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THE SEARCH IS OVER Internet Marketing for Tourism

THE SEARCH IS OVER Internet Marketing for Tourism. Karen Biers, Ph.D. Utah State University. Internet Marketing and Tourism Objectives. Whether used for research or for purchase, the Internet is an increasingly valuable tool for travelers. During this workshop you will explore:

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THE SEARCH IS OVER Internet Marketing for Tourism

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  1. THE SEARCH IS OVERInternet Marketing for Tourism Karen Biers, Ph.D. Utah State University

  2. Internet Marketing and TourismObjectives Whether used for research or for purchase, the Internet is an increasingly valuable tool for travelers. During this workshop you will explore: * The impact of the Internet of tourism businesses * Learn how you can use technology to increase your tourism business

  3. Internet Impact on Tourism Industry • In 2003, 64 million Americans used the Internet to • Get destination information • Check prices • Check schedules • Results • 42.2 million actually booked • Source: Travel Industry Association of America

  4. Internet Impact on Tourism Industry • Visitors to Web sites that provided planning and organizing travel • Female (55%) • Access from home computer (68%) • Annual household income above $75,000 (40%) • Time spent at travel site –37 minutes and 23 seconds

  5. Internet Marketing and Tourism • Tourism is an information intensive industry. • Tourist products are intangible services that are experienced. • Tourist cannot really assess the quality of the products/services until arrival at the destination. • www.bbonline.com

  6. Advantage of Internet Marketing • Addressability • Customized message • Low-cost • High speed information transmission and retrieval

  7. Advantage of Internet Marketing • Accessibility • Available 24/7, 365 days/year • Customer Service • Easy to compare choices • Immediate confirmation and documentation of reservations

  8. Advantage of Internet Marketing • Interactivity • Responds to user inputs • Builds relationship between buyer and seller which is an important factor in building customer loyalty

  9. Advantage of Internet Marketing • Flexibility • Continual update keeps information fresh • Based on customer input • Based on new product offerings • Based on price changes

  10. Advantage of Internet Marketing • Costs Savings • Electronic processing reduces sales cost • Automation reduces skilled labor costs • Reduces ‘middle person’ • Reduces physical space costs

  11. Tourism and the Internet • Tourism is a fragmented market • i.e., the tourist has an experience but it is purchased in fragments • Lodging • Meals • Tours • Seats

  12. Tourism and the Internet • Encourage repeat visits • What’s new page • Free stuff • Coupons/discounts • Contest/competitions • Site of the day • Children’s page (coloring) • Reward program

  13. Tourism and the Internet • Virtual tour • Calendar of events • Links • Packages • Cooperative marketing • Send postcards • Advice columns • Customer service support

  14. Research Sites • Research • www.clickz.com • www.jupiterresearch.com

  15. Tourism Sites • www.bbonline.com • www.southwest-vacation-travel.net/native-american/index.htm • www.utahheritage.com • www.marysvale.org • www.atvutah.com • www.newmexico.org/outdoors/

  16. Tourism Sites • www.coloradoadventure.net • Wildgooselodge.com • www.arrowheadacres.com • www.durangotrain.com • www.mountaineerinn.com • www.lookoutfarm.com • www.delta.com • www.arrowheadacres.com

  17. Keywords • What will you use?

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