Mobile and virtual products in tourism

Mobile and virtual products in tourism

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  MOBILE AND VIRTUAL PRODUCTS IN TOURISM JohannaHeinonen 11.3.2015
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  First practical assignment1  One sunny August day Sam the Student walked in the doors of Leppävaara campus. He was about to start his studies in tourism in Laurea.  He stood in the lobby, looked around and wondered where he should go. He was lost. His head was spinning and he felt ill.  So he went outside to get some fresh air and to think.  And then he saw a QR code in the front door. He scanned it and it told him to go to one place where he find another QR code to show him to another place.  QR codes saved Sam’s day. With the help of them he learnt his way around the campus and was never lost again.  Your job is to find evolve the story and create one QR code to the place you’ve been given. Add also some action there, e.g. jump like a frog in the lobby!
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  First practical assignment2  Team 1: Library  Team 2: Students’ office  Team 3: Helpdesk  Team 4: Comms  Team 5: LaureAMKO  Team 6: Bar Laurea  Go and take pictures of the place.  Go on with the story of Sam the Student  What is this place and what is he supposed to do there?  Create a video, a picture with text or add instrcutions to a website  Create a QR code of this  Send QR code and possible pictures / videos to teacher [email protected] for further use 
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  First practical assignment3 EXAMPLE: Health services  Sam has found the nurse, but there is a long queque to her.  One of Sam’s fellow students is really nervous, so Sam decides to measure her pulse.  Take a picture of Sam taking the pulse and post it to Instragram with hashtag #Laurea_UAS and autogram it to @Laurea_UAS and write something Sam would have said about Laurea health services
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  First practical assignment4 SOME INSTRUCTIONS  If you are creating a website, you can use following:  https://sites.google.com/site/leppavaaramobile  Log in with  Username [email protected]  Password LaureaUAS  Go to the page where your destination is mentioned  Click the pencil on the right hand corner and edit the page  Creating QR code  Go to e.g. http://www.qrstuff.com/  Choose the type of original ”data” on the left  Follow instructions in the middle (stage 2)  Download QR code (on the right)
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  First practical assignment5 WHAT DID YOU LEARN?  What is important in creating this sort of ”product” from customer/user perspective?  What are the essential issues you must consider?  What was hard / difficult?  Is this something you would use as a tourist?  Challenges?
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  Johanna ”Jonna” Heinonen Senior Lecturer in Laurea since September 2014 (before Haaga-Helia)  Marketing, communication, digitalisation, tourism  Background in tourism: destination & regional tourism development/EU-projects in Kymenlaakso region, Viking Line (conceptualization/service development)  Social media, ebusiness, digitalisation ”nerd” since 1990  Latest effort in ”real business” developing Southeast135 (= tourism brand for Kotka-Hamina region) ebusiness 2013 – 2014  Tourism efforts at the moment  Putting Kerava on world map (mobile ”adventure” in Kerava city center)  Selling Finland to scouts abroad = organizing tours for foreign participants of the Jamboree in July 2016
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  ONLINE PURCHASES DURING THE PAST 12 MONTHS 2015 Source:http://bit.ly/Eurostat_Onlinepurchases
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  What type of information arepeople usually looking for in local businesses? Source: Consumerbarometer.com
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  DIGITAL TOURISM TRENDS
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  Tourism companies and digital opportunities Source: The e-BusinessIndex (2006) for sectors http://www.umic.pt/images/stories/public acoes/BR06.pdf
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  3,1% 12,0% 16,4% 17,6% 26,0% 8,3% 8,4% 12,4% 8,5% 21,4% 0% 5% 10% 15% 20% 25% 30% Blogs Feedback ShoppingOffers Information Company Customer Identity “Companies should understand that social media is something they must done continuously. They should hire someone to follow social media and customers’ opinions and post instead of doing this job just besides the regular tasks”
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  4,1% 5,2% 7,5% 13,2% 31,3% 38,6% 7,0% 2,2% 15,8% 16,5% 28,1% 30,4% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Anyone Other Customer s Agency Personnel Entrepren eur Company Customer Profile “Companies shouldtry to create a dialogue with a customer. It is just not enough to create a fan page in Facebook and fill it with offers and advertisements” “I don’t want everybody to see when customers we don’t even want to have write negative things about us”
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  53% 47% Measuring the impactof social media use Yes No The more you understand what is wrong with a figure, the more valuable that figure becomes ~ Lord Kelvin ~
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  Image “I do nottravel anywhere without checking the destination, accommodation and restaurants in Tripadvisor. That is part of my everyday life. I have even sometimes sent mail to some persons who have given their comments and asked them for further details.” “People are always talking, why should we care about that. There will always be negative feedback and if someone decides not to visit us based on that, then they maybe are the wrong customers for us.” 35% 65% Knowledge of customer thoughts Yes No
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  Essentials in creatingmobile / virtual tourism services  Story (ie Citynomadi and Kotka)  Easy to use for customer  Clear & simple (also technology behind)  Interesting  External service provider vs. Ownership (Google Maps vs. Here)  Affordable (also offline vs. roaming)  Website or App  IOS, Android, Windows  Known and ”famous”  Resources (especially human)
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  So how todo it? 1. Goals 2. Who is your customer? What channels / devices s/he uses? What kind of information / products / services s/he searches? 3. Resources 4. Contents 5. Technology 6. Key persons and budget 7. Measurement
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  THANK YOU! Further questions: JohannaHeinonen [email protected] https://www.facebook.com/JohannaHoo https://twitter.com/Jonna_Hoo https://fi.linkedin.com/in/johannaheinonen