E-tourism in England a strategy .pdf

More documents

Recommendations

Info

Made a hotel reservation 78% Rented a car 59% Booked entertainment tickets 33% Booked tickets for amusement park 18% Booked a travel package 17% Booked a cruise 8% Figure 4: US consumer online travel booking by sector [Source: The Travel Industry Association of America (http://www.tia.org), Results from a Travel Media Usage Survey of 1,300 US adults, conducted in July 2001] 1.4 The impact of Internet use on traditional channels A key question for DMOs and tourism businesses is the way in which the Internet is affecting the use of traditional channels of marketing. A number of recent surveys cast light on this: • A travel media usage survey for TIA in July 2001 (Figure 5) showed that, in the US, the Internet had already become the number one source of information consulted when choosing or planning a vacation. The Internet was also considered to be the most useful media for travel planning (at 24%). Internet 40% Motor Club Magazine 26% Newspaper Travel Section 25% Television Travel Shows 20% Travel Guidebooks 17% General Interest Magazines 17% Figure 5: Media most used in the US in the past year to plan vacations [Source: The Travel Industry Association of America (http://www.tia.org), Results from a Travel Media Usage Survey of 1,300 US adults, conducted in July 2001] • TIA research in 2001 (Figure 6) showed that about 70% of Internet-using travellers were using travel agents and state tourism offices less often. A similar proportion was calling airlines less often, whilst nearly 60% were using other travel call centres less. In 2000, US on-line travellers reported that since they started planning their trips on-line, they were … Using travel agents less often 71% Calling or visiting state tourism offices less often 68% Placing fewer calls directly to airlines 68% Placing fewer calls directly to rental companies 58% Placing fewer calls directly to lodging companies 57% Ordering travel brochures by phone less often 57% Figure 6: Consequences of increased use of Internet for traditional channels [Source: The Travel Industry Association of America (http://www.tia.org), Results from a Travel Media Usage Survey of 1,300 US adults, conducted in July 2001] 38/44 A strategy for modernising English tourism through e-business – July 2002
Thus, over a period of only five years, the Internet has become a primary source of travel information for the more mature markets of Internet users, which are also major tourism generating countries. At present, the proportion of travel booked through the Internet is relatively small (between 6 and 15% in the US, according to sector, and less elsewhere), but will increase substantially, as the number of Internet users grows and the propensity to purchase increases. It seems reasonable to anticipate that transactions across the Internet may account for 20-25% of all tourism sales in the main markets, over the next four or five years. 2. UK online market 2.1 The growth of Internet usage The growth in the number of households online over the past four years are shown in Figure 7. According to National Statistics, over the period July to September 2001 an estimated 9.7 million households were online in the UK, representing approximately 39% of the total number of households in the UK. The proportion of homes with Internet access for individual regions is detailed in Figure 8. In the UK as a whole, from October 2000 to September 2001, 37% of homes were online while in the South East and London Region up to 45% of homes were online. Home Internet penetration is greater in England than in other part of the United Kingdom. Figure 7: Number of Households online in the UK (millions) [Source: National Statistics ‘Internet Access – Households and Individuals’ (December 2001) including figures for the periods between July and September for the years 1998 to 2001 from the Family Expenditure Survey and the Expenditure and Food Survey] 39/44 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 and 26: 6.2.5 Regional Development Agencies
Page 27 and 28: Key Actions Lead role Others involv
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: 1.1 Internet users’ profile Inter
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

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?