From Tourism to "Tourism 2.0" in the French hospitality industry

From Tourismto

Tourism 2.0

EUTIC 2014

What role for ICT and technology in general for

the design of information and cognitive processes.

Universidade NOVA de Lisboa, October 22-24, 2014

1Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

2Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

Why

How

What

3Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

Is the move from object oriented innovation

to human centered organizations the key to

the development of the more sustainable

« Tourism 2.0 » approach?

What can be the role of Design Thinking

in this process?

4Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

5Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

6Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

7Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

8Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

9Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

Greeters in France / 2013 :1150 greeters - 11 000 visitors - 4500 walks or « greets »

10Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

11Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

Category or platform?

In competition with whom?

12Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

Here the « third rationality » comes in action : « In this perspective trust based rationalism, trust, social capital, and collaborative relationships are introduced as the key concepts. » (Kunmar, Van Dissel, Bielli - 1998)

In contrast with the peer to peer advertising sites, Airbnb, through

a narrative of authentic encounters and connections, is « fulfilling

technology’s promise of social cohesion and self-realization »

(Germann Molz, 2012)

13Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

14Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

Internet technology has already profoundly modified the French tourism

landscape and tourism actors tend to think about tourism in terms of

commodities, regulation and coercion while talking about quality.

« digital hospitality » supposes new ways of interacting, dealing with

confidence and trust, sharing and identity.

Authorities struggle with these new co-constructed realities that have

emerged in the private sector, and blame them for eluding existant

regulations. But Airbnb, Greeters and Ambassadors seem to provide

technology-mediated authentic experiences the contemporary tourist is

searching for. The term « authentic » needs clarification, and we are

opting for Wang’s theory of objective authenticity, constructive or

symbolic and existential authenticity: authenticity may be searched for

in objects, relations or experiences.

15Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

French DMOs and quality labels are both struggling to ensure their

survival and surplus value within this context, and are doing so by

cooperation models (Greeters), expansive models (Ambassadors) and

resistance (AirBnb and similar platforms).

Design Thinking might be an effective way to redefine how to evolve

towards more flexible organizations (Enterprise 2.0), that embrace co-

construction with the new tourist through the concept of « Tourism 2.0

». The latter encompasses « e-Tourism », but is profoundly different in its

approach by the acceptance of the « plural » traveller as a relevant actor

and not as a client or annoying spin-off in digital and physical space.

16Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014

As a result of France’s history in social tourism, its industry suffers from a

deeply rooted suspicion towards capitalist models linked to economically

liberal or even libertarian bodies of thought, but all stakeholders will

have to rethink their positions and to reconfigure the sociality that is

embedded in technology-driven tourism practices.

Rather than defining first what tools should be developed, design

thinking might be an excellent approach to reconnecting « traditional »

and new shared tourist values with the challenges they face in the era of

Tourism 2.0.

MERCI DE VOTRE ATTENTION

Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 Lisbon, October 2014

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