We have just completed and submitted three chapters for a new edited book coming out in a few months time entitled ‘Web 2.0 in Travel, Tourism and Hospitality’. A brief abstract of each of our three chapters is given below. We will let you know when the book is published.
Chapter Title: National Destination Marketing Organisations and Web 2.0 (Updated, 2010)
Authors: Jim Hamill, Alan Stevenson and Daniela Attard
Based on research undertaken in late November 2010 and using a similar but revised methodology, this chapter reports updated findings concerning the Web 2.0/social media progress made by Europe’s leading National DMOs. The updated methodology includes measures of social media depth of engagement as well as channel presence. While some progress has been made since the previous study, the 2010 results show that few National DMOs in Europe are fully utilising the interactive power of Web 2.0 for building strong customer and network relationships; for engaging with and energising online communities. This is a worrying conclusion given the revolutionary impact of Web 2.0/social media on the global travel, tourism and hospitality industry.
Chapter Title: Social Media Monitoring: A Practical Case Example of City Destinations
Authors: Alan Stevenson and Jim Hamill
Using a practical case example of city destinations, this chapter summarises current ‘state-of-the art’ thinking on Social Media Monitoring. The chapter presents an overview of what the current suite of tools can deliver; implications for travel, tourism and hospitality businesses; and practical advice in developing an SMM strategy. The case example presents top level results of an SMM exercise covering the top 10 city destinations worldwide, together with a more detailed analysis of two cities (London and New York). The Chapter concludes by presenting a ‘6Is’ framework for measuring social media performance and business impact. The framework has direct practical relevance to tourism and related businesses and could also be used as a basis for future research in this area.
Chapter Title: ‘Creating the Buzz’: Merchant City (Glasgow) Case Study
Authors: Jim Hamill and Alan Stevenson
Used properly, social media provides local tourism and hospitality groups with a low cost but very effective global marketing, communications and customer engagement platform. This chapter presents a detailed case study of a local tourism industry collaborative effort aimed at building brand awareness and ‘buzz’ using the full potential of social media – the Merchant City (Glasgow) ‘Creating the Buzz’ Social Media Project. The twelve month project was partly funded by Visit Scotland (VS), the National Destination Marketing Organisation, through the VS Growth Fund. With origins back in the summer of 2009, the project represents one of the first attempts at local industry collaboration to leverage the full potential of social media. Lessons learned from the case study should be useful to other groups embarking on similar collaborative efforts. While a number of key project targets were met, organisational, people and internal political issues prevented the full realisation of expected project benefits – issues that will be familiar to many local tourism associations.
As usual comments and feedback more than welcome.
Alan & Jim