uncovering travellers’ expectations through ‘netnography’: a big data approach for strategy...
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Post on 15-Jul-2015
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ENTER 2015 Destination Track Slide Number 1
UNCOVERING TRAVELLERS’ EXPECTATIONS THROUGH ‘NETNOGRAPHY’:
A BIG DATA APPROACH FOR STRATEGY DEVELOPMENT
Stefanie Gallob
Head of Research
European Travel Commission, [email protected]
http://www.etc-corporate.org
http://www.visiteurope.com
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POWERED BY
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Destination Europe 2020
A joint initiative of the European Commission and ETC. A joint initiative of the European Commission and ETC.
A programme of activities to enhance the promotion and visibility of Europe and its destinations in key extra-European markets. A programme of activities to enhance the promotion and visibility of Europe and its destinations in key extra-European markets.
57% 52% 41%
16% 23% 30%
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An innovative an cost-effective research approach
Understand the mind of travellers through netnography
Netnography = ethnography adapted to the online social world
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What netnography is and what it is not
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QUANTITATIVE netnography
•Over 50 million microblog posts
•Over 20 million blog posts
•Search statistics from Internet search engines Baidu and Google
•Clustering of bloggers into travel groups and extraction of themes and trends related to travel and Europe
QUALITATIVE netnography
•In-depth reading of individual blogs, microblogs, forum posts and other online content
•Semiotic analysis of over 1,000 photographs
•A qualitative analysis of travel types, motivations and behaviour
The Chinese blogosphere
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The Chinese blogosphere
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”Europe is a shopping heaven, it has all luxury brands, whether Louis Vuitton or Cartier or Hermes. So I go to
Europe to get the most choices when buying luxury products.”
”Europe is a shopping heaven, it has all luxury brands, whether Louis Vuitton or Cartier or Hermes. So I go to
Europe to get the most choices when buying luxury products.”
Chinese Travel Budget
34% shopping17% air fare18% accommodation9% entertainment3% travel agency service
Europe is “the” place for shopping
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”Does Kiruna have a Chinese restaurant? I don’t care so much but I’m travelling with my mother and I’m afraid she won’t like the local
food.”
”Does Kiruna have a Chinese restaurant? I don’t care so much but I’m travelling with my mother and I’m afraid she won’t like the local
food.”
Authenticity … but onlyin certain doses
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”Renting a bicycle in the Netherlands costs 10 euro per day. For that price I can get a second hand bicycle in China.”
”Renting a bicycle in the Netherlands costs 10 euro per day. For that price I can get a second hand bicycle in China.”
Food, accommodation, and transportation are items where most travellers try to save money, whereas entertainment and shopping are allowed to be more costly.
Chinese travellers are still price conscious
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…but do not overlook the
Traditionalists!
Choose your tribe
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The new Chinese traveller
• Looks for an in-depth travel experience (from standardized group travel to FIT)
• Better educated (81% of Chinese outbound travellers hold higher educational degree)
• Is skilled with social media and Internet usage (642 million Internet users, 3 times as active in social media as American Internet users)
• Is an urban dweller• Remains price sensitive
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Peaceful, quiet and clean
environments
Peaceful, quiet and clean
environments
Lessons learned
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Promotion strategy: China
18-30 FIT and first-time travellers, affluent and well-educated
30-45 professional, higher income
18-30 FIT and first-time travellers, affluent and well-educated
30-45 professional, higher income
‘storytelling’ customised pan-European contentgames and competitions
‘storytelling’ customised pan-European contentgames and competitions
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THANK YOU FOR THANK YOU FOR YOUR ATTENTION!YOUR ATTENTION!
CONTACT:CONTACT:[email protected] [email protected]