Strategic Tourism Marketing - Essay Example

?Topic: Strategic Tourism Marketing: eCommerce System/Website Executive Summary: This strategic tourism marketing report will evaluate the ecommerce system and website functionality of two leading portals for nation-based European travel, ‘Visit Britain’ and ‘France Guide’. The aspects of analysis will be based on a critical review of Information System Success (ISs) models, including: The Technology Acceptance Model The Delone & McLean’s IS Success Model The Integrated ISs Model The websites and their respective ecommerce features will be evaluated in relation to their effectiveness in increasing travel sales opportunities for national tourist groups and small businesses, as well in how they integrate with, link to, and promote other national and international networks. Recommendations will be given based on review of strengths and weaknesses of both models and suggestions for improvement to each site will be provided for each business model. Table of Contents: 1) Introduction: Information System Success (ISs) Models i) The Technology Acceptance Model ii) The Delone & McLean’s IS Success Model iii) The Integrated ISs Model iv) Combined Methodology for Research Applications 2) Justification: Understanding Service and Value in Online Travel Websites 3) Analysis: France & Britain Tourist Websites i) General Functionality - Overview ii) Ecommerce iii) Social Networking iv) B2B & P2P Travel Communities 4) Conclusion: Areas for Future Development on National Travel Portals i) Visit Britain ii) France Guide 5) Recommendation: Next-Generation Social Networking & Ecommerce in Travel Communities 6) References: Sources Cited 7) Appendix: Diagrams of Information Systems Success Models Introduction: "Of all the theories, the Technology Acceptance Model (TAM) is considered the most influential and commonly employed theory for describing an individual’s acceptance of information systems. TAM, adapted from the Theory of Reasoned Action [Ajzen and Fishbein, 1980] and originally proposed by Davis [1986], assumes that an individual’s information systems acceptance is determined by two major variables: Perceived Usefulness (PU) and Perceived Ease of Use (PEOU)... TAM’s four major variables are: Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Behavioral Intention (BI), and Behavior (B)." + The Technology Acceptance Model: Past, Present, and Future, Lee, Kozar, and Larsen, 2003 Beginning with the two major variables of Perceived Usefulness (PU) and Perceived Ease of Use (PEOU), and the two minor variables of Behavior (B) and Behavioral Intention (BI), the Technology Acceptance Model (TAM) may be used as a means of analysis for the websites Visit Britain’ and ‘France Guide’ as a means of understanding their respective effectiveness. This study will further limit the review to the question of increasing travel sales and tourism business for local and national groups, including corporate and small business ideals. These factors will also guide the study of the effectiveness of Information System Success (ISs) models in determining how well they integrate with other national and international travel networks. The Delone & McLean’s IS Success Model has been repeatedly updated and refined by its founders to currently include six factors to guide analysis. “The updated model consists of six interrelated dimensions of IS success: information, system and service quality, (intention to) use, user satisfaction, and net benefits. The arrows demonstrate proposed associations between the success dimensions. The model can be interpreted as follows: A system can be evaluated in terms of information, system, and service quality; these characteristics affect the subsequent use or intention to use and user satisfaction. As a result of using the system, certain benefits will be achieved. The net benefits will (positively or negatively) influence user satisfaction and the further use of the information system.” (Urbach & Muller, 2009) This study will use both the variables of the Technology Acceptance Model and Delone & McLean’s IS Success Model to build an Integrated ISs Model applying combined methodology for research application of ecommerce and B2B/P2P functionality in travel destination portals in England and France. The Integrated ISs Model combines the following variables as criteria for analysis of each site: Perceived Usefulness: This category will be used to understand the user’s reaction to the usability, effectiveness, and applicability of the platform, and can be statistically rated on a 1-10 scale for charting group dynamics. Perceived Ease of Use: This category will be based on user ratings on a scale of 1-10, and analyze the GUI, menu structures, site architecture, and other features related to the user experience while browsing. Behavior: This variable will be based on site statistics of actual user activity on the site, where applicable, including heat maps and analytics of traffic patterns via “cookies”. Behavioral Intention: This variable will mark the behavior as expected by both the user and the architects or design & marketing team vs. actual behavior. Information: In Delone & McLean’s IS Success Model, this aspect functions as a first stage quality analysis variable and is related to the website’s goals. System Quality: Also a first stage variable for ISs evaluation, and can be related to both hardware and software services as experienced by the user in the end result. Service Quality: A second-stage analysis of user experience based upon how the first level of information and system quality is used and rated. Intention to Use: The divergence between user intention and actual experience, and what was intended by the architects and the resultant user experience. User Satisfaction: A summary of second-level evaluations relating to overall user experience of the website or platform as rated on a scale of 1 to 10. Net Benefits: This variable summarizes the end results when considered from the user experience or ecommerce business owner’s perspective, relating what was actually purchased, or what information and services