Lew

The New World of Travel 2.0: Applications of Social Software in the Travel and Tourism Industry, and in Teaching a Sustainable Tourism Course : The New World of Travel 2.0: Applications of Social Software in the Travel and Tourism Industry, and in Teaching a Sustainable Tourism Course Alan A. Lew Northern Arizona University http://alanlew.com http://alanalew.com


Outline : Outline Web 2.0 Social Software Blogs Podcasts Wikis Web Sites Conclusions Long Tail Tourism: Implications of the distributed business model for the tourism and travel industry keynote paper Presented at the 2nd Tourism Outlook Conference, 4-6 December 2005, Shah Alam, Selangor, Malaysia http://jan.ucc.nau.edu/~alew/docs/Alan_Lew_Long_Tail_Tourism.html Web 2.0 Virtual Travel-escapes paper presented at the Association of American Geographers, 103th annual meeting, San Francisco, CA 17-21 April 2007. http://www.slideshare.net/alew/travel-20-the-emerging-web-20-virtual-travelscape


“ Web 2.0 ” : ' Web 2.0 ' Web 2.0 = new revolution in Internet growth Internet = invisible part of every day life New levels of access to information New Concepts, Applications, Channels '…web applications, services, resources, blogs or sites with a focus on next generation web, social software, blogging, Ajax, Ruby on Rails, location mapping, open source, folksonomy, [tagging], design and digital media sharing' eHub - http://www.emilychang.com/go/ehub/ Democratizing tools of production User Generated andamp; Contributed Data / Info. 'Ideas over Costs' Online business without venture capital 'a Billion Niches' Custom Streams, not mass markets Enabled by High Speed Internet


Social Software“…lets people rendezvous, connect or collaborate by use of a computer network” “software that supports group interaction” (wikipedia.org) : Social Software '…lets people rendezvous, connect or collaborate by use of a computer network' 'software that supports group interaction' (wikipedia.org) Instant Messaging Internet Relay Chat chat rooms Internet Forums bulletin boards Social Network Services MySpaces Social Guides recommend real world places / services - TripAdvisor Social Bookmarking publicly posted favorite lists Del.icio.us, Google Notebook Social Reputation Network eBay Weblogs Blogs, Podcasts, Vlogs/Videocasts Social Citations references for academics Citeulike.org Peer-to-peer Social Networks file sharing – photos, games Virtual Presence meeting in online worlds Second Life Virtual Worlds andamp; Massively Multiplayer Online Games (MMOGs) VOIP – Internet Telephony Skype, GizmoProject Wikis Collaborative Writing/Editing Writely, JotSpot, Wikipedia


Social Software in Education : Social Software in Education Web20Teach.com Web 2.0 Ideas for Educators: A Guide to RSS and More Free eBook from TeachingHacks.com Theory and Practice of Online Learning Free eBook from Athabasca University MERLOT.org - Multimedia Educational Resource for Learning and Online Teaching EDUCAUSE.edu


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Post-Tourist Market Trends : Post-Tourist Market Trends Increased Market Differentiation Niches markets More FIT - Self‑Directed Travel More Travel Savvy Greater Eco, Cultural andamp; Political Awareness Easier World to Travel In More Special Interest Travel New Destinations andamp; Experiences Return to Older Destinations Recapturing Youth andamp; Heritage More Short Trips – Less free time More Market Channels - Especially through the Internet


Selling to the Post-Tourist : Selling to the Post-Tourist 1. Build Client Trust Create Social Network and Community Sense of Ownership Pre-Answer as many questions as possible 'Information Seeks to Be Free' Facilitate information sharing 2. Exhibit a Clear Identity Through Consistence in Image, Messages, Policies, Post Tourists seek Efficiency, Predictability andamp; Control 3. Use the Best Tools Easy Communication, Trust, andamp; Community Open andamp; Simple


PL 376Planning for Sustainable Tourism : PL 376 Planning for Sustainable Tourism


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Were any of the Social Media/Software tools that you have used prior to this semester part of a class that you took? : Were any of the Social Media/Software tools that you have used prior to this semester part of a class that you took? No (N=6) It was never mandated to use any of the sites because for the majority of my classes, we could only used scholarly, peer reviewed journals or other writings. Wikis (or any other social media) were not allowed or deemed reliable. Mostly home-based stuff All of my experience with social media/software was purely for 'social' reasons to communicate with friends. Yes (N=2) In a class I took, History of American Music, we were given a cd of mp3 files to listen to (on our computer and on a mp3 player) and study for exams, then we gave the cd back at the end of the class. I’ve used Wikipedia to conduct research for multiple classes, but never really realized how it worked until Dr. Lew’s class. I took a FrontPage website development class two years ago.


