organization/ stopping point achieving competitive edge will always sustain it because their competitors can copy IT advantageously and quickly and new IT capabilities are also available to every competitor in the market(OBrien, 1992). However, tourist business sector managers need to align IT strategies to their business strategies and take the dimensions of e-quality into consideration such as performance, features, reli talent, durability, serviceability, conformance, perceived quality and esthetics (Madu Madu, 2002) when reservation decision related to the use of IT for effective tourism strategical selling(Eraqi, 2009) Tou rism organization/ conclusion focal point must hear that IT is only a tool and competitive advantage can only be achieved via creative and innovative use of that tool (Morrison et. al. 2000 Fuchs 2004).In addition to these advantages , it is suggested that general agencies involved in tourism development also are increasingly using the internet. These agencies use internet to promote the attractions of their respective nations, enhancing the economic benefits by hypertext links to commercial service providers, varying degrees of interactivity and 3) accessibility in triune languages( Rayman-Bacchus and Molina 2001).Chalwon Kim (2004) did a research to recognize problems and solutions related electronic commerce in the tourism industry in Korea. Inform. The findings showed that benefits of e-commerce from the fascinate point of cutomers are providing balmy access to information on tourism services, providing better information on tourism services and providing convenience for customers. This research suggested that security of the e-commerce system and easy meshing interface are the two key parts for successful tourism e-commerce practiceRepresentation of tourism place in the internetIn the tourism industry creation and promotion of end point images is the specific purview of place representation. A destination image is the picture which those promoting a country-government travel bureaus, airlines, hotels, service industries, and travel companies- wish to portray to outsiders, particularly foreign tourists(Jenkins, 1999). The destination image reflects how the promoter views the country and what aspects of its large number, landscape, and culture they wish to recognize. In tourism industry promoters ary to present positive of the countrys business relationship and attractions, to attract visitors. Guide books, brochures, maps and web sends are the products using by promoters to entice visitors(Price, 2008).Because of the popularity of using inte rnet as the particular information source, among tourists ,travel information mediums, such as travel websites are in-chief(postnominal) destination image indicators. The number of tourists that use internet to find destination information is increasing dramatically . In the other hand internet has become the major information source for traveler (Doolin, Burgess, Cooper, 2002 Gursoy McCleary, 2004 Price, 2008 Wiig). A website looks to be a major tool to behaviour business in the tourism field( and, probably, it will be the only one in the future) tool to conduct business in the tourism field (Doolin, et al., 2002). Jackson and Purcell (1997 p. 220) note that the internet allows users (i.e. tourism companies) to present information to their target audience without an intermediary to criminalize or complex body part the data in either content or form. In their analysis of the websites of states once part of Yugoslavia, they found that the states used symbolical imagery and tex t to strengthen the users perceptions of place (Purcell,1997 p.235).So tourism providers need to understand how to maximize the smooth-tonguedness of their websites. In the other hand the principal post of destination website is affecting travel- related decision reservation, interchangeing potential tourists to real visitors .Because of high competition among travel and hospitality , market leaders and followers should separate their websites by developing creative measures to attract and satisfy customers (Pastore, 2001). Pastore (2001) noted that lead travel companies have been absorbing online customers, gaining obtain decisions and building a conform to experience , so creating customer loyalty and repeat purchase intention. It is essential for tourism companies to use new technological development and fullest potential of internet by continuously re innovationing their websites ,creating ease of use and more personalization(Baloglu Pekcan, 2006 Connolly, Olsen, Moore, 1998). Because of high rate of competition among tourism industry, brilliance of website formula as a market medium is becoming increasingly important . Web should not be only considered as an communication channel for decreasing physical fundamental interaction but also as an advertising medium(Rowley, 2004). Effective web design leads to attract, entice, and retain the online traveler(D. Kim, Morrison, Taylor, Lee, 2004). There are somewhat factors which, contributes to the proliferation of travel on the internet including making websites easy to use, ameliorate the tourism website information, improving the functionality of travel sites interchangeable advance check in, printing of flight status check and using the software that has designed to anticipate users wants establish on their travel history and preferences (Transportation Group International, L.C.,2002).Doolin, Burgess, and Cooper (2002, p. 557) state thatthe internet, which offers global reach and multimedia c apability, is an increasingly important actor of promoting and distributing tourist information. savoir-faire websites have developed to market and promote topical anaesthetic, regional, or national destinations(Blain, Levy, Ritchie, 2005 Palmer McCole, 2000).After introducing branch travel websites in the mid-1990s (Blain, et al., 2005), gaining these benefits were pass judgment including increasing market share, absorbing new customers, retaining more customers and increasing customer satisfaction (Sussmann Baker, 1996).Destination websites have been and continue to be challenged online particularly with bet to their level of sophistication, quality of websites, diversity of travel websites, as well as online marketing and promotion (Hudson Lang, 2002). The result of a study done by Choi, Wong and Fesenmaier (2006) revealed that design of destination websites, promotional strategies and customer relationship management programs have effects on success of web-marketing st rategies. Tourism websites use online marketing in different capacities. For instance ,Hudson