were found on the site by the visitor. IS Success Model can map user experience and satisfaction through the complex relationship of main variable categories to sub-variables, as illustrated in the chart below: (Lee, Kozar, and Larsen, The Technology Acceptance Model: Past, Present, and Future, 2003) Justification: IS Success studies provide feedback for website developers, site owners, community, and business sites in order to gauge consumer reaction, positive or negative, to a software product such as offered on an ecommerce or travel website. As both ‘Visit Britain’ and ‘France Guide’ have existing domain presences with sizable traffic and community, the opportunity arises to take both sites further through upgrades, new features, and new ideas applied to the website development process in order to make them more efficient and effective websites. The studies also have the ability to suggest problems or changes that need to be made in the navigation system or site structure to make information more accessible. The over-all user experience should be seen in the context of customer satisfaction with the software product as launched, and the ownership and development teams should all demand high standards of quality that are based on the services that are provided. Where the user experience is overwhelmingly positive, and the ownership has succeeded in its business, sales, and marketing goals, then the Information System is considered a success. Due to the investment involved in producing a software product and maintaining it in development, there needs to be objective methods of analysis made available to evaluate the ROI for management, ownership, and investors. Analysis: The ‘Visit Britain’ website can be mapped into six major sections of site architecture, and features a large scrolling home page with multiple sections, highlighted by large image slideshows, video, blogs, essays, maps, travel destination spotlights, and many other links to other parts of the site for information. The initial load of the page is somewhat overwhelming, and it needs to be determined the number of people who scroll to the lower levels of the page and which sections attract the most viewers through click-tracking and site-path analysis. The main sections of ‘Visit Britain’ all contain numerous sub-pages which need to be additionally tracked as per search engine visits and site-path access in order to streamline how information is presented on the site. In the major site sections, the following features are found: 1) Destinations & maps: Major places to visit, cross-linked with other country domains, with special destinations, cities, and towns highlighted as destinations. 2) Things to do: Arts, entertainment, culture, theatre, dining, Top 10 lists, and other sections highlight featured activities for tourists including spotlight events. 3) Events: Festivals, arts & culture, sports, heritage, and featured events add to and overlap the “Things to do” category in content and destination for users. 4) Accommodation: Hotels, boutique & upscale listings, spas, camping, B&Bs, and other lodging and accommodation presented on the standard theme and layout. 5) Transport: Air, Train, Car, & Bicycle hiring – well presented options. 6) About Britain: Monarchy, history, and heritage presented in a magazine style or view. 7) Travel tips: Useful information for business and families travelling with specific needs, well presented and understandable with special interests highlighted. 8) Offers: Excellent section on featured travel promotions & tour packages. ‘Visit Britain’ is also associated with the following sites and traffic patterns need to be established as to how effectively these sites integrate for the traveler and tourist in use: London - Discover London - www.visitlondon.com Scotland - Discover Scotland - www.visitscotland.com Wales - Discover Wales - www.visitwales.com England - Discover England - www.visitengland.com In summary, the ‘Visit Britain’ website is well produced with large scrolling pages that load slowly and force the user to reference information off the screen without making it readily accessible. The site is multimedia-driven, but this tends towards a cluttered look and feel and does not add to accessibility of information. Featured images, slideshows, and videos do successfully attract the viewer to articles and more information about marquee programs. Perceived Usefulness: 7 – large pages did not effectively convey information Perceived Ease of Use: 6 – scrolling and long page load time detracted from experience Behavior: 8 – good information available about travel to destination Behavioral Intention: 6 – information as presented got in the way of the message Information: 7 – good information but hard to navigate & search overall System Quality: 8 – multimedia site looks sharp but loads slow & should be optimized Service Quality: 6 – too much image and scattered text without clear organization Intention to Use: 7 – good for casual browsing and surface presentation User Satisfaction: 7 – unable to quickly access small business information Net Benefits: 7 - was able to get good information on travel, events, special promotions The ‘France Guide’ website has two main menu sections that lead to the further divisions of site architecture. The upper menu leads to the three sections: 1) Travel Trade: This sub-section is disjointed with links to multiple countries and social networks with no clear arrangement of information. 2) Press Corner: News focusing on breaking & current events from web sources. 3) Convention Bureau: Featured deals, packages, news, regional information, etc. The main menu highlights six main sections of the site in a similar manner to ‘Visit Britain’: 1. Destinations: Regions of France & thematic maps via GUI. 2. What to do: Art, culture, cities / urban, beach, mountain, eco / Green tours, etc with navigation through icons. 3. Deals & Contests: Special travel packages, flights, & hotel deals listed in USD for purchase online via affiliates. 4. Practical Info: Transportation, language, utilities, emergency, facilities, etc. 5. Magazine: Multi-lingual travel magazines targeting sub-groups of travelers. 