Published on February 11, 2014
SoCoMo Marketing for Travel and Tourism Dimitrios Buhalis & Marie-Kristin Foerste eTourism Lab Bournemouth University, Bournemouth, UK ENTER 2014 Research Track Slide Number 1
Agenda • Introduction – Problem – Previous research • Method • Evaluation Results – Conceptual Framework – SoCoMo Marketing for Travel and Tourism – Conclusion ENTER 2014 Research Track Slide Number 2
Introduction - Problem- Central Aim of Marketing To provide customers with: The Right Product At the Right Time To the Right Place ENTER 2014 Research Track Slide Number 3
Introduction - Problem- Mobile Social Media Marketing Social media •To address consumer needs and preferences •To react upon market trends •To develop deep personal relationships between customers and businesses (co-creation personalisation customer satisfaction) ENTER 2014 Research Track Slide Number 4
Introduction - ProblemSocial Media + Mobile •Growth of mobile adoption (driven by their ability to stay socially connected) •Mobile Social Activity: Customers share opinions and decisions in the moment of action •Mobile devices are used in situations where preferences tend to vary •+ location-based technologies: marketers can connect this information with their need for information from the immediate environment ENTER 2014 Research Track Slide Number 5
Introduction - ProblemLocation-based social networks: ENTER 2014 Research Track Slide Number 6
Introduction - Problem- Location-based Services •Identification of the location of the consumer •Creation of location-specific offers based on the preferences and behaviors that the consumer has revealed on social media ‘SoLoMo’ Powerful opportunity to serve the multi-channel and multi-experienced customer ENTER 2014 Research Track Slide Number 7
Introduction - ProblemThere is more than location! Context: “Any information that can be used to characterise the situation of an entity. An entity is a person, place, or object that is considered relevant to the interaction between a user and an application, including the user and applications themselves” (Abowd and Dey 1999) ENTER 2014 Research Track Slide Number 8
Introduction - Problem- Contextual Information External Contextual Information • • • • • • Location Season/Time Humidity Light Weather Social Environment Internal Contextual Information • Tasks (e.g. to look for a job) • Emotional status (sad, happy, etc.) • Goals • Personal events ENTER 2014 Research Track Slide Number 9
Introduction - Problem- • Mobile Devices are said to have the biggest potential for contextrelevant information • Latest generation devices are equipped with sensors - Optical sensors - Audio sensors - Motion sensors - Bio sensors ENTER 2014 Research Track Slide Number 10
Introduction - Problem- Sensors make mobile devices aware of the situation in which they are used and of the tasks that the user will perform in the near future, (Context-Awareness) Up to date, situation-specific information while customer is on the move creates additional meaning to the information ENTER 2014 Research Track Slide Number 11
Introduction - Previous ResearchRelated Studies •Tussyadiah (2012): Location-based social network (LBSNs) marketing Research Gaps •Limitations in the area of social media in combination with location-based marketing •Lack of studies concerning a broader concept of social media and context marketing combinations ENTER 2014 Research Track Slide Number 12
Method • Conceptual Study 1. Desk Research 2. Conceptual Framework ENTER 2014 Research Track Slide Number 13
Evaluation Results -Conceptual FrameworkConceptual Framework -- ENTER 2014 Research Track Slide Number 14
Evaluation Results - Conceptual Framework- Advantages of SoCoMo Marketing Consumer Supplier • Personalized, situation- • Long-term loyalty specific information • Increased Co-creation (added value) • Opportunity to compete with larger • More satisfaction businesses ENTER 2014 Research Track Slide Number 15
Evaluation Results - SoCoMo Marketing for Travel and Tourism- Tourist Perspective: •Effective response to the fundamental need of tourist: information during all stages of the travel experience •Acquisition of unforeseen information to cope with unexpected situations ENTER 2014 Research Track Slide Number 16
Evaluation Results - SoCoMo Marketing for Travel and Tourism- Marketing Perspective: •Powerful communication •Higher degrees of personalisation •Supply with highly context-related information can lead to unplanned travel behavior •Creation of more convenient tourism experiences ENTER 2014 Research Track Slide Number 17
Evaluation Results - SoCoMo Marketing for Travel and Tourism- Challenges: •Privacy Concerns •Prices of mobile data in other countries •Technological limitations - GPS functions quickly drain the battery power - Graphical nature depends on screen sizes - Display of texts, fonts and graphics varies with different mobile devices ENTER 2014 Research Track Slide Number 18
Evaluation Results - Conclusion- • Growing amount of devices that allow marketers to generate situation-aware information • In tourism SoCoMo marketing can contribute to a more satisfying experience. • In the near future: Context-aware services will be enhanced with more information that is transmitted without the consumer’s consent Semantic web will bring about technologies that recognize and understand the meaning of content and therefore maximize the potentials of SoCoMo marketing ENTER 2014 Research Track Slide Number 19
ENTER 2014 Research Track Slide Number 20
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School of Tourism Bournemouth University, United Kingdom; Received 18 June 2014, Accepted 6 April 2015, Available online 5 May 2015
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