Final presentation

Sustainable tools to promote tourist routes

Adrián Broz Lofiego Adrián Broz Lofiego

Florida Centre de Formació - 2

1. Web 2.0. Definition.

The phenomenon “Web 2.0” or “Social Media” is

affecting the way people interact with each other…

It is transforming peoples’ individual and group

behavior and is also affecting the power structures in

the marketplace…

…causing a “substantial migration of market power… (Constantinides & Fountain, 2007)



Producers or Vendors

Consumers


The term Web 2.0 is “associated with web applications

that facilitate participatory information sharing,

interoperability, user-centered design, and collaboration

on the web.

A Web 2.0 site allows users to interact and collaborate

with each other, in a social media dialogue as creators…a

new concept appears…”the prosumer”…




¿?


“l'etat c'est moi”…what means…I am the

“state”…or I am the centre of the world…

Aprés moi le déluge…what means…after me

the deluge…I don’t care what happens

next…

But this is real in the markets nowadays???




http://www.craplogo.me/


Do you believe that the concept is

new….it is not…

…it was coined in January 1999 by

Darcy DiNucci, a consultant on

electronic information design.


In an article, "Fragmented Future", DiNucci considered

that “the Web we know now, which loads into a browser

window in essentially static screenfulls, is only an

embryo of the Web to come” (...)


In her premonitory remarks, DiNucci considered

that the Web would appear on the computer

screens, on TV sets, car dashboards, cell phones,

hand-held game machines, among others

“The Web will be understood not as screenfulls of

text and graphics but as a transport mechanism,

the ether through which interactivity happens



Enterprises are being transformed sharply nowadays

from and old business model built around the

“command and control aspects information

management” to a new one where “collaboration

and social networking” is the key component

which is characterizing the long term business

values (Schegg, et.al., 2010).




The new technologies can be adopted by enterprises

already utilizing the web for business transactions

and presence (Schegg, et.al., 2010) in order to

increase the value of the brand, the loyalty, the

intention to purchase or even to promote the

“word of mouth behaviors”.


Web 1.0, or web, refers to the first stage of the World Wide Web linking WebPages with hyperlinks.

Researchers commonly referred to Web 1.0 as “electronic commerce or e-business”.

In this world the role of Internet Search Portals, like Yahoo!, Lycos and Google were crucial.

In this world, corporates’ web sites were built simply to communicate presence or provide information on the business itself.

2. Web 1.0. The Prehistory.


According to O’Reilly, 2005, the Web 1.0 main philosophy elements can be described as follow:

Web 1.0 sites were static.

Web 1.0 applications were proprietary.

Web 1.0 sites weren't interactive.

2. Web 1.0. The Prehistory.

http://www.ypf.com/ar_es/ http://www.repsol.com/es_es/


This new technology encourages user participation and derives its greatest value when large communities contribute to the content.

User generated “metadata”, information, and designs enable a much richer environment where the value is generated by the volume of users.

The term User-Generated Content (UGC) is often used to underline this special attribute of all the above Web 2.0 application categories (Constantinides and Fountain, 2007).

3. Web 2.0.: our present...and future?



With regard to the innovative nature of Web 2.0, it can be argued that the movement has not contributed many radically new technological components…

…it has merely created new families of online applications sharing a number of common sets of objectives, characteristics and design principles.

The main innovative aspect of these applications is the way they allow user participation in the form of content contribution and content editing…

3. Web 2.0.: our present...and future?


1. Focused on service-based, simple and open-source solutions in the form of online applications.

Shift towards online services: from software as product to software as service. The new Web 2.0 applications very often make use of open-source software.

Simplicity: Web 2.0 applications are widely considered as simple and unfussy, at least from the user ’ s perspective.

These applications often lack a financial vendor lock-in and the user can easily exchange or substitute any service for another.

4. Web 2.0. Main Principles & Services.


2. Continuous and incremental application development requiring the participation and interaction of users in new ways: not only “consuming” but also contributing, reviewing and editing content.

Continuous, real-time improvement.

There is never a definitive version and software remains under development and improvement as long as it exists.

More users more value though the aggregation of collective intelligence .



3. New service-based business models and new opportunities for reaching small individual customers with low-volume products.

Changes in revenue and usage models: A number of Web 2.0 applications secure part of their revenue stream on advertising revenue or sponsoring.

From mass markets to the individual customers: there is a high market potential of individual, “unsegmented” consumers with very specific interests and demand for low-volume, customized products and services.