Which of the Social Media/Software tools used this semester did you think were most effective for use in an online class? (N=8) : Which of the Social Media/Software tools used this semester did you think were most effective for use in an online class? (N=8)


Slide14 : Everything we used was really effective...I learned a lot! I thought that your Podcasts were a particularly effective way of delivering on-line content. I enjoyed the Podcasts. I also enjoyed the discussions with other students and peers through Wikispaces. Everything was really effective! The Blog and the Wikispaces presented us with a specific task and then we heard from peers and were able to view what we had done compared to others and make adjustments. Learning how to communicate and add comments was good. Designing the Webpage was fun. Listening to a Podcast made the class more interesting rather than just reading the material. Then having to put a comment (Innertoob) in made us pay attention. The Podcasts we listened to for assignments, whether they be Dr. Lew’s podcasts or someone elses about various issues, were very helpful in understanding topics. Dr. Lew’s audio recordings (Elluminate audio only) where he reviewed the assignments were helpful as well, especially since this is an online course with little other teacher/student interaction. I was never able to get Elluminate working on my computer; I’m still not sure how to use it, but when audio-only files were uploaded onto vista, I always listened to those and found them helpful (Elluminate audio only)!ba. I really liked the Blogs. I feel this is a great way to communicate during this class. Innertoob was probably the most effective because one could potentially listen a lecture or observation from someone a great distance away. Blogging was most useful, as I enjoyed the interaction, although I feel the bulletin boards in VISTA are more convenient and work in much the same manner.


Do you have any other comments and suggestions on the use of Social Media/Software tools in this class? (N=5) : Do you have any other comments and suggestions on the use of Social Media/Software tools in this class? (N=5)


Slide16 : I learned a great deal about social media, etc. but not as much as I would have liked to learn about Sustainable Tourism. It just got really frustrating at times.... The Podcasts were particularly useful. I started to wonder about the educational value of some of the other elements such as Wikis for this class. I think it was difficult to effectively work in this course at the beginning as I am not very computer savvy. The course definitely taught me a lot, and I feel much more comfortable using the computer, social media software, etc. Making the podcast was an experience and probably the most difficult for most of us to do. Other than your self, I am not sure who else will listen [to my podcast] ! I was never able to actually take part in an Elluminate session due to class conflicts and also equipment on my computer. I did go and listen to the Elluminate podcasts (audio only) for a few of the assignments I was not totally clear on. I enjoy online classes like this one where the instructors lays out the requirements clearly. Downloading the software and producing a podcast is not nearly as easy as presented, at least for older, less technologically-savvy students. The telephone podcast option was the easiest, and the only one I succeeded at, but even it presented some challenges. Perhaps an Elluminate session would have helped. Speaking of which, Elluminate sessions in the morning are virtually impossible for working students to participate in.


Course Structure : Course Structure Bb-Vista Discussions Intro Assignment Turnitin Written Assignments Social Network Sites Module 1 Podcast Comments/Discussions Using Inntertoob.com Modules 1 + 2 Collaborative Blogs Module 2 Group Wikis Group Project Module 2 Webpage andamp; Podcast Final Project (group optional) Module 3


Social Networks : Social Networks


Social Network Travel Sites : Social Network Travel Sites 43Places.com list andamp; discuss places to go andamp; places have been (mapped) travel tips andamp; place descriptions VirtualTourist.com - 700,000+ members Each Day: 1,000+ travel tips, 2,000+ forum postings, 1,000+ page comments, 75+ new travel deals, andamp; 400+ new members Yelp.com - restaurants, dentists, hairstylists, andamp; anything local I Love Travel Stories - 'The best new travel writing on the web? You choose. You decide.' WEB 1.0 TripAdvisor.com - 19 million visit per month, narrow focus on accommodation reviews -- andgt; 4 million user reviews CitySearch.com more reviews than Yelp, including Editor reviews - lacks social networking andamp; community building tools


Social Networking : Social Networking


Social Network Assignment : Social Network Assignment web20travel.com Blog devoted to creating a list of Web 2.0 websites and webtools that are related to Tourism


BLOGS : BLOGS Blogging About Travel + Tourism http://net-ctcc.blogspot.com/2007/06/blogging-about-tourism-and-travel.html New Economics of Tourism N.E.T. The Weblog of the Centre for Tourism and Cultural Change (CTCC) at Leeds Metropolitan University Why Don’t We Blog? University Faculty Blogging About Travel and Tourism http://tourismplace.blogspot.com/2007/05/why-dont-we-blog-university-faculty.html


