From Tourism to 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 1 Beer Bergman / EUTIC 2014 / From Tourism to Tourism 2.0 / Lisbon, October 2014
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From Tourism to "Tourism 2.0" in the French hospitality industry
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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