travel agents vs. online booking: tackling the shortcomings of nowadays online tourism portals anton...
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ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Nowadays Online Tourism Portals 3 Characteristics of Tourism A product cannot be observed or manipulated through direct experience prior to purchaseA product cannot be observed or manipulated through direct experience prior to purchase Customers have to rely on indirect or virtual experienceCustomers have to rely on indirect or virtual experience Appealing product presentation (visualization of travel destinations) is a mustAppealing product presentation (visualization of travel destinations) is a must MotivationTRANSCRIPT
Travel Agents vs. Online Booking: Tackling the Travel Agents vs. Online Booking: Tackling the Shortcomings of Nowadays Online Tourism Shortcomings of Nowadays Online Tourism
PortalsPortals
Anton Bogdanovych, University of Technology Sydneye-Markets Research Group
22ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
OutlineOutline• MotivationMotivation• Research MethodologyResearch Methodology• HypothesesHypotheses• Travel Agent prosTravel Agent pros• Online booking prosOnline booking pros• 3D Electronic Institutions3D Electronic Institutions• ConclusionConclusion
33ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
Characteristics of TourismCharacteristics of Tourism• A product cannot be observed or A product cannot be observed or
manipulated through direct manipulated through direct experience prior to purchaseexperience prior to purchase
• Customers have to rely on indirect Customers have to rely on indirect or virtual experienceor virtual experience
• Appealing product presentation Appealing product presentation (visualization of travel destinations) (visualization of travel destinations) is a mustis a must
Mot
ivat
ion
44ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
Product presentation Product presentation possibilitiespossibilities
• Traditional travel agents:Traditional travel agents:- Catalogues with photos, tips, maps Catalogues with photos, tips, maps
etc.etc.• Online Booking:Online Booking:
- Web sites with catalogue-like structureWeb sites with catalogue-like structure- Interactive 3DInteractive 3D- On-demand VideosOn-demand Videos
Mot
ivat
ion
55ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
Research GoalsResearch Goals• Find the best from both sides Find the best from both sides
(travel agents and online booking)(travel agents and online booking)• Facilitate customers’ decision Facilitate customers’ decision
making processmaking process• Automate the process of Automate the process of
development of tourism portalsdevelopment of tourism portals• Save human resourcesSave human resources
Mot
ivat
ion
66ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
Research MethodologyResearch Methodology• Follows qualitative research inquiryFollows qualitative research inquiry• Stage 1: Hypothesis formulationStage 1: Hypothesis formulation
- Literature reviewLiterature review- Semi-structured interviews (10 PhD Semi-structured interviews (10 PhD
Students)Students)• Stage 2: Hypothesis validationStage 2: Hypothesis validation
- Travel agent interviewsTravel agent interviews- Questionnaire (132 participants)Questionnaire (132 participants)
Res
earc
h M
etho
dolo
gy
77ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
The SampleThe Sample• People who possess ample expertise in online People who possess ample expertise in online
bookingbooking
Res
earc
h M
etho
dolo
gy
88ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypotheses• H0: The majority of people prefer H0: The majority of people prefer
booking their international trips from a booking their international trips from a travel agent. Domestic trips are usually travel agent. Domestic trips are usually booked online.booked online.
Hyp
othe
ses
99ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypothesesH
ypot
hese
s
• H1: Human expertise is an important H1: Human expertise is an important convenience factor that is missing in online convenience factor that is missing in online booking.booking.
1010ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypothesesH
ypot
hese
s
• H1: Human expertise is an important H1: Human expertise is an important convenience factor that is missing in online convenience factor that is missing in online booking.booking.
1111ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypotheses• H2: Social Interaction with a travel H2: Social Interaction with a travel
agent is a key to a good customer agent is a key to a good customer experienceexperience
Hyp
othe
ses
1212ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypotheses• H3: Travel agents satisfy impulse H3: Travel agents satisfy impulse
buyers better buyers better Hyp
othe
ses
1313ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypotheses• H4: Collaborative booking experience H4: Collaborative booking experience
is important.is important.
Hyp
othe
ses
1414ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypotheses• H5: Security and trust towards H5: Security and trust towards
humans are higherhumans are higher
Hyp
othe
ses
1515ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypotheses• H5: Security and trust towards H5: Security and trust towards
humans are higherhumans are higher
Hyp
othe
ses
1616ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypotheses• H6: Loyalty is rewarded and H6: Loyalty is rewarded and
appreciatedappreciatedHyp
othe
ses
1717ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypotheses• H7: Detailed information about a H7: Detailed information about a
trip is importanttrip is important
Hyp
othe
ses
1818ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
HypothesesHypotheses• H8: The way the package deals are H8: The way the package deals are
composed now is not satisfactory composed now is not satisfactory and can be done better on the Weband can be done better on the WebH
ypot
hese
s
1919ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
Travel agent prosTravel agent pros• Expertise of the travel agentsExpertise of the travel agents• Impulse decisionsImpulse decisions• Social interactionsSocial interactions• Loyalty is commonLoyalty is common• Travellers value that their Travellers value that their
preferences are rememberedpreferences are remembered
Tra
vel a
gent
pro
s
2020ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
Online booking prosOnline booking pros• ConvenienceConvenience• Comfort of the familiar home Comfort of the familiar home
environmentenvironment• Fast responsesFast responses• MultitaskingMultitasking
Onl
ine
book
ing
pro
s
2121ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
3D Electronic Institutions3D Electronic Institutions
3D Virtual Worlds•Social•Consistent•Location awareness•Rational & emotional customers•Not structured interactions
Electronic Institutions•Structured Interactions•Secure•Strong methodology•Guarantees that participants adhere to the institutional rules and fulfill the obligations
3D Electronic Institutions•Social•Secure•Structured Interactions
• No methodological supportNo methodological support
3D E
lect
roni
c In
stitu
tions
2222ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
Specification of 3D Electronic InstitutionsSpecification of 3D Electronic Institutions
Common Ontology and language
Agent Roles Multi-agent Protocols Network of protocols Norms 3D
Ele
ctro
nic
Inst
itutio
ns
2323ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
Visualization of 3D Electronic Visualization of 3D Electronic InstitutionsInstitutions
3D E
lect
roni
c In
stitu
tions
2424ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
Runtime ArchitectureRuntime Architecture3D
Ele
ctro
nic
Inst
itutio
ns
2525ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
ExampleExample3D
Ele
ctro
nic
Inst
itutio
ns
2626ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra ENTER 2006, Lausanne Anton Bogdanovych, Helmut Berger, Simeon Simoff, Carles Sierra Travel Agents vs. Online Booking: Tackling the Shortcomings of Travel Agents vs. Online Booking: Tackling the Shortcomings of
Nowadays Online Tourism PortalsNowadays Online Tourism Portals
ConclusionConclusion• Impulse travel, collaborative booking and Impulse travel, collaborative booking and
better packaging mechanisms are not better packaging mechanisms are not present in nowadays online travel portalspresent in nowadays online travel portals
• Expertise of the travel agents should be Expertise of the travel agents should be used onlineused online
• Presentation of travel destinations can Presentation of travel destinations can be done betterbe done better
• 3D Electronic Institutions have the 3D Electronic Institutions have the potential to address the drawbacks of potential to address the drawbacks of online bookingonline booking
Con
clus
ion