WEBLOGS : WEBLOGS 'Weblog' = 1997 'Blog' = 1999 = Websites that contain a series of articles in chronological order = Niche Media Identity Blogs (diaries) News andamp; Political Blogs Collaborative Blogs (many contributors) 'Moblog' = Mobile phone photo blogging 'Blogosphere' = 70 million Active Blogs (April 07) 120k new blogs a day, about 9% Spam Blogs 1.3 million posts each day = 15 posts each second


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Travel Blogs : Travel Blogs Personal Trip Diaries Golden Triangle Blog - golden-triangle.blogspot.com Travel Pod - www.travelpod.com My Life of Travel – mylifeoftravel.com YourHotelStinks - Destination Blogs PinoyTravelBlog.com – A Filipino Guide to the Philippines Gadling.com – Professional Travel Writers - collaborative blog Travel News andamp; Opinion Roads Less Traveled - www.ahlsmith.com Scott Ahlsmith, president of The Travel Institute VagaBlond – vagablond.com Collaborative Travel Blog – 'Fashionable Travel' Geeky Traveller – A Travel Blog for Nerds - www.geekytraveller.com Written Road blog – Tips for Travel Writing – writtenroad.com Up In The Air - Tourism andamp; Climate Change icarusfoundation.typepad.com Carbon Neutral Tourism – carbonneutraltourism.com


Travel Blogs : Travel Blogs


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Blog Setup Instructions : Blog Setup Instructions


Blog Assignment : Blog Assignment


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PL 376 Blog Websites : PL 376 Blog Websites http://pl376tm.blogspot.com/ Tourism andamp; Money http://pl376te.blogspot.com/ Tourism andamp; Environment http://pl376tc.blogspot.com/ Tourism andamp; Community


PODCASTS : PODCASTS


Podcast = “Audio Blog” : Podcast = 'Audio Blog' Internet Radio – early 1990s 'Podcasting' – September 2004 individuals creating own material easy andamp; cheap = democratizing 'radio' July 1, 2005 = Apple’s iTunes supports Podcast downloads 117,798 Podcasts andamp; Videocasts (22 June 07 Feedburner.com) Travel Podcast Types: Industry News andamp; Reviews Destination/Attraction News andamp; Guides Personal Travel Experiences andamp; Opinions Soundscapes / Soundscenes Repurposed Radio Programs


Blog & Podcasting Marketing : Blog andamp; Podcasting Marketing Turning Marketing on its Head Viral Marketing Information focused, not Selling Employee blogs (maker specialists) Customer blogs (user specialists) Difficult to Monetize Based on 'Free' web text model Podcasting = Narrow-casting Opposite of Broadcasting Redefining Marketing Psychographic Community NOT Geography-based community (TV + Radio) Ultimate Niche Marketing – narrow andamp; devoted


Travel & Tourism Podcast : Travel andamp; Tourism Podcast Home Based Travel Agent - http://hometravelagent.blogspot.com Lonely Planet Travelcasts - http://www.lonelyplanet.com/podcasts/ Travelography: World Travel News andamp; Geography for Travelers http://travelgeography.info The Rocky Top Podcast – Knoxville, Tennessee CVB http://www.5minuteswithwichita.com/rockytop/ A more complete list of travel andamp; tourism podcasts can be found at: http://www.geog.nau.edu/~alew/TG_Podcasts.html


Destination Audio Guides : Destination Audio Guides Auidoguides? Audiotours? Podguides? Podtours? Emerging: GPS Based Is Podcasting 'The death of the guidebook?' www.iAudioguide.com www.podguides.net www.parisaudioguides.com www.bluebrolly.co.uk www.dorlingkindersley-uk.co.uk/static/cs/uk/11/travel/podcast.html www.visitscotland.com/sitewide/edinburghpodcast www.talkingstreet.com/ www.footnotesaudiowalks.co.uk/ www.audiocitytour.com/ www.ijourneys.com/ www.ricksteves.com/news/travelnews/0602/audiotour.htm


Listening to Podcasts : Listening to Podcasts


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Elluminate Live! : Elluminate Live!


Final Podcast Assignment : Final Podcast Assignment


Podcast Instructions : Podcast Instructions


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Three Student Podcasts : Three Student Podcasts On the Geography for Travelers Podcast 1 June 2007 http://travelgeography.blogspot.com/2007/06/student-podcasts-maui-new-yorks-hudson.html


WIKIS : WIKIS


Web 2.0 Travel Tools : Web 2.0 Travel Tools Wiki Travel Guides WikiTravel.org Wikipedia-like travel guide World66.com User-generated Guide (and Map Tool) VCarious.com 'Contribute to VCarious by editing any of the guides or listings. Or share your trip by adding your own journal and photos. Happy Travels!'