Web

2.0

.


The concept comprises a 2nd generation of Web-based services, including:

Blogs.

Social networks.

Content Communities.

Internet Forums / bulleting boards.

Content aggregators.

Mashups.



1. Blogs. Many people use the term synonymous of a

"personal web site" (Blood, 2004).

Offer the ability for the nonprogrammer to communicate on a regular basis easily.

Allow readers to become content providers.

Blogs are often combined with Podcasts, that is digital audio or video that can be streamed or downloaded to portable devices.



2. Social networks. Applications allowing users to build personal

websites accessible to other users for exchange of personal content and communication.

A social network service essentially consists of a representation of each user (often a profile), his/her social links, and a variety of additional services.

Most social network services are web based and provide means for users to interact over the internet, such as e-mail and instant messaging.



3. Content Communities.

Websites organizing and sharing particular types of content.

Its use for a wide range of applications, including problem processing, news, gossip and research.

All digital media technologies are included, (question-answer databases, digital video, blogging, podcasting, forums, review-sites…)



4. Internet Forums / Bulleting Boards.

Sites for exchanging ideas and information usually around special interests.

People can hold conversations in the form of posted messages.

They differ from chat rooms in that messages are at least temporarily archived.

A posted message might need to be approved by a moderator before it becomes visible.


http://personaldemocracy.com


5.Content Aggregators.

Applications allowing users to fully customise the web

content they wish to access.

These sites make use of a technique known as Real Simple

Syndication or Rich Site Summary (RSS). Examples:

http://uk.my.yahoo.com,

http://www.google.com/ig

http://www.netvibes.com/



6. Mashups.

Is a Web page or application that uses and combines data, presentation or functionality from two or more sources to create new services.

These applications can be combined to deliver additional value that the individual parts could no on their own.


Combines the Google mapping application with a real estate listing service on Craiglists.com

www.wikipediavision.com combines Google Map and a Wikipedia Application Programming Interface


It is interesting to glimpse the previous stages of the

industry and applying it to similar concepts, such as 0.0 and

1.0.

Tourism 0.0 = Offline Tourism / Tourism 1.0: beginning and

development of e-tourism

Tourist 1.0. Limitations: does not solve the problems of

access and transparency and does not include the transfer of

knowledge as determinant of productivity and business

destinations.

5. The Web 2.0 and the Tourist Sector.


The development of new technologies has changed the way

companies operate.

The client has the capacity to determine the reputation of the

companies through their comments, advices,

recommendations.

We can talk about the creation of a new form of travel, thanks

to Web 2.0 and social networking in planning the trip

(information and feedback) and after having used the

services.

5. Tourism 2.0.



0.0 1.0 2.0

Tipe of Organization

Fully Integrated

Red Red

Tipe of Society Industrial Information Society

Information and Communication

Society

Tipe of Offering Standarized, for mases and

rigid.

Individualized, flexible and segmented

Individualized, flexible and segmented

Electronic Tourism

Penetration

Unplugged (Indiference)

Partially Connected

Fully Connected

Client Oriented Low Medium / High (in only one direction)

High (bidirectional)

Destination Oriented

Low Medium / High High


We therefore performed a classification of various Web

pages by content, to try to bring order to the Travel 2.0.

Maps & Directions Pages .

Audio and Video Pages.

Blogs.

Specialty Tourism Pages

Tourist Corporations and Government Agency Pages.

Social Network Pages.

5. Tourism 2.0.


The Web 2.0 concept is becoming an important element

in travel planning and buying.

Using diffusion of innovations theory, the results show

that enterprises having adopted websites early also

lead in the adoption of Web 2.0 technologies.

Today's’ online consumer has access to a previously

unknown reservoir of information and knowledge as well

as unlimited choice, available at the click of the mouse.



1. Criticize on a constructive base the Web

2.0. of each national team under the

requirements introduced in the ICT Plan

(40’).

2. Introduce a national sustainable tourist

route and analyze the utilization of ICT Tools

in the process of diffusion of this route(30´).

6. Activities.


Thank you very much!

Florida – Florida – Valencia TeamValencia TeamCristina Gimeno/ Silvia GarcíaCristina Gimeno/ Silvia García

Irene Caballero / Sandra BartoloméIrene Caballero / Sandra Bartolomé

Franziska JautzFranziska Jautz

Final presentation

Technology

term web

web applications

phenomenon web

world wide web

corporates web sites

business transactions

electronic information

new technology