E
-commerce
E-commerce
in
in tourism
tourism and
and hospitality:
hospitality:
net-working or
-working ??
net
not
net-working
or notnot-working
Dr Marianna Sigala
E-commerce models in tourism:
players and competitive analysis
University of the Aegean, Greece
Types of Online Pricing strategies
TYPE III
TYPE I:
TYPE II
Negotiated price A class of mechanisms
Set price
relying on competition
mechanism on
mechanism
between buyers and
the internet
whereby prices
sellers to produce
„ Volume buying
prices
are set by the
or a buyingbuyingseller
power based „ Traditional auctions
negotiation is a „ Reversed auctions
„ Static price
variant of
(Requests for
catalogues
negotiation
proposals)
„
„
Dynamic pricing
Yield management
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Price wars ?
The infomediary model
or shop bot model !
More complex ee-commerce models
2
The co-opetition model
3
Technologies have changed
the economy and competition rules
„ Global
competition
„ Demand sophistication: information,
empowerment and personalisation
„ Experience and dream society
4
We live in the
“My Economy”
Economy”
Product
personalisation
5
The personalised experience
is extended also at home and
becomes a lifestyle experience !
6
Personalisation –
dynamic tour customisation
7
MySwitzerland.com strategy
community participation
Castello on the move !
1. Dario Pinton, art critic and director of the guided tours inside of the Biennale Art
Exposition;
2. Marco Forieri, called “Furio”, ex-flour mill representative and saxophonist of the
Venetian popular music group Pitura Freska;
3. Fabio Fornasier, second-generation glass blower and youngest master of the Murano
School of Glass;
4. Alberto Garbizza. a fisherman who practices small, traditional fishing and is also a
folklorist. He is a gifted tenor and loves to sing around his neighborhood.
5.Gianfranco Vianello, called “Il Crea”, gondola’ builder, winner of twelve Historic
Regattas, and potential rebuilder of the “Bucintoro”, the majestic boat of the Doge of
Venice.
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Travellers seek and want to create
personalised experiences
Internet impact on tourism demand: Tourists:
To summarise
want better service
have access to more information and can easily
switch between providers
want better information
are becoming more mobile, critical and less loyal
are more price sensitive
tend to make more but shorter vacations
decide on a last minute basis
Travelers from
from product
product and
and price
price takers
takers
Travelers
to product
product and
and price
price makers!
makers!
to
Charles Darwin (1809 – 1882)
It is not the strongest of
the species that survive,
nor the most intelligent,
but the one most
adaptable to change
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Need to change ?
New tourist generation
Thank you !
Dr Marianna Sigala
([email protected])
[email protected])
University of the Aegean, Chios
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