E-tourism in England a strategy .pdf

More documents

Recommendations

Info

7. An agenda for action for e-tourism A five-point agenda for action is proposed as a framework within which England’s tourism businesses and organisations can realise the opportunities offered by e-business. 7.1 Realising the potential of electronic marketing The advent of Internet, mobile telephony and digital interactive television is having a major impact on the way tourism products are marketed and sold. The web can be a costeffective medium for publishing information and providing a transactional capability for customers as part of a destination marketing strategy. Email conveys information directly, cheaply and at short notice to prime prospects. Electronic marketing enables organisations to engage with customers on a one-to-one basis, and can be used also to promote ‘one-tomany’ activities, whereby large numbers of potential visitors can be attracted to a destination or company’s website. ‘E-marketing’ should, however, be undertaken in harmony with traditional ‘offline’ marketing activities as part of an e-business strategy more closely integrating the promotional, sales and fulfilment roles of websites, brochures and telephone support services. Campaign strategies will need to position the role of printed media alongside electronic marketing to maximise returns on investment. One strategic priority for England at national level is to ensure that good quality content is routed through BTA and the VisitBritain family of websites to reach overseas markets, and to redevelop the TravelEngland web portal as a platform for domestic marketing campaigns. Attention should also be given to linking the latter to pro-active e-marketing campaigns using customer databases, personalisation and marketing partnerships. To realise the potential of electronic marketing access to online bookings and transactions facilities will need to become more widely available across the industry. There may be opportunities at the national level to link to specific web-based reservations systems operated by commercial groups and consortia, and this should be explored. However, a priority for EnglandNet should be to enable searching and booking based on up-to-date inventory held on local Destination Management Systems where these exist, and to support the extension of these services to other areas. To ensure that revenues continue to be available to support local DMO and TIC services, this will need to be underpinned by a revenue-sharing business model. 26/44 A strategy for modernising English tourism through e-business – July 2002
Key Actions Lead role Others involved Redevelop the TravelEngland website as a EnglandNet ETC, RTBs, national web portal to support a range of other England marketing campaigns partners Launch full e-commerce services on TravelEngland Ensure that improved England tourism information is available for distribution to overseas markets via the VisitBritain website and other channels Support the extension of DMS services to areas not yet effectively covered Implement Customer Relationship Management and Marketing as an integral and important aspect of destination marketing. This will require development of an accurate, wellresearched customer database, compiled at different points of customer contact, and the tools to exploit them. Develop a sustainable business model for online bookings via EnglandNet Establish the foundations for future marketing partnerships with key private sector players EnglandNet BTA EnglandNet EnglandNet ETC, RTBs, other partners EnglandNet, ETC, RTBs, DMOs RTBs, RDAs, DMOs, DMS suppliers RTBs, DMOs, possible collaboration with BTA Time From late 2002 onwards By December 2003 from late 2002 onwards From late 2002 onwards late 2003 EnglandNet ETC, RTBs By September 2002 EnglandNet ETC, RTBs, RDAs, DMOs By March 2004 27/44 A strategy for modernising English tourism through e-business – July 2002
Page 1 and 2: E-tourism in England A strategy for
Page 3 and 4: Contents Foreword 3 1. Executive su
Page 5 and 6: time content on the availability of
Page 7 and 8: 2. Introduction Tourism is a major
Page 9 and 10: 3. Background In tourism, as elsewh
Page 11 and 12: likely to reach saturation point or
Page 13 and 14: This strategy and the EnglandNet pr
Page 15 and 16: 4.2.2 Travel trade Potential requir
Page 17 and 18: • To be integrated into a nationa
Page 19 and 20: information. Technically, this woul
Page 21 and 22: 6. Key roles in support of e-touris
Page 23 and 24: As EnglandNet develops 3 , the pote
Page 25: 6.2.5 Regional Development Agencies
Page 29 and 30: This same network, with some modifi
Page 31 and 32: Maintain a communications strategy
Page 33 and 34: 8. Monitoring and evaluation To eva
Page 35 and 36: Appendix 2: E-tourism in other coun
Page 37 and 38: 1.1 Internet users’ profile Inter
Page 39 and 40: Thus, over a period of only five ye
Page 41 and 42: It also indicates the reasons cited
Page 43 and 44: 60% 55% 50% 45% 40% 35% 30% 25% 20%

E-tourism in England a strategy .pdf

Create successful ePaper yourself

Delete template?

Save as template?