and Lang(2002) stated however ease of use factor that enables visitors navigate quickly through websites ,has noticed only in few tourism website designs. another(prenominal) example is that some destination websites are settle down use elementary level of website features, without style and elegance , displaying information in a brochure-like mode, and low level of interaction ( Wang Fesenmaier, 2006). For instance destination websites should have deep information mostly regarding to attractions, shop, restaurants, accommodation, and directions. It is worth considering that some tourism websites have advanced and effective features compare with their competitors. Interactivity , personalization, e-commerce related capabilities , and pass capabilities are some ways to increase the level of sophistication of travel websites (Wang Fesenmaier,2006). Furthermore, the content of tourism dest ination websites is particularly important because it directly influences the perceived image of the destination and creates a virtual experience for the consumer (Cooper 2002, p. 157). When visitors are new to the website and destination, experience and judgments make from surfing the website influence the overall image of the destination and the decision making border of whether or not to travel to the destination. If the destination image envisioned on the website is not satisfactory or the website is not well-designed and contains insufficient information, travellers are less likely to form a good picture show towards a destination which, in turn, negatively influences the decision making cognitive operation. There is a relationship between a positive experience and judgment formed through interaction with the destinaqtion website and actual visiting (Bar, Neta, Linz, 2006 Borkenau Liebler, 1992 Kenny, Horner, Kashy, Chu, 1992 Zebrowitz Collins, 1997). For example Wu (20 10) analyzed 61 local tourism government websites in China and evaluated the effectiveness of the local tourism e-government with content analysis from the following aspects website usage, administrative agencies, administration affairs, information service, administration service online and website design. The research suggested some improvements for the tourism government including providing electronic map, connect telephone and multi media for download, building bbs or forum for advice, improving declare online for tourism practitioners and setting up feedback mechanism, making the website more lovely to elevate the usage efficiency.Website designIt is important to indentify which factors lead to the success of a website. Web design is a key factor for the website success (Flavian, Gurrea, Ors, 2009) and it is necessary for companies to compete in the extremely competitive World vast Web (Liang Lai, 2002 Ranganathan Ganapathy, 2002 Tan Wei, 2007). The website designing has been studied from different points of view(Childers, Carr, Peck, Carson, 2001 Hoque Lohse, 1999 S. Kim Stoel, 2004 Liang Lai, 2002).Web designing is the process of creating an artefact with structure of form which is planned, artistic, purposeful, and useful(cato 2001 ,p.3). A successful website is the attractive, trustworthy, dependable, and reliable for customers (Liu Arnett, 2000). From a consumer point of view , all these characteristics should be considered in website designing in order to increase online visits or purchase intensions (cato 2001). Following this concept Flavian (2009) did a research to identify website aspects that influence users perceptions and behaviours from a marketing point of view .An extensive literature review was developed emphasising the special role that web design could play in the interaction user-interface. Besides, the methodology related to benchmarking allows firms to k immediately the best practices and to learn some key lessons for dev eloping their business online. The research proposed a guidelines for the development of successful e-commerce websites. Appearance ,Navigation, Content and Shopping process are the key aspects that shoud be considered in order to improve e-commerce websites. In the guidelines some tools have introduced for each aspect . Guidelines are basis for development of websites but some website designers without considering visitors needs , only notice to challenges of technology, designing civilize websites (Zhang 2005). Industry experts and consultants have proposed different frameworks and guidelines for designing commercial websites , but there is no unified view on its key characteristics .The key characteristics of commercial websites can be divided to design and content. Information, features and offering services by website consist content, term the way of presenting content to customers refers to website design(Huizingh, 2000). Buying process can be divided to two stages informati on evaluation and information search. purchase decision process is affected by the content of website. The website information should be sufficient for decision making, but not too much , resulting in information overload (Taylor Joudrey, 2004). Users should be allowed locate and select merchandise that best satisfies their needs. Not only information content but also piloting tools influences the usefulness of websites. Navigation toolslike search engines attention users to locate merchandise and related information in a website (Krug, 2005).For example users of Cdnow.com can search base on the song title, album title and artist name.Before final purchase decision , consumers range to evaluate of alternatives. Online shopping creates the opportunity to parity of alternatives. Decision aids have positive influence on online purchase decisions .Some websites like Excite and My Simon offer decision aids , helping users for making product-price comparisons. For instance in Dell s web site (www.dell.com) , consumer custom build a computer and compare prices for different computer configurations. Another example is Priceline website which offers press as a decision aid. Decision aids can be useful in tourism destination websites. For instance destination website n can offer tools for send-price comparisons base on different accommodations etc. Another significant different between traditional retailing and online selling is related to the extent of interaction between customer and seller. Commercial websites should serve electronic interactivity by means of email and frequently asked questions (FAQs),answering questions about products and services or payment. However consumers visit websites with FAQ more than websites without it, FAQ section and interactive email are not seen