Wiki Group Instructions : Wiki Group Instructions


Wiki Rules : Wiki Rules


Community Wiki Instructions : Community Wiki Instructions


http://PL376.Wikispaces.com : http://PL376.Wikispaces.com


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WEB SITES : WEB SITES


Final Project : Final Project


Web Page Instructions : Web Page Instructions


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CONCLUSIONS : CONCLUSIONS


TRAVEL MAPPING 2.0 : TRAVEL MAPPING 2.0 Basic Mapping Tools maps.Google.com, maps.Yahoo.com, Microsoft (local.live.com), maps.Ask.com and Mapquest.com Heated competition - new feature rollouts make comparisons a moving target User Created Maps MyWorld66 on World66.com Visited Countries choropleth mapping tool 43Places.com – point maps of places visited or want to visit MyLifeOfTravel.com – Point andamp; Line Maps Map Mashups Flagr.com - Point maps of places visited and remembered JumpClaimerer.com - SMS/text message Trip tracking LicketyTrip.com Uses a Google Map to display Last Minute Vacation Rentals


Travel Mapping : Travel Mapping


And More Web 2.0 Tools : And More Web 2.0 Tools Information SeatGuru.com andamp; LoveMySeat.com ePassportPhoto.com – DIY Passport andamp; Visa Photos Schmap.com – downloadable guidebook Destination Sites VirtualMalaysia.com traveler tales, photo sharing, tips for travelers, mobile pocket travel, separate photography community site, videos, music, andamp; 360 degree photo gallery Interactive (AJAX) Websites Paguna.com - Single page hotel bookings Latitudes Magazine (Italian andamp; English) - latitudesmag.leonardo.it 'National Geographic 2.0' Online, broadband travel photo magazine Latest issue (#14) - 181 pages of full color photos, animations and sounds MMOs – massively multiplayer online worlds


Other Web 2.0 : Other Web 2.0


MMOs : World of Warcraft, 2004 - 8.5mil Habbo Hotel, 2000 - 7.5mil - 'social game' popular with teens (Finland) RuneScape, 2001 - 5mil Club Penguin, 2006 - 4mil - MMO for the younger children Webkinz, 2005 - 3.8mil - create stuffed animals and socialize – older children Gaia Online, 2003 - 2mil Guild Wars, 2005 - 2mil (SKorea) Puzzle Pirates, 2003 - 1.5mil - games and pirate culture Lineage I/II, 1998 - 1mil (SKorea) Second Life, 2003 - 500,000 – Starwood Resorts -andgt; No single business model is winning out It’s not just about games MMOs


Virtual Worlds : Virtual Worlds 360 degree photos http://ChicagoTravelers.com Hotel video reviews http://Trivop.com MMOGs World of Warcraft 3-D Social Worlds Second Life Starwood Hotels -andgt; Sheraton + Westin


Issues : Issues Legal and Security Issues Identity Issues What you do is seen forever Everyone knows your name need for security andamp; control of personal information Legal Liability Issues of Student or Employee Blogging Copyright and Ownership Issues Defamation and Libel Security Laws (private companies) Sun Microsystems Legal Department Briefs all employees on legal issues, then lets them blog without Emerging Technologies Emerging Teaching, Business and Work Models Threats to andamp; from traditional models Too Much Dependency on Technology Too Much Choice


Comments from One Student : Comments from One Student I probably struggled with the technology elements more than most of the class. Although I was vaguely aware of them, blogging, wikis and podcasts were new to me. It’s difficult to straddle the divide between young people who have not only embraced the age of technology, but made it their own. A challenge I and my peers in the 'traditional' tourism industry face is finding ways to market to these younger travelers if we want to stay in business. I still have grave reservations about wikis and their potential for disseminating misinformation on a grand scale, for example Wikipedia-reported 'death' of a major entertainer, who was actually hale and hearty. Although this was a fairly harmless incident, imagine the problems posed for researchers relying on the Internet for data. On the professional level, I’m glad I’m more familiar with them, and I can always hire others to actually develop them as part of an outreach or marketing effort. Perhaps the most important part of learning, and reinforcing what you’ve learned, is sharing the knowledge. I see the tremendous potential of new methods of communication with travelers. After a conversation with the manager of a regional driving tour, they’ve developed a grant to create a website and podcast of the tour. Until now it was only available on CD in visitor centers and some businesses. I believe the website, which will be linked with Chamber’s, visitor center’s, tourism and other websites, will help market our region to a whole new audience. One example is the many bicyclists who travel through here and certainly can’t listen to a CD audio tour. But I’ve noticed that more and more of them travel with iPods or mp3s, making a podcast perfect for them.