6. Vlog:Lost in Francelation: Video blog – featured niche content. Unlike ‘Visit Britain’, the French tourism site is not part of a greater network of national travel sites, but does have a complex subdivision of site sections based on tourist activities and districts of the country that make navigation very compact and efficient. Perceived Usefulness: 8 – especially good for easy browsing of districts. Perceived Ease of Use: 7 – simple, but sometimes disjointed or abstract & unrelated subject matter and articles listed on pages. Behavior: 7 – travel information seems good but site design is outdated. Behavioral Intention: 6 – fails to engage user in community building. Information: 7 – breaking news and deals were excellent, as was social media integration. System Quality: 6 – broken menus and missing images on occasion were found, unrelated articles posted in sections, cluttered site sections detracted from navigation. Service Quality: 7 – overall, average and basic and not inspiring to the greatness of the culture and entertainment in the country. Intention to Use: 7 – simple but sometimes multimedia offerings were not technically operating correctly in the theme. User Satisfaction: 7 – unremarkable for the most part, despite compact nature and easy to browse. Net Benefits: 8 – a great deal of current information on events and destinations. Conclusion: The ‘Visit Britain’ was ineffective in presentation in the way that it extended pages and overloaded sections with too much information at one time, making it more difficult to find specialized information outside of the main articles and promotions. The site functions in many ways like a travel magazine, with limited facilities for search and booking related to travel agent sites. There was not apparent on the surface the detailed local connections, but rather a broad overview of history and culture. The ability to buy train passes from the site was excellent. The ‘France Guide’ website was compact and efficient in design, making it easier to browse information with clearly labeled menus and section guides. It was simple to move directly to a region and gather more information for travel. The message was not diluted through cross-marketing to other related domains, and all information was easily searchable on site. Recommendation: The ‘Visit Britain’ website would benefit from a redesign that brings information together in a more compact form that is easy to view and navigate in a single browser frame. More dynamic user content, easier access to small business listings, and more direct travel packages and sales in a multi-user market would be recommended. The ‘France Guide’ website is more compact and easy to navigate, but lacks the updated and modern look of the English site and its magazine-like feel. The site functions closer to a more traditional travel site, but still could expand offerings in hotels, package deals, and special events. The theme and other elements were apt to fail in blocks, menus, video interface, and other small details at times, detracting from the overall experience. In summary, both sites should relate democratic principles to the marketplace and open the tourism sites up to more dynamic content from users that encourages social networking through B2B and P2P sharing of travel information, tour packages, special deals, etc. in an online marketplace and forum exchange. References: Al-adaileh, Raid Moh’d (1999), An Evaluation of Information Systems Success: A User Perspective - the Case of Jordan Telecom Group, European Journal of Scientific Research, ISSN 1450-216X Vol.37 No.2 (2009), pp.226-239, © EuroJournals Publishing, Inc. 2009, PDF, viewed 17 January 2011, . Alrafi, Aziz (2006), Technology Acceptance Model, 2006, PDF, viewed 17 January 2011, < http://www.leedsmet.ac.uk/inn/RIP2005-4.pdf >. Chuttur, Mohammad (2009), Overview of the Technology Acceptance Model: Origins, Developments and Future Directions, Indiana University, Sprouts: Working Papers on Information Systems, 9(37), 2009, Web, viewed 17 January 2011, . DeLone, William H. & McLean, Ephraim R. (2002), Information Systems Success Revisited, Proceedings of the 35th Hawaii International Conference on System Sciences, 2002, Web, viewed 17 January 2011, . Delone, William H. & McLean, Ephraim R. (1999), The DeLone and McLean Model of Information Systems Success: A Ten-Year Update, Journal of Management Information Systems archive, Volume 19 Issue 4, Number 4/Spring 2003, M. E. Sharpe, Inc. Armonk, NY, USA, 2003, Web, viewed 17 January 2011, . Funilkul, Suree; Quirchmayr, Gerald; Chutimaskul, Wichian; and Traunmuller, Roland (2006), An Evaluation Framework for eGovernment Services Based on Principles Laid Out in COBIT, the ISO 9000 Standard, and TAM, ACIS 2006 Proceedings, Paper 3, 2006, Web, viewed 17 January 2011, . Hossain, Dulal & Moon, Junghoon & Choe, Young Chan & Park, Heun Dong (2009), An Integrated Model of Web Based Information Systems Continuance: Food Traceability System Context, Association for Information Systems, AIS Electronic Library (AISeL), AMCIS 2009 Proceedings, Americas Conference on Information Systems (AMCIS), 1-1-2009, Web, viewed 17 January 2011, . Lee, Y. & Kozar, K.A. and Larsen, K.R.T. (2003), The Technology Acceptance Model: Past, Present, and Future, Communications of the Association for Information Systems (Volume 12, Article 50) 752-780, 2003, PDF, viewed 17 January 2011, . Thong, James Y. L. (1999), An Integrated Model of Information Systems Adoption in Small Businesses, Journal of Management Information Systems, Vol. 15, No. 4 (Spring, 1999), pp. 187-214, 1999, Web, viewed 17 January 2011, . Urbach, Nils & Muller, Benjamin (2009), Delone and McLean IS success model, York University, Theories Used in IS Research, 2009, Web, viewed 17 January 2011, . Appendix: Diagram/schematic of theory: Information Systems Success Model (DeLone & McLean 1992) Source: York University (2010) Diagram/schematic of theory: Updated Information Systems Success Model (DeLone & McLean 2002, 2003) Source: York University (2010) Read More