in many websites. Traditional FAQ sections helped users a little ,offering no assistance and information), flexible interactioninterface, etc(Yang, 2009).Despite of internet technic al developments Such as electronic signatures ,Security of the transactions is one of the common concern in online shopping . Since perceived security have direct effect on online buying intention , some commercial websites offer telephonic transactions or checks and individual accounts (Grabner-Kraeuter, 2002). As it mentioned above website design affects on attracting , sustaining and retaining the interest of a customer at a site. The design have the same importance that content have. Ease of navigation, page download time and improving the visual appeal of websites by using multimedia are the principals should take into consideration for website designing. Out of these factors , ease of the navigation is the most important one(Srikant Yang, 2001).Today websites are becoming more complex and users have difficulties to find desired information, spending too much time ,surfing webs(Kilfoil, et al.). To reduce the amount of irrelevant information and information overload , the com mon used tool is site map. The website information structure is defined by map, helping users to adjust the scope of their search. Some websites offer personalized sitemap which helps visitors navigation (Toolan Kusmerick, 2002). The other tool that websites can add to help users finding information is search toolbar. Despite the popularity of search toolbars, irrelevant and not sufficient information may be resulted(Han Kamber, 2006). The third solution to thwart overload and unwanted information is intelligent navigation aid tools, dividing to recommendation systems and adaptative website techniques . Some recommendation systems are collaborative filtering, content-based recommenders, utility-based recommenders, knowledge based recommenders, and demographic recommenders (Guttman, Moukas, Maes, 1998 Rich, 1979 Towle Quinn, 2000). Other one is adaptive website.The word adaptive refers to the ability of the website or tool to change its behavior based on the way it is used(Scha fer, Konstan, Riedi, 1999).Two ways for building adaptive websites are improving the website design as a whole or providing personalized navigation aid for individual visitors (Spiliopoulou Pohle, 2001).In the past information quality or usability have been considered as the most influential aspect of tourism websites for perusing visitors but now new strategies are needed to use website as a persuasive tool (H. Kim Fesenmaier, 2008). Figure 2.4 shows the progress of technology design(Fogg, et al., 2002). Foggs (2002) noted that it is important to understand how persuasive design of destination websites can be used to support conversion rates (converting site viewers to site users and moderate users to obese users)and to create favorable images of destinations. The website that successfully persuade travel information searchers stir a click-though (the desired outcome), which gives the website a second opportunity to interact with the searcher . When they first view the websit es homepage, searchers automatically evaluate the website in terms of relevance and usefulness to their trip planning task. come to Technology PersuasiveMake Technology UsableMake Technology FunctionalFigure 2.4 climb on of Technology DesignPersuasion is the principal role of destination websites and it is important to understand how to use website design to create favorable images of destination and convert more site viewers to customers .Design of the website can increase persuasiveness in order to influence Internet users beliefs, perceptions, and attitudes in the manner desired by Internet marketers (Fogg, et al., 2001). Zhang and von Dran (2002)(P. Zhang von Dran, 2002) extended Herzbergs dual structure model to an online background to investigate hygiene andmotivating factors in Web design. In accordance with Herzberg, Zhang and von Dran(2002) argued that websites should necessarily accommodate hygiene factors to avoid user dissatisfaction, mend motivating factors can be employed on an added-value basis to optimize user satisfaction and enjoyment. And collection), while additional features like credibility, fun/entertainment, visual attractiveness, multimedia, etc are persuasive factors since they enhance the experience affectively. Websites should always incorporate hygiene factors like like informativeness and usability, while additional elements (trustworthiness, inspiration, involvement, and reciprocity) of destination websites should be considered persuasive variables(Y. Zhang Hiltz, 2003).By contrast, good examples of a motivating factor are, multimedia features (virtual tour, podcast, etc.) that enhance website visitors satisfaction with their experience and affect their return to the site. The absence of these features would not necessarily lead to dissatisfaction with the website, as broad as hygiene factors are provided (Zhang 2000).Kim (2008) studied the persuasive design of destination websites, proposing a conceptual model of first moving-picture show formation toward tourism destination websites .The influence of informativeness, usability, inspiration, involvement ,trustworthiness and reciprocity on tourists first impression were analyzed in this study. In the other word the purpose of the study was to investigate what persuasive design characteristics influence the formation of first impression toward destination websites. Result showed that informativeness is the most effective factor Perceived Persuasiveness. Destination websites must be informative and useful. In most cases, trip planners, however, tend to infer anticipated quality of information through website design. Thus, design of destination websites must be supportive for the contents. Certainly, informativeness must be conveyed, but a website that does not create a favourable impression at the get-go is typically not given a further chance to express its value. informativeness, inspiration and involvement have direct effects on a first impress ion, and impression is directly related to an intention to use the website for trip planning. These results suggest that the Limited Completion Group of trip planners is more influenced by the visual attractiveness of Web design and their choice of website is accordingly based on the extent of a destination websites purely aesthetic appeal. In contrast, the Full Completion Group of trip planners is more likely to be influenced by the utility of destination websites. 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