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The online tourist:
Social media dynamics for NTOs
CONCLUSIONS
- “I am thinking of buying the museum pass...does anyone know if the 4 day pass you can use on non consecutive days?”
- “Consecutive days only. I faced a similar problem recently and suggest you buy the 3 day pass and just pay as you go on Tues.“
- Consumers want to know exactly what they are buying that is why they not only look the official websites but also online communities.
- Most of the people behind online conversations are potential tourists whose interests are difficult to identify any other way.
- NTOs should connect with the online tourist concerns by finding a balance between providing general information and integrating user generated content. (i.e.: micro site showing reviews)
ASOMO
The online tourist: Social media dynamics for NTOs
Where do our target groups express themselves?
- They do not only leave or read comments in major traveler forums but also in specific sites: sometimes their interest in our destination is just to practice a particular activity and therefore talk in ski, golf, equitation forums.
- Some cases they upload videos instead of writing or reading.
- NTOs could create their own spaces to let people discuss about their destination (i.e.: www.communityofsweden.com).
ASOMO
The online tourist: Social media dynamics for NTOs
ASOMO
Should the NTOs interfere in the online conversations?
The online tourist: Social media dynamics for NTOs
- If they did, they should be transparent about who they are. Never pretend to be a traveller.
- They should focus on giving official and objective information in a professional way.
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Should the NTOs interfere in the online conversations?
The online tourist: Social media dynamics for NTOs
-If they did, NTOs should be transparent about who they are.- To avoid a negative reaction NTOs should interefere providing general/official information in an explicit proffessional way.
What are the main concerns of an NTO regarding user generated content? Why?
- The main obstacle for NTOs is to find the balance between the end client (travellers) and their partners (hoteliers, restaurants etc.)
-They are concerned about the reaction of the tourism industry towards negative comments when posted on the NTOs official website.
- The budget administration is also an issue although investments in the online field have increased considerably in the latest years.
ASOMO
The online tourist: Social media dynamics for NTOs
Should NTOs regularly analyse user generated content?
- Comments should be analysed regularly ir order to make the industry aware of the importance of monitoring user generated content.
- A key issue would be to find a way to identify: where their target groups express themselves, who are the “e-fluentials”, what do they talk about…
- The added value against traditional research is: Spontaneous comments vs predefined questionnaries
ASOMO
The online tourist: Social media dynamics for NTOs
How could I promote my destination once aware of the online tourist behaviour?
- Cross selling through the official website (i.e.: accommodation and flight booking together)
- Associate my site with reliable travel communities.
- Customize –by nationality, region, language etc.- the official website content thanks to the input of the online conversation analysis.
ASOMO
The online tourist: Social media dynamics for NTOs
- Combine journalists promotion together with bloggers expertise and influence. - Take advantage of residents or local experts (i.e.: www.beabritdifferent.com)
Which strategies could I use to make the online tourist help me?
ASOMO
The online tourist: Social media dynamics for NTOs
Asomo Contact
Mabel Pumar: [email protected]
Mercedes Echevarri: [email protected]
ASOMO
The online tourist: Social media dynamics for NTOs
